Contentful Celebrates Milestones and Achievements with commercetools Partnership

October 5, 2023

Long history of success surpasses 60 joint customers and 12 solution accelerators

Contentful is excited to celebrate its long and successful partnership with commercetools, which focuses on enabling customers with a modern tech stack to build and deliver the engaging shopping experiences that today’s consumers demand. As two of the earliest members of the MACH® (Microservice-based, API-first, Cloud-native and Headless) Alliance, commercetools and Contentful are helping more than 60 brands, such as Bang & Olufsen,Moonpig, and SWAROVSKI OPTIK, realize the full potential of composable commerce with incremental transformation that proves immediate return on investment (ROI) along the way. 

Organizations today are faced with an ever-evolving landscape of digital channels in which to compete for consumer engagement. The heavy technical debt, frequent vendor-required upgrades, and fragmented content that is common with one-size-fits-all, legacy commerce solutions leaves digital teams ill-equipped to keep up with the demands of the dynamic digital-first marketplace. In order to deliver the consistent, modern shopping experiences that today’s consumers demand, digital teams need the flexibility to customize wherever needed, and make changes fast and at scale. 

Hans Nillson, e-commerce and digital platform manager, SWAROVSKI OPTIK, underscored this need, adding, “From the beginning, it was quite clear that we could rule out the monolithic approach. We wanted something that was flexible in terms of detaching front-end and back-end, and going for this API-first solution. We wanted to have the easiest possible way to integrate with third-party softwares.”  

Contentful and commercetools Help Brands Get to Market Faster

Recognized as a global leader in composable commerce, commercetools provides users with a cloud-native, component-based, tech-agnostic solution that enables organizations to keep pace with the evolving needs of their business and customers. When paired with the Contentful® Composable Content Platform, the result is a modern tech stack that empowers digital teams with the flexibility to deliver faster experiences that support storefront performance at scale.

To help brands speed time-to-value, Contentful partners have developed accelerators for Contentful and commercetools, offering a structured baseline for commerce websites. With these accelerators, implementation is faster and easier, enabling customers to focus on their customizations to build unique experiences. Accelerators available today include Avensia Excite, Columbus N3XT®, Corra Pylot, Deloitte Composable Commerce Accelerator™, DEPT ADA/DASH, IBM iX Experience Orchestrator, mindcurv B2Xaccelerator, Orium commercetools Accelerator, Overdose Antidote Accelerator, Smith Conduit, VAIMO Launchpad, and valtech LEAP.

“Brands want to offer the consistent and engaging shopping experiences that today’s consumers demand, and our longstanding partnership with commercetools delivers on this,” said Steve Sloan, CEO of Contentful. “Together, commercetools and Contentful enable the future of commerce with composable, modern solutions that give brands the flexibility to adapt and move quickly to meet their evolving business needs.” 

“We’re proud of our strong and established partnership with Contentful and our joint leadership in the composable marketplace,” said Blaine Trainor, VP Global Partnerships and Alliances, commercetools. “The successes of our scores of mutual customers is a realization of the potential of composable commerce.”

Continuing its partnership with Contentful, commercetools was onstage with Contentful yesterday at Storylines Silicon Valley, and will join Contentful again at Storylines Berlin on Oct. 19, to discuss the partnership and Contentful’s latest product innovations. With an enhanced commercetools integration into the Contentful Platform, customers can now preview the commercetools product catalog in the Contentful app, and access a single API to Contentful and commercetools content, making it easier for marketing teams to orchestrate commerce data directly from within Contentful. 

To learn more about the Contentful and commercetools partnership, visit

About Contentful

Contentful is the intelligent composable content platform that unlocks all of an organization’s digital content to deliver impactful customer experiences, making content a strategic business asset. The Contentful Platform, Contentful Studio, and the Contentful Ecosystem combine the flexibility of composable content with the intelligence of AI, empowering digital teams to drive business momentum through collaboration, speed, and scale. Contentful powers innovative content experiences across brands, regions, and channels for organizations around the world, including nearly 30% of the Fortune 500. For more information, visit

Contentful, the Contentful logo, and other trademarks listed here are registered trademarks of Contentful Inc., Contentful GmbH and/or its affiliates in the United States and other countries. Other names may be trademarks of their respective owners.

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