BigCommerce has appointed technology veteran Vipul Shah as chief product officer.

It has tasked him with leading product management, design, and strategy across the company’s core offerings: BigCommerce, Feedonomics, and Makeswift.

New BigCommerce chief product officer

Shah brings more than 20 years of experience building digital products at major tech and financial firms, including PayPal, Google, J.P. Morgan, and Wells Fargo. Most recently, he served as president and chief operating officer of NEXT Trucking, where he worked to digitize container shipping and address pandemic-era supply chain inefficiencies.

“Vipul brings an unmatched record of innovation across a range of industries,” said Travis Hess, CEO of BigCommerce. “That experience will be crucial to helping us unite BigCommerce, Feedonomics, and Makeswift under one holistic product strategy.”

The appointment comes as BigCommerce looks to accelerate product unification and AI-driven development to support merchants in both B2C and B2B segments. Shah’s role will span all three platforms, which collectively serve a global base of retailers, brands, manufacturers, and distributors.

Shah’s background spans aviation engineering, biotechnology, and financial technology. At PayPal and Google, he focused on product innovation aimed at expanding digital access and financial inclusion globally.

“BigCommerce, Feedonomics and Makeswift have a tremendous opportunity to deliver powerful innovation, engaging customer experiences and meaningful growth,” Shah said in a statement.

BigCommerce did not disclose any immediate organizational changes or product launches tied to the appointment.

Sign up

Sign up for a complimentary subscription to Digital Commerce 360 B2B News. It covers technology and business trends in the growing B2B ecommerce industry. Contact Mark Brohan, senior vice president of B2B and Market Research, at [email protected]. Follow him on Twitter @markbrohan. Follow us on LinkedIn, X (formerly Twitter), Facebook and YouTube.