Commerce launches AI product enrichment tools for agentic shopping

Commerce (NASDAQ: CMRC), the Austin-based parent of BigCommerce, Feedonomics and Makeswift, has launched two AI-powered product-data enrichment tools aimed at retailers preparing their catalogues for discovery by AI shopping agents. Feedonomics Enrichment and BigCommerce Catalog Enrichment, both announced on 29 September 2026, let merchants generate and quality-check product titles, descriptions, structured fields, FAQs and SEO metadata at scale, before distributing enriched records across advertising and marketplace channels including Google, Meta, Amazon, Gemini, ChatGPT and Microsoft Copilot.

The products are positioned as foundational infrastructure for what Commerce is calling its "agentic commerce solutions," a suite designed to help merchants make their product data machine-readable in time for a shift it sees coming: AI agents completing purchases on shoppers' behalf rather than simply surfacing recommendations. The company says the enrichment layer also checks content for accuracy, consistency and brand voice before it is distributed, addressing a governance concern that has slowed enterprise adoption of generative content tools.

What the tools do

Feedonomics Enrichment is aimed at enterprise and multichannel brands that already use Feedonomics's managed data-feed service. It generates structured content across storefront, search and AI answer-engine surfaces, maps that content to a brand's own taxonomy, and provides a quality scorecard that flags accuracy or consistency issues. A self-serve analytics view shows how enriched content performs across on-site traffic and paid media; a conversational reporting agent is said to be in development. The tool currently supports English-language content generation only, with multilingual capability described as forthcoming.

BigCommerce Catalog Enrichment is a native control-panel feature for BigCommerce merchants. It lets retailers select product sets, supply brand inputs and generate enriched content without leaving the platform, applying results across an entire catalogue in a single action. The company says this removes the CSV-export workflows that have historically made large-scale catalogue updates labour-intensive.

Sharon Gee, senior vice president of product for AI at Commerce, said: "AI agents can only answer questions about your products as well as your data allows. Better data is the foundation for better agentic experiences."

Market context

The launch reflects a broader shift in how enterprise commerce vendors are responding to the growth of AI-powered shopping interfaces. As consumers increasingly query products through generative-AI tools rather than keyword search, the structured data that feeds those systems is becoming a meaningful differentiator. The concept is sometimes called Answer Engine Optimisation (AEO), a counterpart to traditional SEO, and is an area of active product development across the e-commerce and marketing-technology stack.

Commerce competes in this space against Salesforce Commerce Cloud, Shopify and a range of specialist product-information management vendors including Akeneo and Salsify, several of which have introduced their own AI-enrichment features over the past twelve months. The distinction Commerce is emphasising is the combination of enrichment with feed distribution through Feedonomics, which already syndicates product data to more than 2,000 channels. If the enrichment layer can be tightly coupled to that distribution network, it reduces the number of integration points a merchant needs to manage.

A key commercial question is whether the tools will be priced as add-ons to existing BigCommerce or Feedonomics subscriptions, or introduced as a separate tier. Commerce did not disclose pricing or any committed customer wins in the announcement. Named existing customers in the company's about section include Dell, Harvey Nichols, Cole Haan and Skechers, though none were cited as enrichment pilots.

Regulatory exposure at this stage is limited, though EU merchants using the tools will need to ensure AI-generated product content complies with the EU AI Act's transparency obligations for AI-assisted content in commercial contexts, provisions that are phasing in through 2026 and 2027. Merchants in regulated product categories such as cosmetics, food or medical devices face additional accuracy requirements that AI-generated descriptions will need to satisfy.