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What you’ll learn:
- Design freely and innovate continuously: Build tailored commerce experiences with modular, extensible components.
- Respond faster to market changes: Launch channels, brands and features quickly to stay ahead of customer expectations.
- Unify commerce and leverage AI: Deliver seamless omnichannel experiences with real-time personalization and agentic interactions.
- Boost team productivity: Enable developers and business users with open APIs, no-code tools and pre-built accelerators.
- Accelerate time-to-market and reduce costs: Deploy faster, scale efficiently and lower total cost of ownership.
Introduction
With the last couple of years bringing a never-ending tsunami of change and economic headwinds for businesses big and small, the ability to meet customers’ evolving needs has never been more important. For enterprises, this means investing in technology that’s flexible and adaptable to take advantage of opportunities of today and tomorrow.
Widely recognized as a Leader in digital commerce by leading market analysts, such as Gartner® Magic QuadrantTM, commercetools provides an AI-first digital commerce platform with all the capabilities enterprises need to create and tailor customer experiences that translate into higher conversion rates and revenue while reducing costs.
Attested by a roster of leading B2C and B2B enterprises, such as ACE Southern, Bang & Olufsen, Danone, L.L.Bean, NBCUniversal, PetSmart, Ulta Beauty and Woolworths, our commerce platform processes over $110 billion GMV annually, growing 50% year over year. With over one billion customer records processed across global retailers, it’s fair to say that 1 in 8 people worldwide have made a purchase through a commercetools-powered experience.
Discover the top seven reasons commercetools is the proven enterprise partner for your business.
1. Design any commerce experience with complete freedom
Enterprises need commerce platforms that adapt to their business, not the other way around. commercetools gives businesses the freedom to design any commerce experience while maintaining simplicity for both developers and business users.
- Modularity offers flexibility: Select only the components your business needs today — product catalog, promotions, checkout — without committing to features you don’t need.
- Incremental implementation and continuous innovation: Roll out features gradually, experiment with new functionality and always stay ahead of customer expectations.
- Extensibility for unique differentiation: Expand from commercetools’ out-of-the-box features beyond their initial uses and configurations and build on top of that. As a result, your business remains adaptable over time and always on par with customer expectations.
Cargo Crew customizes experiences — and increased online revenue by 34%
For instance, the Australian workwear company Cargo Crew began building custom B2B websites for strategic clients to streamline the complex uniform supply chain. “We have created scale within our business by being able to quickly launch and customize a web of eCommerce sites across our complex business,” said Paul Rodgers, Co-Founder and Operations Director.
2. Enable business adaptability as a strategic advantage
Speed and adaptability are strategic differentiators for enterprises today. commercetools empowers businesses to respond to market changes, test new ideas and adopt new technologies without being blocked by past architectural decisions.
- Initial implementation decisions don’t block future growth: Start with core commerce functionality today, but expand or adapt as new business needs emerge.
- Innovate without constraints: Experiment with agentic commerce, mobility, kiosks and other channels at low risk, taking advantage of first-mover opportunities.
- Freedom from technology lock-in: commercetools is versionless, backwards-compatible and tech-agnostic, eliminating vendor restrictions. New technologies can be adopted immediately without waiting for vendor support.
- Future-proof platform: Designed to evolve alongside customer behaviors, ensuring that investments made today remain valuable tomorrow.
Flügger deployed 20,000+ AI-generated landing pages — and increased conversion rate by 500%
The manufacturer and distributor of exterior and interior paints, Flügger, moved to commercetools to launch a D2C brand in only three months. What followed was a complete digital transformation across multiple business models, resulting in a reduction in total cost of ownership (TCO) while increasing conversion rates by 500%.
More than operational efficiency and lower costs, Flügger now has the flexibility to rapidly integrate emerging technologies, like generative AI. When Flügger gained early access to OpenAI via Azure, the team quickly built and launched over 20,000 dynamically AI-generated landing pages across their websites in just weeks, using color-tint data from their lab systems.
3. Ensure scalability, security and performance
Enterprise commerce demands a platform that protects revenue, scales globally and ensures uptime, even during peak traffic or unexpected events. commercetools is designed with enterprise-grade security, scalability and performance in mind:
- Security: Accredited with global and regional standards, including HIPAA and HDS for the healthcare industry, ensuring that all commerce transactions are fully protected.
- Scalability: Support for multiple business models, brands, regions, channels, currencies and AI-enabled operations — on a unified commerce platform.
- Performance: Industry-leading API response times (<100ms) and the ability to scale automatically during planned or unplanned traffic peaks.
