What Is Composable Architecture and Why Should Marketers Care?

What Is Composable Architecture? 

Think of composable architecture as your ultimate marketing LEGO set. Instead of being stuck with a rigid, one-size-fits-all platform, you can pick and choose the best tools for each specific need. Want the most powerful analytics engine? Add it. Need a cutting-edge personalization tool? Plug it in. The magic lies in how these pieces work together seamlessly through APIs. 

But what makes it truly special? Here are MACH principles: 

• Modular: Independent pieces that can be mixed, matched, and replaced without affecting the whole system. 

• API-Driven: APIs act as the glue, ensuring smooth communication between tools. 

• Cloud-Native: Designed to take advantage of the flexibility and scalability of the cloud. 

• Vendor-Agnostic: Pick and choose the best tools for your needs without being tied to a single provider. 

 

Example: A retail company might use a headless CMS like Contentful for managing content, a CDP to unify customer data, and an AI-driven personalisation tool. These systems communicate via APIs to deliver personalised, consistent experiences on the website, mobile app, and in-store kiosks—without relying on one monolithic platform. 

 

 

Key Terms & Concepts in Composable Architecture for Web Development 

Understanding the building blocks of composable architecture enables teams to make more informed decisions when designing flexible and scalable websites. Here are some essential terms: 

Composable architecture - a modern approach to website development where different parts — like the product listing, search bar, CMS, or checkout — are built as independent services and then "composed" into one seamless experience. Each piece can be updated, replaced, or reused without disrupting the rest of the site.  

Module - a larger unit made up of related components. For example, checkout module might include payment forms, shipping options, and an order summary. Think of modules as functional sections of your site, each focused on a specific task or user journey. 

Scalability means your website can grow easily — whether that's adding new features, expanding into new regions, or handling increased traffic — without requiring a complete system rebuild. Composable architecture enables this by keeping each part of the site decoupled and modular, allowing for seamless integration and flexibility. 

Micro-frontend - a development approach where different teams can build other parts of a website (like search, cart, or product pages) as if they were mini standalone apps. These micro-frontends are then integrated into one cohesive site. This enables faster development, greater flexibility, and smoother collaboration among teams. 

Design system - a shared collection of design guidelines, reusable UI elements (like buttons, fonts, colours), and brand rules that help teams create visually consistent pages across the website. A design system ensures that your site looks unified, regardless of the number of teams or modules involved. 

Orchestration - is the behind-the-scenes process that ensures all your separate modules and services (like CMS, product data, search, payments) work together seamlessly. It coordinates data flow, user interactions, and system performance — like a digital conductor keeping everything in sync. 

Vendor-agnostic means you're not locked into one specific tool, CMS, or commerce platform. You can switch services — like moving from one payment processor to another — without having to rebuild your entire website. This provides you with long-term flexibility and better control over your technology stack. 

Composable website vs. Traditional website

Think of it like this:

• Composable architecture is akin to a food court, where each stall is independent and serves its speciality. If one closes, the rest still function.
  Traditional websites employ monolithic architecture, which is akin to a buffet — everything is served from a single kitchen. It's all-in-one, but if the kitchen shuts down, everything stops working.

Let's break down the difference in more technical — but still easy-to-understand — terms:

Area	Composable	Traditional (monolithic)
What it means	A modular approach where the website is made up of independent services and components (e.g., CMS, checkout, product catalog, etc.) that communicate through APIs. You can "compose" your site using the best tools for each function.	A single, unified system where everything (frontend, backend, database, CMS, etc.) is built together as one unit, typically using a single codebase or platform.
Frontend	Built using reusable components (e.g., React, Vue)	Often tightly linked to backend templates (e.g., PHP, .NET)
CMS	Headless CMS (e.g., Contentful, Sanity, Strapi)	Built-in CMS (e.g., WordPress, Drupal)
Example for online store	Shopify Hydrogen frontend + Sanity CMS + Stripe payments + Algolia Search	Traditional Shopify or WooCommerce site
Example for SaaS platform	React app with Auth0 (auth), Firebase (database), Stripe (billing), and Mixpanel (analytics)	All built in Laravel or Ruby on Rails with custom integrations
Example for corporate website	Nuxt.js + Headless CMS + custom CRM integration via API	Adobe Experience Manager or Sitecore monolith
Best for	• Custom, scalable websites  • Teams that want to choose and swap tools freely  • Businesses expecting to grow and evolve	• Faster, low-cost MVP launches  • Small teams with limited development resources  • Simple websites or internal tools

How Does Composable Architecture Address Marketing Challenges? 

