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Modcloth modernizes online shopping experience

A digitally native indie and vintage-inspired women’s apparel retailer is rebuilding its customer experience end to end.

Modcloth parent Go Global Retail, which purchased the e-tailer from Walmart in October 2019, is leveraging technology from Commercetools and Fluent Commerce to transform the site. With its new e-commerce solution in place, ModCloth can publish new products in real time, provide individually tailored customer experiences, and improve order fulfillment.

Modcloth’s new digital retail platform includes e-commerce technology from Commercetools and a more sophisticated order fulfillment solution from Fluent Commerce. The solution for ModCloth is being delivered and implemented by Devgurus, recently acquired by global digital transformation provider DMI.

"The future of e-commerce is headless, API-driven and microservices-based, which is what we're getting with commercetools and Fluent Commerce," said Thoryn Stephens, CTO and partner of Go Global Retail. "When we acquired ModCloth, we acquired a lot of technical debt. We knew we needed a more agile commerce technology to give ModCloth customers the options and customized experiences they have come to expect and pay off our brand promise of empowering and uplifting women."

Go Global Retail found the solution for ModCloth from the MACH (Microservices- based, API-first, Cloud-native SaaS and Headless) Alliance, which was launched in June 2020 by Commercetools and others to help enterprises adopt and adapt the best and most agile systems, processes and skills to turn their digital practices into business differentiators. Go Global Retail plans to take the new e-commerce approach it is using for ModCloth and roll it out to its other fashion brands.

"We wanted to implement not just a model or a technology, but a digital playbook so that we could have a standardized but flexible approach that all of our brands can leverage," said Jeff Streader, founder and managing director, Go Global Retail. "We like to call it the 'Great American Digital Transformation' that we're helping bring to the retail industry."

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