Wish Standards raises the bar for reward merchants

Amazon receives an average 5.2 billion visits each month. The hashtag #TikTokMadeMeBuyIt has over 346.5M views on TikTok. 75% of global shoppers have used a Google product within the last week to assist with their shopping.

These staggering stats show that digital channels are proving to be a great way for retailers to stay connected with their customers.

This is combined with the fact that shoppers spend an average of eight seconds per day looking at products online, making it more important than ever to make it easy for customers to shop.

Retail TouchPoints sat down with Sharon Gee, GM of Omnichannel at BigCommerce, to discuss the latest omnichannel trends and how merchants can offer seamless experiences across channels using BigCommerce.

Let’s take a look at some key points from their conversation.

Interview with Sharon Gee from BigCommerce


Retail TouchPoints: Which trend do you think was the most influential in 2021?

Sharon Gee: “In 2021 the ubiquitousness and need for an omnichannel strategy will be absolutely the biggest trend. Online shopping is the hottest trend, and merchants must have a plan for how to present their products wherever shoppers are.

RT: What trend do you think will be the most popular in 2022?

SG: “I believe we will see more social commerce.”

TikTok reached a billion users within two years. Facebook took around ten years to reach that point.

“We are also going to see the integration of ads, marketplace channels merging in order to create experiences that focus on delivering an omnichannel shopper experience.

“Shoppers want information about the product they are looking for. Is it in my area? What is the cost and when can I get it? They want that information regardless of whether they are browsing Instagram to shop or going directly to a retailer site to find out more about a product.

Shoppers desire seamless checkout with Amazon.

“So the rise in social commerce and the reduction in friction in the Omnichannel shopper experience I think are the most important trends and focus areas we’re seeing.”

RT: Which tech should retailers prioritize to ensure the best customer experience?

SG: All of these channels need product data. You won’t convert if you send the same product listing information across all your channels (Google, Facebook, TikTok, Amazon, and TikTok).

“The product attributes data are what’s required to make these channels display your products in search and marketing algorithms. To increase conversion .”

RT: Do you think there are any retail brands that offer the best customer experience?

SG: “We have Skullcandy, Solo Stove and BigCommerce brands that are leading in experience across Omnichannel — whether it’s exploring new channels and creating seamless experiences with our native integrations into Facebook or Instagram, or leveraging product data to surface it across a variety of channels that drive traffic to their direct-to consumers experiences.”

RT: What should BigCommerce expect in 2022?

SG: “We will continue to invest in being the world’s most trusted platform for omnichannel commerce.” We will continue to expand international and offer use cases that enable merchants to sell more everywhere em>, regardless of whether it’s B2C or B2B.

More Sales with Omnichannel Commerce

An omnichannel strategy is not a luxury, it’s essential for any ecommerce business.

BigCommerce lets you meet shoppers wherever they are on social media, marketplaces, and other advertising channels. All from your control panel. BigCommerce Channel Manager allows merchants to seamlessly integrate and leverage data across channels via listing partners such as Feedonomics.

source https://www.bigcommerce.com/blog/wish-standards/

Extension Subscriptions in the Application Marketplace for Adobe Commerce & Mage Open Source

source: https://business.adobe.com/blog/basics/extension-subscriptions-application-marketplace-adobe-commerce-magento-open

Adobe is committed to empowering the developer ecosystem to create superior experiences and services for all customers. We are pleased to announce support for extensions subscription models, starting November 30, 2021. This will allow us to further serve developers and customers of Adobe Commerce and Magento OpenSource. Developers can provide ongoing support and investments in established products to give merchants greater security and lower maintenance costs.

Multiple extension vendors have moved to the subscription model as the market for ecommerce software continues to embrace a subscription licensing structure. Numerous prominent software marketplaces and ecosystems only operate under the subscription model. Numerous Magento extension builders, including Amasty and Mageplaza, Aheadworks and Mirasvit have announced that they will be switching to an annual subscription model. Most extension vendors will soon announce or implement similar changes based on community feedback.

Adobe Commerce Marketplace subscription licenses do not limit the use of code already downloaded and installed on merchants’ computers. An active subscription is required in order to receive upgrades, support, or any other services or features that the vendor may provide as part of the license. Merchants have the option to cancel their subscription at any moment.

Subscription license extensions will include basic support in the subscription price. The Marketplace does not support multiple subscription tiers nor subscription add-ons at the time of release. However, we plan to expand this and other features in future releases.

Existing SKUs cannot be converted to subscription license. Merchants will not automatically be subscribed to products that move to the subscription licence. Vendors may opt to remove some of their Marketplace SKUs and create new products under the subscription license. This will allow merchants to consent to the purchase of the subscription. Extensions under the subscription license must comply with the same Marketplace requirements and EQP requirements.

