Overview

Buy with Prime was a powerful new feature for BigCommerce merchants—a way to increase conversion and order value. But launching a new payment option isn't just about announcing it; merchants need confidence to adopt. An integrated GTM campaign combined education, enablement, and hands-on experience to overcome adoption barriers. The centerpiece was an experiential activation at NRF 2023 where merchants could see Buy with Prime in action on a live BigCommerce storefront. Combined with a full-funnel marketing push, the campaign exceeded adoption targets by 49% and generated significant press coverage.

Challenge

Launching a new payment feature required solving two distinct barriers: driving merchant adoption—convincing busy e-commerce merchants to add another payment option to their already-complex platform—and educating the market, since most merchants lacked understanding of Buy with Prime's competitive advantages before they'd even consider adoption.

Solution

A multi-channel GTM strategy combined traditional marketing channels with a memorable experiential centerpiece. Rather than simply announcing Buy with Prime through email, paid media, webinars, and content, the differentiator was the NRF activation: a live BigCommerce storefront where merchants could actually place orders and receive their conference swag straight to their door with a thoughtful experience. This hands-on proof of value converted skeptics into advocates more effectively than any campaign asset alone could achieve.

Results

• 49% over-target adoption of Buy with Prime, significantly exceeding initial adoption projections

• Extensive press and media pickup across industry publications and trade outlets

• High-touch experiential centerpiece that converted NRF attendees into qualified leads and product advocates