Content and Commerce: a big opportunity for Drupal
Why we should integrate Drupal with third-party commerce platforms like Magento, DemandWare, Hybris and more
Last week Acquia announced a partnership with Magento. I wanted to use this opportunity to explain why I am excited about this. I also want to take a step back and share what I see is a big opportunity for both Drupal, Acquia and commerce platforms.
State of the commerce market
First, it is important to understand what is one of the most important market trends in online commerce: consumers are demanding better experiences when they shop online. In particular, commerce teams are looking to leverage vastly greater levels of content throughout the customer's shopping journey - editorials, lookbooks, tutorials, product demonstration videos, mood videos, testimonials, etc.
At the same time, commerce platforms have not added many tools for rich content management. Instead they have been investing in capabilities needed to compete in the commerce market; order management systems (OMS), omnichannel shopping (point of sale, mobile, desktop, kiosk, etc), improved product information management (PIM) and other vital commerce capabilities. The limited investment in content management capabilities has left merchants looking for better tools to take control of the customer experience, something that Drupal addresses extremely well.
To overcome the limitations that today's commerce platforms have with building content-rich shopping experiences, organizations want to integrate their commerce platform with a content management system (CMS). Depending on the situation, the combined solution is architected for either system to be "the glass", i.e. the driver of the shopping experience.
Drupal's unique advantage for commerce
Drupal is unique in its ability to easily integrate into ambitious commerce architectures in precisely the manner the brand prefers. We are seeing this first hand at Acquia. We have helped many customers implement a "Content for Commerce" strategy where Acquia products and Drupal were integrated with an existing commerce platform. Those integrations spanned commerce platforms including IBM WebSphere Commerce, Demandware, Oracle/ATG, SAP/hybris, Magento and even custom transaction platforms. Check out Quicken (Magento), Puma (Demandware), Motorola (Broadleaf Commerce), Tesla (custom to order a car, and Shopify to order accessories) as great examples of Drupal working with commerce platforms.
We've seen a variety of approaches to "Content for Commerce" but one thing that is clear is that a best-of-breed approach is preferred. The more complex demands may end up with IBM WebSphere Commerce or SAP/hybris. Less demanding requirements may be solved with Commerce Tools, Elastic Path or Drupal Commerce, while Magento historically has fit in between.
Additionally, having to rip and replace an existing commerce platform is not something most organizations aspire to do. This is true for smaller organizations who can't afford to replace their commerce platform, but also for large organizations who can't afford the business risk to forklift a complex commerce backend. Remember that commerce platforms have complex integrations with ERP systems, point-of-sales systems, CRM systems, warehousing systems, payment systems, marketplaces, product information systems, etc. It's often easier to add a content management system than to replace everything they have in place.
This year's "State of Retailing Online" series asked retailers and brands to prioritize their initiatives for the year. Just 16% of respondents prioritized a commerce re-platform project while 41-59% prioritized investments to evolve the customer experience including content development, responsive design and personalization. In other words, organizations are 3 times more likely to invest in improving the shopping experience than in switching commerce platforms.
The market trends, customer use cases and survey data make me believe that (1) there are hundreds of thousands of existing commerce sites that would prefer to have a better shopping experience and (2) that many of those organizations prefer to keep their commerce backend untouched while swapping out the shopping experience.
Acquia's near-term commerce strategy
A big part of Acquia's commerce strategy is to focus on integrating Drupal with multiple commerce platforms, and to offer personalization through Lift. The partnership with Magento is an important part of this strategy, and one that will drive adoption of both Drupal and Magento.
There are over 250,000 commerce sites built with Magento and many of these organizations will want a better shopping experience. Furthermore, given the consolidation seen in the commerce platform space, there are few, proven enterprise solutions left on the market. This has increased the market opportunity for Magento and Drupal. Drupal and Magento are a natural fit; we share the same technology stack (PHP, MySQL) and we are both open source (albeit using different licenses). Last but not least, the market is pushing us to partner; we've seen strong demand for Drupal-Magento integration.
We're keen to partner with other commerce platforms as well. In fact, Acquia has existing partnerships with SAP/hybris, Demandware, Elastic Path and Commerce Tools.
Global brands are seeing increased opportunity to sell direct to consumers and want to build content-rich shopping journeys, and merchants are looking for better tools to take control of the customer experience.
Most organizations prefer best of breed solutions. There are hundreds of thousands of existing commerce sites that would like to have more differentiation enabled by a stronger shopping experience, yet leave their commerce capabilities relatively untouched.
Drupal is a great fit. It's power and flexibility allow it to be molded to virtually any systems architecture, while vastly improving the content experience of both authors and customers along the shopping journey. I believe commerce is evolving to be the next massive use case for Drupal and I'm excited to partner with different commerce platforms.
Special thanks to Tom Erickson and Kelly O'Neill for their contributions to this blog post.
— Dries Buytaert
Dries Buytaert is an Open Source advocate and technology executive. More than 10,000 people are subscribed to his blog. Sign up to have new posts emailed to you or subscribe using RSS. Write to Dries Buytaert at email@example.com.