#Paris #France #Digital Commerce #commercetools #ETAM Group

ETAM and commercetools Collaboration

In an exciting development in the fashion retail industry, ETAM Group has joined forces with commercetools, a leader in digital commerce solutions, to evolve its global commerce platform. This partnership marks a significant step towards modernizing ETAM's digital infrastructure, enabling brands like ETAM, Maison 123, and Undiz to enhance their customer experiences and operational flexibility.

The collaboration stemmed from a successful eight-week Minimum Viable Product (MVP) initiative that showcased the potential of a new, flexible commerce architecture compared to ETAM's legacy systems. Conducted by ETAM's Digital Factory, the MVP demonstrated a remarkable increase in development velocity, ranging from 70% to 80%, thus providing the company with the confidence to undertake a more extensive transformation of its commerce capabilities.

Sébastien Ribeil, Head of Digital Factory at ETAM, emphasized that this partnership is more than just a mere technological upgrade. Instead, it represents the building of a commerce foundation designed to enhance speed and foster creativity within the teams. “The progress we made together in just eight weeks demonstrated what this approach can unlock, significantly increasing development velocity and giving us a way forward in how we can continue to evolve and grow,” Ribeil stated.

The new platform will not only replace ETAM's outdated systems but will also integrate seamlessly with its existing IT ecosystem. Thanks to the API-native architecture of commercetools Sphere, ETAM will be able to maintain a unified commerce foundation while allowing individual capabilities to develop independently. This autonomy will enable each of ETAM's brands to innovate and respond more effectively to market demands.

ETAM's development team, collaborating closely with commercetools, is central to this transformation. This partnership helps in cultivating internal expertise and ensures that ETAM retains control over the evolution of its commerce platform. The transformation aims to introduce new capabilities, support additional brands and markets, and continuously enhance digital and omnichannel customer experiences in alignment with changing business needs.

Commercetools' founder and Chief Innovation Officer, Dirk Hoerig, praised ETAM's approach. “What we're building together isn't simply a replacement for ETAM's existing platform. It's a foundation that gives its teams and brands the freedom to move faster today, while preparing the business for the much bigger changes AI will bring to commerce,” Hoerig commented.

Artificial Intelligence (AI) will play a pivotal role throughout this transformation. During the MVP phase, AI-assisted development techniques were utilized to reduce manual development efforts and expedite project timelines. The partnership aims to continue exploring AI's applications in enhancing engineering productivity as the transformation unfolds.

The future looks promising for ETAM as it embarks on this commerce evolution journey. The partnership with commercetools will empower ETAM to connect with new markets, broaden its offerings, and adapt its commerce strategies in sync with technological advancements and shifting customer expectations.

As ETAM Group continues to innovate, this collaboration stands as a testament to the importance of embracing modern technology to enhance customer engagement and drive business growth. The unfolding journey promises to transform the way ETAM interacts with its consumers and positions itself in the rapidly evolving world of retail commerce.

About commercetools
Commercetools is a digital commerce AI company that helps enterprises transition to the AI era. By leveraging its API-native design and AI-first focus, commercetools enables businesses to create seamless shopping experiences, streamline commerce operations, and ensure agility in modernization. Over 500 global brands and retailers rely on commercetools for their digital commerce needs, collectively processing over €100 billion in annualized GMV and managing more than a billion customer records.