commercetools
{{Short description|Headless commerce platform}}
{{Infobox company
| name = commercetools
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| type = Private
| industry = E-commerce
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| founded = {{start date and age|2006}}
Munich, Germany
| founders = {{unbulleted list|Dirk Hoerig|Denis Werner}}
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| hq_location_city = Munich
| hq_location_country = Germany
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| num_locations_year = 2022
| area_served = Worldwide
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| website = {{URL|commercetools.com}}
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Commercetools, stylized as commercetools, is a cloud-based headless commerce platform that provides APIs to power e-commerce sales and similar functions for large businesses.{{Cite web|last=Lunden|first=Ignrid|title=Commercetools raises $145M from Insight for Shopify-style e-commerce APIs for large enterprises|url=https://techcrunch.com/2019/10/21/commercetools-raises-145m-from-insight-for-shopify-style-e-commerce-apis-for-large-enterprises/|access-date=2021-06-11|website=TechCrunch|language=en-US}} Both the company and platform are called Commercetools. The company is headquartered in Munich, Germany with additional offices in Berlin, Germany; Jena, Germany; Amsterdam, Netherlands; London, England; Durham, North Carolina; Zürich, Switzerland; Sydney, Australia; Shanghai, China and Singapore.{{Cite web|title=commercetools locations|url=https://craft.co/commercetools/locations|url-status=live|website=Craft.co|archive-url=https://web.archive.org/web/20210611211142/https://craft.co/commercetools/locations |archive-date=2021-06-11 }} Through its investor REWE Group it is associated with the omnichannel order fulfillment software solutions provider {{proper name|fulfillmenttools}} and the payment transactions provider {{proper name|paymenttools}}.{{Cite web |author=Jonas Jansen |url=https://zeitung.faz.net/faz/unternehmen/2020-09-09/1ea45df6f5d565d5c90a7a8e4929776e/?GEPC=s5 |title=Rewe verkauft auch Wissen |date=2020-09-09 |website=Frankfurter Allgemeine Zeitung - FAZ.NET |language=de |access-date=2022-09-07}}{{Cite web |author=Michael Gerling |url=https://www.ehi.org/news/73-000-tonnen-papier-sparen/ |title=73.000 Tonnen Papier sparen |date=2022-09-14 |website=EHI Retail Institute |language=de |access-date=2022-09-23}}{{Cite web |author=Dominik Grollmann |url=https://www.ibusiness.de/aktuell/db/468953grollmann.html |title=Rewe startet eigenen Paymentdienst |date=2021-07-05 |website=iBusiness |language=de |access-date=2022-09-25}}{{Cite web |author=Stephan Lamprecht |url=https://paymentandbanking.com/rewe-gruppe-gruendet-payment-technologietochter/ |title=Rewe Gruppe gründet Payment-Technologietochter |date=2021-07-21 |website=Payment & Banking |language=de |access-date=2022-10-05}} Its clients include Audi, Bang & Olufsen, Carhartt and Nuts.com.{{Cite web|last=Melton|first=James|date=2019-10-24|title=Headless ecommerce platform vendor commercetools raises $145 million|url=https://www.digitalcommerce360.com/2019/10/24/headless-ecommerce-platform-vendor-commercetools-raises-145-million/|url-status=live|access-date=2021-06-11|website=Digital Commerce 360|language=en-US|archive-url=https://web.archive.org/web/20191030210743/https://www.digitalcommerce360.com/2019/10/24/headless-ecommerce-platform-vendor-commercetools-raises-145-million/ |archive-date=2019-10-30 }} Commercetools is a founding member of the MACH Alliance.
History
Commercetools was founded by Dirk Hoerig and Denis Werner in 2006.{{Cite web|last1=Wong|first1=Stephanie|last2=Morgan|first2=Carter|title=2020 Year In Review: How I Launched This, A SaaS Story|url=https://cloud.withgoogle.com/saas/podcast|url-status=live|access-date=2021-06-11|website=How I Launched This: Google Cloud|language=en|archive-url=https://web.archive.org/web/20200919003224/https://cloud.withgoogle.com/saas/podcast |archive-date=2020-09-19 }}{{Cite web|last=|title=commercetools mit weiterem Investmentkapital - VC Magazin|url=https://www.vc-magazin.de/blog/2021/05/21/commercetools-mit-weiterem-investmentkapital/|url-status=live|access-date=2021-06-11|language=de-DE|archive-url=https://web.archive.org/web/20210522024548/https://www.vc-magazin.de/blog/2021/05/21/commercetools-mit-weiterem-investmentkapital/ |archive-date=2021-05-22 }} It launched its platform in 2013. In 2014, Commercetools was wholly bought by REWE Digital, part of Germany’s REWE Group.{{Cite web|last1=Palmer|first1=Maija|last2=Smith|first2=Tim|date=2020-11-24|title=European tech companies are beating Amazon at its own game|url=https://sifted.eu/articles/amazon-europe-challengers-1/|url-status=live|access-date=2021-06-11|website=Sifted|language=en-US|archive-url=https://web.archive.org/web/20201124065734/https://sifted.eu/articles/amazon-europe-challengers-1/ |archive-date=2020-11-24 }}{{Cite web|date=2019-10-21|title=Shopify-Investor pumpt 130 Millionen in commercetools|url=https://www.deutsche-startups.de/2019/10/21/commercetools-130-millionen/|access-date=2021-06-11|website=deutsche-startups.de|language=de-DE}} Hoerig is credited with coining the term "headless commerce".{{Cite web|last=Lunden|first=Ingrid|title=Italy's Commerce Layer raises $16M led by Coatue for its headless commerce platform|url=https://techcrunch.com/2021/05/26/italys-commerce-layer-raises-16m-led-by-coatue-for-its-headless-commerce-platform/|access-date=2021-06-16|website=TechCrunch|language=en-US}}
