Etam Group is replacing its current online shop platform with the solution from Commercetools. The banner operations Etam, Maison 123 and Undiz will use a shared technical platform while retaining the freedom to independently develop their digital offerings.
Etam Group’s Digital Factory developed a prototype within eight weeks in early 2026. It used solutions from Algolia and Contentstack alongside Commercetools Sphere. This test increased the development speed by 70 to 80 per cent compared with the previous system environment.
At Etam, Commercetools is set to manage key digital retail processes. To this end, the platform provides functions for product catalogues, pricing, promotional campaigns, customer accounts, shopping baskets, checkouts and orders.
Etam is managing the transformation itself
The platform operates in a headless and API-native manner. Consequently, online shops’ user interfaces are kept separate from the commerce logic, retrieving product, price and basket data via programming interfaces. This means that Etam can further develop or replace individual services without having to rebuild the entire system. This architecture integrates new technology with the existing IT infrastructure of Etam Group.
Etam Group’s development team is overseeing the migration of the platform in collaboration with Commercetools. The fashion retailer’s goal is to develop its own expertise and have more control over the future development of its online shop platform.
Rewe Group continues to hold a stake in Commercetools
Digital Factory has already used AI-powered development tools for the prototype. In the future, Etam intends to explore how artificial intelligence could further reduce the amount of manual work involved in development. The new platform will also support additional banner operations, markets, and omnichannel offerings.
Rewe Digital acquired Commercetools in 2014. In 2019, US software investor Insight Partners acquired a majority stake in the company for 130 million Euros. Rewe Digital retained a minority stake, and Rewe Group still holds around 36 per cent of the shares today.
Rewe was Commercetools’ first client
Rewe was also the first corporate client to use the platform. In its 2025 financial report, the group lists Commercetools as a key partner. The software provider is helping the retail company digitise its core competencies.
