BigCommerce raised $30 million in venture capital funding this week. The e-commerce technology vendor plans to use the funding to update its e-commerce software to attract more midmarket companies, including distributors, manufacturers and retailers, that sell between $1 million and $50 million annually online, CEO Brent Bellm says. The vendor previously focused on small to medium-size companies.

“The biggest thing we always spend on is products and building out the suite of capabilities that help our merchants sell more,” Bellm says. Those products include the vendor’s front-end website design tool, called Stencil, and other tools designed to improve website conversions and accept orders and payments through mobile devices.

Investment firm GGV Capital led the Series E funding round, which was announced Tuesday.

Among BigCommerce’s clients are Atlanta Lightbulbs Inc., a distributor of light products; Primal Products LLC, a manufacturer of chemical-free hygiene products; and N2 Surplus Inc., a distributor of products ranging from office supplies and eyeglass frames to industrial valves and materials for scientific laboratories; and Carotek, a distributor of industrial pumps and related products. Carotek is No. 276 and N2Surplus No. 297 in the B2B E-Commerce 300, which ranks companies on their annual online sales.

Read more about BigCommerce here on InternetRetailer.com.

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