[Watch Webinar] BigCommerce: Ecommerce that works out of the box, but won’t box you in.


The majority of ecommerce leaders have been put in a situation where they are forced to choose between technical debt and the ability to scale faster. BigCommerce is a modern ecommerce platform that is ready to use out-of-the-box, with over a thousand reliable 3rd party application integrations, to ensure business owners can connect to the tools they depend on.

BigCommerce offers a high-performing platform that can handle complex catalogs and high transaction volumes, so ecommerce leaders can test and learn in new channels quickly, with the trust that their site will keep up with their ambitions.

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Below, you can view a transcript of the webinar.

Travis Mariea:

All right everyone. Thanks for attending. I think we’ll get started here in just a couple of seconds. I wanted to introduce Jason here from BigCommerce, he’s going to be kicking us off. My name is Travis Mary, I’m the CEO of Flxpoint. Thanks everyone for joining today. We’re lucky to have BigCommerce and Jason here to kind of talk about their platform and really kind of the extensibility, the customization, the flexibility of it and how that kind of pairs with or the flexibility of Flxpoint as well and really how we can help you guys scale up and you can learn a couple things about how to compare BigCommerce to other platforms out there if you’re making a decision and learn some things along the way. So with that, Jason, I’ll kick it over to you and then I’m not sure, I’m going to go ahead and stop sharing and see if you’re able to share maybe to start.

Jason Burge:

Well, thank you so much everyone for joining and I’ll probably go off video here in just a moment. But to introduce myself briefly, I work on this chief partnerships team at BigCommerce. I’ve been here since September, but I’ve been a partner for about five years. So I’ve worked with agencies, I’ve worked directly with clients and I’ve worked with our partners and very excited to share with you today and happy to answer questions along the way or at the end so I think we can get started. E-commerce works out of the box but won’t box you, and that’s our tagline for BigCommerce currently. We’re very excited about how flexible we are and it really is the biggest differentiator that e-commerce brings to the table in modern e-commerce. This is Travis and myself and my email’s up here if you have any questions during or after you’d like to send along.

So for those of you who aren’t familiar with BigCommerce, we are the world’s most modern enterprise eCommerce platform, founded in 2009 in Australia. We are now headquartered in Austin, Texas. And our growth has been very consistent, currently Big C on the NASDAQ. We have about 68,000 total merchants and 10,000 of those are using more advanced B2B functionality. And probably about the same slice there, about 10,000 are on the enterprise side. We still have a very wide breadth of clients that we serve from SMB to mid-market to enterprise, and we’re capable really of helping all the way through the journey of anyone who’s working in e-commerce, whether you’re just getting started or whether you’re looking to really push into the more enterprise space. We’re also one of the founding members of the MACH Alliance, which is an industry tech standard for modern technology prerequisites are to be microservices based, API first, cloud native SaaS and headless. So this is a commitment of ours and a lot of other organizations to continue to future-proof technology with an architecture designed to scale and also to be extremely partner friendly.

And this commitment to open commerce and our partner-centric approach is really core to everything that BigCommerce is about, whereas a lot of other e-commerce solutions on the market spread out into a lot of other spaces. We are absolutely committed to what we do with e-commerce and then to be able to scale with our partners, with our absolutely top-notch API sets to allow us to be able to work with other solutions and to really just continue to grow with our partnerships rather than eventually absorb into spaces where those partnerships become obsolete. And to share some of our strategic priorities, we have four major areas that we’ve been focusing on. And I have a video here and I’m going to try to play it, we’ll see if it works. [inaudible 00:06:15] have this back up in just a moment. Okay, one of the first priorities that we’ve really focused on has been B2B. And this is one of the big differentiators with BigCommerce in the modern era versus a lot of our competitors in the SaaS space. We reaches recently purchased BundleB2B and B2B Ninja in an effort to really expand our presence in B2B space.

And that includes a number of features, such as corporate account management, sales representative, masquerade, invoice portal quoting. And some detail here, the buyer portal is a modern and personalized experience based including customization options for buyers and automated administrative tasks that enhance satisfaction, loyalty, and conversions. The sales rep masquerade streamlines B2B purchasing, so you can log in on behalf of your company access shopping lists and products to cart and pay for orders seamlessly. You have payment visibility control, basically it’s control for B2B sales, manage approved payment options, purchasing orders, credit cards for a smooth purchasing experience, restricting access to your specifications. We have an invoice portal and that portal allows you to accelerate invoicing and payment processing, you can also set virals and permissions, seller quoting and discounting shared shopping list. So, this is the most advanced SaaS based B2B platform available, easy to scale and even if you are on the SMB side looking to go into mid-market, this is an incredible option for you rather than having to go with far more complicated platform.

