Leading open SaaS ecommerce platform, BigCommerce has acquired full-service data feed management platform, Feedonomics in an asset purchase transaction.

Feedonomics helps mid-market and enterprise merchants succeed on hundreds of advertising channels and marketplaces by ingesting, unifying, enhancing, and syndicating product data, and then syncing the resulting order data back into existing systems to streamline operations. 

Feedonomics offers the world’s best product feed optimisation and syndication solution for merchants looking to optimise their advertising and selling via search engines, ad networks, social media sites and marketplaces, according to BigCommerce CEO, Brent Bellm.

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

“With Feedonomics, BigCommerce merchants maximise 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.” 

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

Feedonomics CEO, Shawn Lipman said the platform recognised the synergy between the two organisations, completely aligned with respect to visions, market approach and culture.

“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,” he said.

BigCommerce acquired the assets of Feedonomics for circa $145 million, with circa $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.