Embracing agility & resilience: The strategic advantage of incremental innovation in digital commerce

In the current dynamic technological environment, businesses from various sectors must continuously adapt to ever-changing customer expectations. The ability to maintain competitiveness and relevance is predicated on agility and flexibility. That's why incremental innovation has emerged as a critical strategy for thriving in this fast-paced context.

Organizations engaged in both B2B and B2C digital commerce confront the dual challenge of coping with the rapid pace of technological change while fulfilling customers' increasingly demanding expectations. The pace of change today is unprecedented — technologies like ChatGPT are becoming mainstream in mere months. To stay ahead, companies must remain adaptive and prepared for what lies ahead. 

Incremental innovation offers a practical solution, enabling businesses to respond effectively to emerging trends like augmented reality and evolving consumer behavior while ensuring a robust, scalable commerce solution that supports their business objectives.

Incremental innovation involves the regular implementation of minor enhancements to existing products, services or processes, as opposed to the radical transformation of entire technological systems. This allows companies to respond nimbly to evolving customer expectations and needs, continuously refining and adjusting their offerings to align with market shifts.

Adopting incremental innovation provides businesses with a strategic advantage by addressing challenges early, fostering customer satisfaction, and securing a sustained competitive edge. Through continuous optimization, companies can remain agile and adaptable to market shifts. Key benefits of incremental innovation include:

• Faster time to value: Incremental changes allow businesses to realize the value of new features or improvements much sooner, without waiting for large-scale transformations. This enables quicker responses to evolving customer preferences and emerging trends, keeping businesses ahead of the competition.

• Cost-effectiveness and reduced risk: Small, manageable updates are less costly than significant overhauls, allowing companies to spread investments over time. This approach reduces the risk associated with large-scale system changes, as targeted improvements can be tested and validated on a smaller scale, minimizing disruption and ensuring continuity. These updates are also easy to roll back if unsuccessful.  

• Improved customer satisfaction and loyalty: Frequent, data-driven enhancements — such as those informed by A/B testing — keep offerings aligned with evolving customer needs. As a result, businesses see higher customer retention rates and increased lifetime value.

• Employee engagement and innovation: Encouraging a culture of incremental innovation can inspire creativity and collaboration among employees. By seeing their ideas materialize quickly, employees feel more invested in the company’s success, contributing to greater motivation and organizational growth.

• Maximized resource efficiency: By focusing on smaller, high-impact improvements, businesses can allocate resources more effectively, optimizing operations while minimizing risk and expenditures.

Incremental innovation, especially when supported by a modular MACH architecture, empowers businesses to implement swift, seamless updates, enabling them to stay competitive and responsive to quickly changing market demands.

Companies typically turn to incremental innovation when they need to stay competitive, reduce risk or adapt to evolving market demands. Incremental innovation is often implemented in situations where companies want to:

• Address specific customer pain points without disrupting operations.

• Test new features on a smaller scale before wider implementation.

• Maintain a steady stream of improvements that boost customer satisfaction and engagement.

Many organizations recognize the merits of cultivating a culture of incremental innovation as opposed to pursuing “big-bang” technological overhauls. Promoting incremental innovation internally can also empower employees, stimulate creativity and capitalize on the workforce's collective knowledge. Combining cross-functional collaboration with data-driven decision-making is critical for success. By harnessing analytics and performance metrics, organizations can pinpoint opportunities to optimize their systems, enhance customer experiences and, ultimately, drive growth.

Establishing an environment conducive to cross-functional collaboration is crucial for nurturing a culture of incremental innovation. Encouraging teams from different departments to collaborate and share ideas can result in innovative solutions informed by diverse perspectives and expertise. This approach helps teams identify synergies and opportunities for improvement that may have been missed from a compartmentalized perspective.

While incremental innovation emphasizes continuous, small-scale changes, radical innovation focuses on disruptive advancements that significantly alter an organization’s landscape. Both approaches have their merits, but incremental innovation is generally seen as less risky and more adaptable to day-to-day operational needs.

For companies in industries where stability and continuous refinement are key — such as digital commerce — incremental innovation offers a strategic path to sustainable success without the pitfalls or delays of radical shifts.

Organizations reliant on monolithic platforms often face challenges in implementing incremental innovation, as these systems inherently lack the necessary flexibility and scalability. Monolithic platforms are characterized by large, tightly coupled applications that render even minor changes cumbersome, time-consuming and costly. Consequently, businesses may be compelled to undertake extensive overhauls, which are resource-intensive and disruptive.

In contrast, companies that rely on MACH®-based solutions can effectively execute incremental innovation, thanks to the inherent flexibility and scalability of these systems. MACH, the technology foundation of composable commerce, utilizes a modular, decoupled architecture to create digital experiences. This approach enables businesses to rapidly develop and integrate new services, facilitating agile, frictionless changes to their systems.

To maximize the impact of incremental innovation, businesses should:

1. Leverage customer feedback: Use methods such as heatmaps or session recordings to gather insights and implement small improvements that positively impact user experience.

2. Prioritize cross-functional collaboration: Encourage teams from different departments to collaborate and share ideas, enabling diverse perspectives to inform innovation.

3. Adopt a modular architecture: Utilizing MACH-based systems allows businesses to make swift, seamless updates to their platforms without needing to rebuild entire systems.

4. Use data analytics: Data-driven insights can help companies identify where incremental improvements can have the greatest effect, ensuring each change is both strategic and impactful.

Regardless of the specific business strategy, incremental innovation offers a promising path forward for both B2C and B2B enterprises, as evidenced by the impressive results achieved by companies adopting this process.

A notable B2C example is John Lewis & Partners, which sought to enhance its digital commerce capabilities by migrating from a legacy platform to commercetools. Starting with a minimal viable product (MVP) to avoid disruption, John Lewis transitioned from a small number of releases per year to thousands of smaller, frequent updates. This composable approach has enabled the brand to deliver personalized online experiences, continuously innovate, and unlock new revenue streams through rapid feature deployment and constant optimization.

Normet, a technology company providing complex machinery, equipment, spare parts and services for underground mining and tunneling projects, serves as a compelling B2B example of incremental innovation. With a traditional focus on person-to-person interactions between sales representatives and clients, Normet leapfrogged its digital offerings.

By partnering with commercetools, Normet was able to utilize a modular solution to enable an incremental staged roll-out and iterate its solution based on customer feedback. Another way in which the company adopted incremental innovation was to start with a specific area of its business: Spare parts. Normet first digitized its product catalog of over 25,000 items and then moved on to other more complex areas, such as machinery. This enabled Normet to realize incremental value along the way, rather than a “big bang” implementation which often ends up missing the mark and requiring extensive rework.  

Embracing incremental innovation offers a strategic pathway for businesses to maintain their competitiveness in the dynamic landscape of digital commerce. By leveraging a modular approach supported by MACH architecture, companies can adapt to the ever-changing needs of their customers, take advantage of new market opportunities and remain competitive in an environment of ever-increasing customer expectations. In other words, Incremental innovation empowers organizations to be ready for whatever the future throws their way.

Discover how migrating to commercetools enables your business to embrace incremental innovation by downloading the white paper Why composable commerce is driving the future of business.