Observed Signal · Oct 27, 2026 · Market Signal · Source: commercetools · Impact: 2/5
Etam Group Partners with commercetools to Build the Next Generation of its Global Commerce Platform
ETAM Group selects commercetools to replatform ETAM, Maison 123 and Undiz, after an 8-week MVP delivered a 70-80% increase in development velocity.
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ETAM Partners with commercetools for Global Commerce Overhaul
French fashion retailer ETAM Group has announced a partnership with commercetools, the digital commerce AI company, to modernize its digital commerce foundation across its brands including ETAM, Maison 123, and Undiz. Following an eight-week MVP built on commercetools Sphere with support from Algolia and Contentstack, ETAM reported a 70-80% increase in development velocity. The company will replace its legacy platform with commercetools' API-native architecture, aiming to give its brands greater autonomy while maintaining a shared commerce foundation. The transformation, led by ETAM's own Digital Factory team in collaboration with commercetools, will enable the retailer to build internal expertise, expand into new markets, and introduce AI-powered commerce capabilities. The partnership emphasizes AI-assisted development and continuous evolution of the platform to meet changing customer expectations and technology trends.
commercetools Wins 2026 SaaS Award for Best eCommerce and Retail Solution
commercetools wins the 2026 SaaS Award for Best SaaS Solution for eCommerce & Retail, recognizing AgenticLift, its standalone agentic commerce offering
Anthropic built the agents. We built the engine to run them on.
commercetools announces running Anthropic's Claude commerce agents on its platform, highlighting the underlying engine's capabilities. Also new: InStore unified commerce updates.
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