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SPAR Austria takes first step with composable commerce technology to future-proof its online presence and help drive sales

July 12th, 2023

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  • European retailer with 3,200+ stores in 8 countries bets on new e-commerce tech to improve INTERSPAR’s e-shop performance and customer experience in Austria, SPAR in Slovenia and SPAR in Hungary
  • Composable commerce answers consumer demands for seamless, personalised experiences
  • Market leading tech providers Vue Storefront and Contentstack selected to drive SPAR Austria’s e-commerce evolution

The SPAR Austria group — SPAR (including INTERSPAR and Maximarkt), Hervis and SES Spar European Shopping Center — is upgrading its INTERSPAR Austria online shop with composable commerce technology to help improve the experience of its customers and boost revenues.

The group’s IT unit, SPAR ICS, selected two leading composable commerce technology providers to support its online evolution: Vue Storefront, the pioneering Frontend as a Service that manages the customer-facing presentation layer; and Contentstack, the leading Composable Digital Experience Platform provider. 

SPAR ICS decided to build its new platform using state-of-the-art technologies to gain maximized flexibility and scalability. Aiming to focus on providing superior user experiences across platforms, and with the growing need to deliver more unique and engaging content, the previous technological setup did not meet its needs. 

“We recognised the need for a more innovative ecommerce solution,” said Andreas Kranabitl, Managing Director, SPAR ICS. “The partnership with Vue Storefront and Contentstack allows us to leverage the latest web technologies, achieve superior performance, and provide an exceptional shopping experience to customers while maintaining the agility and flexibility to adapt to changing market demands.”

Addressing the need for greater customisation and individualisation

Vue Storefront and Contentstack are members of the MACH Alliance, a leading international group of technology companies that advocates for and supports enterprises with the adoption of open and best-of-breed composable technologies as they move away from traditional digital legacy infrastructure.

Composable commerce gives businesses control of their digital commerce, enabling them to select best-of-breed e-commerce software components and construct flexible website architectures that respond to change quickly and seamlessly. With greater agility, enterprises like SPAR can better adapt to the evolving needs of customers, the wider market and their specific business model needs.

“These are challenging times for the global marketplace,” says Patrick Friday, CEO, Vue Storefront. “The last few years saw rapid digital transformation and changed consumer behavior forever. Enterprises now need to handle myriad touchpoints and reach customers where they are, based on data, not waiting for them to come to the brand. That’s what composable commerce enables and what our frontend technology helps accelerate. We’re seeing more and more enterprises, like SPAR, seeking composable commerce solutions to spearhead their omnichannel e-commerce strategies. It can really give a brand an edge over the competition.”

Enabling businesses to navigate difficult economic landscape

With the total number of digital assets increasing by 24% a recent Incisiv executive survey found that less than half of retailers believe they are well prepared to manage the future pace and complexity of their ever-growing digital operations.

“With the explosive growth of omnichannel, businesses are looking to deploy technology that provides them with the agility they need to scale their organisation. Contentstack delivers a viable path for businesses to adapt quickly to customer demands, and move at the speed of their imagination.” said Neha Sampat, CEO, Contentstack. “SPAR is a perfect example of how composable commerce can seamlessly integrate and support businesses' growing demand for omnichannel solutions, without having to be locked into a single technology partner.”

Research and consulting firm Gartner coined the term composable commerce in 2020, noting how digital commerce platforms were, “experiencing ongoing modularisation in a cloud-native, multi-experience world”. It predicted that by 2023, organisations that adopted a composable commerce approach will outpace the competition by 80% in speed of new feature implementation. As businesses move towards omnichannel e-commerce strategies, the ease of integration - and subsequent flexibility - is set to become the default approach for technology strategies wanting to provide the most compelling customer experience possible.

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About Vue Storefront

Vue Storefront is the global market-leading frontend solution for faster, higher-quality and customer-focused online shopping experiences. The cloud-based, composable, and mobile-first technology connects eCommerce platforms with headless content management systems, payment systems, search providers and other third-party services. 

A pioneering Frontend-as-a-Service (FEaaS), Vue Storefront provides businesses with tools to create immersive and intuitive digital experiences for customers. This keeps shoppers longer on websites, boosts conversion rates, and increases revenues. Vue Storefront was founded in 2021 and has offices in San Francisco and Warsaw. It is currently used by over 2,200 online stores and over 130 partner agencies around the world. For more information, visit

About Contentstack

Contentstack – the leading composable digital experience platform (DXP) provider – empowers marketers and developers to deliver digital experiences at the speed of their imagination. Companies such as ASICS, Chase, Express, Holiday Inn, Icelandair, Mattel, Mitsubishi, Riot Games and Shell trust Contentstack to power their most critical content experiences with uncompromising scale and dependability. Famous for its Care without Compromise™, Contentstack has achieved the industry's highest customer satisfaction rating. Contentstack is also a founding member of the MACH Alliance, setting the industry agenda for open and composable technology that is Microservices-based, API-first, Cloud-native SaaS, and Headless. Learn more at

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