Industry-leading brands have adapted to the ever-changing business environment and consumer expectations significantly faster than the competition. The key driving factor behind this speed-to-market is the adoption of intelligent cloud-native digital commerce architectures. In our talk, we will describe the best practices and case studies of achieving business agility that is imperative to excel in the post-pandemic era.

1. Are you keeping up with your
customer?
Eugene Steinberg
Fellow, head of digital commerce practice
Grid Dynamics

2. Intro
Eugene Steinberg,
Technical Fellow @ Grid Dynamics
● Founding engineer of Grid Dynamics
● Head of digital commerce practice
● 15 years of experience in digital commerce
● Search & product discovery consultant
● Ph.D in applied math & numerical analysis
● Technologist, diver, bookworm, amateur
historian, father of two.

3. Corporate office Site office
Dallas
(TX)
Milwaukee (WI)
New York (NY)
St. Petersburg (FL)
St. Petersburg (Russia)
Saratov (Russia)
Kharkiv (Ukraine)
Krakow
(Poland)
Belgrade
(Serbia)
Portland(OR)
Seattle(WA)
Atlanta(GA)
Kyiv (Ukraine)
Austin(TX)
Pittsburgh(PA)
Chicago(IL)
About Grid Dynamics
We are leading technology consulting
and engineering services company
● 15 years of experience in digital
commerce with Fortune 500
customers
● Recognized as a leader in agile co-
innovation by Forrester
● 10 locations with top engineering
talent in North America, Central and
Eastern Europe
● Nasdaq-listed since 2020
Lviv
(Ukraine)
London (UK)
Guadalajara (Mexico)
Chisinau
(Moldova)
3 Privileged and confidential
San Francisco
Bay Area (CA)
Wroclaw
Amsterdam
(Netherlands)
Dnipro (Ukraine)
Grid Dynamics / Partner for Scale and Complex Engineering

4. Rapid consumer behavior change is a new norm
COVID-19 crisis
and recovery
Recovery in consumer spend
20-30% growth
Loyalty shake-up
30-40% consumers change brands and
retailers
*McKinsey US consumer sentiment and behaviors during the coronavirus crisis, Aug 2021
Homebody economy
32% WFH, 26% renovate
Digital commerce surge
40% growth compared to pre-pandemic
Change in shopping habits
77% consumers tried new ways to shop
Constant consumer change is a defining element
of the “new normal.”
Forrester, Apr 2021

5. Commerce platform needs to support rapid
change
Raise of digital native
consumer
Digital native
competition
Monolith commerce
platform
Change in shopping
behavior
Strain
Tension
change
change change
empowered consumer
change

6. Architecture is all about change
management
Microservices - decouple business
capabilities, establish bulkheads, isolate
changes
API - ensure data and compute isolation
Cloud enables automation, scalability and
elasticity
Headless - decouple UI from business
services, and engagement services from
back-office
Embrace change: composable MACH architecture
Channels
Backoffice
Customer experience platform
Differentiation
innovation
experimentation
stability
efficiency
change
speed
OMS
price
search
& nav promo other
scalability
flexibility
Business
priorities Own the brand, control the look, differentiate.

7. API
Evolution of commerce platforms
Web Mobile
Commerce
Backoffice
Web Mobile
Commerce
Backoffice
Search
PBC
Cart
PBC
PSP
PBC
PIM
PBC
CRM
PBC
API
CMS
PBC
OMS
PBC
Offer
PBC
…
PBC
Web Mobile
Monolith Headless monolith
API
Composable MACH

8. Cloud backbone, data engineering & ML platform
Core PBCs
API management, orchestration & aggregation
CDN
Checkout
Composable commerce blueprint
Recos
Cart
Mobile
CMS
Payment
Offers
Loyalty
PIM
Web
OMS
Fulfillment
Search
Utility PBCs CRM
Enterprise
applications
Feeds
&
data
Business tooling
Support
Monitor
Analytics
Build
Buy
Build Buy

9. Democratise data
access
● API-first approach allows
teams to access data across
the org
● Enables data-driven
innovation, ML and AI
Composable commerce opportunities
Own the brand
● Differentiate with UI/UX
● Control the look and feel
● Achieve speed-to-market
for UI features and changes
Experiment and
innovate
● Try out new customer
experiences
● Fast experiments with
emerging cloud/SaaS
services
Use best-in-class
solutions
● Focus on building
differentiated business
capabilities
● Make granular build-vs-buy
decisions for the rest
Enable speed-to-
market
● Speed without losing
control
● Infrastructure as code
● Continuous Integration
and Delivery (CI/CD)
● Quality automation
Expect the
unexpected
● Quickly react to business
environment changes
● Roll out new user
experiences composing
existing APIs and
capabilities
Embrace cloud
● Elasticity and Scalability
● Infrastructure as code
● Edge computing
● API management
Organize for future
● Conway law: architecture
follows org structure
● Composable brings in
natural vertical separation
between sub-systems
● Team which have Mastery,
Autonomy and Purpose
accelerate business
Business
Technology

10. Leadership Thinking - The Big Decisions
Storefront &
CMS
25%
15%
Cloud
backbone
15%
Commerce
services
Search
& recos
API
management
Apps EI
10%
10%
5% 5%

11. Aesthetic medicine marketplace
● Build an online marketplace to bring clinics, doctors and treatments to
the consumer
● Empower consumers to compare clinics, doctors and treatments, via
independent and impartial consumer ratings and reviews.
● Aim to be the trusted source, where consumers can come to find
information about the best treatments for them.
● Book any treatment with any clinic and select desired practitioners.
● Empower clinics to manage treatment offerings, practitioners, bookings
and payments easily
Ensure
Hassle free online
booking experience
Bring
Empower Consumers to
find right treatment, right
clinic and right practitioner
Achieve
To become the number
one destination for
aesthetic medicine

12. Cloud backbone, data engineering & ML platform
Core PBCs
Composable MACH architecture
API management
CDN
Checkout
Cart
B2B
CMS
Price
Offers
PIM
B2C
Search
Feeds
Business tooling
Support
Monitor
Analytics
OMS
Utility PBCs
Schedule
Video
consultation
Reviews
…

13. Start
Business flexibility and speed-to-market
3m 4m 5m 8m 9m 10m
Start: First marketplace
solution for aesthetic
clinics in Middle East, a
region still in its infancy
adopting cloud
technologies
Launch: B2C content
site launched, Self-
service content,
management and lead
capture
Curveball: UGC provider
PBC has to be switched.
Quick adaptation with
minimal impact on
schedule
Curveball: data
compliance law
changed. Quick
adaptation.
Launch: B2B site Launch: B2C site
Change: Early adopters
re-prioritise features
and want to launch with
content site ASAP

14. Thank you!
trusted engineering partner for digital transformation
Grid Dynamics Holdings Inc.
5000 Executive Parkway,
Suite 520 / San Ramon, CA
+1 650-523-5000
info@griddynamics.com
www.griddynamics.com