Commercetools acquire Frontastic

Pioneer of the headless commerce movement acquires leading composable frontend platform Frontastic

Frontastic is the first acquisition after commercetools received Series C funding to help them accelerate their move to modern commerce. Munich-based commercetools are one of the pioneers of the headless commerce movement and members of the MACH Alliance (Microservices, API, Cloud and Headless), who together are leading digital business teams towards a modern commerce experience.


The game-changing technology of Frontastic

Today's announcement reveals the acquisition of Frontastic, makers of the Composable Frontend Platform, that allows brands and retailers to create outstanding multi-channel shopping experiences. The acquisition is viewed as broadening the reach of commercetools game-changing commerce technology, designed to create differentiated user experiences.

Frontastic provides modern front-end technologies for better commerce sites, enabling brands and merchants to quickly build unique experiences. It allows enterprises to enter new markets and launch products faster, without relying on multiple developers. It is used by international brands such as Universal Music, Flaconi and APG & Co.

Founded in 2017,  the Composable Frontend Platform connects to any API to unify tech landscapes and provides the necessary tools so commerce teams can focus on innovating new features. Within a short time, the company has successfully established itself as the new standard for commerce frontends, with its customers seeing up to 50% higher conversion rates and up to 50% faster time to market.


Dirk Hoerig, CEO and co-founder of commercetools, said: “We’ve been partnering with the Frontastic team since the very beginning and see a huge market opportunity for their Composable Frontend Platform around the world. With this powerful combination, we’re bringing the MACH (Microservices, API, Cloud and Headless) movement to the mid-market as well as to digital business teams so that more companies can benefit from modern commerce experiences.” 


Thomas Gottheil, CEO and co-founder of Frontastic, added: “We’re excited to become part of the impressive commercetools growth story. We created Frontastic to help enterprises build the best shopping experiences – regardless of which commerce platform they use. By joining forces with commercetools, we can support even more brands on a global scale.”


Who are commercetools?

commercetools made the exclusive 2021 list of unicorn companies, recognising privately held companies worth over $1 billion.  Recent customer wins include Alcon, BASF, Debenhams, Direct Wines, Inc., Express, Inc., The LEGO Group, L.L. Bean, Screwfix (a Kingfisher Group company), Volkswagen Group and Zenni Optical.

In 2013, commercetools introduced a modular, API-first cloud-native commerce platform that utilises microservices to give businesses the flexibility and speed required to deliver exceptional digital commerce experiences. Known today as "Headless commerce," this solution has become the foundation of modern commerce architecture.

The MACH Alliance presents and advocates for an open and best-of-breed enterprise technology ecosystem. Their mantra is "Future proof enterprise technology and propel current and future digital experiences".  They exist to help companies take advantage of the most innovative and flexible enterprise technologies available - and to break the release cycle. For them, enterprise suites are no longer “the safer choice," the MACH ecosystem is, because it is agile and nimble, and always up to date.


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