10 Mistakes to Avoid in Composable Commerce

10 Mistakes to Avoid in Composable Commerce
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Avoiding the pitfalls

While embracing this approach can transform your eCommerce business, you should avoid a few common pitfalls. Here are the top 10 mistakes to avoid when diving into the realm of Composable Commerce:

1. Overlooking Customer-Centricity

Don't get so caught up in the technical aspects that you forget the heart of eCommerce—your customers. Always prioritize a seamless and personalized customer experience, not internal processes or tech choices. Always use an outside-in perspective and let the tech stack adapt to your customers, not vice versa. Remember, it's the customers who defines your success.

Prioritize a seamless experience before tech choices
Prioritize a seamless experience before tech choices

2. Falling for All-or-Nothing Mentality

While traditional platforms offer an all-in-one solution, a Composable Commerce approach empowers you to choose only what you need. But don't feel compelled to include every component from the start—be selective and create a tailored solution to stay lean. You can always add (or remove) components later as needs change.

3. Not Fully Leveraging Microservice thinking

Each component in your ecosystem should serve a specific purpose. Failing to utilize microservices to their fullest potential by overloading them with unnecessary tasks (making them do things they weren't designed for) can hinder their effectiveness and introduce complexity. Keep them separated and focused on achieving optimal results. For example, at Brink Commerce, we believe prices belong in the ERP system, product information in a PIM system, and customer data in a CRM. Refrain from cramming everything into a commerce engine to make it easier in the long run.

4. Relying on Buzzwords Alone

While MACH (Microservices, API-first, Cloud Native, Headless) technology should be the foundation of your ecosystem, not everything that glimmers is gold. Dive deeper into vendor offerings to understand the underlying technology. For example, a product that has been around since 2010 is probably not built using the latest technology, even if labeled "for Composable Commerce."

5. Neglecting API-first

APIs are the glue that holds your eCommerce setup together. Overlooking an API-first approach when selecting components can create integration headaches later on. Design your ecosystem with API connectivity in mind. And, by using products and services certified by the MACH Alliance, you ensure APIs haven't been added as an afterthought.

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6. Overlooking Personalization

One size does not fit all. Leverage the flexibility of Composable Commerce to tailor offerings based on individual preferences and behaviors. Ignoring personalization hinders your ability to forge strong, lasting connections with your audience.

7. Ignoring Rapid Load Times

Patience wears thin in the digital age. This may seem like a given, but slow loading speeds can deter potential customers faster than you can say "bounce rate." With products and services built for Composable Commerce, you can optimize performance and engage visitors in their buyer's journey.

8. Not catering for the entire journey

Similar to excessive loading times, a clunky checkout process can lead to abandoned carts. This has been true since the dawn of eCommerce, and it still is. But it's equally essential to streamline the entire purchasing journey, including delivery, communication, and returns. Keep the customer happy and engaged, and they will return.

9. Neglecting Localization

Speaking your customers' language is vital in a global marketplace. Ensure your solution supports multiple languages, currencies, and payment methods to cater to diverse audiences. For example, customers in the Nordics will expect different forms of payment than customers in North America.

10. Not Adapting to Changing Needs

Consumer preferences evolve, and so should your eCommerce strategy. So, don't lean back when your new ecosystem is live. Instead, embrace Composable Commerce's flexibility to swiftly adapt and introduce new features that cater to shifting customer demands. Because they will shift. Constantly.

Avoiding these mistakes will set you on the path to eCommerce success. Remember, it's a journey of continuous improvement and adaptation. By staying customer-centric, embracing flexibility, and making the most of each microservices and API, you'll be well on your way to redefining your eCommerce experience.

Petter Johansson
Petter Johansson

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