Composable commerce is revolutionizing the digital business landscape with its unprecedented flexibility, scalability and speed.

A composable commerce strategy is about the innovation and modernization of e-commerce processes, which are important to consumers and brands, according to Kelly Goetsch (pictured), chief strategy officer of Commercetools GmbH.

“It allows organizations to demonstrate incremental value,” Goetsch said. “So, a project, we’re going to replace this API, this feature, and then all of a sudden now you have this incremental business impact. And then they keep going.”

Goetsch spoke with theCUBE Research’s Rebecca Knight and Shelly Kramer at the commercetools Elevate event, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They discussed how composable commerce allows for a mix-and-match approach to create personalized e-commerce solutions, emphasizing the importance of continuous evolution. (* Disclosure below.)

Elevating e-commerce with advanced composable commerce strategies

Commerce is about incrementally adding features, whether built in-house or bought from third parties, allowing for a mix-and-match approach to create the best business experience, which is critical for customers to achieve incremental innovation and avoid all-in-one monolithic solutions, according to Goetsch.

“I think a lot of organizations have very different needs. Whether it’s somebody selling biotech or somebody selling shoes, they all have different types of content management solutions, search solutions, promotional strengths and digital experiences,” Goetsch said. “Some are sold through TikTok shops, which is very popular, and an all-in-one solution just doesn’t work anymore. It’s very much a best-of-need solution at this point.”

Continuous evolution is the reality of digital transformation, and using tools and a tech stack that speaks to that is crucial in the e-commerce world, Goetsch explained. Artificial intelligence is a significant and real trend that will reshape industries, leading to the potential downfall of incumbent businesses but ultimately resulting in renewal and regrowth for society. Resources in e-commerce are now abundant, with detailed product descriptions improving lives, although some may be put out of work.

“AI and all of these new trends put a lot of incumbents out of business very quickly. Any new disruptive technology does that … they’re just unable to pivot their business completely,” Goetsch said. “I think a lot of the incumbent businesses out there are just going to get steamrolled by this. They’re not able to adapt. I think that’s generally healthy for society, that renewal, that regrowth, the regeneration.”

Here’s the complete video interview, part of SiliconANGLE’s and theCUBE Research’s coverage of the commercetools Elevate event:

(* Disclosure: TheCUBE is a paid media partner for the Elevate event. Neither commercetools GmbH, the sponsor of theCUBE’s event coverage, nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE