EP200: Unplatform: Elastic Path’s New Product Strategy And Market Positioning

Inside Commerce: Ecommerce Strategy, CX and Technology Podcast

Tl;dr

• Why Elastic Path's new marketing mantra is the "Unplatform"
• Understanding the role of a modern ecommerce platform
• Under the hood of Elastic Path’s new product strategy and positioning
• Product roadmap for Q423 and beyond

Our industry has a habit of thrusting new buzzwords on the market that create more confusion than clarity! Elastic Path has refreshed its brand identity and is now talking about the 3rd wave of ecommerce platforms being the era of the "Unplatform".

We're playing devil’s advocate: this feels like marketing spin on what’s been a common theme in SME and enterprise for several years, reducing the role of the ecommerce platform and focusing on best in breed. We asked Elastic Path on to talk us through what they mean by Unplatform in relation to systems architecture & the overall technology stack, as well as operational implications for ecommerce teams.

Whilst we agree that the role of the ecommerce platform is narrowing, as businesses focus more on a connected technology stack simplifying the ability to isolate and retire specific components with much less effort and risk, we're not sure the industry needs a new buzzword to hang its hat on. Elastic Path has a lot of knowledge and experience guiding merchants through their technology evolution, so this episode provides a useful insight into their perspective on the market.

Tune in to hear directly from Elastic Path's Chief Experience Officer, Bryan House.