Optimizely, commercetools partner to speed up retail campaigns

Optimizely and commercetools have formed a strategic partnership aimed at enabling enterprise retailers to deliver faster, personalised digital experiences by integrating their respective platforms.

The partnership fuses Optimizely's content management, personalisation, experimentation, and artificial intelligence functions with commercetools' composable commerce platform. This integration is designed to allow business-to-consumer (B2C) marketers to control digital experiences, with the ultimate goal of increasing conversions and improving customer retention.

Both companies are backed by the private equity and venture capital group Insight Partners. According to both organisations, the combined offering will equip marketing teams with direct access to product data through Optimizely Opal, which supports the creation of content-rich product pages with minimal reliance on development resources. This method intends to reduce the campaign development cycle from months to weeks and enable marketers to rapidly respond to changes in consumer demand.

"Retailers need to move at the speed of their customers, and that requires a composable yet pre-packaged approach that doesn't compromise on usability or speed to market. By pairing two market-leading solutions – 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," Alex Atzberger, Chief Executive Officer of Optimizely, said.

The combined solution presents several key benefits for enterprise retailers. Marketers are promised end-to-end workflows that facilitate the launch and optimisation of digital experiences without the frequent need for IT involvement. The integration leverages real-time product and customer data to enable content-rich, personalised user journeys across brands and channels. Experimentation is also a central feature, with the ability to run A/B and multivariate tests across all commerce flows, such as product, cart, and checkout, then immediately implement effective changes. The platforms' AI capabilities via Opal AI will assist in generating and enriching product content—including descriptions and sales copy—to enhance the speed and adaptability of retail campaigns.

The development approach emphasises scalability and composability, providing enterprise teams with a technology foundation that can be adapted or expanded without fear of future platform lock-ins.

"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, personalised, and ready for what's next," Dirk Hoerig, Founder of commercetools, commented.

The integration is initially available to select joint customers, with general availability expected in the third quarter of 2025. System integrators Valtech and LEVO have joined the initiative as launch partners to support early implementations and promote customer success.

"Valtech is proud to join as the global launch partner of this initiative. As Optimizely and commercetools' most trusted global implementation partner we have the ability to help retail customers accelerate their marketing efforts and drive growth through experience innovation in their businesses," Olivier Padiou, Chief Executive Officer of Valtech, said.