Omni Talk Retail What Will You Do When E-Commerce No Longer Requires A Website? | Ask An Expert
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Oct 9, 2025 
Join Jon Cleaver, CTO of Sportshoes.com, who masterfully transitioned the company to a composable tech stack, and Malte Ubl, CTO at Vercel and creator of Next.js, as they discuss the future of e-commerce. They delve into the advantages of composable commerce for leveraging AI, share insights on rapid website overhauls, and explore the role of agentic AI in transforming retail. Expect practical tips on starting AI experiments and managing costs while ensuring your digital presence evolves with customer needs.
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Joining A Business You Love Helps Drive Change
- Jon Cleaver joined SportsShoes.com and found his passion matched the business, bringing domain enthusiasm to tech decisions.
- His running obsession influenced product and customer focus during the transformation.
Monolith Pain Sparked A Fast Composable Shift
- SportsShoes.com had a painful monolithic site with weekly releases and manual work for marketers.
- They proved a lightweight CMS and then moved toward a full composable stack within months.
Pick The Right E‑Commerce Engine First
- Choose an e-commerce engine that fits your company size and roadmap trade-offs before building the front end.
- Use mid-market platforms like BigCommerce to balance speed-to-market and composability.