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Composable commerce for an omnichannel strategy

Composable commerce and the concept of omnichannel are closely linked in the context of modern electronic commerce. Let's try to explain them one by one and then we'll examine their relationship.

Dario Calamandrei Head of Marketing and Sales Extendi

By Dario Calamandrei

Head of Marketing and Sales

16 June 2023

What is Composable Commerce

Composable commerce is an approach to electronic commerce architecture in which the different functionalities and components of the system are divided into separate and independent modules, which can be flexibly assembled and combined to create personalized and scalable shopping experiences. These modules can be both internal and external to the organization, and are connected through APIs (Application Programming Interfaces). In essence, composable commerce allows companies to create a customized electronic commerce infrastructure, selecting and integrating the components that best meet their specific needs.

What is Omnichannel

Omnichannel, on the other hand, refers to the ability to offer a unified and seamless shopping experience across multiple sales channels, such as brick-and-mortar stores, websites, mobile apps, social media, and other outlets. contact with customers. The goal of omnichannel is to enable consumers to engage with a company consistently across multiple platforms and seamlessly switch between channels during the buying process.

Relationship between composable commerce and omnichannel

The relationship between composable commerce and omnichannel is that composable commerce provides the technological infrastructure needed to implement omnichannel effectively. Thanks to the modular approach and APIs, companies can easily integrate and orchestrate the various sales channels and backend systems, allowing them to offer a seamless omnichannel experience to customers. For example, a customer could initiate a purchase on a mobile app and complete it in a physical store, or vice versa, without losing data or having to repeat the entire purchase process.


In summary, composable commerce is the architectural approach that allows you to create a modular and flexible system, while omnichannel is the ultimate goal of offering a seamless shopping experience across different channels. Composable commerce provides the technical foundation for achieving omnichannel, enabling companies to offer a consistent and personalized experience to customers, regardless of the channel they choose to make a purchase.


About Author

Dario Calamandrei Head of Marketing and Sales Extendi

Dario Calamandrei

Head of Marketing and Sales

After a few years spent in consulting, Dario joined Extendi with the goal of boosting its market development. He is passionate about economics, sports, and music. He is an avid listener of Alain de Botton's and Rory Sutherland's talks.

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