What a year 2024 has been! At commercetools, we made bold moves to stay ahead of the curve in a fast-changing digital commerce world. From launching groundbreaking products to receiving top industry accolades, 2024 has been a testament to our commitment to innovation in commerce solutions. Here’s a look back at our biggest wins and milestones of the year.
Products and innovations
At commercetools, innovation is at the heart of everything we do. We are constantly evolving and pushing the boundaries of what's possible to empower our customers with the latest advancements in digital commerce. In 2024, we’ve continued to build on this commitment, unveiling new products, tools and enhancements that drive digital transformation across industries. Here are some of the standout innovations that define commercetools as the leader in composable commerce.
commercetools Foundry
At NRF 2024, we made waves by unveiling commercetools Foundry for B2B Manufacturing and B2C Retail, both groundbreaking solutions designed to accelerate composable commerce implementations. These new initiatives combine commercetools’ leading composable technology with pre-composed solutions, offering manufacturing and retailers an expedited path to implement and scale robust commerce experiences tailored for each use case.
Key highlights include AI-powered developer assistants, best practice blueprints and store launchpads that provide businesses with everything they need for rapid deployment — enabling speed to market and a more seamless transition to composable commerce. These products promise to help businesses deploy solutions up to 30% faster, with some going live in as little as eight weeks.
AWS Marketplace
We expanded our presence in the cloud ecosystem with an enhanced integration on AWS Marketplace. By offering seamless integration between commercetools Platform and AWS’s infrastructure, customers can now leverage the power of cloud-native scalability, security and flexibility. This partnership ensures that our solutions are optimized for performance and reliability, with access to AWS’s broad set of services such as Amazon S3, EC2 and Lambda for greater efficiency.
commercetools Community
Our commercetools Community is a digital hub for developers, partners and customers to share insights, best practices and inspiration. This platform reflects our commitment to cultivating collaboration and thought leadership in digital commerce.
commercetools for Telecom
We introduced a bespoke product for telecommunications (telecom) business models: commercetools for Telecom. Emphasizing security, interoperability and flexibility, the platform ensures that telecom providers can securely manage customer data and transactions, meeting strict industry standards for privacy and protection. With comprehensive data encryption, secure APIs and a focus on compliance, we help telecommunications businesses mitigate security risks.
Additionally, its interoperable framework allows seamless integration with existing systems, legacy infrastructure and third-party applications. This enables telecom companies to maintain operational efficiency while offering modern, customizable digital experiences for their customers. The solution is designed to scale effortlessly, enabling telecom businesses to adapt quickly to market changes and deliver innovative, customer-centric services.
HIPAA compliance and commercetools for Healthcare
In 2024, we achieved a major milestone in the healthcare space by achieving HIPAA compliance. This ensures that healthcare organizations can confidently leverage commercetools' composable commerce platform while meeting strict data protection and privacy standards. The platform is now equipped to support secure and scalable patient-centric digital experiences, enabling healthcare providers to innovate rapidly while maintaining compliance with regulations.
commercetools for Healthcare offers a modular architecture that allows organizations to build tailored solutions that meet the specific needs of healthcare services, from enabling online ordering of prescription medication to simplifying the procurement of medical equipment through digital portals, commercetools for Healthcare allows companies to quickly scale and adapt their digital offerings. This ensures faster response times to patient needs, optimized workflows and improved patient engagement — all while providing the agility needed for digital transformation in healthcare.
Expert Services
We expanded our Expert Services team to help businesses maximize the value of their commercetools implementations. Whether through tailored consulting or hands-on support, our experts guide customers to success in record time.
commercetools Compilations
Our semi-annual showcase, commercetools Compilations, introduced in October 2024, highlighted over 50 product and feature innovations. With more than 13,000 deployments and 200+ releases in 2024, this initiative reinforces our dedication to driving constant advancement and improving time to market. The presentation features key innovations such as enhanced customer service functionality, approval flows for seamless compliance, and localization tools for multi-brand and multi-market operations.
Composable Commerce TCO Calculator
The newly launched Composable Commerce TCO Calculator from commercetools is an incredibly helpful tool that helps businesses assess the total cost of ownership (TCO) when switching to composable commerce. It provides a customizable tool to calculate potential cost savings across different areas, such as infrastructure, maintenance and scalability. By comparing the costs of traditional platforms to composable solutions, it enables companies to make informed decisions about their digital commerce strategy.
Company highlights
As any seasoned leader knows, fresh perspectives and new leadership can drive innovation and accelerate growth. In 2024, commercetools embraced this philosophy with two key leadership changes that will shape the future of the company. These leadership transitions set the stage for an exciting new chapter, ensuring commercetools remains at the cutting edge of commerce while reinforcing its commitment to scalability and operational excellence.
New CEO Andrew Burton
2024 brought an exciting leadership transition at commercetools as Andrew Burton assumed the role of CEO. A seasoned senior business executive with over 25 years of experience, Andrew has a proven track record of building innovative businesses and leading world-class teams across sales, marketing, product and operations. Before joining commercetools, he served as president and COO at Rapid7, where he played a key role in the company’s significant growth. Previously, he was CEO of Logentries, which Rapid7 acquired. Andrew’s expertise in driving growth and spearheading innovation positions him to lead commercetools into a dynamic new era.
