BigCommerce (Credit image/Pixabay/ Tammy Duggan-Herd)BigCommerce has launched its Omnichannel Certified Partner (OCP) Program. An enterprise-focused initiative designed to give partners new ways to generate revenue by helping merchants on leading eCommerce platforms to achieve omnichannel success. The program contains numerous tools, services and exclusive channel partner programs. As a result, partners can educate and guide merchants on how to strategically expand into new channels. The objective to drive more traffic with higher shopper intent, improve return on ad spend (ROAS) and generate more gross merchandise value (GMV).

Over 100 partners have joined the program and are among the first to capitalise on the benefits for their merchants. The OCP encompasses two bespoke programs – the Omnichannel Certified Agency (OCA) Program and the Omnichannel Certified Technology (OCT) Partner Program. Each brings opportunities for partners to empower merchants to further innovate through specialised services such as feed management from Feedonomics. BigCommerce says the program will provide unprecedented access to partner initiatives.

A win-win situation?

(Credit image/LinkedIn/Sharon Gee)
Sharon Gee, vice president of revenue growth and general manager of omnichannel partnerships at BigCommerce.

BigCommerce is always investing in our partner-first ecosystem. Our latest initiative with the Omnichannel Certification Program represents an outsized opportunity for partners to scale their businesses. This is one of the toughest markets we’ve seen. Put simply, if they’re not participating in this program. Then they’re missing out,” said Sharon Gee, vice president of revenue growth and general manager of omnichannel partnerships at BigCommerce. “This program is unlike anything we’ve ever done. It unlocks channel benefits and greater conversion for merchants, growth offerings for agencies and adoption for our technology and channel partners. This makes it a win-win-win for our entire community.”

By providing unparalleled access to new channel partner programs, the OCP positions partners to offer merchants customised activities. This includes the opportunity to build direct, trusting relationships with leading ads, marketplace and social platforms that fuel growth.

Key benefits of the OCP include:

  • Access to exclusive channel partner alpha and beta programs. This includes accelerated application approvals, free ads credits and full-service, white-glove onboarding with platform partners. Major partners include Amazon’s Buy with Prime, Google, Meta, Microsoft Advertising, Snap, TikTok and Walmart Marketplace.
  • Generation of more sales by optimizing product listings that follow best practices. This enables them to reach more customers, improve channel performance and ultimately save time for other critical business functions.
  • Invitations to growth consultations and global workshops to learn how to execute category-leading omnichannel strategies. At the same time gain direct support and deep training from channel partner teams, competitive pricing and promotions.
  • Streamline your business operations by leveraging Feedonomics to collect and normalise product data. Onboard merchants more efficiently and publish consistent, high-quality data to create better user experiences.

A new channel – Microsoft Ads and Listing

Earlier in the week, BigCommerce announced a collaboration with Microsoft Advertising with the release of Microsoft Ads and Listings in the BigCommerce Marketplace. BigCommerce merchants of all sizes in the US, UK and ANZ can now integrate stores to reach Microsoft Advertising’s audience. Microsoft says its ads and listings have an audience of more than a billion people who have greater purchasing power. That is in addition to engaging more with ads and are more likely to make a purchase online.

BigCommerce strives to give merchants the power to advertise and sell their products, wherever their customers are searching and shopping. As a result, seamless partner app integrations like Microsoft Ads and Listings uplevel the value and opportunities that we can deliver to merchants,” adds Gee. “Furthermore, strategic relationships with Microsoft Advertising also underscores the value that we can deliver to our agency and technology partners. This is part of the Omnichannel Certified Partner (OCP) Program.”

With Microsoft Ads and Listings, merchants can synchronise product catalogues directly to the new Microsoft Merchant Centre. They can then create shopping campaigns to promote product catalogues and track campaign performance, all without leaving BigCommerce’s Control Panel. Microsoft says the app combined with the broader capabilities of Microsoft Advertising delivers solutions to better helps the user experience. By navigating search, native, display and video ad campaigns to help merchants better achieve their marketing goals. Microsoft Ads and Listings on BigCommerce is currently available in the US, UK and ANZ. It will expand into new markets through 2023.

Enterprise Times: What this means for business

Clearly BigCommerce is ramping up its ecosystem to take on the more established eCommerce players in the marketplace. On their radar will include the likes of Salesforce, Adobe Commerce, SAP and commercetools. At the same time, the company must remain agile and faithful to the principles of MACH. Supporting microservice-based, API-led, Cloud-native SaaS and Headless development practices. BigCommerce is a member of the MACH Alliance. So, it makes sense for the company to strengthen its eco-system of agencies and technology partners who will be responsible for driving the platform in the market. It is also a wise move to look at the other end of the funnel – hence the collaboration with Microsoft Advertising.

This should make BigCommerce far more attractive proposition for brands and retailers looking for an eCommerce platform with easy access to millions of potential customers. It’s tough on the high street and digital highway now. Any tools, expertise and insights that could harness closer relationships between brands and their customers could not be ignored. A key selling point of BigCommerce was the relative ease of use of its platform and its relatively low-code nature. As BigCommerce grows and gears itself to take on big players, will the company accidentally add complexity to its infrastructure? Only time will tell.


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