//Commercetools' Kelly Goetsch: Think 'rays', not' hubs'

Commercetools' Kelly Goetsch: Think 'rays', not' hubs'



Go headless and the best of the breed.

This is Commercetools Key Product Consultant at Kelly Goetsch, for large companies looking to expand their e-commerce. (He will expand on this topic in his presentation on "How IT and Marketing Can Use Microservices to Coexist Peacefully and Meet Customer Needs" at our MarTech Conference next month in Boston.)

Founded in 2013, Commercetools offers feature-specific cloud-based mini-apps that work with the help of about 300 APIs. If you want to add a function to check inventory before making a sale, add this component. If you want a new payment type, add one.

According to Mr. Goetsch, this "best-of" approach applies well to e-commerce because product sales are a series of distinct steps that a brand may wish to customize for its unique approach.

[Read the full article on MarTech Today.]

About the author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior writer for VentureBeat, and he has written on these topics and other technology topics for publications such as CMSWire and NewsFactor. He founded and directed the website / unit at PBS Thirteen / WNET; worked as a senior online producer / writer for Viacom; created a successful interactive game, PLAY BY EAR: the first CD game; founded and directed an independent film exhibition, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter at xBarryLevine.