Marketplace and Commerce Developer Portal will enable vendors to allow a 180-day grace period for sellers who have previously purchased extensions. The new SKU will be connected to the Store and the extension removed from it. Merchants that have the extended extension will be informed that they have a 180-day grace when signing up for the new product.

The same 25-day return policy applies as for the initial purchase.

WooCommerce Product blocks allow you to integrate content and commerce

WooCommerce and WordPress have long offered the benefit of combining content and commerce. WooCommerce 3.6 introduces eight new product blocks, which allow you to insert products on any page or post in your store.

This means that store owners no longer have to show products only in the product archive or on product pages. They can seamlessly integrate commerce and content across all their stores, on any page.

Note: WooCommerce 3.6’s new product blocks require store owners to have WordPress 5.0 installed.

There are eight new product blocks to choose from

Gutenberg introduced a new user interface in WordPress 5.0 that allows store owners to choose from a variety of predetermined groups and create a custom list with hand-picked products for display on any page or post.

img alt=”There’s eight new product blocks.” src=”https://woocommerce.com/wp-content/uploads/2019/04/woocommerce-blocks.png?w=650″/>

This interface provides a preview of the selection once it is published. Store owners can adjust the order and layout to fine-tune the appearance.

The store owner can organize the layout in a certain number of columns and rows, and order products by newness or price.

The first WooCommerce products blocks was released as a feature plug to allow extensive test, but with 3.6 it will be integrated into WooCommerce core. Here is a breakdown of all eight new product blocks:

  • Featured Products: Choose and display one product in a new, high-impact format. You can adjust the text alignment, hide/show the price and description, add color overlays, change the button call to action, set a custom height and override product photographs.
  • Hand-picked, individual products: Display products of your choosing in a grid.
  • Bestsellers/top-rated: Display a grid of your best-selling products, filterable by category.
  • Latest products: Show a grid with your newest products. Filterable by category.
  • Products on Sale: Display a grid of products for sale, filterable by product category.
  • Products that have specific terms or attributes: Show any products which have been given a particular term or multiple attribute terms.

Or Add all your products to any page, or post in the store!

Learn more:

Theme authors can customize

Customization is key with WordPress and WooCommerce. The product blocks allow theme authors to customize the display and number of rows and columns.

The Featured Products Block allows theme authors to control product description, price and height as well as overlay color for the background image, button colour, link color, and other details.

How your Product Catalog is Key to Success in Social Commerce

Millions of people use Facebook every day to connect with their family and friends around the world. However, these social commerce platforms are now powerful sales channels.

The new social commerce is a way to increase sales and reach new customers. It allows them to buy directly from these channels. This allows consumers to move easily between channels, making it imperative that they have access to high-quality catalogs.

It not only helps to drive buyer interest and discovery but also makes it easier for them to consider your product. The first impression of your item is its title and description.

If the products in your Instagram Shops and Facebook pages are in stock, customers will feel more comfortable and have more trust in you. Merchants must have a quality product catalog in order to reach more customers and drive more sales.

If you don’t have a Facebook or Instagram account, this is how to connect.

What’s a product catalogue and why is it so important?

A catalog contains information about products that you sell on Facebook and Instagram. Your catalog data quality is key to creating positive shopping experiences in Shops and ads.

Customers will be able to find your products and make better purchasing decisions if your catalog quality is optimized.

Learn more: 

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The benefits of a high quality catalog:

  • Increase your search engine results: The quality of your product directly affects the chances of it being found and allowing you to get more distribution.
  • Drive conversions It is essential that your website and catalog are consistent. Shoppers expect seamless experiences across channels. However, visuals and product information can be added to your catalog to ensure that buyers are able to find the right product information for their needs.

Best Practices

Merchants have a lot of opportunities through Facebook For BigCommerce. They need to be strategic in creating the best content that converts.

These are our top tips and best practices to make your brand stand out.

1. Use detailed product information.

Customers will be able to find your product by using category-specific attributes. They also enhance the customer experience and increase conversion rates. Different attributes serve different purposes:

  • Discovery These attributes are not directly displayed on your product detail page (PDP), but they help buyers find your product through search. These attributes include brand, gender and age group.
  • Variants – Provide variant attributes for products that have a variation. Color, size and material are just a few examples. Find out more about variants on page 2.
  • Consideration These attributes are listed on product detail pages as variant selectors. They help buyers to consider purchasing your product.

2. You can manage product variants in the catalog.

Variants are variations on the same product that you have in your catalog. For example, a T-shirt with the same size and color in different sizes. Customers will have a better experience shopping for your products when you properly set up variants in your catalog.

You can add variants to:

  • Help customers to find more colors and sizes of a product.
  • Give people more options by showing one version of each product in your shop. People can view the variants of the product they are interested in when they select it to learn more.

