Commerce launches AI tools to boost product discovery

Commerce has launched Feedonomics Enrichment and BigCommerce Catalogue Enrichment, new tools for merchants that want product data to be more visible to AI search and recommendation systems.

The products are designed for both B2C and B2B sellers. They rewrite and structure catalogue information so AI systems can interpret it more easily.

Both tools generate product titles, descriptions, feature bullets, frequently asked questions and SEO metadata. They also create structured fields to help answer engines determine what a product is, who it is for and whether it matches a customer query.

The launch reflects a wider shift in online retail, as merchants prepare catalogues not just for people browsing websites but also for AI tools used to compare products and guide purchases. As those systems play a larger role in how buyers discover products, richer and more consistent data is becoming more important, according to Commerce.

Sharon Gee, Senior Vice President of Product for AI at Commerce, linked the launch to that change in shopping behaviour.

"AI agents can only answer questions about your products as well as your data allows. Whether you're a marketer driving AEO or a product leader building shopping agents, better data is the foundation for better agentic experiences," Gee said.

"Feedonomics Enrichment and BigCommerce Catalogue Enrichment give brands on any platform a data pipeline that lifts performance everywhere agents meet shoppers, from Google to OpenAI and on their own sites and agents," she added.

Two products

Feedonomics Enrichment is aimed at larger, multichannel brands with complex catalogues. It supports content used across storefronts, search, marketplaces and answer engines, including platforms such as Google, Meta, Amazon and eBay, as well as AI services including Gemini, ChatGPT and Copilot.

The product is available through self-managed and managed-service models. Users can configure and run enrichment through a self-serve integration, while a quality scorecard evaluates accuracy, consistency and adherence to brand guidelines. An issue list highlights items that may need attention.

Feedonomics Enrichment also includes analytics covering onsite traffic and paid media, allowing brands to assess how enriched product information performs across the customer journey. At launch, it supports English-only content generation.

By contrast, BigCommerce Catalogue Enrichment is built into the BigCommerce control panel. It gives merchants a self-serve way to update product content without exporting catalogues to outside tools and re-importing them later.

Merchants can select products, provide brand inputs and generate revised content and structured fields from within the store interface, according to Commerce. Guided workflows are intended to help users enrich large numbers of products, review the results and apply changes across a catalogue in one action.

Data focus

Commerce said the same underlying enriched data can affect several parts of a merchant's operations. It cited customer discovery across storefronts, marketplaces, social platforms and answer engines; catalogue maintenance inside the storefront; product recommendations in conversational shopping experiences; and the development of agent-facing services built on structured, machine-readable data.

That focus on data quality comes as retailers and manufacturers look for ways to maintain control over how products are represented as AI-mediated shopping grows. In Commerce's view, a product that lacks complete, structured information is less likely to appear when an AI tool responds to a buyer's question.

Gee set out the company's broader argument for merchants adapting to that change.

"There are four things merchants have to get right in the agentic era: be discoverable by agents, put agents to work running the business, convert inside the conversation and build on open standards so none of it locks you in," Gee said.

"Our agentic commerce solutions do all four, and we deliver them without asking a merchant to hand over their first-party data or their customer relationship to get there," she said.

Commerce is the parent company of BigCommerce, Feedonomics and Makeswift. The launch adds to its push to position product data management as a central issue for merchants adapting to AI-led product discovery and shopping journeys.