In a move set to reshape digital commerce for enterprise B2C retailers, Optimizely, a global leader in digital experience platforms (DXP), has announced a strategic technology partnership with commercetools, a pioneer in unified composable commerce. This collaboration merges Optimizely’s powerful content management, AI-driven personalization, and experimentation tools with commercetools’ flexible commerce architecture, giving marketers unprecedented control over the entire customer journey.

By bridging commercetools’ product catalog with Optimizely’s CMS, the partnership tackles a perennial challenge in retail: accelerating speed to market for digital campaigns. The integration empowers marketing teams to create rich, personalized content experiences powered by real-time commerce data reducing reliance on IT and enabling faster campaign launches. This alignment, supported by Insight Partners, promises to accelerate innovation and growth for joint customers.

Benefits of the Optimizely-Commercetools Partnership

1. Faster Time to Market

• Enables marketers to launch, test, and optimize campaigns without heavy developer dependency.

• Streamlined workflows significantly reduce campaign development cycles, allowing brands to respond rapidly to shifting consumer demands.

2. Unified Content and Commerce Experience

• Integrates real-time product catalog and customer data to deliver content-rich, personalized shopping experiences.

• Enables consistent brand storytelling and product messaging across multiple markets and channels.

3. Integrated Experimentation for Higher Conversions

• Supports A/B and multivariate testing throughout the product lifecycle—from product page to checkout.

• Instant deployment of winning variations improves conversion rates and customer satisfaction.

4. AI-Assisted Content Creation at Scale

• Optimizely’s Opal AI leverages commercetools’ product data to automatically generate and enhance product descriptions, sales copy, and other content assets.

• Increases campaign velocity and content quality while freeing up creative resources.

5. Empowering Marketers with Control

• Marketers gain the autonomy to personalize and update product pages and storefronts without IT bottlenecks.

• This democratization of digital experience management enables rapid adaptation to market changes.

6. Composable and Scalable Architecture

• The partnership offers a future-proof digital foundation that supports modular adoption, extensibility, or replacement of services without vendor lock-in.

• Supports enterprise needs for agility, scalability, and flexibility in their commerce technology stack.

Leadership Perspectives

Alex Atzberger, CEO of Optimizely, emphasized the urgency for retailers to keep pace with their customers:

“Retailers need to move at the speed of their customers, and that requires a composable yet pre-packaged approach that doesn’t compromise usability or speed to market. By pairing commercetools’ composable commerce platform with Optimizely’s AI-powered DXP, we’re putting the power back in the hands of marketers and retailers, while giving developers the flexibility they need.”

Dirk Hoerig, Founder of commercetools, highlighted the partnership’s strategic value:

“This partnership brings together two best-in-class enterprise platforms to help marketers move faster and deliver more meaningful digital experiences. It’s not about how you build—it's about what you get: a modern shopping experience that’s agile, personalized, and ready for what’s next.”

Implementation and Market Launch

The joint solution was unveiled at Elevate - The Global Commerce Summit™ 2025 and is currently available for select customers, with general availability expected in Q3 2025.

To ensure smooth adoption and early success, system integrators Valtech and LEVO are official launch partners, providing implementation expertise and go-to-market support.

Olivier Padiou, CEO of Valtech, expressed enthusiasm for the partnership:

“Valtech is proud to join as the global launch partner of this initiative. As Optimizely and commercetools’ most trusted global implementation partner, we help retail customers accelerate marketing efforts and drive growth through experience innovation.”

The Optimizely and commercetools partnership represents a powerful step forward for enterprise B2C retailers striving to deliver fast, personalized, and scalable digital commerce experiences. By uniting Optimizely’s AI-powered content management and experimentation tools with commercetools’ flexible commerce platform, marketers gain full control to craft engaging, data-driven customer journeys at unprecedented speed.

This alliance empowers brands to transform how they build and optimize digital storefronts, enabling faster responses to market trends, enhanced customer engagement, and increased conversions. As digital commerce continues to evolve, this collaboration sets a new standard for agile, AI-enhanced marketing in the enterprise space.