3. Keep your catalog current.

To use product tags on Instagram you will need a product catalogue. A robust catalog can make it easier to be successful. Consider the viewpoint of the customer. They will see your post and want to know more. They will see the product tag, and then move to the product detail page.

When updating your catalog, here are some important points to remember:

  • Inventory – Only products that have inventory can be sold. You can sell products by updating your catalog with exact inventory counts. This will allow you to know when items sell and what product categories codes are required for taxes.
  • Product names – Keep product names short and consistent with your Instagram website so that shoppers can easily find out how to use a product.
  • Product descriptions – Include the item description. This includes length, material, and size considerations. Don’t forget to include conversions for sizes that are not available in the US.
  • Sizing – For products that require sizing consideration, ensure details are accurate. Make sure you have enough inventory to cover all sizes of a product. For more information, see here.
  • Pricing – Make sure your price is correct and in line with your website.
  • Shipping Fees You can set different shipping fees, including minimum shipping charges at different service levels. In your Commerce Manager settings, you can set your shipping options.

Pro Tip: If there are not enough images or videos on a product page, shoppers will be unable to make a decision. Make sure you have at least two photographs of the product.

4. Be sure to use product tags often.

130,000,000 people click on product tags every month to find out more about brands they’re following on Instagram. Product tags allow you to highlight products from BigCommerce and provide information for customers.

Product tags are essential to give shoppers an easy way not only to find your brand but also to make it easy for them to purchase. You should make product tags a part your Instagram strategy and use them when you post images of products.

Facebook data shows that merchants who tag more than 5 days per month in their feeds see an average of:

  • Visitors to product pages have increased by 278%
  • Purchases up 231%
  • Sales increase by 216%

Because people spend so much time on Instagram, they use product tags in different formats, such as stories, reels, IGTV and captions, the most successful shopping businesses use product tags often across all formats.

To increase shoppable posts, you can use product tags frequently to reach more shoppers and make your shop stand out.

Analyteq Oy joins the Solteq Family: Product replenishment analytics to help digital commerce solutions

Analyteq Oy joins the Solteq Family: Product replenishment analytics to help digital commerce solutions

Solteq’s announcement that it was purchasing a majority stake in Analyteq Oy drew immediate attention and reflections from employees. The intentions of the new owner were likely to be of concern to many as the acquisition caught everyone off guard. The transfer now seems very logical, after the dust has settled and the acquisition is confirmed.

Cross-pressure among traders

The retail sector has seen major changes over the past few years after a period of relative calm. One thing has remained constant throughout this period of transition – the customer experience. It doesn’t matter if you are talking about traditional shops or e-commerce solutions. It is crucial to invest in customer experience to build a long-lasting relationship with each customer and not just a temporary experiment to try our products or services.

Consumers are becoming more educated and more demanding, especially in the grocery industry. Diverse media outlets have begun a dialogue on the issues of waste management, food waste and operational ethics in the sector. We, the consumers, send a mixed message. We demand a flawless point-of-sale experience.

Supply chain improvement with real added value

Analyteq now steps on the bridge. We specialize in providing a demand-based replenishment service and developing supply chain management-related Web analytics.

We work in close cooperation with Helsinki-based software company Relex Oy, who have in recent years received a variety of international awards for their forecasting and portfolio management support systems. Analyteq’s versatility in utilisation and optimization of these systems within our clients’ operating environments is what makes us stand out.

Our pioneering and fruitful cooperation is illustrated by system and service entities. In these entities, clients can completely outsource replenishment of their products. This was previously a difficult area of operation. We were also able to automate the replenishment and sale of daily products in stores thanks to our collaboration. This has allowed us to reduce waste and improve the availability of products.

Customers get a greater overall benefit

Solteq’s arrival on the scene is an interesting development, if we look at all of the above. Practically, this means that we now have a wide range of experts in product and service portfolios at the same table. This will undoubtedly lead to more synergies for customers.

For example, we might envision seamless integration between ERP, cash and electronic-trade systems to support product management and replenishment. Service production is also available, which uses advanced analytics to optimize the supply chain. We can also offer logistics solutions in conjunction with Analyteq’s owner, Tuko Logistics. All of these solutions can be tailored to the customer’s specific operating environment, and are available as a service.

The sector is on the cusp of some exciting projects, and enthusiasm from all parties is evident.

How to Manage Your Digital Commerce Investment for Long-Term Success

How to Manage Your Digital Commerce Investment for Long-Term Success

Online commerce has been in high demand since the outbreak of coronavirus. The Magento Commerce team received calls from two types businesses as they tried to sell online from businesses without a digital presence. They are processing hundreds of transactions per minute and their volumes have increased dramatically.

