Bigcommerce isn’t just for online-only merchants, and its acquisition of Zing.co on Monday is designed to make it easier for its sellers to manage their online and offline operations as they scale. This includes in-store payments (Point of Sale), cross-platform reporting, and even in-store pickup and ship-from-store offerings for customers.
Of the 85,000 online merchants who use Bigcommerce, 30% also operate one or more brick-and-mortar retail locations, company spokesperson John Yarbrough told EcommerceBytes.
Bigcommerce is attempting to make “omnichannel” accessible to smaller merchants. By integrating with Zing’s software, Bigcommerce can offer merchants the ability to consolidate store and inventory management and deliver personalized experiences to customers both in-person and online, as well as offer easy to deploy integration with third-party Point of Sale solutions.
Yarbrough said Bigcommerce reports provide merchants with actionable data they can use to improve sales. With Zing, it will be able to include retailers’ offline transactions as well. Who are the most valuable customers? What are the best-selling products? What products are best coupled together to raise average order size? Now Bigcommerce can provide omnichannel data in its reporting.
Zing will continue to service existing clients using its Point of Sale solution, but moving forward, it will not market its POS offering and will work with merchant to find alternative POS solutions, said Yarbrough.
“As part of the agreement, Zing’s team and intellectual property will become part of Bigcommerce, further expanding the company’s omnichannel retail capabilities and accelerating partnerships with leading point of sale providers including Square, Lightspeed and NCR Silver,” according to the announcement.
“Through the acquisition, Bigcommerce will make available to point of sale partners a set of robust APIs and foundational technologies to enable the development of best-in-class omnichannel solutions for retailers, such as the ability to enable real-time inventory sync between online and physical stores, in-store pickup, and dynamic order management as well as integrated customer data and reporting spanning ecommerce and brick-and-mortar operations.”
Yarbrough said Bigcommerce recognizes that many of its merchants don’t have IT staff or a technical background, so if there’s an opportunity to tie online and offline, it needs to just work – the intention is to make it “plug and play.”
As Bigcommerce cofounder and CEO Eddie Machaalani summed it up in the company’s announcement, “The industry has reached an inflection point where retailers of all sizes want and expect to deliver next-gen experiences, such as in-store pickup and ship-from-store, without the complexity of switching between multiple back office tools.”