About the Developer Debate

Welcome to our series of Developer Debates hosted by commercetools and Amplience! In this debate series, we'll be arguing the merits and pitfalls of emerging practices and technologies within the commerce space.

In our first debate, listen to Kelly Goetsch (Chief Product Officer at commercetools), John Williams (Chief Technology Officer at Amplience) and Thom Armstrong (Vice President Solutions at Amplience) as they go head to head on 'Front end: should you build or buy?'

Discussion bulletpoints:

  • Kelly argues the affirmative point of view (pro-buy)
  • John argues the opposing point of view (pro-build)
  • Rebuttal to each other's points
  • Conclusion

About Amplience 

Amplience is an API-first, headless content management platform for enterprise retail. Their content and experience solutions for headless commerce, enable teams to do more, better, faster. Amplience serves more than 350 of the world’s leading brands including Crate & Barrel, Tumi, Traeger Grills, Tom Ford, Argos, OTTO Group, Primark, Very Group, and Boohoo.

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Selection of Speakers 

Kelly Goetsch CTO commercetools

Kelly Goetsch 
CTO at commercetools

Kelly came to commercetools from Oracle, where he led product management for their microservices initiatives. Before that, he was an architect with ATG. He is the author of four O'Reillys books and holds a bachelor's degree in entrepreneurship and a master's degree in management information systems, both from the University of Illinois at Chicago. He holds three patents, including one key to distributed computing.


Amplience - John Williams

John Williams
CTO at Amplience

John is responsible for Amplience’s research and development and has a track record of matching technical innovation with business strategy. John was previously CTO and Head of Technology at LBi, the global digital agency, and has an MBA from Imperial College.


Thom Armstrong - VP Solutions @ Amplience

Thom Armstrong
VP Solutions at Amplience

Thom is responsible for creating and executing go-to-market solutions for Amplience, he joined the company after successful stops at two leading commerce platforms. Most recently he was at Demandware (acquired by Salesforce) where he held multiple roles, including Regional Vice President. Before that, he was at ATG (acquired by Oracle) as a Solutions Engineer.