BigCommerce Acquires Feedonomics – Invests in Becoming World’s Most Powerful Platform for Global Omnichannel Commerce

BigCommerce acquires Feedonomics in an asset purchase transaction. BigCommerce is a leading Open SaaS ecommerce platform for fast-growing businesses and Feedonomics helps mid-market and enterprise merchants succeed on hundreds of advertising channels and marketplaces.

It does this by ingesting, unifying, enhancing, and syndicating product data, and then syncing the resulting order data back into existing systems to streamline operations. 

“This acquisition reflects our strong belief that Feedonomics offers the world’s best product feed optimization and syndication solution for merchants looking to optimize their advertising and selling via search engines, ad networks, social media sites, and marketplaces,” said Brent Bellm, CEO, BigCommerce.

“On average, these channels represent ecommerce merchants’ largest non-direct source of sales and one of the largest spending line items.”

“With Feedonomics, BigCommerce merchants maximize their omnichannel sales and return on ad spend (ROAS) by connecting, transforming, and enhancing their product data across hundreds of global channels. The combination catapults our ability to deliver the world’s most powerful ecommerce platform for omnichannel selling.”

In the U.S., ecommerce channel ad spending is expected to surpass $41 billion by the end of 2024, representing nearly 15% of all digital ad spend.

When BigCommerce acquires Feedonomics it will provide merchants with the ability to seamlessly connect the dots between their back-end operations and their sales, marketing, and advertising channels to drive higher ROAS, higher conversion, and ultimately, higher GMV.

“Early on in our relationship with BigCommerce, we recognized the amazing synergy between our two organizations, and have found both companies to be completely aligned with respect to our visions, market approach and culture,” said Shawn Lipman, CEO, Feedonomics.

“With BigCommerce servicing the critical layer of the ecommerce stack and Feedonomics providing best-in-class technology and service to list products everywhere, merchants of all sizes will be able to take advantage of our true omnichannel ecommerce offerings, to grow their businesses in an increasingly digital-first world.”

BigCommerce Acquires Feedonomics for $145 Million

BigCommerce acquires Feedonomics including assets for up to approximately $145 million, with approximately $80 million in cash paid at closing and up to $32.5 million to be paid at each of the first and second anniversaries of closing or upon the earlier achievement of certain milestones.

The company may elect to make the anniversary payments partially or entirely in shares of its Series 1 common stock in lieu of cash.