The second type does not have any online commerce capabilities but would like it, preferably today. These companies are from all industries, including garden centres and millers, who have lost their retail outlets and now need to sell directly.

As ever, the old saying that “disastrous times call for dramatic measures” is true. It’s never been more important for businesses to be fast and decisive. It’s even more important to keep your long-term goals in mind. Stop-gap solutions now can stall your business growth, making it more difficult (and potentially even more expensive) to adapt to the market’s next shift.

Because customers are being forced to change their behaviours over the past decades in just weeks. Many of these customers find that they enjoy the new experiences. You’ll be more than a temporary partner if you are able to participate in those experiences.

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For years, I have been making a habit of getting a cup of coffee every morning on my way to work. This habit was broken in less than a month. I don’t miss it, because I have a grinder. I also buy beans. Coffee I make at home tastes better and is cheaper than coffee you get from a cafe. You don’t have to throw away either.

It’s not me. The demand for coffee is so great that the Brazil coffee bean stocks are low. When we return to work, I won’t be going back to coffee shops. I will continue to buy beans and make better, more affordable coffee. This is an opportunity for a bean seller to acquire me and retain me.

My family has also turned to the local farm’s vegetable boxes for fresh food. We love the convenience, quality, lack of packaging, and how easy it is to get our fresh food. We don’t see any reason to buy vegetables again from the supermarket. We’ll be there for the farm’s new customers longer than the virus that drove us to buy from them.

If you are a farmer looking for a website that will allow you to sell three sizes of vegetable boxes, then you might be tempted. What happens if your customers demand more? Perhaps they want milk added to their orders or you see the opportunity to offer recipe boxes. You might find out that many of your customers have moved to the internet when you reopen your shop. It won’t be possible to find a quick fix.

It is important not to lose sight of the long-term possibilities. You will need to pay rent and staff, but cash flow is also important. You might feel like you are being shoved into a corner. But it does not have to be. An investment in digital Commerce should not be about a quick fix. Digital commerce has been moving faster than ever in the last 25 years, thanks to the current pandemic.

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Companies have the opportunity to create a customer journey that is continuous and build the relationships that go along with it. This is a chance for customers and retailers to take advantage of an opportunity that was not there two months ago.

These changes are happening so quickly that many businesses have accelerated five years. You can keep your trading going if you are one of these companies. You will be able to gain new business and move in a better direction in the new world. The competitive landscape may be very different from when we started the year. Make sure you are prepared.

Navigating the New Normal in eCommerce

It’s clear that the COVID-19 global pandemic is having a profound impact on e-commerce. We’ve seen shifts in our personal and professional lives as consumers. Our lives are now a part of the intrinsic nature of sheltering in place, social distancing, as well as caring passionately for the health and wellbeing of our community.

Nielsen identified six thresholds that consumers globally are passing through as they move through this pandemic.

We are in the beginning of the “restricted life” stage in many countries. Ecommerce businesses already see a shift in customer preferences and shopping behavior in this stage. Although many of these changes are temporary, they will have a lasting impact on how customers interact with your brand when they move to the “living in the new normal” stage. Although the new normal is not yet here, it will soon – regardless of whether it takes weeks or months – once we venture further outside. Brands that invest in technology to improve customer experience online will be better positioned than those who don’t.

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How can eCommerce businesses adapt to the new norm? We will be discussing some adaptations that you need in your digital media technology stack in order to adapt.

1. Online shopping must be as visually realistic and detailed as possible

Millions of people worldwide are now able to work or study from home. This gives consumers more incentive to shop online. Although everyone loves to shop in-store and all of us love to touch and feel products, the shift to digital by consumers may not last as long as hygiene or health concerns. It could also be permanent as they incorporate online shopping into their daily lives.

Your product details pages (PDPs) are the only way a customer will have an experience with your product. Brands that provide PDPs with videos showing how the shoe moves or how it flexes, have seen higher engagement and conversions. They also experience lower product returns. Although this trend was first seen in fashion and lifestyle brands long before the age restricted living, it has not yet been extended to everyday necessities, electronics, or groceries. For these products, simple images and at best, spin sets were sufficient. In a world where online experience is the primary (and often only) way to get an experience, this will not suffice. Modernizing your PDPs should be done with rich video and augmented visually experiences.

2. In your direct to consumer channel, you need to be more agile

Consumer needs and spending ability can change in the wake of hardship. While necessities like groceries, toilet paper, and hand sanitizer were first on the mind during the quarantine stage of the current pandemic outbreak, the focus moved to exercise apparel, crafting supplies, and educational aids for children in the restricted living stage. Demand, supply and pricing change as economic uncertainty hits many of us. Direct-to-consumer channels must be flexible and ready to re-price products, change visual messages or tone to accommodate consumer needs. It is essential that companies ensure that their e-commerce platform allows for greater business agility.

