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 About the White Paper

Having the capabilities to deliver inspiring digital experiences across multiple touchpoints is a must have in today’s fast-paced world of digital commerce. This requires a flexible software infrastructure that allows you to respond quickly to customers’ needs and stay ahead of the competition.

To achieve maximum agility, companies should follow the best-of-breed strategy by connecting multiple applications via adaptive APIs, instead of using integrated software suites.

In this whitepaper we explore how the combination of BloomReach DX and the commercetools platform support brands and retailers in delivering inspiring digital experiences to their customers and allows for a seamless API integration of content and commerce elements.

"Software vendors will refactor their ancient architectures or be left behind. The old world of closed, proprietary stacks is dead software walking. In the age of the customer, where business responsiveness trumps technology coherence and the cycle times of improvement are measured in days, not years, [...]"

Forrester Research

 API-led Commerce Drives Next-Gen Digital Experiences: Content Overview

  • The advantages of the "best-of-breed" approach.
  • The integration of Content and Commerce via API.
  • The BloomReach DX and the commercetools platforms.


About the Author


Dr. Roman Zenner

Since 2001, Dr. Roman Zenner works as an author, consultant, and speaker in e-commerce. He has written several books on web shop software and regularly publishes articles in professional magazines and blogs. Dr. Zenner runs as well as the podcast ShopTechTalks. Furthermore, he speaks at conferences, teaches university classes, and moderates expert panels.

In his work, Roman focuses on next generation commerce technologies and explores what retail will look like in a post-web world. Since 2015, he is a full-time employee of commercetools GmbH working as an Industry Analyst.