BigCommerce Buy With Prime Integration Targets ‘High-Intent’ Shoppers

BigCommerce says it has made it easier for merchants to use Amazon’s Buy With Prime tool.

The eCommerce Software-as-a-Service (SaaS) company said Tuesday (Jan. 10) it had launched an app that lets U.S. merchants put Buy with Prime on their BigCommerce storefront with no coding required.

The roll-out comes in the wake of job cuts by BigCommerce as it restructures its business to focus on enterprise eCommerce. The company has said it hopes to accelerate its break-even timeline from mid to late 2024 to the fourth quarter of this year.

With the new app, BigCommerce merchants will be able to reach new “high-intent” shoppers and drive greater conversions, Sharon Gee, vice president of revenue growth and general manager of omnichannel at BigCommerce, said in a news release.

“This integration is the first of its kind and is a game changer for Omnichannel merchant and partner growth,” said Gee.

The announcement came as Amazon expanded the Buy With Prime program — which had initially been invite-only — to all eligible U.S merchants.

Introduced in the spring of 2022, Buy With Prime lets merchants sell listed merchandise straight from their websites. This benefit makes Amazon’s payments and fulfillment services available at checkout, letting shoppers use their Prime membership for faster, no-cost delivery.

Amazon also said Tuesday that its internal data shows that merchants who offer Buy With Prime have seen customer conversion increase by an average of 25%.

Meanwhile, research by PYMNTS has shown that consumers want a simpler time making eCommerce purchases. Of the consumers we surveyed, 13% expressed frustration when checking out items from a merchant’s app or website, 16% when buying from a digital marketplace, and a whopping 38% when buying from a social media platform’s marketplace.

Buy buttons could offer a smoother experience. According to PYMNTS’ “2022 Buy Button Report,” this sort of feature has helped American shoppers spend 46% less time at checkout.

Last month, BigCommerce announced it would focus its go-to-market efforts on its enterprise business, cut spending on sales and marketing in non-enterprise initiatives and slash its total workforce, including employees and contractors, by 13%.

“This focusing of our spending and resources, which impacts all of our teammates, was an incredibly difficult decision to make,” BigCommerce CEO Brent Bellm said. “We are implementing changes that will enhance the strength of our financial profile against the backdrop of a challenging economic environment.”