Composable commerce chronicles: The top 10 commercetools customer stories of 2024

What’s the best way to illustrate the meteoric rise of composable commerce? The success stories of our customers! From the healthcare manufacturer Cepheid to the flower delivery network Interflora Group, discover how brands, retailers and B2B organizations are leveraging commercetools to delight their customers and ignite growth. 

What a year! As the composable joyride continued in 2024, we witnessed more business and technology leaders embrace modern commerce technology to craft the exceptional shopping experiences customers expect. At Elevate — The Global Commerce Summit™ back in April, we experienced fantastic testimonials from customers that chose the composable route not only to future-proof their technology stacks but, most importantly, to set the stage for business success. 

From B2B visionary ACE Southern to longstanding retailer John Lewis & Partners, our customers revealed how they tailored experiences, increased revenue and reduced costs — all the while implementing composable commerce with ease and confidence. 

Without further ado, let’s explore the top 10 customer stories of the year, so you can get inspired to compose your commerce in 2025!

There’s nothing better than a cookie to celebrate the holiday season, so Christie Cookie Co. is our first pick of success stories. The American gourmet cookie manufacturer and brand struggled with a legacy platform that wasn’t up to its premium standards, hindering the company’s ability to create unique journeys and scale according to customer demand. 

Thanks to commercetools Composable Commerce and Frontend, the company now has a fully flexible, agile and scalable platform that powers a premium omnichannel experience and unique capabilities. For example, customers can add up to 500 addresses to a single order with Multi-Ship Checkout, as well as customize cookie tins with tailored images, text and the cookies of their choice with Custom Tin Builder. 

Christie Cookie Co. increased the average order value year over year by 47%. And the best part: The company went live six months after kick-off.

Delivering healthcare solutions online isn’t easy — and Cepheid, a molecular diagnostics company, knows it from experience. The manufacturer of PCR testing and equipment, along with other diagnostics products, was reluctant to embark on digital commerce because their products and sales journeys are inherently complex. When the pandemic hit, however, Cepheid took the leap into digital to create an eCommerce experience for health providers, such as hospitals and care facilities. 

While Cepheid was a digital newcomer to eCommerce, composable solutions are so straightforward that the company completed its digital transformation in only six months. The myCepheid portal enables buyers to order products, access their order history and shipment information, confirm product availability and check contract prices. Buyers can complete a purchase in only two minutes, and the site can be viewed in 14 languages. 

For decades, the German-based manufacturer of power tools, Festool, relied on specialized retailers, dealers and marketplaces to sell its products. However, potential customers researched products on the company’s website but then had to purchase their desired items somewhere else — even though they preferred to buy directly from the manufacturer. 

That’s when the company decided to pursue a D2C (direct-to-consumer) digital presence. This approach aimed to establish a top-notch buyer experience while facilitating the collection of direct customer feedback and data. In only three months, the company launched its first MVP (minimum viable product) of its eCommerce footprint and implemented three different frontends in six months. After the first year, Festool surpassed its internal sales goals by 150%. 

In the quest to improve customer experiences and enhance operational efficiency, the flower delivery network based in Down Under moved away from a homegrown platform to composable commerce as part of a technological overhaul. With the flexibility of composable, Interflora Australia has achieved more than one-of-a-kind customer experiences: It also planted the seeds of creating new promotions and products, including referrals, loyalty, gift cards and more — all the strategies that their previous commerce solution wasn’t able to support. 

Since implementation, Interflora Australia has reduced customer service queries by 20% and decreased costs, saving $80,000 USD a year by decreasing subsidies and adding dynamic pricing strategies. What’s more, the composable platform can now scale according to customer demand during seasonal events like Valentine’s Day, with zero downtime since the launch.

Prior to composable commerce, Interflora UK maintained a costly year-round high-availability service to accommodate just three seasonal peaks (Valentine’s Day, Mother’s Day and Christmas). The outdated platform also prevented the company from adding new features, which made customer experiences less than ideal. Like its Australian doppelgänger, the flower delivery network based in the UK transitioned from a homegrown platform to composable commerce to gain flexibility and scalability as the pillars of business success.

