Retailers need to be more adaptable than ever, especially as customers embrace more channels and devices. But too often, retailers are constrained by technology that is expensive and disruptive to update. For these businesses, accommodating the emergence of shopping platforms and functions such as buy buttons on Pinterest is a struggle, or even a non-starter.
Retailers need what we call an adaptable ecommerce architecture to deliver more relevant and consistent high-quality customer experiences regardless of how many new platforms and channels emerge. The good news is that thanks to maturing ecommerce technologies, retailers have the means to become more adaptable. Embracing an adaptable ecommerce architecture need not entail a big-bang approach. In fact, we recommend that retailers deploy it through a phased approach that spans four levels of maturity and that we refer to as the Ecommerce Adaptability Curve.
Developing an adaptable ecommerce architecture requires retailers to evolve their existing ecommerce architectures through four interrelated stages of maturity collectively known as the Ecommerce Adaptability Curve. This journey spans a robust services layer, headless architecture, integrated commerce/content platforms, and microservices.
Consider these stages to be the essential elements of an adaptable ecommerce architecture. Because these are interrelated, advancing from one stage to the next is not a cut-and-dried process. Embracing an adaptable ecommerce architecture is an evolutionary process, not a convulsive revolution. Your journey will differ depending on the type of retailer you are.