May 29, 2025 | 3 minute read
written by Bryan House
I’m honored to step into the role of CEO at Elastic Path during one of the biggest moments the commerce industry has seen in decades. It’s a moment defined by both urgency and opportunity.
Over the last few years, Elastic Path has quietly built one of the most future-ready foundations in commerce: a composable, API-first architecture that puts flexibility and speed at the core of every experience. That foundation is now more valuable than ever, because we’ve reached an inflection point.
We are entering the era of intelligent commerce.
Generative AI has done something most digital transformations couldn’t: it changed expectations at a behavioral level.
B2B buyers no longer tolerate slow, fragmented experiences. They’ve grown accustomed to D2C-like convenience — instant answers, seamless product discovery, and self-service everything. They also expect tools that make their human sales reps faster and sharper.
The shift is already here. And the cost of doing nothing now outweighs the risk of change. For B2B companies, AI reduces the barriers that once made digital transformation too risky or complex. With the right architecture, it’s faster and easier than ever to bring your B2B buying experience online.
That’s where intelligent commerce comes in. It’s about infusing AI across the commerce lifecycle to accelerate development, personalize experiences, streamline workflows, and automate what used to require costly manual effort.
And that’s exactly the leap Elastic Path is here to help B2B companies make.
All commerce is composable. It’s just the way of the modern development world. Elastic Path was built from the ground up for this moment. We’ve decoupled our cloud services into fully independent, API-first components. We’ve adopted the OpenAPI specification. And we’ve made years of targeted R&D investments to ensure those services are ready to be AI-enhanced and rapidly orchestrated.
In other words, our intelligent commerce vision is already in motion. We’re creating real, immediate value by:
We’ve seen how this approach works for high-complexity businesses like Astrak and Illumina, where templated platforms like Shopify or legacy systems like Magento and SFCC fall short. Those aren’t edge cases. They’re proof points.
Our AI-ready architecture enables fast adoption. And AI, in turn, accelerates development timelines.
We’re building the next generation of B2B storefronts on an architecture that’s already powering some of the most sophisticated B2B commerce operations out there.
Now is the best time to be in commerce. And I couldn’t be more excited to lead Elastic Path as we help our customers turn this potential into progress. Let’s build what’s next.
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