We’ve also had a very significant interesting international, now we’re global and we’re currently expanding APAC and MIA, so if you happen to have presence there… Our expanse there we can communicate with you and your teams across those markets. So looking at multi-storefront, this is actually one of the newest innovations with BigCommerce. So it’s designed for multi-brand, multi-segment, multi-region. You can create multiple storefronts single system, this allows you to scale smarter by creating tailored experiences for your buyers while simplifying management. This allows you to effortlessly grow, reduce costs, empower efficiency, and make better decisions.

Unified management here allows you to create multiple storefronts within a single store, create unique categories and make products available on one or multiple storefronts you would manage customers and customer groups, been a single place you would manage orders within a single place and then view storefronts and analytics and generate reports within a single dashboard. This is one of the most recent innovations with BigCommerce and the only SaaS based solution that offers this. It also allows you to have different domains and security systems. You can apply and customize [inaudible 00:10:07], widget scripts and social links per storefront and create differentiated pricing for storefront via priceless and customer groups. And that was one of the biggest things that we were able to add, where other SaaS-based products do not have this available yet. And I think this one is for Travis.

Travis Mariea:

Yeah, perfect. Thanks. So yeah, as Jason mentioned, the multi-storefront side of BigCommerce is definitely an advantage that a lot of their merchants have joined the BigCommerce platform to take advantage of running multiple stores. And one of those customers that we share is Dyehard Fan Supply. Dyehard Fan Supply is somewhat of an agency licensing model where they work with colleges, and schools, mostly colleges, but as well as other kind of licensing like Bass Master and different NASCAR entities. And so what we’ve done for them in the past and as we’ve brought them on a couple years ago, and we still maintain them today, is kind of help bring on these multiple storefronts with sophisticated distributed fulfillment. And what specifically for Dyehard, they’re a print on demand company where say Yukon is one of their customers, the Sugar Bowl, Ole Miss, these stores are their own individual stores.

So Yukon fans can go get their gear after the Sugar Bowl is over when you go buy the winning teams t-shirt or jerseys leading up or whatever it might be, they have these multiple stores dedicated to those experiences or those schools. And so we connect to all of those, they’ve got about, I want to say 30 to 40 different BigCommerce storefronts that we connect to all individual separate domain, separately managed storefronts. And when orders come in, we have one central kind of order management system that they can bring all those orders into one spot, and the big thing with them with the print on demand is we can bring in, from the meta fields from [inaudible 00:12:14], bring in the custom fields to say, okay, this was a jersey that was purchased, but it has a custom name on the back, it says Travis on the back instead of the player it typically has.

And we’re able to take it down from the order, put it on the purchase order that’s actually being drop shipped from the print on demand vendor, put it in the PDF, send it over EDI, whatever it might be, and send it on over for that vendor to fulfill with the proper name on it to print package ship for them. So we’ll do that across multiple different stores as well as one store might have multiple different items that might go to two different vendors. We’ll look across those vendors, split them up, map them properly to send the custom purchase orders to each one, so all that orchestration. You’ll see at the bottom there too they also have a warehouse manager system, Skulabs and they have a shipping solution, Shipstation will also look in across Skulabs and say, well, is this inventory located in their actual warehouse as identified the warehouse manage system, or is it going to a drop ship vendor?

And we’re going to pass those and split those up appropriately as well. And then we’re going to be pulling tracking back from Shipstation and providing tracking updates as well as passing that back to the BigCommerce store to notify the customer when it’s been shipped. So all of that kind of orchestrated through the Flxpoint order management system and kind of loaded up as well from a product item setup perspective as well. And then lastly down the middle, Dyehard is a fairly large company, they are on SAP for the ERP system and we have our full open API, which their team has integrated to our open API, get 24/7 support and then nine to five support when it comes to API modifications and questions. The SAP integration is kind of built by them, but that full open API integration is supported by us.

