Commercetools’ Kelly Goetsch: Think ‘spokes,’ not ‘hubs’


Go headless and best of breed.

That’s the key advice from Commercetools chief product officer Kelly Goetsch for large enterprises looking to expand their e-commerce. (He will dive deeper into this topic in his presentation on “How IT and marketing can use microservices to peacefully co-exist and serve the needs of customers” at our MarTech Conference next month in Boston.)

Founded in 2013, Commercetools provides function-specific cloud-based mini-applications that operate with the help of about 300 APIs. If you want to add a function to check inventory before making a sale, add that component. If you want a new kind of checkout, add that one.

This best of breed “Lego bricks” approach works well for e-commerce, Goetsch told me, because selling products is a series of discrete steps that a brand might want to customize for its unique approach.

[Read the full article on MarTech Today.]


About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.



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