The term “composable” is currently trending in many business areas, but especially in eCommerce. The parts of the related MACH concept – microservices-based, API-first, cloud-native and headless – have been transforming the technology side of online commerce as we know it for several years now. And despite now fairly widespread adoption, many myths still exist around composable commerce. One of the strongest misconceptions: Composable commerce is so complicated, complex, and expensive that it’s only viable for enterprise businesses. In this blog post, we discuss 4 practical reasons why composable commerce isn’t only beneficial but absolutely essential for small and medium-sized businesses.
Dependency on development resources
With traditional eCommerce, you have the frontend and the backend coupled together. This can cause many problems between the different development teams in the company or the IT department. By having a headless frontend, the business teams gain independence from the IT and development departments. Business users can then choose whatever tool or design they want without having to change everything on the backend.
Because teams no longer have to worry about architecture maintenance or migrating large sets of data to a wide range of services every time they want to try a new idea, teams are able to be experimental. Testing new channels or adding functionality is all possible with a composable architecture. Developers will be excited to take on new projects and build rather than having to spend time on architecture maintenance.
Lack of business agility
This point results from the previous point. The independence from the IT department and the backend developers also allows the business users to react faster to market changes and new user requirements. You can simply look at the analytics and take action. The more independent the eCommerce or marketing teams can act in their daily work, the more agile the complete eCommerce strategy becomes.
Lack of omnichannel readiness
Instead of using only one or two channels to introduce customers to the brand and products, a multichannel strategy can reach a wider audience and significantly increase your branding and sales. Many, if not all channels, are based on advanced technologies offering new and unique user experiences. Business owners can take advantage of the differences in every one of these new technological developments and be among the first to use them for their marketing purposes. Integrating the right technology into your business – for marketing or otherwise – helps your business become more efficient, create valuable relationships, and attract more customers, which results in increased sales.
But how does composable architecture help? The API approach brings with it the technological basis for the fairly simple connection of many existing channels. Thanks to the composable character, you can also be sure that you are well equipped for all upcoming channels.
If you operate across multiple channels and customer touchpoints — or aspire to — the composable commerce accelerates your ability to innovate with traditional and digital touchpoints, as well as seize new opportunities at any point along the customer journey.
With composable commerce, you are able to pick and choose best-in-class features and tools from multiple vendors. This not only makes it possible to stop relying on all-in-one solutions but also to combine the tools you use in a meaningful way. This is particularly useful for many marketing and eCommerce tools, e.g. you can enrich a store frontend with the help of a personalization tool. These tools do not have to come from one vendor and you are free to decide when and which tool you use.
A composable approach is where many businesses are heading now. And this is something every business can profit from – not only enterprise companies. With the ability to gain the speed, flexibility, and adaptability businesses need, composable infrastructure is providing the freedom that simply isn’t afforded by the one size fits all approach of legacy platforms.