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3. For loyalty and trust to be earned, you should make authentic connections

To maintain a loyal customer base, brands will have to adapt to this new reality. These are often outside of the realm of digital experience, such as social responsibility, local origin and corporate citizenship. However, there are some changes that can be made in the digital media experience.

Engaging consumers is easy with user-generated photos and video. Social proof can be used to duplicate the in-store social shop visit. This requires automation for moderation, image and video auto-cropping, enhancement for visual appeal, and many other digital considerations such as upload and delivery performance. These are technology investments that will be worthwhile over the long-term.

4. How to Make Your Digital Distributed Teams More Effective

This is what we’re doing right now. Marketing, creative, development, and design teams no longer work together; they all work from home, managing kids and pets, keeping healthy, and working. While there will come a time when everyone will return to work, something has changed for the better. Teams will be focusing their retooling on more efficient workflows that allow for truly global collaboration. Cloud-based technologies such as company-wide digital asset manager are a great investment. This will allow you to centrally manage digital media assets and provide a single point of truth for team collaboration. To ensure repetitive media management tasks can be automated so that they do not require lengthy round-trips to your tech or creative teams, you will need better tools. This will reduce bottlenecks.

5. Rich Media Management should be consistent through your Magento Tech Stack

Integration of a best-of breed media platform into your Magento stack will yield rich dividends in customer experiences wins and consistent brand imagery that loads quickly on all screens.

Recommendation: Use a media management platform to integrate your tech stack.

The Key Takeaway

Technology is the way forward for both businesses and consumers as they embrace the new reality of living in a world with COVID-19. The new normal will offer consumers richer and better digital experiences. Brands that invest today in DTC competence and create new experiences with customers will be better equipped to connect with them in the new norm.

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Pros and Cons of Composable Commerce

The term”composable trade” refers to joining numerous elements to meet a merchant’s specific needs. Example use cases include:

  • Multiple revenue channels. Firms selling in channels like web, mobile, kiosks, and societal often need an extensible and flexible platform.
  • Cost control. Merchants can occasionally reduce operational costs by selecting the features and vendors they require.
  • Specialization. Cloud-based services such as product recommendations, customer analytics, and website search can signify best-of-breed performance for a competitive price.
  • Modular construction. Composable commerce utilizes technology standards that allow multiple systems to interact. This permits a modular platform with center, critical functions which can be improved over time. The end result is a faster go-to-market and reduced upfront investment.

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Composable trade also comes with challenges, for example:

  • Interaction with multiple vendors. Building a composable trade platform entails adding services and products from multiple vendors. This requires dealing with many sales and support groups, agreeing to the companies’ terms and conditions, and incorporating with their applications.
  • Service level agreements. Using services and products from multiple vendors complicates predictable and consistent service levels. By way of instance, some vendors can handle traffic spikes better than others. Service level guarantees must be discussed thoroughly with each possible vendor.
  • User interface. Composable trade connects different vendors, forcing merchants to construct a cohesive user interface in addition to these components. The method takes time and money to produce and maintain. And it has to be repeated for each new vendor.

Selecting a Platform

The procedure of choosing a composable trade platform is dependent on if the merchant is starting a new platform or replacing an existing one.

When launching a new platform:

  • Document the company’s needs. Start by focusing on core functionality. Then compose a roadmap of future, added capabilities. Focus the roadmap on capacities that would differentiate the merchant’s offering or further enhance sales.
  • Evaluate probably platforms for the company’s core requirements. Most ecommerce platforms provide some kind of composable commerce.
  • Consider retaining execution support or one system integrator to cover all requirements from the roadmap.

To replace an existing platform:

  • Identify places from the present platform which will benefit from a best-of-breed vendor. Examples include promotions, website search, and order management.
  • Create a roadmap based on this review to slowly migrate capacities from the current platform to a best-of-breed vendor
  • Migrate the high-priority capabilities first, then concentrate on additional capabilities.
  • Maintain the old platform set up if execution doesn’t go smoothly.
  • Consider keeping implementation support or one system integrator, as stated above.

See also:






The Four Tenets of Composable Commerce: Flexible

Composable trade solutions, unlike a single-core, full-stack trade platforms, include a portfolio of smaller applications which might come from several vendors, but play well together through APIs along with the orchestration layer that supports them.

While all portions of a composable platform are necessary to the customer travel, individually they may be swapped in or out at any time, preventing vendor lock-in for any specific capability. This ensures the”platform” is future-proof, that only parts that will need to be ripped and replaced are upgraded, and the system never needs a costly, time-consuming and insecure full-stack update or replatform ever again.

