4 Advantages of Composable Commerce for eCommerce Brands

Thought Leadership

By Felipe Silberstein | December 02, 2021
Person facing a laptop expores a website about beverages

Composable commerce is becoming the development approach of choice for brands looking to offer stunning, modern digital experiences. The method has emerged as a key trend driving eCommerce in 2022, due to the advantages it brings around content and design customization.

Since eCommerce is deeply impacted by consumer expectations, preferences, and online behavior, having a technology stack that can quickly adapt to changing market needs plays a big role in your success.

Opting for a ‘composable’ infrastructure can give you the flexibility you need to be highly customer-centric. With this approach, you are free to shape every aspect of the customer journey and related touch points, while keeping your underlying systems and performance intact.

Let’s explore some of the advantages that composable commerce brings for eCommerce businesses.

1. Future-proof your business

Using microservices and a decoupled architecture is not a recent invention. At Apply Digital, we have been driving world-class technology solutions using a headless approach for years. 

This approach enables us to integrate functions and applications in a simple way to meet the particular needs of each business. We use an approach to design and development called Atomic Design, which uses atom-like building blocks that facilitate a high degree of customization. Rather than being stuck with a single tool or technology provider that tries to do everything, we’re able to select the best solutions from thousands of possible alternatives when solving a particular problem. 

As the digital environment continues to evolve and eCommerce becomes even more prevalent, your technology infrastructure must be built in a way that is agile enough to meet changing market demands. Everything from shopping, to studying, working, and entertainment has migrated online and will continue to shift.

Embracing a modular or composable build strategy helps future-proof your business, as you can swap in and out new integrations that can help you shift and scale.

2. Facilitate a customer-centric strategy

To respond to the changing needs of online shoppers, brands must be proactive about building digital touchpoints to interact with people where they’re at. These days, your ability to provide a customer-centric and omnichannel experience is what will separate you from the competition.

Providing a highly personalized experience is critical for eCommerce success. One PwC study reported that 6 out of 10 people in the United States are willing to provide additional information about themselves to brands that provide a good experience. 

By focusing on creating content that resonates with those who are interested in your products and services, you can foster long-term relationships speaking to their values, emotions, and desires. Embracing a composable site architecture enables you to provide these highly personalized experiences, and evolve your assets as consumer preferences change.

3. Reduce friction around future changes

Just as Atomic Design helps you to create and publish content faster, composable commerce enables you to make changes to your infrastructure with less hassle. 

Once your foundational tech stack is established, any additional functionality you would like to test on the customer-facing side can be easily integrated using an API. You can make these changes with the confidence that your backend security and performance will continue humming along unaffected. Working with a headless system like Contentful, as well as building with a ‘composable’ approach reduces friction around development and deployment times, and your ability to integrate new applications and features.

In short, composable commerce helps you develop a complex system that functions with simplicity, is tailored to your unique business needs, and uses only the best tools for the job.

4. Increase performance and operational security

At Apply Digital, we believe composable commerce is one of the best approaches to creating high-performance platforms that facilitate a global reach. 

Whether you’re starting small and plan to scale, or are already managing a large technology ecosystem, the modules or Packaged Business Capabilities (PBCs) that lie at the heart of the Composable method are designed to scale with you. As cloud-based software, PBCs have their own infrastructure with built-in elasticity designed to handle fluctuations in demand.

On average, site response times are considerably reduced within a composable structure, when compared to a traditional or monolithic system. This is because Composable and headless strategies abandon the approach of relying on a single server to host the entire platform. By diversifying the connection points to different providers, you get faster, more secure site operations.

In summary: Advantages of composable commerce

With composable commerce, you reap the benefits of improved site security, speed, and customization, which ultimately drive more customer-centric experiences for your brand. 

Since this approach allows you to design for, and update your system modules independently, you gain more flexibility in how often you can perform feature tests and upgrades, experience less downtime, and can have more peace of mind around the future viability of your tech stack.

At Apply Digital, we operate with the principles that everything we build must not only solve the business problem, but be easy-to-operate, and provide flexibility for the future. We use a composable commerce strategy to ensure our builds are highly customizable, and customer-centric.

Looking for a partner to guide the next phase of your digital transformation and growth? Reach out to someone on our team, and we’d be happy to explore how we can help.