ETAM Partners with commercetools to Build the Next Generation of its Global Commerce Platform

• ETAM is working with commercetools to modernize the digital commerce foundation supporting brands including ETAM, Maison 123 and Undiz.
• An eight-week MVP demonstrated a 70–80% increase in development velocity, giving ETAM a proven foundation for its broader commerce transformation.
• The new platform will give ETAM's brands greater autonomy and create a flexible foundation for international growth and AI-powered commerce.

PARIS, Oct. 27, 2026 /PRNewswire/ -- commercetools, the digital commerce AI company, today announced a partnership with French fashion retailer ETAM Group to modernize its digital commerce and accelerate innovation across its brands like ETAM, Maison 123 and Undiz.

The partnership follows an eight-week MVP developed by ETAM's Digital Factory in early 2026 to demonstrate the potential of a modern, flexible commerce architecture against its existing environment. Built on commercetools Sphere, with support from Algolia and Contentstack, the MVP demonstrated a 70–80% increase in development velocity, giving ETAM the confidence to move forward with its broader commerce transformation.

"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," said Sébastien Ribeil, Head of Digital Factory at ETAM Group. "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."

ETAM is now replacing its legacy commerce platform with commercetools as part of a modern technology stack designed to simplify its commerce environment and accelerate development The API-native architecture will integrate with ETAM's existing IT ecosystem while enabling individual capabilities to evolve independently, giving its brands greater autonomy while maintaining a shared commerce foundation.

The transformation is being led by ETAM's own development team in close collaboration with commercetools, enabling the retailer to build internal expertise and maintain greater control over how its commerce platform evolves. The architecture is designed to make it easier to introduce new capabilities, support additional brands and markets, and continuously improve digital and omnichannel customer experiences as business requirements change.

"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," said Dirk Hoerig, Founder and Chief Innovation Officer at commercetools. "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."

AI is also playing a role in how ETAM is delivering the transformation itself. The Digital Factory used AI-assisted development during the MVP to accelerate delivery with its existing engineering team. As the transformation progresses, ETAM will continue exploring how AI can improve engineering productivity and reduce manual development effort, while commercetools Sphere provides a flexible foundation for introducing new AI-powered commerce capabilities as they emerge.

Over time, this will support ETAM as it expands into new markets, introduces new capabilities and adapts its commerce strategy as customer expectations and technology continue to evolve.

About commercetools

commercetools, the digital commerce AI company, helps enterprises transform commerce for the AI era. Built API-native from the start and AI-first by design, our technology enables agentic shopping experiences, automates commerce operations and gives businesses the agility to modernize faster, innovate continuously and operate more intelligently.

More than 500 global brands, retailers and enterprise companies rely on commercetools to power their digital commerce. Together, they process more than €100 billion in annualized GMV, over 700 million orders and more than one billion customer records on our platform.

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SOURCE commercetools