Arturia knew it was time to remix its eCommerce strategy after two years of strong digital sales growth, accelerated by COVID-19 restrictions. However, the webstore at the time had become a significant roadblock, particularly in selling software products. Originally built on the open-source system Joomla VirtueMart over a decade ago, the legacy system had undergone extensive customizations, making updates a burden and creating a technical debt that hindered progress in elevating customer experiences.
For over four years, even minor improvements — like implementing new payment solutions — required months of development. This lack of flexibility and scalability hindered Arturia from hitting the right notes in expanding to new markets and optimizing customer experiences. To keep up with its ambitions, Arturia needed a versatile commerce solution that could harmonize performance, security and scalability without the constant struggle of system upgrades.
By adopting composable commerce, Arturia set out to create a future-ready eCommerce platform, empowering both its team and customers with a flexible, high-performance solution.
To modernize its eCommerce infrastructure, Arturia aimed to adopt an API-first approach for greater flexibility, innovation and ease of maintenance. Arturia selected commercetools Composable Commerce for B2C, including catalog handling, promotions and order processing, leveraging the following strengths:
Proven API-first and composable technology, ensuring flexibility and scalability.
Versionless architecture, eliminating the need for updates once and for all.
Seamless integration with Stripe for simplified payments.
Compatibility with legacy systems, such as Odoo ERP, for a smooth transition.
Furthermore, Arturia leveraged the comprehensive API documentation, which provides clear instructions to accelerate implementation and time to value.
Opting for a big bang migration, Arturia transitioned all eCommerce functions in one go. The migration project was focused on two key areas:
Order-taking system: commercetools was integrated with Arturia’s internal systems, requiring custom APIs to provide data to the frontend.
Order processing system: Partially existing within Arturia’s legacy platform, this system needed redevelopment to ensure smooth commercetools integration.
By orchestrating order management through commercetools’ subscription API, Arturia connected it to Google Pub/Sub, enabling efficient processing of orders and customer data across its internal systems. The successful rollout was made possible through close collaboration between the system integrator Orkester, Arturia’s internal team and commercetools’ Customer Success Engineering experts.
A key achievement was the development of custom APIs that bridged commercetools with Arturia’s ecosystem, creating a future-proof commerce infrastructure that eliminated technical debt, streamlined operations and set the stage for continuous innovation.
We chose commercetools because of its proven API-first, composable architecture, which gave us the flexibility to modernize our eCommerce operations after years of stalled innovation. With commercetools, we’ve eliminated technical debt, streamlined order processing and empowered our teams with greater autonomy — especially in marketing, where they can launch promotions without IT involvement. The shift has saved us time while setting the foundation for continuous innovation and future growth.
IT Project Manager, Arturia
The unparalleled flexibility of commercetools Platform allowed Arturia to stay in tune with its core business — creating musical instruments and software — without being bogged down by commerce platform maintenance.
By embracing a modern commerce solution, Arturia significantly cut down development time, eliminating the months of effort previously required for new features. The transition automated manual operations, streamlined order processing, and improved scalability across B2B and B2C commerce in a single system.
Beyond the technical benefits, the project strengthened a cultural shift within Arturia, encouraging a more iterative and agile approach to digital transformation. A rapid release in January 2025 proved that modern commerce solutions could drive innovation without missing a beat.
The migration was seamless, with no downtime and tasks that once required IT intervention — like setting up promotions — became fully self-service for the marketing team through commercetools’ Merchant Center. This newfound autonomy was a game-changer, letting teams hit the ground running with campaigns, reducing IT dependence and amplifying Arturia’s ability to compose its own digital future.
Arturia leveraged commercetools’ flexible cart and order management system, integrated into its existing ERP system, to ensure smooth order handling and efficient processing.
With an advanced promotions engine, Arturia’s marketing team can manage and launch campaigns more efficiently, eliminating the need for technical expertise.
The no-code UI enables business users and marketers to manage key commerce functions, such as adjusting pricing and launching promotions.
