BigSummit 2025 Recap: Powering What’s Next in Commerce

At BigSummit 2025, product leaders from Commerce took the stage to share how the company is building an open, intelligent ecosystem to power the future of commerce.

The session featured Vipul Shah, Chief Product and Technology Officer, Sharon Gee, SVP of Product and AI, Dmitriy Ryzhiy, VP of Product Strategy, John McCann, Sr. Director of Product Management, and Alan Pledger, Co-founder of Makeswift.

Each leader revealed how innovations across data, design, and AI are shaping the next generation of digital experiences for merchants. From advanced B2B tools to smarter data orchestration and intuitive storefront design, the roadmap reflects one clear purpose — helping businesses grow with less complexity.

“We’ll work with you, we’ll work for you, and we promise to stay focused on delivering practical solutions that help you grow efficiently,” said Shah.

Key insights from the session

• BigCommerce is uniting its ecosystem — BigCommerce, Feedonomics, and Makeswift — into one open, intelligent platform.

• Data is the new storefront, powering discoverability and intelligent experiences.

• B2B commerce is evolving with automation, account hierarchy, and agent-assisted processes.

• AI is enabling merchants to build, design, and scale faster than ever before.

What Vipul shared on stage

Vipul Shah opened the session by setting a clear vision for the future of Commerce — one focused on openness, intelligence, and collaboration.

Building an open and intelligent ecosystem.

Shah explained that openness gives merchants flexibility to build what’s right for them, while intelligence turns data into actionable growth.

He outlined how BigCommerce, Feedonomics, and Makeswift are becoming more connected to help merchants:

• Build not just for today, but for what comes next.

• Combine innovation with simplicity.

• Grow efficiently through collaboration.

Innovation that serves the community.

Shah highlighted that the Commerce ecosystem is powered by its community of merchants, agencies, and partners. 

With more than 50,000 merchants, including 30% of the IR Top 1000, using Commerce products, the focus remains on helping businesses scale efficiently.

What Sharon shared on stage

Following Shah, Sharon Gee took the stage to explain how AI is reshaping the buying journey and why data will define the next decade of commerce.

The front door of the internet has changed.

Gee described how shoppers are no longer using traditional search to discover products. Instead, they’re turning to AI-powered answer engines, where visibility depends on structured, high-quality data.

“We’ve entered a new era of agentic commerce, where shoppers rely on AI agents to find, filter, and recommend products on their behalf.”

Data is the new storefront.

Data now drives discoverability. Gee emphasized that complete, consistent, and enriched data makes a brand more “shoppable” across every channel.

To stay competitive, merchants must ensure:

• Product data is structured and visible across platforms.

• Unstructured content like reviews and FAQs is leveraged.

• Infrastructure supports AI-led transactions.

Agents are customers too.

She noted that the internet was built for humans, but the next era will serve AI agents as well.

“As agentic experiences evolve, we need to deliver data in ways that AI agents can understand. We have to build tools for agents too, not just for people.”

What Dmitriy shared on stage

Dmitriy Ryzhiy showed how Feedonomics is powering the infrastructure behind this new era of data-driven commerce.

Feedonomics Surface and AI-powered data.

He introduced Feedonomics Surface, a self-service experience that allows merchants to:

• Launch in minutes with guided onboarding.

• Categorize products using AI.

• Export feeds to Meta and Google quickly and at no cost.

AI that drives operational efficiency.

Ryzhiy showcased how AI is solving real operational challenges at scale — from automating product categorization to optimizing content quality across millions of SKUs.

Feed to fulfillment.

He closed by revealing new fulfillment intelligence features that optimize routing and delivery efficiency, turning complex logistics into a seamless process from feed to fulfillment.

“With our new smart sourcing capability, Feedonomics applies flexible rule-based logic to select the best fulfillment location for each order or line item.”

What John shared on stage

John McCann focused on how Commerce is modernizing B2B with tools that make complex buying simple.

Account hierarchy and quoting reimagined.

He showcased new account hierarchy capabilities that mirror real-world business structures and make it easier for teams to self-serve. Updates to CPQ help buyers request quotes quickly and enable sellers to respond instantly.

The agentic future of B2B.

McCann previewed the next frontier of B2B commerce: AI-assisted transactions. He explained that as digital buying evolves, agents will begin to handle more complex tasks on behalf of customers — from searching catalogs and managing quotes to completing orders.

“To enable agents to interact with your storefront, you need the right tools,” he said. “With them, you can easily create an agentic experience within your site.”

What Alan shared on stage

Rounding out the session, Alan Pledger highlighted why design and flexibility still define customer experience — even in an AI-driven world.

Designing for trust and emotion.

Pledger reminded the audience that while AI may drive discovery, real human connection still happens on the storefront.

“While agents are disrupting how we discover new products, your website is still where real people go to fall in love with your brand.”

He discussed Catalyst, highlighting how it enables merchants to transform a default store into a fully localized, visually polished storefront in minutes — no developer required.

AI as a design partner.

Pledger also revealed how Makeswift is integrating AI as a true design collaborator, empowering marketers to iterate both visually and conversationally to bring creative ideas to life faster.

Turning insights into action

The product roadmap unveiled at BigSummit showed one clear direction — intelligent commerce that adapts to every merchant’s needs.

Here’s how businesses can start putting these ideas to work:

• Audit product data to ensure it’s structured and discoverable.

• Adopt AI tools that improve personalization, data quality, and design.

• Streamline B2B buying with automation and self-service tools.

• Build storefronts that balance agent readiness with human connection.

The final word

BigSummit 2025 captured the momentum of a new era, one where openness, intelligence, and collaboration power every experience. 

The innovations unveiled on stage reflected Commerce’s clear commitment to helping merchants grow smarter and faster.

"From Commerce fundamentals to the most advanced AI-ready tools, our roadmap is built for one purpose: to help merchants lead, compete, and win," said Gee.

Want the full experience? Watch the complete session with Vipul Shah, Chief Product and Technology Officer at Commerce, Sharon Gee, SVP of Product and AI at Commerce, Dmitriy Ryzhiy, VP of Product Strategy at Commerce, John McCann, Sr. Director of Product Management at Commerce, and Alan Pledger, Co-founder of Makeswift, and hear the insights in their own words.