The 4 advantages of Composable Commerce for big brands

Felipe SilbersteinDecember 02, 2021

Composable Commerce is becoming the development choice when thinking about platforms for big brands and is emerging as a key trend in 2022. In a market deeply influenced by people's expectations and preferences, having flexible technology that adapts quickly to changes is a determining factor.

To achieve this, you need to have a decoupled approach to adopt a customer-centric strategy. Every aspect of the digital interaction can be incorporated freely from the customer side without needing to alter your systems or compromise your site's performance.


1. A modular eCommerce platform is a future-proof technology

The use of microservices and a decoupled architecture is not a recent invention. At Reign, we have been driving world-class technology from a headless approach for years. This allows us to integrate functions in a simple way to cover particular business needs of different companies through specific modules. Instead of using a single solution that tries to cover everything, we select the best from thousands of possible alternatives for each situation.

As a context, at this point in 2021, it is clear that 2020 meant an explosive increase in digitalization. And in addition to the obvious evolution of the digital environment, people also began to develop new behaviors in the quest to build their new normal; shopping, studying, working, entertainment, etc. The list of activities that migrated to the online world is extensive.

So having such a strategy in place ensures that modular platforms are built for change, as vendors are constantly improving the performance of their software to sophisticate and scale with you. They understand that a good digital experience is a foundation for success.

2. Facilitates the adoption of people-centered strategies

To respond to the requirements, brands left behind the idea of waiting for people to come to their stores and started to build digital touchpoints so that they could be found wherever people wanted to be.

Some know this strategy as "customer-centric", which is strongly related to the idea of omnichannel in digital platforms. That is, offering a highly personalized digital experience and equivalent, independent of the contact channel.

Why does it matter to put people at the center?

In eCommerce, the digital experience is critical, and the sustainability of brands depends on it. A PwC study reported that 6 out of 10 people in the United States are willing to give additional information to brands that provide a good experience.

  • With more data, it's easier for you to identify what people are searching for and which aspects could impact conversion rates.
  • On the other hand, when you focus on creating meaningful content for the people who like you, you build lasting relationships where their values and emotions are reflected in your platform.

3. Reduce the time required for future integrations

Just as Atomic Design allows you to generate and publish content faster, Composable Commerce will enable you to create complete projects in less time.

Once the internal system is established, any functionality required from the client-side can be easily integrated through an API without affecting the backend and leaving out all unnecessary functionalities or accessories; this is one of the many benefits of working with a headless system and is enhanced by Composable Commerce.

Iterations are shorter since you can easily link multiple external systems (microservices) to the same internal system.

In short: Composable Commerce consists of developing a complex system tailored to the company, selecting only the best of each component for the specific need.

4. Increase the performance and operational security of your eCommerce platform

As we have exposed, Composable Commerce is today the best approach to obtain high-performance platforms with a global reach. Even if initially your brand is local, the modules or Packaged Business Capabilities (PBC's) are prepared to scale with you. Being a cloud-based software, they have their own infrastructure with automatic elasticity in case the demand increases.

The above has a very favorable consequence: the response times are considerably reduced compared to a traditional or monolithic system, as a result of abandoning a traditional server that hosts the entire platform and diversifying the connection points to different providers, for example, for the performance of an interface.

One application of this is the Distributed Persistent Rendering (DPR) approach, which allows updating content in blocks without reloading the entire platform, helping to maintain uninterrupted operations.

In summary: you experiment the operational excellence from decoupled platforms. Since the different modules -being autonomous- do not condition the performance of the rest, if any of them goes down, your platform will still be able to operate its other functionalities so that you can say "goodbye" to service interruptions and downtime.

When we create technology solutions for our clients, we emphasize the need for a highly functional yet easy-to-operate interface that guides people to find what they are looking for. That's why at Reign, we rely on the decoupled approach as the best way to develop a people-centric strategy.

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