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The Smart Shop Revolution: AI & Composable Commerce with Adobe & Tom&Co
India Claydon
May 28, 2025
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3m
Navigating the Ever-Changing World of E-commerce
E-commerce never sits still—and neither do we. With global online retail expected to hit $7.4 trillion by 2025, the landscape is changing fast. Today’s shoppers expect immediate access, global reach, and seamless, hyper-personalised experiences wherever they browse. Meeting those expectations means constant innovation—and standing still simply isn’t an option.
That’s why we at Tom&Co put emerging technologies like Artificial Intelligence and composable commerce at the heart of what we do. These aren’t just the latest trends—they’re the core building blocks of successful, scalable, future-ready digital commerce. With Adobe Commerce as our platform of choice, we turn powerful tools into smart strategies, designing, building, and evolving online experiences that drive real results for our clients.
Fun Fact: AI Knows What You'll Buy Before You Do!
In e-commerce, AI-powered recommendation engines analyze your browsing history, purchase behavior, and even the time you spend looking at products to predict what you're most likely to buy next. In fact, over 35% of what consumers purchase on Amazon comes from AI-driven product recommendations!
The Power of Hyper-Personalisation: Tailoring Every Customer Journey
For us, hyper-personalisation isn’t just a feature—it’s a mindset. We believe that every shopper deserves an experience that feels completely unique, and AI makes that possible. Whether it's adapting the homepage based on browsing behaviour, surfacing a product someone loved months ago, or delivering content based on where a shopper is located, AI gives us the tools to respond in real time, at scale.
When we personalise well, everything improves. Customer engagement deepens because the experience feels more intuitive and relevant. Conversion rates rise as we present the right products at just the right time. Shoppers spend more, come back more often, and form lasting relationships with brands that "get" them.
It’s not just about the front-end magic either. AI helps us behind the scenes too—whether it's forecasting demand more accurately to keep inventory lean, or powering chatbots that handle support so your team can focus on high-value interactions.
Of course, implementing AI isn’t without its challenges. We often work with clients to tackle issues like inconsistent or incomplete data, which can undermine recommendations. We also take data privacy seriously—everything we build is designed to comply with regulations like GDPR and to safeguard user trust. Bias in AI models, integration with legacy systems, and the high cost of specialised talent are other hurdles we help clients navigate every day. That’s why strategic implementation matters just as much as the tech itself—and why our experience makes the difference.
When we personalise well, everything improves. Customer engagement deepens because the experience feels more intuitive and relevant. Conversion rates rise as we present the right products at just the right time. Shoppers spend more, come back more often, and form lasting relationships with brands that "get" them.
It’s not just about the front-end magic either. AI helps us behind the scenes too—whether it's forecasting demand more accurately to keep inventory lean, or powering chatbots that handle support so your team can focus on high-value interactions.
Of course, implementing AI isn’t without its challenges. We often work with clients to tackle issues like inconsistent or incomplete data, which can undermine recommendations. We also take data privacy seriously—everything we build is designed to comply with regulations like GDPR and to safeguard user trust. Bias in AI models, integration with legacy systems, and the high cost of specialised talent are other hurdles we help clients navigate every day. That’s why strategic implementation matters just as much as the tech itself—and why our experience makes the difference.
Composable Commerce: Building Agile and Future-Proof Digital Foundations
Composable commerce is revolutionising how e-commerce platforms are built—and we’re fully behind it. Instead of relying on monolithic, rigid platforms, we break down the e-commerce experience into modular building blocks that can be assembled, replaced, and adapted as needed. This gives our clients the freedom to evolve without the heavy baggage of traditional systems.
At the centre of this approach is headless architecture. It separates the front end from the back end, giving us complete control over design and performance without compromising on flexibility. We’ve been building headless websites for more than a decade—long before it became mainstream. Every site in our portfolio is headless, and our clients benefit from faster updates, better performance, and more control over the customer journey.
Composable commerce gives us enormous advantages. It lets us scale different parts of the platform independently, meaning no more bottlenecks when traffic spikes. We can get new features to market faster and reduce long-term costs by only investing in the components that bring value. And we can deliver rich, consistent experiences across web, mobile, marketplaces, and whatever channels come next.
Adobe Commerce was built with composability in mind. Its API-first design, powerful GraphQL and REST APIs, and the API Mesh make integration a breeze—even when we’re working with third-party tools or complex back-office systems. We love how Adobe’s composable business services scale dynamically and how their starter kits and templates help us accelerate development without cutting corners.
That said, composable commerce isn’t plug-and-play. It involves complex integrations, upfront planning, and strong technical expertise. We work closely with our clients to navigate this complexity—from mapping out the architecture to ensuring robust security, data flow, and long-term maintenance. The payoff is agility, resilience, and a foundation that can grow with the business.
