"We launched Chord as a "headless" ecommerce platform, one that separated the frontend presentation layer from the backend management tools. The problem was that it required merchants to maintain a lot of infrastructure. It proved to be too complicated. So we pivoted the company to what it is now, more of a data platform."
"The saving grace for Chord was that we were never only a headless commerce company. We knew early on that a headless platform would create a mountain of data issues from merchants connecting to multiple external solutions. Data would live on each of those platforms."
"So he pivoted. In 2023 Chord became an ecommerce-focused data management company, no longer requiring customers to use its frontend layer. In our recent conversation, Bryan shared the transition details and the importance of data for today's brands."
"What merchants wanted instead was the platform's component that consolidated data from the external providers, providing a holistic view across channels, customers, and more."
Chord launched in 2021 as a headless ecommerce platform that separated the frontend from backend tools. The setup required merchants to maintain substantial infrastructure and became too complicated, creating a need for replatforming. Merchants instead wanted a consolidated view of data coming from external providers across channels and customers. Chord pivoted in 2023 into an ecommerce-focused data management company, removing the requirement for customers to use its frontend layer. The company’s approach centers on leveraging first-party data and digital channels to help brands grow, while addressing data fragmentation caused by connecting multiple external solutions.
Read at Practical Ecommerce
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