What you’ll learn:
Challenges in scaling global commerce efficiently
Today’s leading retailers handle complex operations that often span multiple brands and countries. For the large majority of retailers, this complexity has translated into disparate platforms for specific brands or countries, fragmenting technology stacks, duplicating product catalogs and bloating IT costs.
Sooner or later, this tech complexity impacts where it hurts the most: Disjointed customer experiences that lead to lower conversion rates and stagnation.
There are many reasons global brands operate this way — from local or regional decision-making to cost-driven rollouts. But there’s one main reason: Many brands simply haven’t been able to manage multiple regional or brand storefronts — each with its own products, pricing and promotions — from a single platform.
Traditional commerce software, while capable of handling variables such as prices and languages, was never designed to support the full range of enterprise-level use cases. The result: Multiple workarounds that increase integration complexity and slow down business agility.
As enterprise retailers expand at a faster pace than ever, delivering localized shopping experiences without rebuilding their tech stacks for each market or sub-brand is paramount. Not only does it lower costs, as disparate systems would be made redundant, but it also reduces complexity for both customers and teams.
Unlike legacy platforms that rely on separate instances or bolt-ons, commercetools provides a unified commerce platform that supports multi-site deployments natively — no bolt-ons, no duplication. With built-in capabilities such as currencies, languages, channels and product selections, brands can manage every regional or brand storefront from a single platform (and even a single instance) for maximum efficiency, scalability and governance.
Real-world success: Global reach, local precision
Imagine a brand creating a memorable experience in one market that quickly becomes a global phenomenon. Take M&M’S® by Mars, Inc., for example. The beloved brand enables customers to design their own M&M’S — choosing colors, packaging and themes. Initially launched in a few markets, Mars was able to scale to multiple countries effortlessly, while localizing each storefront with custom products, currencies and languages — all centrally managed for global consistency.
Another example is Herbalife, a company that develops and sells nutritional products and dietary supplements. The corporation operates millions of distributors, each provides its own digital storefront — powered by an array of commercetools’ instances.
Cimpress, on the other hand, enables millions of businesses to build their brands via custom print and promotional products. The company manages 12 brands across 30+ markets (both B2B and B2C) — all unified under a single commercetools architecture.
Behind these success stories is a modern commerce foundation: A unified platform with native multi-site architecture that enables brands to launch new stores or markets in hours, not months.
Unified platform, multi-site capabilities
Combining unified commerce with multi-site deployments delivers the best of both worlds for enterprises:
Unified commerce consolidates customer, product and inventory data in one place. It enables enterprises to create stores by region, brand, channel or customer group within the same backend — and even one instance.
Multi-site architecture lets brands customize content, catalogs, pricing, inventory and promotions per market or brand while maintaining shared data and logic for global consistency.
How it works: Stores and Channels
Through the concepts of Stores and Channels, enterprises can model, manage and scale global operations with unmatched flexibility.
Stores represent individual online shops within your commerce ecosystem, enabling you to segment brands, regions and sales channels (e.g., web, mobile, POS) all within the same commerce project.
Key Store capabilities:
Shared resources: Define subsets of products, locales, prices, discounts and customers to share across experiences.
Unique experiences: Tailor shopping journeys for each audience or market, beyond simple branding tweaks.
Data isolation: Secure and govern sensitive data with fencing mechanisms that ensure compliance and data integrity.
Channels provide the operational context for Prices and Inventory across your Stores.
Distribution Channels: Manage pricing pipelines and assign specific prices to stores or channels for precise control.
Supply Channels: Manage inventory pipelines and link warehouses or fulfillment centers to each store or region for accurate availability and fulfillment.
Together, Stores define the customer experience while Channels control backend logistics, giving brands granular command over every storefront, region or brand — all from a single commercetools platform or a single instance.
Why native multi-site matters
A native multi-site architecture is more than a technical advantage — it’s a business enabler. commercetools’ approach allows enterprise retailers to:
Accelerate market expansion: Launch new regions or brands in hours, not months.
Increase operational efficiency: Manage every storefront from a single platform — no duplication, no redundant maintenance.
Enhance local relevance: Deliver culturally and linguistically localized experiences that drive conversion.
Simplify governance: Maintain centralized control while ensuring consistency across markets and empowering local teams.
The bottom line? Multi-site with commercetools delivers what every enterprise retailer needs: Speed, scalability and local precision.
From one store to one thousand, commercetools provides the architecture to grow globally — without complexity getting in the way.
Contact our team to learn more about commercetools’ multi-site architecture.
Mary Rebecca is a Senior Product Marketing Manager at commercetools, focused on B2C. With over a decade of experience across product and marketing teams, she excels at crafting GTM strategies and positioning products to drive growth and deliver value.