By Jack M. Germain
09/09/2021 5:00 AM PT
Are you looking for a way to reinvent the traditional supplier marketplace? Consider adding composable commerce to your bag of tricks. This marketing approach enables companies to provide their brands with a unique way of continuously optimizing their customers’ experiences
Composable Commerce leverages multiple best-of-breed vendors combined into a complete, business-ready solution. This development strategy combines selected commerce components and combines them with Packaged Business Capabilities (PBCs) into a custom application designed for specific business needs.
According to a study by Gartner, companies with a composable tech solution will be 80 percent faster than their competitors in implementing new features by 2023. This marketing strategy resembles a symphony.
The latest retail tool
Note that the symphonic structure divides the score into parts or movements. Everyone takes the phone on a journey. The composable commerce strategy is also a modern commerce solution that is based on the customer journey. It requires a variety of parts or building blocks – like CMS, ERP, search, relevance, live video shopping, and checkout.
It is up to companies to select and orchestrate these components to provide the right functionality to meet ongoing needs. This is where composable commerce comes in. It enables companies to create an e-commerce solution with separate interchangeable building blocks to adapt to ever evolving customer needs.
More and more retail companies are using this approach to improve agility and flexibility. Composable Commerce is one of the latest retail tools to help businesses cope with the surge in digital commerce during the Covid-19 pandemic.
“In summary, Composable Commerce is the way to implement your digital commerce solution in the best possible way. The other side of the spectrum are monolith solutions that have it all, ”said Johan Liljeros, general manager North America and senior trading advisor for digital trading company Avensia, told the E-Commerce Times.
Selecting Composable Platform Components
Think of the composable commerce system as a new type of marketing platform. You adapt its functionality to your business needs instead of adapting your business flow to what the Monolith system offers.
For example, you choose your CMS, the payment processing solution and the type of search engine. You choose the type of personalization, hosting provider, and your commerce orchestration for checkout, digital asset management, and more.
All of these selected components can be integrated like a modular puzzle into any Distribution Resource Planning (DRP) or CRM platform you use, Liljeros noted.
The initial cost of setting up a Composable platform is usually a bit higher. But long-term profits are also much higher, according to Liljeros.
“You may have to invest a little more initially to incorporate all of these components, but you also get a much longer life expectancy from the platform, which is much easier to customize,” he added.
This continuous adaptability can pay off as a company’s business model or customer experience changes. If expectations change, you can change a composable platform much faster, saving you time, money, and competition losses.
“When it comes to competition, that would be the other business value, not just the investment, but the competition. I would say you will dramatically increase your chances of outperforming the competition by implementing new solutions,” said Liljeros.
Customer requirement planning
Liljeros warned that potential users should view composable commerce platforms as a broad tool rather than a solution for specific industries. It’s not about being a tool for a business-to-business or a business-to-consumer company. Rather, it is more about how much flexibility you will need in the future and how quickly you want to adapt to changes in the industry.
Instead, executives need to look at parameters such as a company’s customer-centric requirements. How will customer requirements and expectations change over time? Will executives implement new business models or will their industry need more flexibility in future business models?
Also, consider how a company’s value proposition will change over the next five years. What is the digital strategy and what will the IT landscape force need?
Therefore, the industries a company aspires to will determine the range of modules its executives choose to include in the trading platform, agreed Liljeros.
Right now, composable commerce platforms are on an adjustment curve, he noted. Its growth curve as a business tool has been around for a number of years.
As with all new technologies, it can take time for companies and governments to understand their real value. Meanwhile, founders of this technology continue to develop various platforms to develop their solutions.
“The concept of best-of-breed isn’t new. But now the technology is so much more advanced in an entirely different way to be more profitable and beneficial,” Liljeros said.
Avensia, like many other digital development companies, is on the ground floor of this new technology. The company delivers e-commerce solutions to retailers and business enterprises around the world.
Participation on the ground floor, yes, but not a start-up. Avensia has been dealing with trading platforms for 14 years and is working on bringing together platforms that bring all these components together and adapt them to the needs of customers.
Avensia is working with do-it-yourself companies, retailers and manufacturers to help them choose different platform components and piece together integrations between e-commerce orchestration platforms, Liljeros said.
Physical stores included
Part of this growing trend towards plug-ins or composable business modules for trading platforms is a shift in terminology. For example, Liljeros rarely uses the term “e-commerce” as it worsens the gap between brick and mortar retail stores and traditional e-commerce businesses.
Instead, it refers to a broader term “digital commerce”. So-called e-commerce will become an integral part of in-store commerce, he offered.
In a broader sense, composable commerce solutions are technologies that can now also be found in physical stores. It could be the digital displays that are used for self-checkout or the POS system etc. that reuse the same technology.
“We also use different components in the branches,” he said. “Product information displays or in-store personalization effects can be exactly the same information that you use with online system services.”
The good thing about it is when you look at the results from the customer’s point of view. Different channels no longer exist. It becomes more of a coherent experience for customers.
“When you are presented with the same wording, prices, campaigns and offers on every channel, you get a channel-independent experience that all retailers look forward to. This way of building a trading system will make it successful. It’s easier to add new channels to the system. That makes sense, “remarked Liljeros.