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Is headless commerce enough?

For many ecommerce applications, “going headless” is the first baby step towards a flexible architecture. Decoupling front from the backend frees the company in the constraints of an ecommerce platform’s limited front-end capabilities, and ensures front end developers can operate independently from back end groups without cross-functional coordination and introducing danger to an already delicate and bloated monolith.

Headless trade also enables best of breed leading end adventures, whether delivered via enterprise-grade content management systems and electronic experience platforms (DXPs), or via mobile-first frameworks such as React, Angular, Vue and Ember to electricity lightning-fast single page applications (SPAs) and innovative web apps (PWAs).

However,”Headless 1.0″ can only offer slicker desktop and mobile commerce experiences. It lacks both the freedom and flexibility to expand to”trade anywhere” touchpoints like mobile apps, connected devices, chatbots, voice supporters, social networks or Web of Things without rock solid APIs (and not all trade APIs are created equal).

And while APIs can technically connect commerce applications to new touchpoints, if the underlying platform remains a full-stack engine,”API-driven trade” remains restricted by the company logic and capacities trapped inside the monolith.

From full-stack to full-MACH

The next step past headless trade towards supreme flexibility involves adopting technology that embraces not one or two, but all MACH principles. MACH stands for Microservices, API-first, Cloud-native, and Headless.


As mentioned in our section on Modular tenet of Composable Commerce, microservices and are discrete”building blocks” of backend applications built around particular functions or business capacities (Gartner refers to these microservices as packed business capacities” or PBCs).

Microservices are inherently composable as a result of their individual deployability and interoperability through well-defined APIs. This allows IT leaders to pick the best”tool for the job” at any time, and add, remove or update individual components as required without compromising the complete system.

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API-first means an application’s business logic is configured via APIs rather than built into the support code. This eliminates technical debt within the trade platform, and supports unified logic across multiple”heads” beyond the online storefront, such as virtual catalogs/lookbooks, mobile apps, voice commerce, IoT, chatbots and back office dashboards.

API-first design isn’t only flexible, but more efficient. New touchpoints can be inserted or removed at any time without undermining code or requiring complete system downtime. Eliminating channel silos and replicated development efforts accelerates time-to-market and ROI.

However, API-first isn’t to be confused with updated commerce platforms — monoliths which have an API layer added to the application. Although this is a start towards flexibility, these APIs are often not granular enough to encourage the amount of company specificity and extensibility that really modern, technically older organizations need. Commerce APIs may also be poorly designed, lack maturity or lack API coverage. Or, they are too granular and complicated and include a steep learning curve, which may slow down development and installation. The more numerous, the more complex to stitch together (and also the more”chatty” API traffic will be over the application).

The sweet spot is the combination of clean, simple API design that supports all business requirements.


There is a difference between an application hosted in a public cloud and one assembled cloud-native from the beginning. Even though a SaaS vendor’s monolith might be able to scale with demand on AWS and get seamless updates, it has to scale as a whole (including the database). What is more, full-stack platform vendors can not take advantage of agile code delivery such as microservices-based trade service vendors can, meaning”seamless updates” are fewer and further between.

By comparison, microservices and PBCs are constantly developed cloud-first, whether developed in-house or delivered as-a-service from a vendor. Not only do cloud-native composable elements enjoy limitless scalability and durability (failures can be transferred around the cloud as workloads change) they are also more secure. Since microservices can be independently deployed into a private network inside a public cloud, attackers can not easily compromise the whole system if they get access to a single component.

An extra advantage to cloud-native SaaS applications is on-demand consumption. You don’t have to set up your solution, you can subscribe or unsubscribe to modular abilities as you desire.

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Like cloud-native applications, to qualify as truly headless an application has to be designed as such from day one, as opposed to decoupling the mind and slapping an API on the side. This supports interoperability between components and compatibility with any front-end or touchpoint.

Microservices and PBCs are by character. But when composing an end-to-end commerce solution comprised of multiple applications from several vendors such as content management, search, payments and PIM (for instance ), picking headless applications like Contentful, Acquia and Stripe amplifies your technical flexibility.

Jamming on the JAMstack

Javascript, APIs and Markup Set the JAM in JAMstack. Like MACH for the rear end, JAMstack is a contemporary architectural blueprint for constructing front-end applications.

And like the notion of headless commerce which divides the front end from the backend, JAMstack divides the front end presentation layer once again, this time from dynamic functionality within the”mind” application. This supports lightning-fast functionality and optimal customer experience.


Markup refers to some static HTML documents (typically your templates). In a headless environment, these files may come from the static website generator such as Gatsby, React, Vue or Angular, or innovative CMS / DXP. As these files are inactive, they may be pre-rendered from a CDN cache so users view content whenever possible.

