(image credit/Pixabay/bernswaelz)Commercetools has announced a partnership with the Volkswagen Group. Volkswagen will utilise commercetools software and infrastructure for its group-wide eCommerce platform. The new platform will allow customers to purchase everything from vehicles to hubcaps to digital services from Volkswagen. The platform will be available to other Volkswagen group brands including Seat, Audi, Bentley and Porsche.

The solution enables customer contact across all touchpoints from traditional brand websites to mobile devices and the vehicles themselves. The first solutions are already available in Germany. This includes the vehicle sales of Audi dealers or online order requests for the new ID.3 electric car from Volkswagen.

We support our brands in setting up online stores. Where customers can easily and conveniently browse and buy from the Volkswagen large product range,” says Christoph F. Möller, Head of Digital Commerce at the Car.Software Organisation. “A central eCommerce platform is an important component of the brands’ digitisation strategy. We are therefore establishing an attractive, additional sales channel for the group brands, importers and dealers.

Customisable microservices

Commercetools provides flexible combinable microservices. As a result, the company says digital strategies can be implemented just as easily as short-term push offers and promotions.  Developers suggests the more agile the microservices are, the better the experience for the buyer. commercetools‘ technology means Volkswagen only need to add new products for sale to the eCommerce platform once. They are then available on any channel the customer wants to use to purchase them.

(Image credit/LinkedIn/Dirk Hoerig)
Dirk Hoerig, founder and CEO of commercetools,

According to Dirk Hoerig, founder and CEO of commercetools,”Through our customisable microservices, Volkswagen retains full flexibility for upcoming campaigns. Our API-first approach, ensure these are also extendable at any time. The Volkswagen digital commerce team will support group brands to interact with their customers via the relevant touchpoints. With the new platform, they will be able to react very quickly to developments in the market.

Volkswagen chose commercetools because it provides a solid cloud-based foundation to launch the group’s eCommerce solution. The company was determined to deliver new commerce functionality and online channels for the first time.

New strategic alliance

Commercetools has also formed a strategic alliance with McFadyen Digital, a global digital eCommerce agency. The partnership aims to build next generation digital commerce experiences utilising micro-services based commerce platform.  It is expected to benefit both retail and B2B enterprises. Industry analysts suggest this MACH-based (Microservice, API-first, Cloud-based, Headless) approach to eCommerce is a proven way to future-proof technology stack. McFadyen Digital say the approach maximises value while adding powerful capabilities.

McFadyen Digital’s CEO Tom McFadyen says, “Whether clients are migrating from a legacy monolithic platform or creating a new site. it’s clear that a composable architecture increasingly provides the power and flexibility they demand.

We’re excited about this partnership with McFadyen Digital. commercetools has been growing rapidly. Adding an experienced partner with knowledge of MACH architecture and digital commerce strategy will benefit enterprises seeking to take the next step in their digital commerce journey,” suggests commercetools CPO Kelly Goetsch.

The Mach Alliance

The Mach Alliance is a non-profit organisation launched in 2020 to present and advocate a new, open, and best-of-breed enterprise technology ecosystem. The Alliance’s mission is to future proof enterprise technology. To propel current and future digital experiences with open and connected enterprise technology.

As members of the MACH Alliance, both McFadyen Digital and commercetools are committed to the notion of composable technology architecture. Both companies see this approach as the path forward for the next decade and beyond.

In March 2020, commercetools, launched its Integration Marketplace of third-party extensions and integrations for commercetools commerce platform. The platform simplifies customers discovery and access integrations to accelerate how brands and retailers connect commerce platform with other capabilities. This could range from content management to fraud prevention and digital customer experience management systems.

Enterprise Times: What this means for business?

commercetools always gave the impression of being a company in the shadow of some its competitor eCommerce players. Players such as BigCommerce, Digital River and Kibo Software have tended to grab the headlines. However, it appears that commercetools has been slowly and quietly re-inventing itself. It has updated its platform, built up its eco-system and developing robust business-friendly solutions. The company has two decades of experience with large enterprise commerce projects which will position it well in this marketplace. The Volkswagen contract win indicates the company is still in the game. Shopping online has rapidly evolved from convenience to critical supply channel, customer expectations have continued to rise. Today’s eCommerce operators need to be more agile than ever, to meet these expectations and keep pace with the competition. Partnering with McFadyen Digital should provide retailers with another option. In addition to the strategic and technological building blocks necessary to ensure scalable growth.


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