Why PIM is most effective when used in conjunction with a composable commerce architecture
PIM in Context: The Role of Product Data in Modern System Landscapes
Many companies implement a product information management system to bring order to their product data. This is a sensible step. In practice, however, it quickly becomes apparent that PIM alone has only a limited effect. Only when used in conjunction with other systems does it deliver the added value that modern omnichannel commerce organizations expect.
This article shows why PIM should not be considered in isolation, what role it plays in a composable commerce architecture, and provides concise tips on how companies can sensibly embed PIM into their system landscape.
What is meant by composable commerce architecture
Composable commerce architecture is an approach in which systems such as PIM, CMS, DAM, and commerce platforms are clearly separated from each other and work together via defined interfaces. Each system performs a clearly defined task and can be further developed or replaced independently.
In contrast to monolithic solutions, this creates an architecture that can respond flexibly to new requirements, markets, and omnichannel touchpoints. In practice, this means that new front ends, marketplaces, or B2B portals can be connected without fundamentally restructuring existing systems or duplicating data structures. Product data is not modeled for individual channels, but reused for different usage scenarios.
The benefits of product data are evident in many systems
A PIM is the central location for structured product data. However, this data is used in many systems. Shops, marketplaces, CMS, DAM, and other platforms access and enrich it. If the PIM is viewed in isolation, media breaks, duplicate maintenance, and contradictory logic arise.
A typical situation is when product attributes are maintained in the PIM, but marketing texts are also created in the CMS and variant logic has to be recreated in the shop. In omnichannel commerce in particular, it is clear that product data cannot be maintained for a single channel, but must be consistently available across all touchpoints.
Isolated systems lead to redundancies and workarounds
When PIM, CMS, DAM, and commerce platforms work independently of each other, redundancies inevitably arise. Content is maintained multiple times, data is copied, and special logic is built up for each channel. These workarounds increase complexity and make maintenance and scaling more difficult.
A common example is channel-dependent exports that have to be customized individually as soon as attributes or structures change. What works in the short term quickly becomes confusing in an omnichannel context and difficult to manage in the long term.
The role of PIM only becomes clear in interaction
In a composable architecture, each system takes on a clearly defined role. PIM manages structured product information. CMS orchestrates content and storytelling. DAM manages media and usage rights. The commerce platform controls prices, availability, and transactions.
Problems usually arise when systems are expected to perform tasks for which they were not designed. For example, when editorial content is maintained in the PIM or product attributes are replicated in the CMS. A clear separation of roles is a key prerequisite for consistent omnichannel experiences.
NovaDB combines headless PIM and headless CMS, enabling the connection of product management and storytelling. The NovaDB Visual Editor helps marketers design customer experiences flexibly and intuitively.
Architecture affects more than just IT
The decision to adopt a composable commerce architecture is not purely a technical one. It influences processes, responsibilities, and working methods. Product data must be modeled in such a way that it can be understood and used by different departments.
Projects repeatedly show that omnichannel initiatives fail when architecture decisions are made exclusively in IT. Only when product management, marketing, and IT develop a common understanding can PIM fulfill its role as a connecting element.
Recommended action: How companies can embed PIM effectively
Anyone who wants to establish PIM as part of a composable commerce architecture should consider four points.
- Clearly define the roles of the systems
- Each system needs a clear task in the data and content flow. Overlaps lead to inconsistencies in the long term, especially in an omnichannel context.
- Think about data flows before integrations
- The starting point is not the interface, but the question of which data is created where, enriched, and used across channels.
- Use interfaces consistently
- Loose coupling requires clean APIs. Real-time capability is a basic requirement for consistent omnichannel delivery.
- Develop architecture step by step
- Composable does not mean rebuilding everything at once. Small, clearly defined steps create stability and acceptance.
Conclusion
PIM does not work in isolation. Its full benefits only become apparent as part of a composable commerce architecture. When product data, content, media, and commerce functions are considered together, the flexibility that makes consistent omnichannel commerce setups possible is created.
As NovaDB Headless PIM, we support companies in laying these foundations and embedding PIM meaningfully into existing system landscapes.
We will explore how PIM can be specifically positioned in a composable commerce architecture and what role it plays in interaction with other systems as NovaDB PIM in the OMR Tool Talk on March 18 at 9:30 a.m. together with Akeneo, novomind, and Temel Kahyaoglu.
Tobias Denninger
After completing his Bachelor of Science in Online Marketing at the University of Applied Sciences Würzburg-Schweinfurt (THWS) in 2021, he began his career in sales at Noxum. There, he gained solid experience in business development and continuously expanded his expertise.
In 2022, he took on the role of Account Manager with a focus on NovaDB. In this position, he is responsible for developing customer relationships and delivering tailored solutions based on NovaDB technology, with the aim of building long-term partnerships and creating measurable value for clients.