So something to kind of notice, and really when it comes down to flexibility, customization, really kind of expanding your business and you can see once you get to a certain point, it might make sense to kind partner with Flxpoint and BigCommerce to really get to these new fulfillment goals. All right, we’ll go on the next one. Another kind of customer that I think is worth sharing and a BigCommerce customer of ours that just to point out how we can help extend the platform is really when it comes to managing orders, BigCommerce has a ton of automation and makes it intuitive and easy to kind of manage your orders, but when it comes to shipping to multiple ship suppliers across API or EDI integrations routing it to, in this case their other WMS Ordoro, you can see Peter who’s been with us feels like since day one can really become a lot more efficient going from two people to one person managing their BigCommerce orders while at the same time period orders were doubling, that’s really where Flxpoint looks to come in and helps to automate things where you typically might not be able to do it without a fulfillment integration solution like we are today.

And then lastly on this next slide, I always like to… Realtree is an interesting one because I really do enjoy this concept and this movement of the brand marketplace. You think about Realtree as a brand, they’re not Bass Pro Shops, they’re not Academy, the retailers you might know in this space they are a brand, but we’re seeing more and more of this concept of brands starting to bring on other brands onto their site. And they don’t need to have the big 200 brick and mortar stores, they don’t need to have the retailer team as much as you might have in the past with this kind of D2C movement, we’re seeing brands become retailers online to some extent, and with that we’ve seen this concept of a brand marketplace and I saw them bring on frogg toggs, and the Hemlock Hats and different brands that are comparable to them but also that have their prints.

I think that’s kind of the prerequisite they have the real tree prints on some of their products. They go ahead and just connect directly with frogg toggs, BigCommerce store, or could be even Shopify, Magento, any of those other stores that they might be on, they’re going to integrate directly to them to work together to drop those orders. Realtree has no interest in bringing on the Hemlock Hats or frogg toggs kind of rain gear in their own warehouse they’re just going to want to drop ship those items. So we help kind of integrate to those BigCommerce stores that their partners might be on integrate EDI, I think they’ve got about, like I say here, over 15 plus suppliers that they drop ship from building a branded experience across their store with not only real tree items but their partners items as well. So once again, BigCommerce, we always see a lot of our customers go to them when they kind of need a more enterprise SaaS solution than you might see in the market or something that’s more flexible, has that multi-storefront, has that kind of customization of flexibility. But when you hit kind fulfillment, challenges, drop ship, EDI, API integration challenges, that’s when pairing the two together make a ton of sense. So want to share those couple case studies just to put the picture in place of how we work together.

Jason Burge:

Fantastic, thanks Travis. Another area that we wanted to touch on briefly here is omnichannel. And with the change now of so many more storefronts and the places and channels to sell in e-commerce era with Amazon, Facebook, Google, TikTok, and Snap, it’s very challenging for a lot of organizations to be able to add on these channels without a massive amount of work, knowledge, and of course the issues of how product feeds actually work. And the Feedonomics product is another one of the businesses that’s under the BigCommerce banner, and really designed to both manage the spend that goes into driving this traffic, as well as how these items are displayed online. And this is really when you look at how difficult it can be if you are trying to list products on six or seven different types of marketplaces where each one of them has a different protocol for how the text and the pictures, everything has to come in. Feedonomics, the product itself normalizes that across each one of these channels.

So you really only need one database of truth, and Feedonomics actually manages then how that information goes to your various channels. And that’s actually managed by our team, and it does not require really a lot of our partners and users on Feedonomics never actually log into it at all. And so you have basically two major upsides here, manage that spend and then normalize all your data into those channels. And then when your orders come in, they’re just filtered through your e-commerce platform. And for this product that is platform-agnostic, Shopify, Woo, BigCommerce, Salesforce, Adobe Magento, all of those are supported. Of course we prefer you to use BigCommerce, but this really allows you to reach much wider base with a very, very light lift effort and cost in order to add them. And the really about 17% for the first channel added 37 for the second.

And what we see is really you’re lowering your costs by improving your ad spend and you’re increasing your overall revenue by creating new channels. So looking a little bit at who we work with, you can see that we have a pretty broad group of clients across a number of verticals where BigCommerce is incredibly powerful in an apparel, electronics, automotive. Our B2B now is second to none and we’re adding those customers more quickly and we have more growth in B2B space than anywhere. They’re very large retailers like Reebok and Procter & Gamble, Johnson & Johnson and Skullcandy. And we’re continually adding larger enterprise clients as well while we’re still focused on growing our new SMB, and mid-market partners, and clients as well. We have incredible support and we also have incredible uptime where there’s we have had no scheduled downtime in years and we have the fastest page load of speed as well across any modern e-commerce platform.

