As companies across all industries pivot to digital, the landscape of full stack / monolithic ecommerce solutions has expanded. However, there’s a now growing trend among top brands to move away from monolithic commerce technologies that combine content presentation capabilities with catalogues, carts and commerce.
Gartner predicts that by 2018, more than half of all commerce sites will integrate technologies from more than 15 vendors to deliver a digital customer experience. 
We see the following reasons why leading companies are abandoning full stack solutions.
1. Transformation: Going digital is no longer just about going online
Top brands realize that digital transformation is not just about making their catalog “available online.” They are re-examining their fundamental value propositions, re-architecting customer experiences, and using technologies to express consistent offerings and services across all touchpoints.
For example, vehicle manufacturers are reimagining the way cars are researched and bought. Retailers are utilizing augmented reality to allow customers try on clothes virtually. Manufacturers are inviting customers to co-create their own pieces through mass customization. Telecoms are enabling the design of custom bundles.
These customer experiences combine best of breed content, marketing, industrial automation, commerce, and consumer technologies to reach a digital-centric customer. Naturally, industries will have …read more