Commercetools Partners with ETAM Group to Enhance Digital Commerce
Commercetools has teamed up with the French fashion retailer ETAM Group to modernize its online shopping experience and promote innovation across its brands, which include ETAM, Maison 123, and Undiz.
This partnership comes after ETAM’s Digital Factory successfully developed a Minimum Viable Product (MVP) over eight weeks in early 2026. The aim was to showcase the benefits of a modern and adaptable commerce system compared to its current setup.
Built on the commercetools Sphere platform and backed by Algolia and Contentstack, the MVP showed impressive results, achieving a 70–80% boost in the speed of development, according to project participants.
Sébastien Ribeil, the Head of Digital Factory at ETAM Group, expressed the goals of their collaboration with commercetools, stating, “We’re not just replacing old technology. We’re establishing a strong foundation for commerce that allows our teams to work faster and gives our brands more freedom to innovate.” He emphasized that their rapid progress in just eight weeks highlighted the potential for growth and the creation of new omnichannel experiences, a priority for ETAM Group moving forward.
As part of this initiative, ETAM is retiring its outdated commerce platform in favor of commercetools. This new system will integrate seamlessly with ETAM’s existing technology setup, allowing different functions to adapt and grow independently. This approach seeks to empower each brand while maintaining a unified commerce foundation.
Dirk Hoerig, Founder and Chief Innovation Officer at commercetools, praised ETAM’s approach to digital transformation. He remarked, “They proved the value quickly, empowered their team to innovate, and designed a system that can continually evolve alongside their needs.”
The MVP development also incorporated AI technology to speed up delivery, leveraging ETAM’s engineering team. The company plans to further utilize AI to boost productivity and lessen manual work, ensuring that their commerce capabilities can evolve as new technologies emerge.
In the long run, this partnership will aid ETAM as it ventures into new markets and adapts its commerce strategies to meet changing customer expectations and technological advancements.
Highlighting Innovation at the 2026 RTIH Awards
AI is set to be a major theme at the upcoming 2026 RTIH Innovation Awards, which honor cutting-edge retail technology in a rapidly changing omnichannel environment. The entry period has closed, and the winners will be announced at the awards ceremony on November 4th at The HAC in Central London.
This year saw an impressive number of entries, showcasing numerous exemplary technologies that are transforming the global retail landscape. Congratulations to all participants who made it through the initial submission stage! The judging panel will soon determine the winners, with the ceremony featuring a drinks reception, a three-course meal, and an entertaining awards presentation led by comedian and broadcaster Aurie Styla, followed by an after-party until 1 am.
Don’t miss out on this exciting event; book your place for the 2026 RTIH Innovation Awards Ceremony on November 4th!
