BigCommerce is doubling down on its B2B ecommerce strategy following a major organizational overhaul, with CEO Travis Hess emphasizing the company’s newfound scale and focus in the space.

Prior to Q4 2024, BigCommerce operated with teams, systems, and processes divided among separate product silos. Now, the company has integrated its operations and restructured into three clear offering groups: B2C, B2B, and Small Business.

“We have integrated all three products both operationally and commercially and have organized the teams around three offering groups,” Hess explained. “We have a dedicated general manager over each of these three offerings, and our sales and marketing teams are now aligned with these offerings, rather than exclusively by product.”

How B2B plays into BigCommerce growth

The B2B segment has emerged as a major growth engine for BigCommerce.

“B2B, we’ve got 12,000 B2B accounts on the platform today. We’re one of the largest, if not the largest B2B SaaS player in market,” Hess said.

He noted that more than half of the company’s net new bookings in 2024 came from the B2B channel — a testament to the untapped potential in this arena.

Hess further clarified that the 12,000 accounts represent a mix of retail, small business, and enterprise clients.

“The trends we’re seeing there are pretty encouraging,” he remarked. “On the smaller side, we’re seeing a lot of greenfield manufacturers and distributors looking to digitize their operations quickly on modest budgets. On the other extreme, we’re witnessing the displacement of legacy systems like Adobe, Magento, and even SAP, particularly in the mid-market and upper mid-market segments.”

Addressing the enterprise front, Hess added, “The B2B side where we’re seeing that, we’re seeing it upmarket. You’re seeing both mid-market B2B taking advantage of our out-of-the-box capabilities there, and on the enterprise side, it’s very targeted at these global opportunities. He highlighted that BigCommerce is enhancing its CPQ (configure, price, quote) functionality to broaden its total addressable market, enabling businesses to drive efficiency, cost savings, and agility in their operations.

BigCommerce’s strategic pivot comes on the back of robust financial results. The company posted total revenue of $332.9 million for 2024 — an 8% increase over 2023 — with subscription solutions revenue also growing by 8% to $247.9 million, driven by the expansion of enterprise accounts.

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