commercetools (credit image/Pixabay/Tumisu)commercetools has launched commercetools Frontend, a best-in-class FaaS solution that enables businesses to compose and deliver digital websites and applications. With its extensive ready-to-use APIs, commercetools Frontend helps businesses gain all the advantages of implementing headless commerce. This includes unlimited customisation, freedom to experiment, and scalability without sacrificing time to market.

FaaS (Function-as-a-Service) is a type of cloud-computing service that allows developers to execute code in response to events without the complex infrastructure typically associated with building and launching microservices applications. Building an application following this model is one way of achieving a “serverless” architecture. It is typically used when building microservices applications.

commercetools says enterprises from varying industries across the globe have trialled using Frontend to manufacture distinct customer experiences. This includes flaconi, Lakrids by Bülow, Tom Tailor, and CHRONEXT. The company says the marketing team at flaconi, a European online beauty retailer, uses Frontend to build dynamic, visually appealing web pages. At the same time, the company’s technical team focuses on new component development. As a result, flaconi is able to support 50 million API calls per day and more than 100,000 SKUs. Meanwhile ensuring a smooth peak order uptake of 300 orders per minute.

The need to evolve, optimise and deliver

Michael Sharp, Chief Product Officer at commercetools (credit image/Pixabay/Michael Sharp)
Michael Sharp, Chief Product Officer at commercetools

At commercetools, we invest in advancing flexible, fast, and agile technologies and this includes our acquisition of Frontastic. With commercetools Frontend, brands will have the ability to build new pages in minutes. New features in hours, launch in new regions in a matter of days,” said Michael Sharp, commercetools Chief Product Officer. “We’re proud to continue innovating and engineering rich end-customer experiences through the enablement of customisable commerce infrastructures at scale.”

commercetools Frontend enables merchandisers, marketers, and developers to leverage a robust portfolio of site experience APIs and business tooling. This enables brands and retailers to continuously evolve, optimise and deliver relevant experiences for the shopper. Paired with commercetools Composable Commerce, Frontend gives enterprises the ability to create and deliver digital storefronts quickly and efficiently. This allows them to continuously innovate their commerce architecture without limits. Combining balance, speed, performance, adaptability, and customisation options, the two products together best enable a customer-facing headless commerce implementation. An integrated approach that can be used to future-proof a business’ architecture for shifting market forces and emerging retail trends.

commercetools Frontend can utilise additional functionalities through integrations with technology partners such as Algolia, Contentful, Adyen, ZineOne, Klarna and Klevu. It is also available in prepackaged solutions, known as accelerators, developed and owned by several commercetools system integration partners. These include Vaimo, Orium and Mindcurv.

Enterprise Times: What this means for business.

To remain competitive in eCommerce, businesses must be able to experiment, pivot, adapt and customise their experiences faster than ever without friction. The new solution combines API orchestration, workflows and frontend delivery. This should enable commerce, teams to increase developer productivity, empower business team autonomy and speed up release timelines. On paper, this should give customers a competitive advantage.

This is achieved by allowing them to create and rollout experiences that look and work exactly how they want it. Rather than having to fit their eCommerce structure into a pre-existing architecture. It looks impressive. With the capabilities of Frontend, customers can rapidly deploy rich marketing and merchandising experiences for their shoppers. All within a headless architecture and without sacrificing time to market. commercetools Frontend offering appears to be part of the FaaS trend, an intriguing development trend that’s definitely worth watching.


Please enter your comment!
Please enter your name here