Video Transcript

Hi, my name is Calvin Barrett, and I am a strategic partnership manager here at AcroCommerce. Today, I want to talk about architecture and accelerators.

To start us off, I want to highlight a couple of questions that I'd like to get answered throughout this video. First, why is architecture so important to your digital experience moving forward? Second, how do decisions made early on shape your digital experience and customer journey?

More and more B2B companies are digitizing their sales channels and moving sales operations online. They are focusing on low customer acquisition cost channels while driving higher-cost activities like demos, consultations, and sales rep interactions further down the sales funnel. As a result, architecture is becoming incredibly important in creating seamless customer journeys that fit your business—rather than forcing your business to fit the technology you're using.

Seventy-five percent of B2B manufacturers will sell directly to their customers via digital commerce by 2025. Since we're already in 2025, if you're not already having these conversations, now is the time to start.

Additionally, 73% of 20- to 35-year-olds are involved in purchasing decisions. I place a high value on being able to walk through the sales funnel — understanding the product, services, and how they fit my business — before engaging in high-cost activities. This is important not just for buyers but also for leadership teams, where time and resources play a significant role in decision-making.

So, how does this all tie back to architecture? Let's use two specific examples to paint the picture.

We have Tom and Jerry, business owners in Winnipeg. As a local Winnipegger, I thought this example would make sense. In this scenario, they both own bus manufacturing companies, but their businesses operate quite differently.

Tom’s Story

Tom owns Bridgeline Buses, which offers a limited number of options—just a few seating sizes and configurations. You might think of this as a standardized school bus manufacturer. There are only one or two different purchasing flows, such as purchase orders or financing. In many cases, customers can also purchase directly via accounts receivable or credit card. With limited customer profiles, all customers have the same experience.

Jerry’s Story

On the other hand, Jerry owns Prairie Custom Buses. He offers a much wider range of options, including different bus lengths, seating configurations, power units, and accessibility features. Financing options are also more complex, including purchase orders, credit, bulk purchasing, and custom finance solutions for large institutions or government buyers. Additionally, servicing and sales involve different government and private sector segments, from small municipalities to metropolitan cities, as well as non-traditional buyers like airports needing specialized buses with no seats at all.

Because of these differences, Tom and Jerry require different architecture solutions to build their systems.

Understanding Key Terminology

Before diving deeper, let’s clarify some key terms:

Monolithic Builds: Traditional systems that are self-contained, like Drupal or WordPress, where the backend and frontend are tightly coupled.
Decoupled & Headless Architecture: These architectures separate the backend from the frontend, allowing for greater flexibility. We'll discuss this more in detail later.
Accelerators: Think of an accelerator like the gas pedal in a car—it helps you go to market faster by providing pre-built components and reducing development time.

Architecture Analogy: The Human Body

My partner is a physician, and we often discuss complex systems. So, I created an analogy comparing digital architecture to the human body.

Frontend (Presentation Layer): The customer-facing interface—like the eyes and ears—where users interact with the website.
Backend (Core Functionality): The heart and lungs of the system, responsible for transactions, data management, and content creation.
APIs (Connectivity): The veins or nerves that enable communication between the frontend and back end, allowing information to flow seamlessly.

Monolithic vs. Decoupled Architecture

Monolithic Systems: These all-in-one platforms provide simplicity but limit flexibility. They require extensive maintenance and make iterative improvements difficult due to their rigid structure.
Decoupled Architecture: This approach separates the front end and backend, allowing different systems (e.g., eCommerce, ERP, CMS) to work together seamlessly. It provides flexibility, scalability, and faster development cycles.

Headless vs. Decoupled

All headless systems are decoupled, but not all decoupled systems are headless. For example:

Shopify and BigCommerce offer decoupled options where the frontend and back end are distinct but still connected.
Storyblok, on the other hand, is fully headless, requiring a separate presentation layer to function.

AcroCommerce’s Gesso Accelerator

Gesso is a decoupled accelerator. It separates the presentation layer from the backend and speeds up time to market with built-in design systems and plug-ins.

Gesso integrates with:

Ecommerce platforms (e.g., Shopify, BigCommerce)
CMS platforms (e.g., Storyblok, Drupal)
ERP systems (e.g., Acumatica, Epicor)
AI-driven pricing, quoting, and configuration tools for manufacturers

Flexible Architecture for Manufacturing

Many manufacturers rely on direct integrations between their ERP and eCommerce platforms. However, as complexity increases, like in Jerry’s case, these native integrations may not suffice. A decoupled system like Gesso enables businesses to plug into multiple systems without being restricted by a single platform’s limitations.

Advantages of Decoupled Accelerators

Performance: Separating frontend and backend improves page speeds, enhancing user experience.
Reduced Technical Support: Content teams can update pages without needing developers.
Future-Proofing: Easily swap out systems as business needs evolve.
Design System: Gesso includes a component library with over 100 elements, reducing development time.

Revisiting Tom and Jerry

Tom’s standardized business might work well with a traditional ecommerce-ERP integration.
Jerry’s complex purchasing and customization needs require a more flexible, decoupled system like Gesso.

Final Questions to Consider

Do you need to move to a decoupled architecture right now?
Probably not immediately, but you should be having the conversation.
How are you planning to digitize your customer journey?
With B2B purchasing shifting online, delaying digital transformation could mean missed opportunities.

Thank you for your time. If you’d like to connect with us, visit acrocommerce.com.