Composability has always been a trend in eCommerce, but all-in-one no-code solutions and Generative AI make it a blast


The ability to swiftly adapt, customize, and orchestrate marketing efforts has always been a trend, but recent advancements have made it a true blast. This article will explore what composability means in the context of eCommerce, its relation to Customer Data Platforms (CDPs) and marketing automation, and how the concept of an end-to-end marketing platform can support the idea of composability.

While eCommerce has emerged as a powerful force, enabling companies to reach global audiences with ease, it is now established as a well-grounded part of the global economy.  Today eCommerce businesses matured and grew to become sophisticated organizations, running a plethora of various processes. As such, they are enveloped by even more systems and tools. At this point, it became impossible, and certainly unjustified to employ them all, by any company. And the evolution – of tools as well as eCommerce businesses – never stops.  In this day and age, to truly excel in this competitive environment, eCommerce businesses need to harness the concept of composability. 


What is Composability in eCommerce?


Composability is the ability to assemble and integrate various software components or services to create a customized and flexible solution that meets specific business needs. In eCommerce, this concept means that businesses can select, combine, and integrate different tools and technologies to create a seamless and tailored online shopping experience for their customers. Composability empowers businesses to adapt to changing market conditions, experiment with new features, and stay ahead of the competition.


Composability and Customer Data Platforms (CDPs)


Customer Data Platforms (CDPs) play a pivotal role in e-commerce composability. A CDP is a centralized database that collects and stores customer data from various touchpoints, such as websites, mobile apps, social media, and email marketing. This unified view of customer data enables e-commerce businesses to create highly personalized shopping experiences.


Composability comes into play as CDPs can be integrated with other eCommerce tools and platforms, such as content management systems, email marketing automation, and recommendation engines. 


This integration allows businesses to leverage customer data stored in the CDP to deliver personalized product recommendations, tailor marketing messages, and optimize the overall customer journey.


Traditionally, harnessing the power of raw databases required technical expertise. However, the advent of no-code CDPs has democratized data-driven marketing.

  • Unified Customer Profiles: No-code CDPs allow businesses to create comprehensive customer profiles by aggregating data from various sources. Marketers can then use these profiles to compose highly targeted campaigns.
  • Audience Segmentation: With no-code CDPs, marketers can easily segment their audience based on a wide range of criteria, enabling precise composability in marketing strategies.

Composability and Marketing Automation


Marketing Automation has been a game-changer in eCommerce. Marketing automation tools streamline and automate marketing tasks, such as email campaigns, social media management, and customer segmentation. When integrated with other eCommerce systems, these tools become even more powerful.

For instance, a marketing automation platform can use data from the CDP to send targeted email campaigns to specific customer segments, increasing the likelihood of conversions. The flexibility of composability allows businesses to continuously fine-tune their marketing strategies based on real-time data and customer behavior.
The recent shift towards all-in-one no-code solutions in Marketing Automation has amplified the composability trend.

  • No-Code Rule Builders: No-code solutions allow marketers to create complex rules and workflows without any coding skills. This empowers marketing teams to adapt quickly to changing market dynamics.
  • Personalization at Scale: No-code Marketing Automation tools make it easier to personalize customer interactions, ensuring that every engagement feels tailored to the individual.

Email Marketing Modules


Email marketing remains a vital channel for eCommerce. No-code Email Marketing modules offer flexibility and ease of use, making it simple to create visually appealing, effective email campaigns.


The End-to-End Marketing Platform and Composability


To support the idea of composability in eCommerce, businesses can consider adopting an end-to-end marketing platform. 


An end-to-end marketing platform offers a comprehensive suite of tools and services that cover various aspects of the eCommerce journey, from customer acquisition to retention.


Such platforms often come with built-in integrations to popular eCommerce systems, including CDPs and marketing automation tools. This integration simplifies the process of assembling a cohesive tech stack, enabling businesses to focus on strategy rather than technical implementation.

Moreover, end-to-end marketing platforms typically provide analytics and reporting features, allowing businesses to gain insights into the effectiveness of their marketing efforts. This data-driven approach aligns perfectly with the composability concept, as it enables businesses to continuously optimize their strategies and adapt to changing customer preferences.

As such, composability in eCommerce is all about creating a flexible and adaptable ecosystem of tools and technologies to deliver exceptional customer experiences. Customer Data Platforms and marketing automation are integral components of this composability.