This transition also marks a significant evolution for our founder and former CEO, Dirk Hoerig, who now serves as Chief Innovation Officer (CIO). In this role, Dirk focuses on shaping the future of commerce, ensuring commercetools remains at the forefront of innovation while staying true to its core vision. Together, Andrew and Dirk are forging a path that blends strategic leadership with groundbreaking technological advancements.
New COO Matt Tuel
Matt Tuel stepped into the role of COO in December 2024. With extensive experience scaling global operations across diverse industries, Matt brings a wealth of knowledge in optimizing operational efficiency and ensuring high-quality customer service. His strategic leadership will help streamline processes, drive organizational growth and support commercetools’ commitment to delivering exceptional service to its expanding global customer base.
Before joining commercetools, Matt led operations at several high-growth technology companies, and his expertise will be pivotal in fortifying commercetools' position as a leader in composable commerce. His appointment marks an exciting new chapter for the company as it continues to scale and innovate across industries.
Events
2024 was a year where commercetools showcased its thought leadership at several key industry events, connecting with the digital commerce community and sharing insights on the future of unified commerce solutions. For example, Elevate — The Global Commerce Summit in Miami, marked a significant milestone for commercetools as we hosted our very first event.
Our inaugural global summit, which attracted tech and business leaders from around the world, provided a platform for showcasing the latest innovations in composable technology. Attendees had the chance to hear transformation stories from top brands, such as PetSmart, Ticketmaster, Mars Wrigley and Vision Healthcare, as well as gain insights into the evolving commercetools product roadmap and engage in live demos.
At Shoptalk Fall 2024 in Chicago, commercetools showcased its cutting-edge commerce platform, emphasizing its potential to elevate businesses to new heights. A key highlight was the session titled "Retailers Share What CX Looks Like in the Experience Economy," where industry leaders discussed the evolution of customer experience beyond mere transactions. As a prominent exhibitor and sponsor, commercetools reinforced its commitment to driving innovation in the retail sector. The event provided a platform for commercetools to engage with industry professionals, share insights, and demonstrate how its solutions are shaping the future of digital commerce.
commercetools also had a strong presence at K5 in Berlin, showcasing our transformative role in B2B and B2C innovation. One of the event's standout moments was a session by Primark, a commercetools customer, that delved into how composable commerce empowers their retail strategy. The session highlighted how Primark's collaboration with commercetools enabled them to achieve higher footfall in their physical stores and enhanced flexibility in their operations.
Awards and recognitions
This has been a hallmark year for commercetools in terms of industry accolades, with several prestigious awards that affirm our pioneering role in the commerce space.
2024 Gartner®️ Magic Quadrant™ for Digital Commerce: For the fifth consecutive year, we retained our position as Leader.
2024 Gartner®️ Critical Capabilities for Digital Commerce: We achieved the highest position for the Composable Commerce Use Cases alongside 19 other vendors.
2024 SaaS Awards: We were named a winner for revolutionizing digital transformation technologies, particularly in retail and B2B sectors.
Paradigm B2B Combine 2024 Digital Commerce Solutions for B2B (Midmarket & Enterprise editions): We received 22 medals across the 24 existing categories for Enterprise and Midmarket combined, including 15 gold medals overall.
2024 Google Cloud Global Industry Solution: We were honored with a Technology Partner of the Year Award for the fourth year in a row.
Company culture
2024 has been an incredible year of milestones and achievements for commercetoolers, driven by commitment and active participation across the organization to achieve diversity and inclusion in the workplace. Together, we’ve made meaningful strides in areas that matter most to our people and communities. We’re also thrilled to have exceeded our own 10% volunteering target, meaning that 10% of our people dedicated a full day of volunteering to a local cause, thereby donating more than 560 working hours to charity.
A focus for us in 2024 — and as a tech company — was the active support of women in STEM inside and outside of commercetools:
Launching our Women in Tech Night Out series actively connecting the dots between networking, learning and increasing awareness for women in tech and their needs.
Signing the Women in MACH®️ manifesto, actively promoting the advancement of women within our own organization and the MACH organization.
Launching the DEIB scoring tool with the MACH alliance to make progress around diversity and inclusion transparent and measurable.
A highlight for this year has been Pride Season and our participation in local events in Sydney, Berlin and Durham. commercetools is a proud supporter of local Pride initiatives and we stand strong for the rights and visibility of LGBTQ+ in our workplace and beyond.
While these initiatives are just a few examples of our work related to culture and our way of collaboration, we are pointing these out as they represent long-term commitments for us as an organization.
Looking ahead to 2025
As we reflect on 2024, it’s clear this year has been one for the books. From transformative product launches and leadership updates to global recognitions, commercetools continues to shape the future of commerce. And with 2025 on the horizon, we’re ready to build on this momentum, driving even greater innovation and success for our customers and partners.
Here’s to an even brighter future — together!
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