BigCommerce acquired Feedonomics at the end of July 2021. Here's what I think it means having spent a large majority of my career in and around this space:

• This is one area where Shopify approach has been to build its own integrations to the channels or have its direct channel partners (i.e. Tiktok/Walmart) build integrations.

• This sector is not hugely profitable, so it could be rolled up. Not necessarily a prediction.

• The marketing channels (i.e. Walmart etc) are notoriously terrible at integration tech, and you often need some kind of translator technology for a few reasons:

  • Each channel has different marketing & integration requirements so even good data needs to be augmented and improved to be optimal.

  • Brand data is very bad, incomplete, inconsistent, different than what the channel needs, or all of these.

  • Brands need to connect to other systems (ERP and PIM mostly which these vendors can help with) I think ultimately while BigCommerce is primarily SMB today, it is aiming up-market at Enterprise. Shopify is not aiming at Enterprise.

The big questions coming out of this:

1. Will Feedonomics shut off Shopify integrations?

2. Will Shopify respond in some way? There are many other providers of this service already integrated to Shopify, they don't need to.