2023 commercetools customer stories

Composable commerce chronicles: The top 8 commercetools customer stories of 2023!

Diya Bag
Senior Content Writer, commercetools
Published 05 December 2023
Estimated reading time minutes

Embark on a journey through the top eight customer success stories of 2023, featuring industry giants like Cargo Crew and Woolworths and discover how these brands revolutionized their eCommerce landscapes with the power of commercetools Composable Commerce.

2023 commercetools customer stories

In modern commerce, the trajectory of success pivots on adaptability, scalability and a customer-centric approach. As we bid adieu to 2023, it's fitting to celebrate the transformative journeys of visionary B2B,B2C and D2C companies that embraced change, migrating from traditional eCommerce platforms to the transformative world of commercetools Composable Commerce. These top eight customer stories exemplify how these brands leveraged cutting-edge technology and strategic partnerships to revolutionize their commerce strategies, unveiling new paradigms in customer experiences, scalability and operational efficiency.

#1 — APG & Co.: Revamping fashion commerce with composable tools

APG & Co., housing iconic fashion brands in Australia, sought scalability and adaptability in its commerce solution. Migrating to commercetools Composable Commerce and Frontend, the company witnessed significant reductions in operating costs (35%) and technical support time (60%). The shift empowered business users, enabling effective merchandising, storefront optimization and streamlined customer experiences. The composable approach facilitated personalized shopping experiences, enhanced agility in innovation cycles and improved response to market trends. 

#2 — Cargo Crew: Tailored customer experience for a revenue surge

Cargo Crew, a B2B work uniform supplier, switched from Magento 1 to commercetools Composable Commerce by using the B2B Accelerator by system integrator Overdose. With a focus on a customer-first approach, Cargo Crew expanded to multiple webshops and customized experiences. The shift resulted in a notable growth in revenue and transactions, boasting a 34% increase in online revenue, a 19% rise in items ordered and a 15% increase in conversion rate, as well as significant savings in operational costs and automation benefits. The flexibility and scalability of the platform empowered Cargo Crew to innovate and compete effectively, maintaining a leading position in the market. 

Migrating to a new cloud infrastructure for composable commerce has had a significant impact on the performance and scalability of our online store and, ultimately, our business success. The freedom to innovate is one of the key benefits we've experienced. With a composable commerce infrastructure, we can experiment with new technologies and features without being limited by the constraints of a monolithic platform. This has allowed us to quickly and easily develop new products, services or features that meet the changing needs of our customers, without having to go through a lengthy development process.


#3 — Loomstate: Weaving sustainable fashion with composability

Loomstate, dedicated to sustainable workwear, transitioned to commercetools Composable Commerce, overcoming challenges of sluggish performance and limited feature implementation. The company's migration was a test of resilience, emphasizing data transfer, ERP integration and frontend enhancement through commercetools. The adoption of commercetools Frontend with Vue Storefront led to a faster, standardized development process, fostering a new customer portal for Chipotle. The migration, which took only two months, brought improved performance, expanded data collection capabilities and operational optimization to Loomstate. 

#4 — SPORT 24: Scoring accelerated growth with composable commerce

Denmark’s leading sports retail chain, SPORT 24, made a pivotal transition to commercetools Composable Commerce to create unique promotions and customized pricing strategies, enhancing revenue generation and boosting customer engagement, achieving a 14% online order conversion increase in preliminary A/B tests. With eyes set on new markets and B2B integration, SPORT 24's composable commerce approach sets the stage for expanded offerings and customer-centric growth strategies.

#5 — Treedom: Sustainable growth through swift migration

Treedom, a company focused on sustainability and community projects, faced challenges with stock management and concurrent transactions on its previous platform. Migrating to commercetools, Treedom gained a highly customizable solution supporting diverse tree varieties and complex processes. Treedom streamlined stock management effortlessly and found the promotional code engine a game-changer, saving time and effort. The migration delivered immediate results, elevating conversion rates by 4%, recurrent buyers by 48% and average order values by 7%. 

We are thrilled with the improvements brought by commercetools. One of the most significant benefits is our streamlined stock management, which is crucial for our operations and a major asset for our company. Previously, we would spend a considerable amount of time trying to reconcile our sales with our inventory, ensuring everything was aligned. Thanks to commercetools, this has become a seamless process, saving us valuable time and effort. Additionally, the promotional code engine has been a game-changer for both our team and end-users. It allows us to effortlessly create various promotional flows without having to manually implement complex logic.


#6 — Vision Healthcare: Unifying omnichannel experiences across 75 brands

With 75 brands spanning 44 markets, Vision Healthcare, a leading European consumer healthcare platform, sought omnichannel cohesion. The company's adoption of commercetools Composable Commerce in a four-month transition revolutionized its landscape. By integrating best-of-breed solutions like Google Cloud and Algolia, Vision Healthcare unified a tech stack, enabling seamless experiences across webshops, marketplaces and telemarketing. The shift to cloud-native architecture accommodated 25,000 daily transactions, launching 16 new webshops and ensuring scalability. This facilitated a customer-centric focus on growth, innovation and personalized healthcare offerings, freeing them from IT infrastructure constraints. 

#7 — Woolworths: Rapid entry into the on-demand grocery market

Australia's largest supermarket chain, Woolworths, launched MILKRUN, an on-demand grocery delivery app, in a remarkable four-month span. Leveraging Algolia, Bloomreach and Google Cloud, MILKRUN quickly serviced 185 suburbs, tapping into the burgeoning USD 100 billion on-demand grocery market. Google Cloud's scalability and robustness were instrumental in handling the heightened mobile shopping demand. This expedited entry into the mobile commerce arena fortified Woolworths as an innovative force, showcasing the agility and resilience of its tech stack amidst a rapidly evolving retail landscape.

#8 — Zoro.com: Leveraging MACH® for Unprecedented Growth

Zoro.com, initially an outlet created by W.W. Grainger for smaller-volume business buyers, sought a commerce infrastructure revamp after witnessing impressive growth. Facing scalability issues with its previous platform, Zoro.com adopted a headless, microservices-based architecture, which later evolved into a MACH solution. Gradually transitioning to the new platform powered by commercetools, Zoro.com experienced its robustness during a 24-hour third-party system issue, protecting thousands of orders. The alliance empowered Zoro.com to build a richer, reliable eCommerce experience to host its over 12 million SKUs, enabling gradual improvements.

Shortly after we went live, we experienced a 24-hour problem with one of our core systems: a third-party product that is central to our order processing activities. Over the next 24 hours, our headless implementation, in concert with commercetools, protected many thousands of orders until the third-party reestablished ordinary operations. As far as I'm aware, no customers experienced orders lost and that speaks to the power of a headless architectural model.


As the year draws to a close, the tales of APG & Co., Cargo Crew, Loomstate, SPORT 24, Treedom, Vision Healthcare, Woolworths and Zoro.com encapsulate the essence of innovation and resilience in commerce. These companies' bold migrations to the composable architecture of commercetools reflect a shift towards nimble, adaptable and global commerce solutions. These success stories underscore the pivotal role of flexibility, scalability and customer-centricity in navigating the ever-evolving landscape of commerce. As we step into 2024, these narratives will continue to inspire, guiding businesses toward a future defined by innovation, agility and delighting customers.

Interested in discovering more customers that have seen success by migrating to commercetools? Visit our customer stories page. 

Diya Bag
Senior Content Writer, commercetools

Diya Bag is a Senior Content Writer at commercetools. Previously, she has worked as a Copywriter in advertising for a wide range of brands, as well as an Editorial Manager in publishing for magazines and both fiction and nonfiction books.

Related Blog Posts