US eCommerce platform BigCommerce has welcomed two new appointments to its ranks, with Mark Adams and Deepak Anand set to drive the company's expansion across Europe.

The company powers B2B and B2C eCommerce for more than 60,000 brands. It was also responsible for a partnership with Instagram that made shopping on the app available beyond the US, including Australia, Brazil and the UK.

Capitalising on over 15 years of industry experience Adams will join as vice president and general manager for Europe, leading the company's international expansion throughout Europe. The role will include day-to-day management of the company's newly-opened office in London,

"Mark's extensive domain expertise and familiarity with the European market will be invaluable as we explore avenues to maximize our service to customers and partners," said BigCommerce CEO Brent Bellm.

"As we begin to scale our first European office, I'm also confident that Mark's leadership will ensure consistency with our values and vision to deliver the world's best eCommerce platform globally for both B2C and B2B merchants."

Adams joins BigCommerce from eComp Consulting, the consulting agency he co-founded that helped notable retailers such as Aldi, Cotswold Company and Andertons Music Co select, integrate and launch their eCommerce platforms.

"Retail businesses the world over are looking to invest in technologies that enable their digital transformation while reducing cost and complexity," said Adams.

"BigCommerce's customer-first approach, open SaaS model and commerce as a service initiatives make it the ideal choice for our merchants' growth. I'm excited to serve our customers and partners throughout Europe and help accelerate their success."

Joining Adams, the company also appointmented Deepak Anand as director of European business development.

A seasoned sales leader in eCommerce and payment technologies, Anand previously served as UK general manager for eCommerce platform Shopware.

Earlier in his career, he also held a variety of leadership and managerial positions at a number of commerce tech companies including Magento and PayPal.

"BigCommerce believes in the power of community and it's this commitment to empowering partners to achieve more that makes it such a unique platform," said Anand.

"Digital transformation represents a massive opportunity for growth and, together with our partners, we can provide merchants the best-in-class technologies and services necessary to bring their brand vision to reality in a more globalised way."

BigCommerce's European customers include thousands of fast-growth companies as well as industry-leading brands, including Ben & Jerry's, Bliss, Ford and Skullcandy.

Both Adams and Anand will focus on expanding the company's existing ecosystem in the region through the acquisition of new customers, as well as expanding partnerships with eCommerce designers, development agencies and technology providers.