With a composable approach, Interflora UK improved its website performance and enabled mobile responsiveness, while automatically scaling capacity to meet traffic spikes. That meant a 20% reduction in hosting costs, plus the benefit of eliminating downtime for good across three digital storefronts.

Crafting enthusiasts rejoice! Since moving away from Magento 1, LoveCrafts, an online shopping platform for crafting supplies, has overhauled its technology to successfully blend eCommerce, community building and content delivery through a unified customer experience. 

Thanks to composable commerce, LoveCrafts can take full advantage of a best-of-breed technology stack that meets the unique needs of the business. The company leveraged the modularity and extensibility of commercetools to stay adaptable, as well as enable an incremental approach to digital transformation. 

More than achieving operational excellence and outstanding customer experiences through modern technology, the company reduced total cost of ownership (TCO) with a staggering 60% decrease in hosting costs. 

One of the world’s leading media companies, NBCUniversal certainly knows a thing or two about entertainment — and the influence it carries in driving merchandising sales through products discovered on television. An organic way of inspiring shopping intent is shoppable TV, which allows viewers to find and purchase products as soon as they come across content and advertising they’re watching.  

With a composable commerce platform behind the scenes, NBCU created a third-party marketplace powered by our partner Mirakl to sell products directly through six main retail channels, such as the sci-fi, horror and fantasy channel SyFy. 

More recently, the media conglomerate partnered with Walmart to introduce new shoppable experiences and measurement capabilities around live sports on Thanksgiving night and beyond. This allows viewers to shop via an on-screen QR code leading to Walmart.com and through NBCU’s new text-to-shop functionality. According to MarketingDive, “the latest collaboration between NBCU and Walmart, which will extend beyond Thanksgiving, is part of the companies’ ongoing efforts to tie together content and commerce.” 

Selling innovative solutions in water management, heating and infrastructure systems, Orbia Wavin started digitizing its commerce operations as part of a global expansion strategy. As a starting point, the manufacturer created a digital storefront dedicated to home improvement merchants and then rolled out 35 localized webshops across Europe, Latin America and APAC.  

The company made incredible strides in providing a 24/7 self-service eCommerce and easy reordering process, a development that not only makes sales operations more efficient but also provides buyers with a convenient way to purchase what they need. Since implementation, the water infrastructure giant has amassed a nine-digit turnover from online sales channels.

Long ago, managing multiple business models on a unified commerce platform was unthinkable – but not anymore! The designer, manufacturer, distributor and retailer of precision-made hand tools (think sockets, screwdrivers and wrenches), Tekton proves that hammering out B2B and D2C in one place is not only possible; it’s the way forward. And composable is how it’s done. 

The decision to adopt a composable approach came after the company realized that creating the digital experiences they envisioned wasn’t possible with their previous platform, which wasn’t even able to integrate modern payment solutions like Apple Pay. Tekton moved forward with composable first for its D2C site and then, after the development team shared how compelling commercetools’ modern tools are, the leadership team decided to transition the B2B shop to commercetools as well. 

Notably, the company took only five months to migrate the D2C site, then four months for the B2B site — with only five in-house developers. 

Speaking of D2C, “meat” Wild Fork Foods, a retailer and distributor that is quickly becoming THE destination for high-quality protein, providing a wide selection of meats and seafood at affordable prices. Before commercetools, the company faced numerous issues with its previous platform — Shopify — to create the unique experience needed for customers shopping online. 

A key issue was managing the variable weight of food items. Without accurate weight to calculate the final price, the company not only disappointed customers but also lost money. That’s when Wild Fork Foods turned to the customization power of composable commerce to implement dynamic pricing and sync seamlessly with inventory management systems when handling variable-weight products. 

These changes were transformational for internal efficiency and, most importantly, for the customer experience. When the company launched its site in Canada, it saw a 58% increase in daily orders, setting the stage for international expansion to Mexico. 

What’s next? A slew of customers are working hard on their digital transformation projects to tap into composable commerce in 2025. From Canadian pet retailer PetValu to American ticket sales and distribution company Ticketmaster, composable commerce is on course to guide more and more businesses toward a future defined by innovation, agility and delighting customers.

Interested in discovering more customers that have seen success by migrating to commercetools? Visit our customer stories page.