COMPOSABLE COMMERCE AS AN ENABLER OF DIGITAL MARKETING AGILITY: EVIDENCE FROM WOOLWORTHS’ MILKRUN PLATFORM

INTERNATIONAL THE HAGUE SCIENTIFIC RESEARCH CONGRESS, The Hague, Hollanda, 18 - 22 Haziran 2026, ss.248-265, (Tam Metin Bildiri)

Digital commerce competition has moved beyond product assortment, pricing, and promotional

intensity toward speed, personalization, channel consistency, and frictionless customer experience. In

this environment, digital marketing performance is increasingly shaped by the technological architecture

that enables commercial execution. This study examines composable commerce as a strategic

architecture for digital commerce agility through an explanatory single-case analysis of Woolworths’

MILKRUN platform. Rather than treating composable commerce as a purely technical modernization

path, the study positions it as an enabling capability that connects e-commerce infrastructure with digital

marketing responsiveness, customer journey optimization, and scalable service delivery. The analysis

shows that modular commerce architecture can strengthen the relationship between market-facing

strategies and operational execution by decoupling core commerce functions such as product catalog,

cart, checkout, payment, inventory, promotion, and order management. In the MILKRUN case, this

architectural logic is particularly relevant because rapid-delivery models depend on real-time

availability, localized fulfillment, fast checkout, and consistent customer interactions across digital

touchpoints. Composable commerce enables faster channel deployment, more flexible integration of

specialized services, and greater responsiveness to changing consumer expectations. These capabilities

directly affect digital marketing outcomes by reducing friction in the purchase journey, supporting faster

campaign execution, improving customer experience consistency, and allowing firms to scale digital

offerings without redesigning the entire commerce stack. The study contributes to electronic commerce

and digital marketing research by reframing platform architecture as a critical determinant of marketing

agility. It argues that the value of composable commerce lies less in modular technology itself than in

the organizational capacity to translate modularity into speed, experimentation, personalization, and

customer experience performance. The findings also indicate that composable commerce requires strong

integration governance, data discipline, and cross-functional coordination. Its strategic value emerges

when architectural flexibility is aligned with customer-centric digital commerce objectives.