Elastic Path Software: Developing the E-Commerce Experience of the Future

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Sal Visca, CTO
Through the decades, the concept of commerce has taken many forms in tandem with the changing times. For instance, when Walmart first opened, the enormous scale and low prices it offered put many smaller retailers out of business, until the rise of e-commerce which changed the paradigm altogether and leveled the playing field to some degree. Today, the emergence of innovative technologies is leading consumers to a future where commerce will be embedded not just in the products available in a store or online, but through the day-to-day experiences of users. With the era of traditional commerce evolving, businesses across all markets are in need of a solution that can adapt to the ongoing and accelerating change. “Elastic Path offers a solution that assists businesses to manage their e-commerce requirements of today to effectively sell their products through channels well beyond just their e-commerce website and position them for the many new user touchpoints and interaction models,” says Sal Visca, CTO of Elastic Path Software.

Apart from offering basic functionalities such as the ability to manage, promote, price, and cross-sell/up-sell products on the customer’s website, Elastic Path’s solution captures data that can be used by marketers to gain important insights. These insights enable better customer targeting and personalization which can ultimately increase conversion, average order value (AOV), and customer lifetime value (CLV).

“The evolution of e-commerce and the way it is growing beyond the website and mobile phone, incorporating new touchpoints that organizations can sell their products through, is leading to the need for a unified commerce system to deliver consistent and compelling experiences for end customers,” adds Visca. Existing sales platforms such as Point of Sale (POS) and e-commerce systems have to converge to support the emerging touchpoints like virtual assistants, in-game experience advertising, and more, to offer a seamless experience across all “channels” of sale. Elastic Path recognized the potential of these emerging technologies before they became available in the market. Further, with the “Headless Commerce” concept they pioneered back in 2011, the company has built an API-driven system that extends beyond just the e-commerce website with a framework that enables interactions with new touchpoints by providing innovative interaction models through emerging interfaces such as conversational/voice commerce, Augmented or Virtual Reality (AR/VR), connected cars and homes, etc. Unlike other e-commerce solution providers, Elastic Path provides much more than just basic APIs to add to a retailer’s online store; it offers a purpose-built API orchestration system to enable customers to leverage the next-generation of touchpoints. Illustrating this are the interesting use cases the company has wherein collaborations with Elastic Path led to innovations that involve intuitive mobile POS devices, IoT-powered gadgets, and wearables.
To illustrate Elastic Path’s vision of the future of commerce, Visca uses the example of Carnival Cruise Line—one of their customers. Carnival is enabling a new form of passenger experience where individuals boarding the ship are given wearable devices that can be detected by sensors on the ship to provide very personalized and immersive experiences. Elastic Path is future-proofing Carnival by offering solutions that can adapt to the new form of immersive commerce that is poised to emerge across all markets in the coming years. The emergence of many new user touchpoints will also increase the incoming traffic and load on unified commerce systems well beyond traditional e-commerce sites. Elastic Path is on a path to jump from the impressive web-scale they have been able to show for many years to ultra-scale readiness needed as commerce is enabled within the increasingly connected world. Visca narrates a scenario where Elastic Path is being used by Intuit, a business and financial software company. Initially, Intuit was utilizing a decade-old e-commerce platform that made it difficult to market and promote their products and services due to lack of scalability and reliability. Additionally, with the seasonality of the tax season and huge spikes in traffic right before the tax filing deadline, the company needed an e-commerce solution that was flexible and agile and able to cost-effectively auto-scale to the crushing load on their commerce system and smoothly scale down to normal daily traffic.

Elastic Path offers a solution that assists businesses to manage their e-commerce requirements of today to effectively sell their products through channels well beyond just their e-commerce website

After the collaboration, the utilization of new in-app features enabled Intuit’s customers to download and trial their software packages effortlessly. The resulting in-app conversion events eliminated the need for users to visit the webshop to buy the software, which significantly increased their overall user conversion rate.

Elastic Path’s roadmap includes adding new capabilities and intelligence to their solution and enhancing its adaptability to upcoming technologies. In addition, the company gained B series funding to accelerate their geographical expansion and collaborate with system integrators that can demonstrate to the market the capabilities of Elastic Path’s platform. “We have customers that are planning to utilize connected devices, and Elastic Path is perfectly positioned to help these customers innovate, progress, and show what is possible with this new embedded level of commerce,” concludes Visca.

Elastic Path Software News

Elastic Path appoints Jamus Driscoll as Chief Executive Officer

BOSTON - Elastic Path, the leading headless commerce provider for digitally-driven brands, today announced that Jamus Driscoll has been appointed as Chief Executive Officer. Driscoll brings more than 20 years of senior leadership in digital commerce technology to Elastic Path. With a proven track record of driving rapid growth and product innovation, Driscoll will lead Elastic Path into its next phase, widespread market adoption of its microservices-based headless commerce solutions. Elastic Path's Founder and former CEO, Harry Chemko, will assume the role of Founder and Chief Strategy Officer, reporting to Driscoll.

"The eCommerce market has reached a once-in-a-generation inflection point, as business and technology leaders demand full control over their digital growth strategies. The days of cookie-cutter webshops are over; it's time to realize a future where unique and ubiquitous digital commerce experiences power the next phase of growth," said Driscoll. "I'm thrilled to take the helm at Elastic Path, and together with my colleagues, empower businesses to fully realize their digital ambitions."

The rigid nature of legacy eCommerce platforms is preventing brands from adapting to current market requirements. As a result, Gartner is advocating a new approach called Composable Commerce. Elastic Path is the only digital commerce technology provider capable of delivering the breadth of headless commerce capabilities needed to unlock the benefits of a Composable Commerce approach, with the trust and confidence earned by powering over $15 billion a year in mission-critical commerce revenue for the world's most innovative brands, like Intuit, Johnstone Supply, T-Mobile, Pella Windows and Doors, and over 250 other leading enterprise brands.

Driscoll has a track record of leading growth at disruptive digital companies. Prior to Elastic Path, Driscoll was CEO of Moltin, the industry's first and only commerce solution born natively as headless microservices, which was acquired by Elastic Path in January 2020. Prior, Driscoll held a variety of marketing, product, and sales leadership roles at Demandware, a pioneer in enterprise-class SaaS commerce platforms, from startup, through IPO, and ultimately acquisition by Salesforce for $2.8b.

"Jamus's experience driving rapid growth in the digital commerce technology sector will enable him to have an immediate impact on scaling the company's global market adoption," said Jeff Klemens, Partner at Sageview Capital and Chairman of the Board at Elastic Path. "Speaking for Elastic Path's Board of Directors, I know that Jamus's leadership and track record of building industry-leading software companies will accelerate Elastic Path well into the future."

Elastic Path Software

Vancouver, Canada

Sal Visca, CTO

Provides sophisticated API-driven enterprise commerce platform