- Always On: Cloud-native infrastructure deployed across multiple hyperscalers (AWS, Google) and regions (USA, EU, APAC) with 99.99% SLA uptime. 100% API coverage ensures seamless operations across all touchpoints.
L.L.Bean achieved its most successful peak season yet with commercetools
The outdoor apparel retailer L.L.Bean. leveraged commercetools’ enterprise-level platform for the peak season of Black Friday and Cyber Monday (BFCM) and experienced zero outages. “The platform scaled and kept at high performance,” said JJ Rouhana, CIO at L.L.Bean.
In addition, commercetools powers L.L.Bean’s carts, orders and web hierarchy, unified in a platform that enables frictionless omnichannel experiences. Even during the 28-month transition period, the retailer launched over 100 enhancements, generating more than $10 million USD in incremental revenue.
4. Power unified commerce across every channel
Enterprises today don’t operate in silos — and neither should their commerce platforms. commercetools enables truly unified commerce by bringing together products, customers, orders and operations into a single platform that works seamlessly across every touchpoint.
- Break down data and operational silos: Unify commerce data across channels, regions and business models into one platform. This creates a single source of truth for product information, customer data and transactions, reducing complexity while improving consistency.
- Deliver consistent omnichannel experiences: From online stores and mobile apps to physical retail and emerging touchpoints, commercetools ensures every interaction is connected. Customers can browse, purchase and engage seamlessly, regardless of channel.
- Centralized control with distributed execution: Manage global commerce operations from one control plane while enabling localized execution for different markets, brands or business units. This balance of control and flexibility is critical for enterprise scale.
- Operational efficiency at scale: Automate and streamline workflows such as promotions, pricing and inventory across all channels. This reduces manual effort, minimizes errors and allows teams to focus on higher-value initiatives.
Pet Valu unifies customer experience across digital commerce and 800+ brick-and-mortar stores
With over 800 locations across Canada, Pet Valu transformed its fragmented commerce setup into a unified experience powered by commercetools. By removing catalog restrictions and enabling seamless promotions across channels, the retailer now delivers a consistent and personalized experience both online and in-store. This not only improved operational efficiency but also strengthened customer trust and loyalty.
5. Unlock AI-powered commerce and agentic experiences
AI is rapidly reshaping how customers discover, evaluate and purchase products. commercetools is built as an AI-first platform, enabling enterprises to embed intelligence into every part of the commerce journey — from personalization to fully autonomous shopping experiences.
- Built for AI-native commerce: commercetools provides the foundation for integrating AI across the entire commerce stack, from search and recommendations to pricing, content generation and customer interactions.
- Seamless integration with leading AI platforms: The orchestration layer that translates complex brand logic into any AI channel (Gemini, Copilot or ChatGPT) — whether that’s native, embedded or app-based checkout. This opens up entirely new channels for customer engagement and conversion.
- Enable agentic commerce: Move beyond traditional user journeys by enabling AI agents to act on behalf of customers. From product discovery to checkout, intelligent agents can automate decisions and transactions based on user intent, preferences and real-time context.
- Real-time personalization at scale: Leverage AI to dynamically tailor experiences for each customer, delivering relevant products, offers and content instantly. This drives higher engagement, conversion rates and lifetime value.
- Future-ready commerce innovation: Experiment with emerging AI use cases — such as conversational commerce, autonomous purchasing and predictive merchandising — without being constrained by legacy systems.
JD Sports prepares for one-click AI-powered shopping
As a global leader in sports fashion, JD Sports is embracing the future of AI-driven commerce. By integrating commercetools with AI platforms, the company is enabling customers to search, browse and purchase products directly within conversational interfaces. This “one-stop shop” experience simplifies the buying journey, providing instant access to product information, availability and checkout — all within a single AI interaction.
6. Boost productivity for developers and business users
Enterprise commerce success depends on how quickly teams can build, iterate and operate. commercetools empowers both developers and business users with the tools they need to move faster — independently and collaboratively.
- Empower developers with modern, open technologies: Give your tech teams the freedom to work with the tools and languages they already know and prefer. commercetools’ tech-agnostic, API-first approach eliminates the constraints of proprietary systems and removes the need for specialized certifications, enabling faster onboarding and stronger developer satisfaction.
- Accelerate development with composable architecture: Build, test and deploy services independently using modular components. Teams can innovate in parallel, release updates faster and adapt quickly to changing business requirements without disrupting the entire system.
