The BigCommerce EMEA Summit 2025 – held at the impressive Tottenham Hotspur Stadium in North London – was an exciting milestone for us.
With ecommerce evolving at an unprecedented pace, this event provided a unique opportunity for partners, clients, and thought leaders to come together and explore the latest trends, innovations, and strategies in the ecommerce space.
At Agency51, we’ve always been committed to helping our clients stay ahead of the curve. This year, we were energised by the insights shared at the Summit, which only reaffirmed our belief in the power of BigCommerce as a leading ecommerce platform.
Here’s a look at what we learned and how it will shape the future of online retail.
New CEO Travis Hess: A Customer-Centric Vision for BigCommerce
One of the highlights of the Summit was the keynote address by Travis Hess, BigCommerce’s new CEO. Although he’s only been in the role for six months, Travis has wasted no time in making his mark.
Coming from an agency background, Travis brings a unique perspective to the table, and it was evident from his address that he has a deep understanding of the challenges and opportunities that ecommerce businesses face.
Travis’s keynote focused on customer-centricity – a theme that resonated throughout the event. He made it clear that BigCommerce’s vision for the future revolves around making sure that the platform meets the evolving needs of merchants and consumers alike.
Travis coined the term “curated composable” to describe BigCommerce’s approach to ecommerce technology. This concept aims to provide the flexibility of composable commerce without the complexity and high costs of fully modular systems.
Composable Ecommerce: The Next Frontier
The concept of composable ecommerce is one of the most exciting developments in the industry. Traditional ecommerce platforms often present businesses with a choice between monolithic solutions (such as Shopify) that offer a one-size-fits-all approach or highly fragmented, modular platforms that require significant technical expertise to manage.
BigCommerce’s curated composable approach bridges the gap by providing businesses with the flexibility to choose best-in-class technologies, while making sure that the platform remains integrated and user-friendly.
This new strategy allows merchants to customise their online stores to meet their specific needs, whether that means integrating advanced payment systems, enhancing the user experience, or offering unique features like headless ecommerce.
A Platform Built for Innovation: Key BigCommerce Tools for Success
In his speech, Travis also highlighted several tools within the BigCommerce ecosystem that empower merchants to create dynamic, high-performance online stores. These tools are designed to make ecommerce more efficient and adaptable, providing a solid foundation for businesses looking to innovate.
Here are three standout tools that were discussed:
- Feedonomics: this product feed optimisation solution helps online merchants manage and optimise their product listings across multiple channels like Google, Amazon, and Meta. For businesses looking to expand their reach, Feedonomics is an invaluable tool for boosting visibility and driving sales.
- Makeswift CMS: as a composable, no-code website builder, Makeswift enables marketing teams to create and manage high-quality websites without requiring deep technical knowledge. This empowers businesses to quickly iterate and respond to market changes without relying on a development team.
- Catalyst: Catalyst is an open-source, composable storefront framework built with Next.js and React, designed for developers looking to build customisable and high-performance ecommerce stores. With GraphQL powering the API, Catalyst offers a flexible solution for brands that need to create unique online shopping experiences.
Why Curated Composable is the Future of Ecommerce
What sets BigCommerce apart is its ability to offer both customisation and ease of use. Many ecommerce platforms force businesses into rigid, one-size-fits-all solutions, or require extensive technical resources to build from the ground up. BigCommerce’s curated composable approach allows merchants to pick and choose the best technologies for their needs, while maintaining the simplicity of an integrated system.
Travis’s vision for a “curated composable” platform is designed to remove the complexities and costs associated with a fully modular system while giving merchants the flexibility to create truly unique, tailored ecommerce experiences. This is particularly important in today’s fast-paced ecommerce environment, where customer expectations are constantly evolving, and businesses need to stay agile.
The Road Ahead: BigCommerce’s Commitment to Partners and Clients
Another key takeaway from the Summit was BigCommerce’s commitment to its partners and clients. As a BigCommerce partner, we’re thrilled to be part of a platform that continues to evolve and innovate. The focus on customer needs, combined with a strong product suite, is exactly what online merchants need to succeed in a competitive marketplace.
It’s clear that BigCommerce is not just about providing a powerful ecommerce platform; it’s about offering the tools, resources, and support that help businesses thrive in the digital age. Whether it’s optimising product feeds, creating engaging content with Makeswift, or building custom storefronts with Catalyst, BigCommerce empowers merchants to achieve their goals and grow their online presence.
Looking to the Future
The BigCommerce EMEA Summit 2025 was an eye-opening event that reaffirmed our confidence in the platform’s ability to drive ecommerce innovation. With its focus on customer-centric solutions, curated composable commerce, and powerful tools for optimisation and customisation, BigCommerce is poised to be at the forefront of the ecommerce revolution.
It’s safe to say that we were blown away by everything we heard at the Summit and we’re excited to continue working with BigCommerce to help our clients harness the power of these tools and create online experiences that engage, convert, and delight customers.
Stay Ahead of the Curve
If you’re ready to take your ecommerce business to the next level, we can help. We specialise in developing custom BigCommerce solutions that are tailored to your business’s unique needs. From SEO to site design, platform integration to PPC and everything in between, our team has the expertise to bring your vision to life.