But many elements of ecommerce are lively — believe price, promotions, stock availability, average star rating and merchandise carousels. With JAMstack, Javascript dynamically inserts content following crucial markup, while APIs pull relevant information from back end services.

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Headless trade and JAMstack in clinic

By way of example, you might use a powerful CMS such as Adobe Experience Supervisor to function product pages, but rely on your backend commerce service for pricing. Because price is dynamic (because of promotions or personalization) and has to be loaded each time a user requests a page, the CMS server generally needs to render and serve the whole page as opposed to leverage caching, leading to slower page load performance.

With JAMstack structure, Javascript is embedded in the page where price lives, allowing caching of static content on high-speed edge servers and client-side rendering of dynamic pricing with page markup.

You will notice, JAMstack shares some properties with MACH — decoupling of dynamic and static content, reusable APIs as opposed to app-specific databases, and cloud-hosted documents throughout the content delivery system. Every time the front end is upgraded, files are added to the cloud-native CDN automatically, without needing to write to a database. This supports front-end development agility.

Are MACH and JAMstack sufficient for Composable Commerce?

Within this Composable Commerce series, we have researched modularity, openness and versatility through MACH and JAMstack, but that only gets your company thus far. To succeed, IT and Business teams require the capacity to cooperate on large jobs and digital transformation, and also leverage composable technology to support business users’ daily activities (business-centricity).

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How can composable commerce support performance for cross-sell, up-sell and substitutions?

Whatever you use for your backend, all the numerous automatic user interfaced will require coding. However, the important element to take into account is how closely coupled or controlledwill your front-ends be into the backend. If you’re not using composable commerce for a service, it is going to like quite tightly control and couple and will limit your abilities or make execution harder.

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What exactly does that mean?

Platform limitations will be the largest cost of most traditional execution. Whether you use a SaaS established or on-premise variant of a legacy platform, minor changes like adding a cross-sell connection to your products catalogue, in addition to bigger changes like extending customer information, will require custom development and database modifications. These kinds of customizations raise your technical debt and slow future advancement.

But for a Composable Commerce structure, to execute cross-sell, substitutions or other merchandise relationships, all that’s required is a simple API call to bring the relationship. Similarly, for more complicated customizations, it is simply a few more API calls to configure the data structure changes.

Cross-Sell Example Request

Elastic Path Commerce Cloud is your first composable commerce platform. To execute cross-sell from a brand-new example of an Elastic Path shop, there are 3 steps.

Step 1: Enable the goods extended data container

The response of the request includes the ID for this container. That ID is going to be used in Step 2.

Step 2: Insert the Cross-Sell connection to the goods"stream" ("flow" is the is the name of the instrument used to produce the container)

as soon as you’ve got the container created, the next step is to add the area. Below is the payload used to make the Cross Sell area. They key takeaways from this section is to ensure:

  • “field type” is set to”relationship”
  • the validation rules say”type” is set to”one-to-many” relationship
  • the validation rules say”into” is set to the”product”

The remaining fields are rather self-explanatory. Therefore, in this instance you’re about products to other goods. These kinds of relationships can be leveraged for numerous use cases.

Step 3: Start adding products to the connection

Now that your Cross-sell relationship area is set up, you just have to begin adding products to the area. This is achieved by calling the connection end-point created when you made the cross-sell field.

POST the collection of product IDs into the next endpoint where undefined equals the product you’re updating.


The origin of those product references may come from your merchandising group, 3rd party tools or analytics or where you choose.

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Contain the information when you want it

When the connection is set it can be recovered with the normal products API call. To regain the cross sell products, simply add “include=cross_sell_ids” into the query string of the merchandise endpoint to add product information for all the related goods in one request to the API.

Example: https://api.Elasticpath.com/v2/products/undefined? Include=cross_sell_ids

The answer: The figure below shows the response that has the cross_sell solutions. The response comprises two different relationship types. The first is”main_image” that is an integrated relationship between the item and its principal image. The second is that the one we just created and populated.

From the”data” array, the initial object is the product we’re requesting. Towards the end of the answer is another thing named”included” at which the details of the products listed above in the relationships item”cross_sell_id” that is the listing of product_ids which are cross sell things. These are sample products composed of information from placeholder content websites from around the net. My favourite is https://www.bobrosslipsum.com/ for producing creative paragraphs of text for descriptions. However, I digress.

This is solely a single case of adding a cross sell connection with Elastic Path. If you would like to add connection like “Substitutions”, all you’ll have to do is repeat steps 2 and 3. The same thing goes for adding an”Up-Sell” connection also. For each extra area, you create a single API call to the platform.

To extend different items such as Customers or Orders or Carts, the routine is exactly the same. Step 1, make the container, step two add the fields and step 3, insert the information. No other platform is much easier to extend the information or APIs.