And just looking at one of our clients here Natori, having brought on BigCommerce increased 141% customers, 164% in orders, 163% in revenue after bringing on BigCommerce, so we take very good care of our customers and our partners. So some insights into the ecosystem if… It may be obvious to some, but others, when you have a more monolithic platform, something like the way that Adobe Magento is built or Woo, you have a heavy lift on having to deal with hosting either internally or externally of having to constantly do upgrades, security patches, things of that nature, whereas in a more modern solution, modular solution like BigCommerce, you have much less lift, much easier solution to deploy, far more flexible, far more APIs, easier to bring into an ecosystem of other applications and really no rough edges when it comes to integrating with other business models or other technologies because of our partner first model.

And this is really the real upside of going with something that’s a SaaS-based product as BigCommerce, versus going with an on-prem hosted solution. Absolutely lower total cost of ownership by far, much easier for non-technical users. I have built two different BigCommerce websites and I’m not technical in the least, and I would never be able to do that with Magento, that would not be possible. Much faster time to launch. Our pricing is extremely competitive, especially when you look at something versus let’s say a Shopify where Shopify is based on total revenue and we are based on total orders, so in any space where you start to get into more expensive items such as anything like handbags, automotive parts, things that start to get into four, five, $600, we become extremely competitive on price, much lower than when you’re basing that tier off of pricing, we’re just total orders. flexibility for future proofing, we’re constantly evolving our platform that is not on our customers, that is on us, and they never feel the downtime or the frustration or the cost of having to continually upgrade or security proof their platform and the low maintenance itself easy to scale. And of course we always, for those who are looking for help, can connect our clients in an agency to help them grow if that’s not an internal resource that they’re looking to bring on.

And we always would like to talk about the difference between BigCommerce and Shopify, because I think that the perception is that we are probably closer together than our other competitors, which is true from a certain point of view and that we’re both SaaS based e-commerce platforms. But a major difference with e-commerce, is that our API limits are four to five times greater than that of Shopify, so it is much better to be in a really diverse ecosystem of applications when we do require high API limits, which is where we start to become a far better marketed enterprise solution. Shopify’s really just not designed to scale that way. We also can handle 600 variance on items where Shopify caps out at a hundred and for certain types of apparel and automotive parts and other spaces where you have multiple variants, we are the far better choice there. We have far better SEO capabilities online, additional functionality without extra apps and integration that you’re scaling your Shopify site, you’re getting a lot more additional costs than what’s on the box with BigCommerce. And of course we are very flexible with payment gateways without transaction fees where I’m sure understand that Shopify really wants those payments. They also expand into places like [inaudible 00:25:13] and subscriptions where we give a lot more flexibility of the other tools that you can use in your ecosystem without ever turning off those features.

And additional features here, [inaudible 00:25:35] support cart level, discounts we do, and that’s not necessarily something that everyone needs, but for those who need it’s a deal breaker if that’s not available. Ability to create automatic discounts for customers, find specific customer groups such as loyalty discounts, and this is really another feature of the B2B that we have that our competitors don’t have in this space as well. Variance is another space where we offer 600 versus just a 100 and that’s huge for certain types of apparel, as I sort of mentioned before. Our SEO features, Shopify doesn’t allow just customized URL structure for products and categories, that is a major issue if you want to be really pushing to the top of the Google page. And we automatically resize images for the best combination, size, qualities and file formats, And that is not native functionality with Shopify. So that’s really the high overview of BigCommerce. Normally Devon Plop would do these sheets, our sales enablement guru, and I appreciate you bearing with me on this. It’s the first time I’ve done it, but I can answer questions or I can… Oh, I see some questions popped up here. I can share the presentation, I can share the deck if that’s helpful.

Travis Mariea:

Yeah, I think we can probably help out with that. Yeah, Susie, that first question, we will share this presentation. We’ll actually share a recording of this Chris, we’ll send an email out. So as long as you’ve been registered, which you obviously are, because you’ve attended, you will get an email with the recording. So look out for that next… Probably this week, next couple of days. You’re welcome.

