In the online retail market, consumer behavior has changed significantly in recent years. Customers expect a seamless experience across all channels—from websites and social media channels to physical stores. To meet this expectation, e-commerce companies need a powerful platform that allows them to serve all their channels. One way to achieve this "powerful platform" is by building an omnichannel platform with Composable and Software-as-a-Service (SaaS) services. In short, this means a platform that offers a seamless customer experience, composed of individual, perfectly aligned services offered online.
The benefits of a single platform for an omnichannel strategy
Omnichannel marketing refers to organizing all of a company's shopping channels to provide a seamless, consistent experience. This can be achieved by connecting different platforms, or through a single, comprehensive platform. A single platform that supports all channels offers three key advantages:
1. It is organized
Having a single platform provides a central overview of all customer interactions and data. This makes it easier to deliver consistent experiences, regardless of the channel your customer uses.
2. It is actual
Updates, such as inventory changes or price adjustments, are immediately implemented across all channels. This prevents confusion for customers and prevents problems within the organization.
3. It is efficient
Because there's only one platform, a content editor or product manager doesn't have to switch between different systems. For example, an Instagram post can easily use the same content as a website banner. This makes reusing content simpler and faster.
More and more companies are embracing the omnichannel sales strategy, building a single platform with Composable and SaaS services. Traditional monolithic platforms can't always offer the same features.
The challenges of traditional monolithic platforms
Many traditional e-commerce platforms are monolithic in nature: this means that all functionalities—for example, very different features like product and inventory management, personalization, and content management—are tightly intertwined within a single system. While this can offer simplicity, it also has limitations:
1. It's unspecific
The system offers a wide range of functionality. In practice, however, we see that some of this functionality is not used because it's not applicable to every company. This functionality does, however, incur costs for use and management. This is inconvenient, as it means you have to pay for maintenance or licenses you don't use.
2. Less flexibility
Adjustments and/or extensions often require complex and time-consuming development processes because the many functions of the system must be taken into account.
3. High costs
Upgrades and maintenance can be expensive. Some traditional platforms require maintaining both the software and hardware, which can be very labor-intensive.
4. Slow to innovate
Implementing improvements or new functionality is often slow. This weakens your competitive position because you can't quickly respond to market changes or new customer needs.
The power of a Composable platform
A Composable platform is based on a modular approach: this means companies can choose and combine specific, individual services to create a customized platform. For example, a separate service for product management, another for content management, and yet another for search. The advantages of this approach are:
1. It's specific
Because you can choose individual services, you only choose what you truly need. You only pay for what you use. This is also called a 'best-of-breed' approach.
2. It's flexible
It's easier to add or replace services as needs change. This keeps a platform relevant regardless of market developments.
3. Cost control
Because you only pay for the services you actually use, you can manage your budget in a targeted and efficient manner.
4. Quick to innovate
New technologies and services can be integrated directly without affecting other parts of the platform.
Conclusion: take a flexible and clear platform
For e-commerce businesses that want to keep up in a competitive and rapidly changing market, a Composable platform based on SaaS services isn't a luxury, but a necessity. It offers the flexibility, scalability, and innovation needed to meet ever-increasing customer expectations. Moreover, you can manage your budget more effectively because you only pay for what you actually use. By embracing these technologies, businesses can not only operate more efficiently but also deliver unique, personalized experiences that differentiate them from the competition.
Want to know more?
Want to know which approach is best for your organization? Or are you curious how we help our clients choose between All-In-One and Composable Commerce? Feel free to contact us! We're happy to discuss your needs.
