Ecommerce Design / Product News

The BigCommerce Rebrand: Our Renewed Commitment to Customers, Partners, Employees and the Ever-Evolving Industry

Tracey Wallace / 2 min read

Welcome to the new BigCommerce. As you’ve likely noticed, we have significantly updated our brand’s look and feel, including fonts, colors, shapes and messaging. As you explore our website, you’ll see nearly every aspect has undergone a makeover. Taken together, the changes are a reflection of how the BigCommerce brand and platform have evolved in the years since we first launched as a simple cloud-based shopping cart.

Why the change?


It’s been clear for some time that the retail industry has fundamentally evolved. Once, brands could make the strategic decision to remain brick-and-mortar only or choose ecommerce as their sole selling channel. Even online, retailers had the choice between marketplace selling (i.e. Amazon, eBay, Etsy) or running an independent website, using their brand name as the URL.

Today, this is just simply not the case. The most successful retailers are selling through multiple channels. “Omnichannel retailing” at its most basic means to have a presence everywhere your consumer is — something that many marketing teams the world over have long heralded as necessary for scaling profitability. It isn’t that the business of retail has changed; it’s that consumer shopping preferences have. Loyalty no longer rests in the minds of those who shop only offline or online. Modern consumers show up anywhere, everywhere and 24/7.

Of course, as a retailer, you’re already living this reality.

So the question then becomes: Why is the BigCommerce rebrand relevant to this overall industry shift? First and foremost, our new branding reflects how BigCommerce is evolving with our customers — a visual representation of our commitment to powering growth and supporting retailers in an ever-changing environment.

Change is rarely easy, but it is the only certainty –– professionally and personally. As a retailer, quick and drastic industry changes likely frustrate you. As a shopper, you’re likely getting more of what you want, when you want it, at the price point you prefer. These are two opposing points of view, and each of us house them within our psyche, acting on them in our day-to-day. The challenge is in marrying the two.

Continuing the ‘Up and to the Right’ Trajectory

Beyond our commitment to creating solutions and processes that enable scale and 2x profitability is our promise to use our own learnings to better inform the business decisions of our customers. A few years ago, BigCommerce was a start-up, serving other start-ups. Today, we are a mid-market brand serving tens of thousands of other mid-market brands. The needs of our customers have changed, and so too have the needs of our employees and partners.

Change was needed — inevitably so.

Our new logo represents a commitment to our customers, a reminder to our employees and a promise to our partners that all BigCommerce work and initiatives are geared toward one thing and one thing only: enabling scalable growth for mid-market brands.

READ MORE: BigCommerce rebrand — from shopping cart to commerce platform 

Over the next few weeks, we have multiple product announcements we cannot wait to share with you that will further demonstrate how we plan to deliver on the ‘up and to the right’ mentality conveyed through our new logo and branding. In the meantime, we’d love to hear your feedback on the change, allow you to get an inside look at how we accomplished it, why we landed where we did and everything that came between.


Tracey Wallace

Tracey Wallace

Director of Marketing MarkterHire | Former EIC, BigCommerce | Founder, Doris Sleep

Tracey is the Director of Marketing at MarketerHire, the marketplace for fast-growth B2B and DTC brands looking for high-quality, pre-vetted freelance marketing talent. She is also the founder of Doris Sleep and was previously the Head of Marketing at Eterneva, both fast-growth DTC brands marketplaces like MarketerHire aim to help. Before that, she was the Global Editor-in-Chief at BigCommerce, where she launched the company’s first online conference (pre-pandemic, nonetheless!), wrote books on How to Sell on Amazon, and worked closely with both ecommerce entrepreneurs and executives at Fortune 1,000 companies to help them scale strategically and profitably. She is a fifth generation Texan, the granddaughter of a depression-era baby turned WWII fighter jet pilot turned self-made millionaire, and wifed up to the truest of heroes, a pediatric trauma nurse, who keeps any of Tracey’s own complaints about business, marketing, or just a seemingly lousy day in perspective.

View all posts by Tracey Wallace
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