Why is this so significant?

The resulting changes are instantaneous. They become a part of the API and don’t need any coding to make. Objects can be linked to themselves or to other items. Another typical example is a customer wishlist. To create a client”wishlist”, you’d create a connection field on the Client object that’s a one-to-many connection to products. The choices this approach creates is almost infinite.

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Feature or Capability

If you asked me if”Wishlists” were an”Out-Of-The-Box” characteristic of Elastic Path we’d say”No”. But, Elastic Path is more than capable of simply implementing wishlists or other kinds of relationship functions with some API calls.

Inversely, consider how many features that come as an out-of-the-box attribute in different platforms you don’t use but still need to maintain the code around. By maintaining the platform clean and simple, and using API calls for just the functionality you would like, we empower extension without complications.

How Composable Commerce Can Help Deliver a Best-in-Class Client Experience

Originally posted on MMT Digital’s blog

The global pandemic has quickened long-term customer experience tendencies with customers increasingly shifting from physical to electronic stations and changing their shopping behaviors:

  • The flight to electronic and omnichannel is very likely to last, with an increase in intent to invest online up to 40%, even post-pandemic.
  • Consumers have become more loyal, with 61 percent * trying a new brand or buying technique.
  • Of consumers who attempted a new electronic shopping strategy, 83%* want to continue to integrate it into their routines long term. ​

*Source: McKinsey & Company – Survey: UK consumer opinion during the coronavirus catastrophe (December 2020)

Brands will need to quickly adapt to changes so as to acquire new customers and keep their current base. With such frequent changes in the environment and customer behaviours, we recommend that manufacturers adopt these six principles:

  • Cater to the needs of native buyers supporting varied traditional and electronic touchpoints. Including retail, web and mobile shops, social networking, call centers, augmented and virtual reality, connected devices and much more.
  • Breakaway from the competition by producing differentiated customer experiences that communicate the brand’s unique selling proposition.
  • Maximize conversion rates with personalized, contextual experiences that target the right customers with the perfect content and offerings (proposition through to services and products ), at the ideal time.
  • Increase average order size with contextual cross-sell and up-sell offerings combined with personalized promotions and loyalty programs.
  • Ensure constant journeys across all accessible touchpoints, with clients having the ability to jump between touchpoints throughout their buyer travel.
  • Rapidly adapt to changing customer tastes by giving brands with complete unlimited control over the customer experience.

By following these principles, manufacturers will increase conversion rates across all phases of the customer journey, reinforce brand loyalty, improve customer lifetime value and outpace the competition – ultimately leading to long-term revenue growth.

Build a trade solution to support your business requirements and provide a better customer experience

There are several general concerns for brands on how to build a trade solution prepared to support all the business requirements mentioned previously:

#1 Move for best of demand

With one of the core business needs to get a new being differentiation, it’s implausible that one, all-encompassing solution will enable eCommerce teams to fulfill unique requirements. These solutions are appropriate to quickly begin a new shop using customized templates and out-of-the-box capabilities. But they fall short when a new should tailor their experiences since it’s usually either impossible to perform or requires too much time and energy. With the best of demand approach, manufacturers possess the freedom to decide on the ideal applications for their business and deliver a special experience.

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#2 Avoid”big-bang” jobs

Most large-scale transformation projects aren’t delivered on time and on budget. And the bigger the project, the greater the danger of this happening. These jobs are subject to a lack of clarity on first requirements, a disconnect from the overarching digital eyesight, and the inability to adapt to changing market requirements. Therefore, brands must be able to start small alongside the present implementation and evolve their solution iteratively, including changes as they emerge. This provides businesses with complete control over their digital initiative so that possible budget and time risks are mitigated.

#3 Immediately optimize

Among the most common challenges for brands with conventional trade platforms is the lack of business agility. Traditional commerce platforms are famous for their rigidity, which leads to customization being extremely costly and taking a very long time to implement. Brands should try for a solution that offers superior extensibility and adopts a quick, pragmatic approach to experimentation.

MMT Digital and Elastic Path

To help solve challenges that customers are now facing with eCommerce, we’ve partnered with Elastic Path, leaders in headless commerce microservices and known as a visionary in Gartner’s Digital Commerce Magic Quadrant. We feel that whatever solution you’re building, the client always comes first. Technology is an enabler as opposed to the star of the series. By pushing technology behind the scenes and leveraging its own power, we can provide the exceptional experiences audiences anticipate and a greater return on investment to our customers.

Our strategic partnership with Elastic Path means we could unite our deep technical experience with a top Headless Commerce solution. Using a Composable Commerce approach, we could integrate with a broad assortment of systems to provide an integrated, high standard eCommerce experience fast and economically.

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