- Enable business users with intuitive no-code tools: Marketers, merchandisers and content teams can manage day-to-day commerce operations without relying on developers. Tools like Merchant Center make it easy to create promotions, update content and launch campaigns, reducing bottlenecks and speeding up execution.
- Build once, deploy everywhere: Create commerce capabilities that can be reused across channels, regions and touchpoints. A single control plane ensures consistency while enabling teams to scale initiatives globally with minimal duplication of effort.
- Seamless integration for developers and AI tools: Comprehensive documentation and standardized interfaces make it easy to integrate with third-party systems and AI tools, such as the Smart Product Modeler and AI Assistant. This ensures faster implementation and smoother collaboration across the tech stack.
- Accelerate onboarding and automate workflows: Extensive documentation, pre-built templates, expert services and support for agentic workflows enable teams to get up and running quickly. From dynamic promotions to AI-driven automation, complex tasks can be implemented with minimal technical overhead.
The Vitamin Shoppe improved developer productivity and accelerated releases
By moving from a monolithic eCommerce platform to commercetools, The Vitamin Shoppe enabled its development teams to focus on innovation rather than firefighting. Deployments became faster, data processing improved tenfold and shopping cart API responses increased four times in speed.
As a result, the wellness retailer can deliver high-ROI projects quickly while offloading traffic to a scalable, flexible architecture. In addition, the modernization allowed developers to work more efficiently, accelerated time-to-market for new features, and ensured peak sales events ran smoothly without operational stress.
7. Accelerate time-to-market
Many businesses struggle to launch new initiatives quickly enough to meet shifting customer expectations and market demands. Delays in deploying new channels, products or features can mean missed opportunities and lost revenue.
Enterprises that move from legacy systems to modern commerce accelerate time-to-market — turning ideas into live experiences faster than ever. By quickly adding new channels, payment methods, markets, brands or business models — and leveraging innovations like agentic commerce — enterprises can respond to trends in real time and capture opportunities before competitors do.
- Pre-built accelerators and templates: Jumpstart initiatives with ready-to-use modules for common commerce workflows.
- No-code tools for business users: Enable marketing, merchandising and content teams to launch campaigns without developer bottlenecks.
- Open APIs for rapid integration: Seamlessly connect to payment providers, marketplaces, AI services or other third-party systems.
- Reusable components across channels and brands: Build once, deploy everywhere — from mobile apps to marketplaces to physical stores.
- Automated workflows and agentic commerce: Reduce manual effort, streamline complex processes, and respond to market trends in real time.
Leading businesses that implemented commercetools in record time
The manufacturer of high-end consumer electronics Bang & Olufsen created a website prototype in six weeks and launched a site with an integrated global shop in 10 weeks.
Meanwhile, the B2B manufacturer and service provider of underground mining and tunneling equipment Normet digitized an extensive product catalog of 65,000 spare parts in only 4.5 months.
The proven enterprise partner to unlock growth, agility and efficiency
Today’s enterprises need more than just a commerce platform — they need a partner that empowers them to compete, innovate and grow. With commercetools, businesses can:
- Drive conversion, AOV and CLV to increase revenue in the age of AI
Deliver superior customer experiences powered by the inherently flexible and scalable platform for agentic experiences, effective promotions, seamless product data access, and more. Every interaction becomes an opportunity to increase engagement, loyalty and revenue. - Quickly and flexibly respond to changing business needs
Launch new features, channels, brands or markets faster than ever. Execute dynamic pricing, promotional agility and rapid onboarding to stay ahead of customer expectations and competitive pressures. - Reduce TCO and improve productivity
Cut platform license and maintenance costs, reduce hosting and integration overhead and minimize reliance on third-party specialists. commercetools enables you to streamline operations, improve developer and business user productivity and eliminate inefficiencies across your commerce ecosystem.
And finally, commercetools has proven time and time again that it’s a proven partner for enterprises. Co-create, iterate and scale digital commerce innovations while balancing agility with enterprise reliability. Gain access to executives, product leaders, advisory boards and AI experts embedded in your team, ensuring your commerce strategy is both visionary and executable.
By partnering with commercetools, enterprises gain a future-ready, AI-first commerce platform that turns strategic vision into real business results: Driving growth, agility and efficiency in the age of AI.
Check the results of enterprise retailers that have chosen commercetools with the eBook 5 Business Levers for Retail Growth.
About the authors
Manuela Tchoe
Senior Strategic Content Manager, commercetools
Manuela leads content strategy at commercetools. With over 20 years of experience in B2B SaaS, she writes about all things commerce by day and turns to fiction by night. She loves long walks, traveling, and, unsurprisingly, reading books.