In 2018, Commercetools announced a $17 million investment to support its international expansion.{{Cite web|last=Pirrone|first=Gabriella|title=commercetools CEO on Global Enterprise Expansion|url=http://www.cms-connected.com/News-Archive/October-2018/commercetools-CEO-on-Global-Enterprise-Expansion|url-status=live|access-date=2021-06-14|website=CMSC|language=en-US|archive-url=https://web.archive.org/web/20190509111231/https://www.cms-connected.com/News-Archive/October-2018/commercetools-CEO-on-Global-Enterprise-Expansion |archive-date=2019-05-09 }} It expanded into the U.K market in 2019 with the opening of its London office.{{Cite web|last=Walker|first=Peter|title=German e-commerce tech firm enters UK market|url=https://www.retail-systems.com/rs/German_Commercetools_Moves_To_UK.php|access-date=2021-06-16|website=Retail Systems|language=en}} In 2020, Commercetools established a presence in Australia, with a team in Melbourne and a data center in Sydney.{{Cite web|date=2020-03-10|title=commercetools Announces Arrival In Australia|url=https://www.bandt.com.au/commercetools-announces-arrival-in-australia/|access-date=2021-06-16|website=B&T|language=en-US}}
In 2019, commercetools raised $145 million from venture capital firm Insight Partners. Insight Partners' managing directors Richard Wells and Matt Gatto joined Commercetools' board of directors as part of the deal.{{Cite web|last=Lunden|first=Ingrid|title=Commercetools raises $145M from Insight for Shopify-style e-commerce APIs for large enterprises|url=https://techcrunch.com/2019/10/21/commercetools-raises-145m-from-insight-for-shopify-style-e-commerce-apis-for-large-enterprises/|access-date=2021-06-16|website=TechCrunch|language=en-US}}{{Cite web|last=Melton|first=James|date=2019-10-24|title=Headless ecommerce platform vendor commercetools raises $145 million|url=https://www.digitalcommerce360.com/2019/10/24/headless-ecommerce-platform-vendor-commercetools-raises-145-million/|url-status=live|access-date=2021-06-16|website=Digital Commerce 360|language=en-US|archive-url=https://web.archive.org/web/20191030210743/https://www.digitalcommerce360.com/2019/10/24/headless-ecommerce-platform-vendor-commercetools-raises-145-million/ |archive-date=2019-10-30 }} At the same time, Commercetools was spun out by REWE. REWE remains a significant shareholder.
In January 2021, commercetools partnered with car manufacturer Volkswagen Group to use the platform for its group brands, including Volkswagen, Bentley, Porsche and Audi.{{Cite web|last=Edwards|first=Roy|date=2021-01-15|title=Volkswagen selects commercetools for its eCommerce solution -|url=https://www.enterprisetimes.co.uk/2021/01/15/volkswagen-selects-commercetools-for-its-ecommerce-solution/|access-date=2021-06-16|website=Enterprise Times|language=en-GB}}
In May 2021, REWE group announced additional investment into Commercetools to fund growth into the Chinese market.{{Cite web|last=Farrelly|first=Connor|title=REWE Group Invests In Expansion Of Commercetools|url=https://www.esmmagazine.com/technology/rewe-group-continue-invest-expansion-132416|url-status=live|access-date=2021-06-17|website=ESM Magazine|language=en|archive-url=https://web.archive.org/web/20210517123058/https://www.esmmagazine.com/technology/rewe-group-continue-invest-expansion-132416 |archive-date=2021-05-17 }}
In September 2021, commercetools [https://techcrunch.com/2021/09/13/commercetools-raises-140m-at-a-1-9b-valuation-as-headless-commerce-continues-to-boom/ raised $140m in its series C round], led by venture capital firm Accel, valuing the company at $1.9 billion.{{Cite web|title=Commercetools raises $140M at a $1.9B valuation as 'headless' commerce continues to boom|url=https://techcrunch.com/2021/09/13/commercetools-raises-140m-at-a-1-9b-valuation-as-headless-commerce-continues-to-boom/|access-date=2021-10-13|website=TechCrunch|language=en-US}}
In November 2021, commercetools acquired Frontastic{{Cite news|date=2021-11-22|title=VC Daily: In Venture Investing, Early Stage Moves to Main Stage|language=en-US|work=Wall Street Journal|url=https://www.wsj.com/articles/vc-daily-in-venture-investing-early-stage-moves-to-main-stage-11637594647|access-date=2021-11-23|issn=0099-9660}}{{Cite web|last=Demery {{!}}|first=Paul|date=2021-11-22|title=Commercetools fills a headless technology gap with Frontastic|url=https://www.digitalcommerce360.com/2021/11/22/headless-commerce-vendor-commercetools-buys-frontastic/|access-date=2021-11-23|website=Digital Commerce 360|language=en-US}} for an undisclosed amount.