The Rise of Retailer-Built Commerce Platforms and What Enterprise Leaders Need to Know

Transforming E-commerce Customer Service Through Revolutionary Order Editing

Author

Brent Peterson
September 11, 2025

In partnership with

The Talk Commerce Podcast Newsletter

Who have we been talking to lately? Focusing on conversations about eCommerce, AI, Entrepreneurship, and Marketing.

by Brent W Peterson

Platform Spotlight: The Retailer-Built Commerce Revolution

This week, I analyzed an emerging trend that's reshaping enterprise commerce platform evaluation: retailer-built platforms.

When About You (€5B annual revenue) spun off their proven commerce technology as Scayle, they achieved something remarkable - a 4.9/5 rating on Gartner Peer Insights from enterprise customers, outperforming established players like Shopify (4.5) and Salesforce (4.5).

The key insight? Operational expertise from running successful retail operations may matter more than pure technical innovation when building enterprise commerce platforms.

My analysis explores three strategic implications:

  • Why retail DNA creates competitive advantages tech companies struggle to replicate

  • How strategic timing during market inflection points accelerates platform adoption

  • What this means for enterprise platform evaluation criteria going forward

With 81% of US shoppers abandoning brands due to operational friction points (per Scayle's 2025 survey), platforms built by retailers who've solved these challenges have inherent credibility advantages.

Want your platform featured in future analysis? Reply to this email - I provide in-depth platform intelligence for enterprise decision-makers.

Our Latest Talk Commerce Episode:

Hamish McKay Transforms E-commerce Customer Service Through Revolutionary Order Editing Platform

Hamish McKay transformed a customer service observation into Order Editing, a thriving Shopify app startup. After noticing 1.5% of customers need post-purchase order modifications, generating thousands of support tickets monthly, he built software allowing customers to edit orders within 15-30 minutes. The solution reduces customer service inquiries by 99% and returns by 10-15%. His rapid international expansion from New Zealand to the US tripled business growth, now serving 30+ brands generating over $100 million annually. The company demonstrates how identifying everyday problems can create significant business opportunities in the e-commerce automation space.

Content in Commerce

Join us at 12:00 CT, Sept 11, for the Content in Commerce livestream to learn about all things content related. 
Content supply chains, Agentic AI, the future of robots in your store, the need for humans in the midst of all the AI around us. 
We’re tackling it all. Bring your questions, your insights, and your opinions. We can’t wait to speak with you!

We'd love to hear what topics and guests you want to see next. Reply and let us know!

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