I remember back in 2019, while trying to pilot server-side A/B tests with Optimizely, we built an edge server to deliver experiment configurations directly to our front-end in one JSON payload to deliver 1:1 personalization at scale. At the time, it felt groundbreaking—even if today it seems almost basic. Yet, the most vivid memory isn't about the tech itself, but rather the operational realities. I clearly recall a backend architect’s frustration:
"What’s your caching strategy? If your experiment fails, I’ll be left holding the leaking bag!"
When I introduced the concept of browser-based stores and in-memory caches, his tension visibly eased. Soon, we moved past the so-called "visionary" ideas and began defining the mundane yet critical details of our upcoming sprint for how we would monitor this stack using regular stack.
TL;DR
- Intentionally design your eCommerce stack as a strategic 3D chessboard, not accidental chaos driven by AI Hype.
- Layer operations clearly: innovative and agile on top, steady and predictable in the middle, and robust systems at the foundation.
- Modern AI-aware tools remove complexity, freeing teams for innovation and growth.
Great operational design isn’t glamorous—it’s invisible. But without it, even the brightest innovations lose their shine.
In the ✨ of AI and quickstarts - we are missing the day after.
Today's eCommerce and frankly any modern tech organizations require intentional design—much like playing a strategic game of 3D chess, where each layer serves a distinct purpose:
Top Layer (Innovation & agility): Experiments, moonshots, and prompt-based stores thrive here. Embrace innovation, but recognize its volatility.
Middle Layer (Operational stability): Marketing automation, seasonal planning, and workflow management need consistent, predictable performance. AI tools now automate these routine tasks, freeing talent to innovate.
Bottom Layer (Legacy core): ERP, PoS, and core commerce systems like Shopify anchor your operations. These resilient foundations remain until truly revolutionary solutions emerge and have been proven reliable.
Prompt-based store creation provides speed but only scratches the surface. Sustainable growth emerges from mature, intentionally designed operations. I've seen how modern tools like LangChain, n8n, and fly.io streamline workflows in ways unimaginable just six months ago, demonstrating tangible progress beyond mere hype.
Don’t confuse rapid starts with lasting success. Quick wins must be intentionally integrated into stable systems to create enduring value.
To founders, tech leaders, and DTC operators—whether you're a lean startup or scaling enterprise—intentional design matters. Growth won't overwhelm you if each layer is crafted purposefully. Yet, I've often been called a visionary—sometimes in genuine praise, sometimes dripping with gentle sarcasm. Here's the difference between visionaries and snake-oil salesmen: visionaries lay foundations and show clear paths forward; snake-oil salesmen promise shortcuts without substance.
AI tools released this afternoon aren’t distractions—they’re opportunities. But only a seasoned architect knows which ones to bet on.
Ultimately, modern eCommerce isn’t about racing blindly into innovation. It’s about orchestrating every move with clear intent, layering innovation atop stable operations supported by robust legacy foundations.