Jason Burge:

Absolutely. And Darren, the question here, “I have a computer tech business specializing in building computers and custom-built computers. Would BigCommerce allow me to build a similar website to Newegg or Microcenter?” The answer there is, absolutely, the type of enterprise features that you’re going to look at with something that’s that broad, probably you’d want an agency to help with building something like that. But yes, BigCommerce can absolutely handle those types of complex sites with both, you said pre-built, custom built, you could even do consignment models with those if anyone is selling third party. But yes, we can absolutely support that.

Travis Mariea:

And Darren, it’s worth mentioning that connecting with Flxpoint or our sister company Inventory Source, if you’re not familiar, inventorysource.com, you can integrate directly in with, if you want to build a large catalog like Newegg, DNH, Synnex, Ingram Micro, Tech Data, all those guys, you can kind of bring in their hundreds of thousands of products onto your store really in a matter of a couple button clicks once you have accounts with those distributors. And then on top of that, if you haven’t heard of Etilize, right, Etilize is one of our partners that will bring in all of the custom product data like imagery, specs, like a laptop, how much RAM does it have, what’s the monitor size, things like that. So that’s a big part with building out those marketplaces and getting all the data and getting it kind of seated with product, getting it categorized.

So something worth mentioning there. And then pushing up to BigCommerce, we would push it all the way up to BigCommerce. And then BigCommerce has got a great category tree structure, it’s got multi-level categories unlike some of their platforms that allows you to give you that kind of navigation that you would expect with a large electronic site like those. So definitely worth checking out those multiple companies that just mentioned those distributors as well as Etilize, E-T-I-L-I-Z-E. Flxpoint and Inventory Source integrate with all of them, well Etilize just Flxpoint, but happy to answer more on that if you guys want to follow up. Cool. Looks like one other, so are we able to send graphics to…

Sorry. “Are we able to send graphics to print on demand suppliers?” So when you think about print on demand, right? We brought up the text example, that’s typically a text box. We’ll get it from a meta field, from BigCommerce we’ll bring into Flxpoint, send out the purchase order. When it comes to graphics, if you’re able to upload a graphic, if there’s a plug-in on BigCommerce I believe is required here, then that graphic would be transformed into a link. We can take a link down from BigCommerce and take that image link and then push it to your suppliers, which they click on that link they get the graphic, so that’s what we’ve done in the past. I believe Dyehard does leverage that to send graphics to our suppliers, so that is how that works.

Would I use.. Can I load… Can I load products from drop ship fee from a drop ship feed to BigCommerce?” So yeah, that’s the big thing too that we talked about just earlier, an electronics example. If you’re looking to bring in product that into BigCommerce that you don’t have access yet today, but your distributor will tell you, “Hey, I’ve got the product feed, it’s got some product data, maybe it’s got a bunch of good product data, mean it has like some, but you might need to add more later,” whatever the quality of the feed is, we will pull that feed into Flxpoint via a CSV API. Sometimes we’ll even build a custom integration for you. We have a pre-built network of about 300 suppliers. So if you’re in the auto parts space, you’re in the electronic space, you’re in furniture, there’s a couple others out there, tools is a big one for us, we have these pre-built integrations, you bring it into our system and then from there you can push up to BigCommerce, parent child structure, meta fields, multiple images, modify the data through rules on the way up. So full product data management of drop ship data feeds up to BigCommerce as well, if that is of interest.

Let’s see, anything else? I think that.. Let’s see, we just had another one come in, so I think this one might be better for you, Jason. “Does big com multi-store have one cart system for customers to check out using different storefronts brands?”

Jason Burge:

Yes. So you can set that up basically however you want internally. You can have multiple brands go to the same cart. Most of the time they do it as a slightly different experience, but you have the flexibility there to build that out as you want. So if it’s more of a marketplace field that you’re wanting to build, then multi-storefront [inaudible 00:32:22].

Travis Mariea:

Perfect. All right guys, I don’t see anything else coming in at the moment. Thank you, Darren. Appreciate it. Yeah, Jason, appreciate it, you joining today, man, it was great. I learned some stuff about BigCommerce that I didn’t even know, so I really do appreciate it. Hopefully everyone here that attended, enjoyed it, learned something new today. As Jason mentioned, you have our information and happy to always follow up. We will have the recording being sent out to you, but happy to answer questions anytime in the future.

Jason Burge:

All right, thanks so much, Travis. I appreciate it.

Travis Mariea:

All right. Everyone have a good one.