BigCommerce is one of the most popular platforms for running an eCommerce website. Even though big-name retailers use it, there are still multiple drawbacks that make BigCommerce less desirable among the owners of small businesses. In particular, the major threats to BigCommerce involve the lack of great free features and customization options.
Additionally, the features in the standard plan of BigCommerce are less attractive than the competitors such as Shopify or WooCommerce. The biggest threat to BigCommerce’s success and further popularity is that small-scale stores and DTC brands choose other platforms. The following factors explain why small businesses are less likely to consider BigCommerce:
- Requires technical knowledge to set up the store.
- Expensive additional features.
- Not effective as a Direct-to-Consumer (DTC) platform.
- Limits on online sales vary according to plan.
Complex setup for the new users
Unlike the competitors, the store setup for BigCommerce is more complex and requires basic technical knowledge to create a simple store. For the people who want to start a new venture in the eCommerce business, the BigCommerce solutions might be too difficult to get into. Therefore, BigCommerce might be less attractive for the customers who want to have an online store that will be easy to set up and run. The decrease in the customers who rely on the convenience and accessibility of eCommerce service is a significant threat to lose market share.
Expensive additional features
BigCommerce provides different additional features that can be implemented depending on the plan you have chosen. However, essential tools like cart abandonment notifications are not available for the standard plan. Meanwhile, Shopify has the popular free cart abandonment notification options and offers other apps at much lower rates. The notion that BigCommerce’s additional features are too expensive also affects the sales among small-scale businesses.
Not practical for DTC startups
With the growth of the DTC brands that have entered eCommerce, the need to accommodate these brands has occurred. One of the leaders among the platforms for DTC brands remains to be Shopify because it requires less customization and is easy to launch. As the Shopify users admit, alternatives like BigCommerce are suitable only when you need a more complex and bigger store. In this regard, from the marketing perspective, BigCommerce is just an overly complicated platform for a startup store.
One of BigCommerce’s competitors, Shopify, does not limit the annual online sales for the standard plan users. For BigCommerce, once a shop surpasses sales of over $50k per year, the plan has to be upgraded. This limitation might be not suitable for the simple stores which do not require the functionality of more premium plans to operate. The notion that BigCommerce forces customers to pay more for the functionality which might not even be used can influence the store owner to change the platform.
The arguments mentioned above appeal to the significant threat that BigCommerce is not relevant for the small-scale stores and DTC brands. The complicated setup makes it difficult for the startups, while the limits on annual sales discourage simple stores from using the standard plan. Moreover, the expensive additional features and customization limitations make BigCommerce less attractive for startups. Thus, the biggest opportunity for BigCommerce could be the expansion of the affordable plans to be a more influential player on the market of the small-scale eCommerce business.