Pure Beauty

Sephora invests in online customer experience with new e-commerce solution

By Austyn King | Published: 13-Jul-2022

The retailer's partnership with Commercetools aims to unify its in-store and online shopping experiences and increase personalisation

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Beauty retailer Sephora is leveling up its e-commerce offering by partnering with digital commerce company Commercetools.

Aiming to offer users a smoother and more personalised experience, the retailer hopes to unify its in-store and online shopping experience and boost its omnichannel offerings through the new system.

Utilising what Commercetools has coined as 'headless commerce', the technology will allow Sephora to more easily change layouts and product pages by separating the front and back end of its website, as Dirk Hoerig, co-founder and CEO of Commercetools, explained to Cosmetics Business.

“Sephora chose commercetools because it was looking toward the future of its business and recognised the need for more flexibility in digital commerce,” said Hoerig.

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