Reimagining Commerce: The Headless Approach and Its Implications

This week Bill and I are joined by Dirk Hörig, founder and CEO of commercetools. We warned Dirk that we would ply him with drinks and ask him some tough questions, and that’s just what we did. We talked about what is happening with Commercetools, the state of the market, MACH Alliance, and the advent of Agentic Commerce and what that means for commerce tech.

Dirk co-founded Commercetools in 2006, leading CT through its growth to become one of the world's leading enterprise commerce platforms. Dirk is credited by many with popularizing the concept of headless commerce and was central to the formation of the MACH Alliance.

It’s a great conversation, so please pour yourself something to sip along with us and enjoy.

Cheers!

Episode Chapters:

* Amaretto Sours!

* Hey Kai, understanding Commercetools

* Dirk’s Founder Story

* A bit of “Headless History”

* State of the Commerce Platform Market - dynamics and challenges

* Future outlook and the competitive landscape

* Dirk’s POV on Shopify and Commercetools differentiation

* The rise of Agentic Commerce and what it means for commerce platforms

* The evolving role of the MACH Alliance and commerce ecosystems

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This week’s cocktail: Amaretto Sour

The Amaretto Sour is one of those cocktails that walks a tightrope between kitschy nostalgia and modern classic - but which when made right, lands squarely in the pantheon of beautifully balanced drinks. Originating from the boom of Italian liqueurs in American bars during the 1970s, the Amaretto Sour quickly became synonymous with sweet, low-proof indulgence. But the original recipe - little more than amaretto and commercial sour mix - left much to be desired. It wasn’t until bartenders began reimagining it with fresh citrus and structural support that it reclaimed its rightful place as a serious sipper.

The first thing to understand about the Amaretto Sour is that amaretto is not enough on its own. Yes, that nutty, almond-forward sweetness is lush and aromatic, but it lacks acid, backbone, and bite. Modern iterations - notably Jeffrey Morgenthaler’s influential 2012 upgrade - build in a dose of high-proof bourbon for heat and depth, fresh lemon juice for brightness, and egg white for a velvety texture that elevates the experience from cloying to captivating. Morgenthaler’s is no longer just just a party drink hungover from the 70’s, it's a balanced, full-bodied cocktail with layers of character.

Finally, it's worth noting that the Amaretto Sour is a reminder of how modern bartending is about redemption as much as innovation. Thoughtful technique and respect for ingredients can turn a dated throwback into a nostalgic, yet fresh triumph.

Amaretto Sour Cocktail Spec - Jefferey Morgenthaller variation

1 1/2 oz (~ 45 ml) - Amaretto liqueur

3/4 oz (~ 20 ml) - Bourbon (Cask-proof if available)

1 oz (~ 30 ml) - Lemon juice, freshly squeezed

1 teaspoon (~ 5 ml) - Rich simple syrup (2:1)

~1/2 oz (~ 15 ml) - Egg white

Garnish: Lemon twist

Garnish: 2 brandied cherries

Steps

Add amaretto, bourbon, lemon juice, simple syrup and egg white to a shaker and dry-shake (no ice) for 15 seconds. Add ice and shake again until well-chilled. Strain into a rocks glass over fresh ice. Garnish with a lemon twist and 2 skewered brandied cherries.

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Be well, drink well, and here is to good business! Cheers! - Brian & Bill

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