Our work with clients like Oliver Bonas is proof of what’s possible. Through our headless implementation, we helped their team boost productivity and exceed expectations. The site we built for them on Adobe Commerce is fast, flexible, and a genuine reflection of their brand values. Collaborations like this are where we shine.
At the centre of this approach is headless architecture. It separates the front end from the back end, giving us complete control over design and performance without compromising on flexibility. We’ve been building headless websites for more than a decade—long before it became mainstream. Every site in our portfolio is headless, and our clients benefit from faster updates, better performance, and more control over the customer journey.
Composable commerce gives us enormous advantages. It lets us scale different parts of the platform independently, meaning no more bottlenecks when traffic spikes. We can get new features to market faster and reduce long-term costs by only investing in the components that bring value. And we can deliver rich, consistent experiences across web, mobile, marketplaces, and whatever channels come next.
Adobe Commerce was built with composability in mind. Its API-first design, powerful GraphQL and REST APIs, and the API Mesh make integration a breeze—even when we’re working with third-party tools or complex back-office systems. We love how Adobe’s composable business services scale dynamically and how their starter kits and templates help us accelerate development without cutting corners.
That said, composable commerce isn’t plug-and-play. It involves complex integrations, upfront planning, and strong technical expertise. We work closely with our clients to navigate this complexity—from mapping out the architecture to ensuring robust security, data flow, and long-term maintenance. The payoff is agility, resilience, and a foundation that can grow with the business.
Our work with clients like Oliver Bonas is proof of what’s possible. Through our headless implementation, we helped their team boost productivity and exceed expectations. The site we built for them on Adobe Commerce is fast, flexible, and a genuine reflection of their brand values. Collaborations like this are where we shine.
The Synergy: How We Partner with Adobe Commerce to Drive Success
Adobe Commerce is an incredibly powerful platform—but power alone isn’t enough. You need strategic thinking and practical experience to unlock its full potential. That’s where we come in.
We don’t just implement features.
We align every decision with a client’s business goals, ensuring that the platform supports growth, performance, and innovation from day one.
Our role goes beyond development—we act as an ongoing partner, helping brands navigate complexity, anticipate change, and keep improving over time.Our deep expertise in headless commerce gives us a huge advantage when helping businesses adopt composable architecture. We’ve built and optimised more than 40 headless e-commerce sites, and that experience helps us avoid common pitfalls while tailoring every project to the client’s needs.
Our partnerships are long-term for a reason. Clients like Oliver Bonas and Topps Tiles trust us to continually evolve their digital commerce strategies, not just launch a site and walk away. And we’re proud to work alongside Adobe, whose own client successes—from Real Madrid to Coca-Cola—show just how transformative the platform can be when combined with the right strategy and implementation.
We align every decision with a client’s business goals, ensuring that the platform supports growth, performance, and innovation from day one.
Our role goes beyond development—we act as an ongoing partner, helping brands navigate complexity, anticipate change, and keep improving over time.Our deep expertise in headless commerce gives us a huge advantage when helping businesses adopt composable architecture. We’ve built and optimised more than 40 headless e-commerce sites, and that experience helps us avoid common pitfalls while tailoring every project to the client’s needs.
Our partnerships are long-term for a reason. Clients like Oliver Bonas and Topps Tiles trust us to continually evolve their digital commerce strategies, not just launch a site and walk away. And we’re proud to work alongside Adobe, whose own client successes—from Real Madrid to Coca-Cola—show just how transformative the platform can be when combined with the right strategy and implementation.
Conclusion: Innovating for Unbeatable Customer Experiences
We’re at a turning point in digital commerce. AI-driven personalisation and composable architecture are no longer optional—they’re essential to building experiences that resonate and perform.
At Tom&Co, we don’t just help our clients adopt these technologies.
We help them thrive with them. We bring together strategy, design, and technical excellence to create solutions that are not only beautiful and functional—but also agile, scalable, and deeply aligned with business goals.
We’ve built our reputation on long-term partnerships, and we’re proud of the results we’ve delivered for every client along the way. Whether you're looking to replatform, reimagine, or simply get more from Adobe Commerce, we’re here to help.
Let’s shape the future of commerce—together.
We help them thrive with them. We bring together strategy, design, and technical excellence to create solutions that are not only beautiful and functional—but also agile, scalable, and deeply aligned with business goals.
We’ve built our reputation on long-term partnerships, and we’re proud of the results we’ve delivered for every client along the way. Whether you're looking to replatform, reimagine, or simply get more from Adobe Commerce, we’re here to help.
Let’s shape the future of commerce—together.