Let's get practical. Imagine you're running a professional services firm. Your current setup includes: 

• A CRM for client management 

• An email marketing platform 

• A content management system 

• Analytics tools 

With traditional architecture, these systems might operate in silos. But with composable architecture? They work in perfect harmony. When clients interact with your website, their behaviour automatically updates their CRM profile, triggers personalised email campaigns and feeds into your analytics – all in real-time. 

 

1.Personalisation at Scale

Personalisation is a demand nowadays. But delivering real-time, tailored experiences across channels is no easy feat with traditional platforms. Composable architecture lets you integrate tools like a Customer Data Platform (CDP) with a headless Content Management System (CMS) to create hyper-personalised experiences. 

Example: For a law firm or consultancy, composable architecture could combine a CRM like Salesforce to track client interactions, a document automation tool like HotDocs to generate personalised legal documents, and a headless CMS like Contentful for client-facing portals. When clients log in, the system dynamically pulls personalised resources based on their case or contract status. 

 

2. Rapid Adaptability

New social platform? Industry shift? Composable systems let you pivot quickly by adding or swapping tools without overhauling your entire tech stack. 

Example: A professional services firm might want to quickly deploy a new knowledge-sharing platform for its internal teams. By integrating a cloud-based tool like SharePoint with Slack via APIs, they can launch the platform swiftly. If they decide to move to Teams or another collaboration tool later, the modular architecture allows the switch with minimal disruption.

 

3. Omnichannel Consistency

Maintaining consistent messaging across web, mobile, and social media is critical but challenging. Composable architecture makes this easier by syncing tools through APIs. The result is unified data and consistent messaging, regardless of the channel. 

Example: A media company uses a video content platform, another tool for email marketing, and a bespoke app for mobile users. APIs ensure that content updates on the CMS automatically populate across email campaigns and the mobile app, ensuring consistency across channels without manual intervention.

 

4. Breaking Down Silos

Traditional systems often lead to silos between IT and marketing. With a composable approach, marketing gains the flexibility to manage its tools, while IT ensures everything remains secure and scalable. 

Example: A B2B software company uses a CRM like HubSpot, a marketing automation tool, and a data visualisation platform. APIs allow these tools to share data seamlessly, giving both marketing and IT teams a holistic view of campaign performance. 

 

 

When Should Marketers Push for Composable Architecture? 

How do you know it’s time to opt for composable architecture? Here are some tell-tale signs: 

• Your Current System Feels Restrictive: If slow updates and limited integrations block your growth, it’s time to change. 

• Personalisation Isn’t Working: If your campaigns aren’t meeting customer expectations, your tech stack might not be pulling its weight. 

• Data and Tools Don’t Sync: Siloed systems make it hard to get a unified view of your customer journey. 

• Scaling Is a Struggle: Growing your business shouldn’t mean battling your technology. 

• Competitors Are Winning: If others in your industry deliver better digital experiences, composable architecture might be their secret weapon. 

 

How to Make the Case to Stakeholders 

Transitioning to composable architecture is more than a tech decision. To bring your stakeholders on board, frame the conversation around business value. 

• Focus on ROI: Explain how composable architecture saves money by letting you invest in the tools you need rather than overhauling entire systems. Download our whitepaper with more details. 

• Showcase Success Stories: Highlight case studies of companies in your industry that have achieved measurable results with a composable approach. Read AlixPartners case study, 

• Align with Strategic Goals: Position the change to meet goals like improved customer retention, faster go-to-market times, and enhanced digital transformation. 

 

Why Marketers Should Care - the benefits of composable architecture 

• Agility and Speed: Adapt campaigns and strategies faster than ever. 

• Seamless Customer Experiences: Deliver personalised, consistent experiences across all touchpoints. 

• Future-Proofing: Easily integrate new tools and technologies as they emerge. 

• Cost Efficiency: Invest in specific, impactful tools rather than committing to a bloated, monolithic system. 

 

 

How to get started with composable architecture

The beauty of composable architecture is that you don’t have to rebuild your entire site all at once. You can modernise your tech stack gradually — starting with the parts causing the most friction. 

Whether you’re dealing with a clunky CMS, inflexible e-commerce system, or scattered content, composable lets you fix one area at a time — while setting the foundation for long-term scalability. 