…or End-to-End Marketing Platform vs Composability?


The terms “end-to-end” and “composability” may seem contradictory at first glance, as they appear to represent opposing approaches in the world of technology and business. However, when examined closely, they can coexist and even complement each other in specific contexts, such as eCommerce. Let’s delve deeper into this seeming contradiction:




Comprehensive Solutions: 


An “end-to-end” solution typically implies a comprehensive and all-in-one approach. In the context of eCommerce, an end-to-end marketing platform might encompass various functionalities like website hosting, content management, customer data management, marketing automation, and analytics within a single ecosystem.


Simplified Integration:


End-to-end solutions aim to simplify the technology stack by providing built-in integrations and a unified interface. This approach reduces the complexity of managing multiple disparate systems.




Flexibility and Customization:


“Composability” emphasizes the flexibility to choose and integrate various software components or services. In e-commerce, this means businesses have the freedom to select best-of-breed tools for different aspects of their operations and integrate them as needed.




Composability allows businesses to adapt quickly to changing market conditions and customer preferences. It fosters experimentation and innovation by enabling the easy addition or removal of components in the tech stack.

Now, the reconciliation between these seemingly contradictory terms lies in how they can work together:


Selective Integration


eCommerce businesses can opt for an end-to-end platform that recognizes the importance of composability. Such platforms provide a core set of functionalities but also allow for the integration of third-party tools and services when necessary. This approach combines the convenience of an end-to-end solution with the flexibility to extend capabilities as needed.


Plug-and-Play Modularity 


An end-to-end e-commerce platform designed with composability in mind might offer a marketplace of plugins or integrations. This allows businesses to select additional features or services, effectively composing a tailored solution that fits their unique requirements.


Data and API Accessibility


In a harmonious marriage of end-to-end and composability, data accessibility and robust APIs (Application Programming Interfaces) become crucial. An end-to-end platform should allow businesses to access and extract their data easily, ensuring they are not locked into a closed ecosystem. This data can then be used for further analysis or integration with other tools.


In essence, while “end-to-end” solutions provide a cohesive foundation for e-commerce operations, “composability” ensures that businesses can remain agile and adapt to changing circumstances. 


The key is to strike a balance that suits the specific needs and goals of the e-commerce business, whether that means relying more on an end-to-end platform or embracing a more modular and composable approach. Ultimately, it’s about finding the right blend of both approaches to achieve a competitive edge in the dynamic world of eCommerce. 


The Role of AI in the Composability Revolution


The future of composability in eCommerce marketing is even more exciting with the integration of AI. Generative AI engines are poised to revolutionize how marketing strategies are composed and executed.

Generative AI engines will be able to understand the technical mechanics of writing code, invoking APIs, and mapping across multiple data sources on one side. On the other side, they’ll be able to accept natural language requests from more non-technical users and translate them into composed workflows and datasets.

This will effectively shift the accessibility of more advanced composability further within reach of less technical users. The likely effect of this will be ever more customized internal digital operations and external digital customer experiences, crafted and adapted on-demand by everyone across the eCommerce marketing landscape.

This is still in the future, although not far-fetched.




Composability has always been a trend in eCommerce marketing, but the advent of all-in-one no-code solutions and the integration of AI have turned it into a blast. With no-code Marketing Automation, CDPs, Email Marketing modules, and the promise of AI-driven composability, eCommerce businesses can compose, adapt, and personalize marketing strategies with unprecedented ease, speed, and intelligence. As the eCommerce landscape continues to evolve, these no-code tools and AI-driven capabilities will play an even more pivotal role in shaping the future of marketing composability. 


SALESmanago is a Customer Engagement Platform for impact-hungry eCommerce marketing teams who want to be lean yet powerful, trusted revenue growth partners for CEOs. Our AI-driven solutions have already been adopted by 2000+ mid-size businesses in 50 countries, as well as many well-known global brands such as Starbucks, Vodafone, Lacoste, KFC, New Balance and Victoria’s Secret.

SALESmanago delivers on its promise of maximizing revenue growth and improving eCommerce KPIs by leveraging three principles: (1) Customer Intimacy to create authentic customer relationships based on Zero and First Party Data; (2) Precision Execution to provide superior Omnichannel customer experience thanks to Hyperpersonalization; and (3) Growth Intelligence merging human and AI-based guidance enabling pragmatic and faster decision making for maximum impact.

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