BigCommerce as Attentive Distribution Engine

The BigCommerce deal mattered because it turned platform integration into a distribution engine for Attentive. Instead of winning merchants one by one through sales, Attentive got placed inside an ecommerce system already used by more than 60,000 businesses, with an extension that let new merchants add Attentive directly into their store workflow. For an SMS tool that makes money per message sent, easier merchant onboarding directly expands future usage volume.

• This is a classic app ecosystem land grab. Postscript grew by riding the Shopify App Store, where native integration made the product easy to discover and immediately useful. Attentive used BigCommerce to build a similar wedge outside Shopify.
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• The strategic value was not just merchant count, but merchant fit. BigCommerce merchants already run online storefronts, product catalogs, carts, and checkout flows, which are the exact events an SMS platform uses to trigger sign up popups, cart reminders, and promotional texts.
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• The partnership also helped Attentive avoid being boxed into one ecosystem. That matters because Klaviyo bundled email and SMS into a much larger marketing suite and reached $903M revenue in 2024, while specialist players like Attentive and Postscript were more exposed to platform concentration.
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Going forward, the winners in ecommerce messaging will be the companies that sit closest to merchant systems of record and can turn integrations into steady low friction customer acquisition. Attentive’s BigCommerce move points toward a broader play, where channel partnerships are not side deals, but the infrastructure that feeds product usage and revenue growth.