French fashion retailer Etam Group has partnered with commercetools to replace its legacy ecommerce platform following an eight-week trial that increased development speed by 70–80%.
The partnership will support the group’s brands, including Etam, Maison 123 and Undiz, as it looks to modernise its digital commerce operations and introduce new omnichannel shopping experiences.
The trial, carried out by Etam’s in-house Digital Factory team in early 2026, tested a new commerce architecture built on commercetools Sphere, with support from Algolia and Contentstack.
According to the companies, the proof-of-concept project demonstrated a 70–80% increase in development velocity compared with Etam’s existing technology environment, prompting the retailer to move ahead with a wider platform transformation.
Sébastien Ribeil, Head of Digital Factory at Etam Group, said: “From the outset, our work with commercetools has been about more than replacing technology. We’re building a commerce foundation that gives our teams greater speed and our brands more freedom to innovate. The progress we made together in just eight weeks demonstrated what this approach can unlock, significantly increasing development velocity and giving us a way forward in how we can continue to evolve and grow. Just as importantly, it opens the door to new omnichannel experiences, a strategic priority for ETAM Group in the years ahead.”
The new platform will integrate with Etam’s existing IT systems, giving its brands greater control over their digital operations while maintaining a shared technology foundation. The retailer aims to use this flexibility to introduce new capabilities and support further international expansion.
Etam’s own development team is leading the transformation in collaboration with commercetools, building on the expertise developed during the initial trial. AI-assisted development was also used during the pilot to help the existing engineering team accelerate delivery and reduce manual work.
Dirk Hoerig, Founder and Chief Innovation Officer at commercetools, said: “ETAM approached this transformation in exactly the way we believe modern commerce should be built: prove the value quickly, give the people closest to the business the ability to build, and create an architecture that can keep changing with them. What we’re building together isn’t simply a replacement for ETAM’s existing platform. It’s a foundation that gives its teams and brands the freedom to move faster today, while preparing the business for the much bigger changes AI will bring to commerce.”
