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More than channels: omnichannel solutions transform customer service
Omnichannel platforms are a top priority for businesses. Our blog reveals how such platforms are helping companies meet customer service challenges.
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by Daniela Köhler
Publications officer
Better, faster, more! Nowadays, (online) retailers have to satisfy the immense demands of customer experience, services and touchpoints. Composable commerce will be the future method of choice. But can the approach really deliver on its promises? A critical assessment.
Which is it? Headless commerce, modular commerce, composable commerce – is your head already spinning from all these e-commerce buzzwords? Don’t worry! Let’s unravel this jungle of terms together.
The topic of Headless Commerce is one that is relatively simple to explain: Here, the front and back ends of an e-commerce system are decoupled to create first-class customer experiences across all touchpoints. Drawing the distinction between modular commerce and composable commerce, on the other hand, is slightly more complicated. How do the two approaches differ? What are their advantages? And where do they meet their limits?
Modular Commerce and Composable Commerce both have one thing in common: They are both based on a modular architecture in which not only the front and back ends are decoupled, but rather the entire technology stack is composed of independent solutions. True to the saying “It’s better to have a made-to-measure suit than a ready-made one”. The different components can be put together like in a Lego set to create a best-of-breed solution.
A modular system for a customised e-commerce solution
What distinguishes Modular from Composable Commerce, however, is the level of granularity of the individual components. Modular Commerce bundles appropriate functions thematically in modules (hence the name). In a Lego set, this would correspond to the bricks with six, eight or twelve holes.
Composable Commerce, on the other hand, is based on a multitude of individual microservices, figuratively speaking, the bricks in Lego sets with two holes. The specific functions of these so-called composable map such as product data management, order processing, payment processing or shipping management individually and can be combined as needed to create a highly personalised e-commerce system.
The advantages are clear: on the one hand, Composable Commerce enables merchants to adapt their technology stack flexibly, precisely and, above all, promptly to new requirements. This is because new composables can be integrated into the system environment as required. Instead of having to wait a long time for the responsible software provider to implement the necessary changes on its platform, Composable Commerce enables retailers to get straight down to business themselves – and as a result gain significantly in agility.
New trends such as sustainability services, additional filter functions or new payment functions can be mapped in no time at all with Composable Commerce. This does not only contribute to a first-class customer and product experience, but also strengthens the retailer’s market position. Because the more agile a retailer is in reacting to new requirements, the better it can hold its own against the competition.
It doesn’t get any better than this! That’s what you’d think. However, unfortunately, Composable Commerce also has its downsides. These include, among others:
To use the Lego comparison once again: You can build your house out of bricks with two holes, you can perfectly reproduce all the desired flourishes and subtleties, but you also have to allow enough time and display a lot of tact and sensitivity. On the other hand, if you also use larger bricks, you will reach your goal much faster, without getting too bogged down in the process.
Would you like to know if Composable Commerce is worthwhile for you or whether you would be better off with a Modular Commerce approach? We will gladly advise you. As digital commerce experts, we have extensive experience in both segments. With our novomind iProducts, we also provide the optimal foundation for a best-of-breed approach that can be easily integrated with third-party solutions. Sound interesting?
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