Step-by-Step Guide to Adopting Composable Architecture 

Step 1: Identify the Core Components of Your Website 

Begin by breaking down your current website into its functional components. This helps you understand what can be modularised.

Feature	Composable Tool Example
Content (text, blog, pages)	Headless CMS (e.g., Contentful, Umbraco, Sanity)
Product catalog/shop	Commerce API (e.g., Shopify, Commerce Layer)
Site search	Algolia or a custom-built search API
Analytics	Google Analytics, Plausible

 

 

Step 2: Choose a Tech Stack That Works Well Together 

Select tools that adhere to the API-first principle and can be easily integrated. Think about: 

• Frontend: Next.js, Nuxt, Astro, or similar 

• Headless CMS: Sanity, Contentful, Strapi 

• E-commerce: Shopify (Headless), Medusa, Swell 

• Hosting: Vercel, Netlify, Cloudflare Pages 

 

Step 3: Start Small, Then Expand 

Avoid the temptation to rebuild everything at once. Instead: 

• Begin with content and frontend (e.g., headless CMS + React/Nuxt frontend) 

• Add features like e-commerce, forms, or personalisation one step at a time. 

• Focus on your most critical business needs first. 

 

Step 4: Test, Break, Improve 

Composable systems thrive on iteration. As you roll out each module: 

• Test components individually (like a checkout form, product card, or blog layout) 

• Involve your team early — gather feedback and adjust quickly. 

• Use tools like Postman to test API connections and mock integrations. 

 

Step 5: Plan for Orchestration and Integrations 

As your stack grows, you’ll need to manage how systems interact — this is where orchestration comes in. 

• Combine product info from your commerce tool with images from your CMS 

• Use middleware or API gateways (e.g., GraphQL layer or custom backend) to connect everything. 

• Maintain a single source of truth across platforms. 

 

 Final Tips 

• Don’t over-engineer: Focus on solving actual pain points first 

• Document your stack: It will help with team onboarding and future migrations 

• Think long-term: Composability is an investment in flexibility, speed, and scale 

FAQ section  

What is a composable architecture? 

Composable architecture is a modern approach to building websites and digital platforms using individual, reusable, and independent components — such as your CMS, search, checkout, and product catalogue. These parts are connected via APIs and can be swapped, upgraded, or reused without affecting the rest of the system. This makes it flexible, scalable, and future proof. 

What is the composable architecture framework? 

There isn’t a single tool or software called “the composable architecture framework.” Instead, it's a design strategy that brings together: 

• Microservices (small, focused services) 

• API-first technologies 

• Cloud-native infrastructure 

• Headless components (like CMS, commerce, or search tools) 

This approach is often guided by the MACH principles — Microservices, API-first, Cloud-native, Headless — to help teams build scalable and agile digital experiences. 

 

 

Is composable architecture the same as headless architecture? 

Not quite. While related, they’re not identical: 

• Headless architecture separates the frontend from the backend, typically by utilising a headless CMS to deliver content via an API. 

• Composable architecture takes it a step further by combining multiple headless and modular tools into a flexible system that can be tailored and reconfigured as your needs evolve. 

All headless tools can be part of a composable architecture, but composability encompasses more than just headless tools. 

 

 

What is the difference between modular and composable architecture? 

• Modular architecture means your system is broken into separate, functional parts. 

• Composable architecture means those parts are interchangeable, reusable, and easily combined or replaced. 

Think of it like this: 

• Modular = parts in separate boxes 

• Composable = Lego blocks you can snap together in different ways 

 

What are the challenges of adopting composable architecture? 

While composable offers flexibility and long-term gains, it does come with some initial hurdles: 

• Complex setup: More components mean more configuration and orchestration are required. 

• Tool overload: Selecting the right tools for CMS, commerce, search, and other applications can be overwhelming. 

• Team expertise: Requires developers who are familiar with APIS, modern frameworks, and integration strategies. 

• Higher upfront investment: It can be more expensive to implement initially, but delivers long-term savings. 

• Governance: Without strong documentation, it's easy to lose track of how systems are connected and managed. 

Want to learn how to overcome these challenges? Read our full blog post on making composable adoption smoother. 

Final Thoughts 

Composable architecture represents a paradigm shift in how businesses approach technology. For marketers, it’s a game-changer. Adopting this flexible, scalable approach equips your team for success in an ever-changing digital landscape. 

The question isn’t whether composable architecture is the future; it’s whether you’re ready to embrace it. Are you? 

 

Want to learn more about implementing composable architecture in your organisation? Download our white paper now!