As businesses strive to keep up with evolving trends and meet customer expectations, they also seek ways to outpace competitors through innovation and flexibility. In this context, a new concept is emerging that is transforming the traditional e-commerce landscape, enabling businesses to swiftly and effectively adapt their platforms. In our latest article, we explore the concept of Composable Commerce, highlighting key insights from the event “Composable as the Future of E-Commerce,” which we co-hosted with our technology partner, Contentful.

Composable Commerce is an approach to building e-commerce infrastructure that emphasizes creating a flexible and adaptable ecosystem. This concept revolves around constructing a platform using a modular architecture, where each system component is scalable and customizable, allowing for seamless integration with other parts. This means that every aspect of the platform can be precisely tailored to specific needs.

When applied to the functionality of an online store, Composable Commerce involves the integration of various services and modules. These modules can be combined in any configuration to meet individual business requirements and customer preferences. An online store developed with this approach, utilizing a range of custom features, is better equipped to respond to evolving market trends due to its inherent flexibility.

As Łukasz Białonoga, E-commerce Managing Partner at Salestube, pointed out, Composable Commerce enables integration with the best solutions from diverse sources, providing businesses with greater independence from single suppliers and the ability to swiftly adapt to changing market conditions and customer demands.

The benefits of Composable Commerce are transforming the e-commerce landscape. It offers businesses:

Tools like Contentful enable us to personalize content and tailor it to specific audiences. With the capabilities provided by our technology partner, we can deliver the same content across multiple channels without altering the code. This allows us to reuse elements such as images, videos, and text in various places and channels (web, app) with customized configurations. This approach enhances customer perception and ensures consistency across different channels. When customers resonate with the content and can envision themselves using the featured product, they are more likely to choose the promoted offer.

Contentful’s utility is further highlighted by Piotr Mroziński from Contentful, who, in his presentation titled “Composable Content: The Key to Building Unique Customer Experiences,” explored how the tool functions.

Using a well-known brand as an example, he demonstrated how optimizing usability and aligning content across platforms can strengthen customer relationships. IKEA, for instance, moved away from traditional paper catalogs to focus on showcasing its products online, creating a virtual environment where users can explore different rooms and try various solutions. By leveraging headless technology, IKEA was able to use the same content across different countries, adapting it to suit local audiences in diverse ways.

Event Storming is a collaborative technique that plays a crucial role in modeling key business processes and designing innovative IT solutions. Through interactive sessions, participants can identify essential events and commands related to a specific process, organize them in chronological order, and assign appropriate priorities. This method is especially valuable in projects involving Composable Commerce technology, as it allows for aligning the capabilities of a CMS system with the actual needs of the teams using it.

Bogdan Jakubowski, Tech Lead at Salestube, emphasized during his presentation how Event Storming can significantly improve mutual understanding between developers and the various departments that will utilize the developed tool. To create an effective process, it’s crucial to focus on the type and functionality of the platform. By concentrating on the essential features and processes necessary for business operations and discussing them in a language that is clear to both business and development teams, there is a much greater chance of project success and achieving the set goals.

In the realm of Composable Commerce, marketing automation tools are becoming increasingly significant. The modularity and flexibility inherent in Composable Commerce make it easier for organizations to integrate marketing automation tools with other components of their e-commerce infrastructure. This integration leads to more precise content personalization, ultimately resulting in more effective marketing campaigns. The synergy between Marketing Automation and Composable Commerce is further enhanced by in-depth data analysis. By leveraging advanced analytical tools, companies gain a better understanding of customer behavior, allowing them to tailor marketing strategies to meet specific preferences and needs, thereby boosting sales performance.

Jakub Szczygieł, Marketing Automation Manager at Salestube, discussed the impact of Marketing Automation. In his presentation, Jakub demonstrated how these tools can enhance customer communication and drive increased revenue. He cited an example from the healthy food industry, where a client experienced a 17% increase in annual sales after implementing marketing automation strategies, such as product reminder emails and birthday discount offers, specifically targeting previous customers.

According to Jakub, effective segmentation, supported by thorough analysis, is crucial for the success of Marketing Automation in building customer retention and loyalty. Segmentation helps identify different customer types, understand their content preferences, and determine what captures their attention the most. With this knowledge, it’s easier to select the appropriate tools to achieve the desired outcomes.

From our perspective, three key customer categories deserve particular focus:

These segments consist of customers who have already made purchases from our store, making them prime targets for encouraging repeat orders and fostering long-term loyalty.

As Composable Commerce continues to evolve rapidly, it is clear that this approach represents not only the future of e-commerce but also a crucial element in the strategies of companies aiming to innovate and adapt to a fast-changing market.

We’ll soon be sharing more insights from our experts on this topic across our Social Media channels. To stay informed, be sure to visit our website and subscribe to our newsletter.

*This article is based on discussions from the event “Composable as the Future of E-Commerce,” organized by Salestube powered by hmmh in collaboration with Contentful.