Travis Hess @ BigC Getting the Band Back Together: More To Be Done

First get the right people on the bus. As CEO, Travis is clearly prioritizing known quantities in his leadership team from Thom Armstrong, to now adding 3 trusted former colleagues from LiveArea and BVA/Accenture. All with great resumes in the space, and this type of talent is hard to find.

That said, there are two or three roles who must be seen as up for grabs as the company moves forward: Head of Marketing (critical), Head of Sales (somewhat critical), and possibly either head of Product (super-important) or Technology (super-important) or both.

Marketing and Sales - like the 3 recent partnership-oriented roles above, were under Travis' leadership prior to being named CEO, so likely he already had this in the works. Product and Technology is likely still under review as they were under the leadership of Brent, the former CEO. Not to say that a change IS definitely coming, but it makes sense these areas would be under new scrutiny.

My prediction? It's safer to bet that something needs to change there than something needs to stay the same.

Why? BigCommerce needs to make big bets. Its GTM teams have been fond of pointing out gaps between their solution and Shopify over the years. Gaps that have (mostly) evaporated on the B2C side, yet their B2B solution is powerful but complicated. Is it too complicated? (Witness: BigC viewed by some as the "down-market commercetools" given its MACH ties).

Shopify will be interested in testing that theory as it starts to learn more about the "native B2B" section of the market. A section they probably know the least about, from my read. Certainly less than BigCommerce.

Another theory that is sure to be tested by Shopify going forward?

Where the "Blue Ocean" is.

BigCommerce is surely looking for that clear Blue Ocean lane that it can travel in away from Shopify. It only makes sense. The problem with BigCommerce sailing for blue ocean is simple, however: BigCommerce is only big enough to make one big bet. Shopify can afford to make several very large bets.

So finding open sailing away from Shopify going forward will continue to be a challenge. Still, the industry needs good provider competition. BigCommerce is not unique in wanting to find clear sailing away from Shopify. Shopware, VTEX, Spryker, Kibo, and others are too.

Example: commercetools sailing into healthcare, a regulated space.

Are there other "forgotten" areas of eCommerce? That could be part of the big bet. What about Salesforce?

Sure, they are still in the mix. Big customers, and big contracts aplenty based on their long history. However, at least in the short term, likely their big Commerce question is not one of customer acquisition: instead, it's more about Net Revenue Retention. In other words, fixing that bucket which is getting increasingly leakier as more sharks circle. And no force of agents is going to fix that leaking bucket quickly.