Adobe Commerce Optimizer Announced for Experience Layer

Following the ACCS announcement on March 19, 2025, Adobe detailed Commerce Optimizer's role in the broader product suite. Commerce Optimizer is particularly significant because it delivers measurable performance improvements without requiring merchants to abandon their current Adobe Commerce infrastructure or execute costly replatforming projects.

The Replatforming Problem

Traditionally, merchants facing performance or capability gaps faced two choices: expensive development projects to optimise existing platforms, or costly replatforming migrations to newer solutions. Both options require substantial investment, lengthy timelines, and significant operational risk. Commerce Optimizer disrupts this binary choice.

How Commerce Optimizer Works

Commerce Optimizer uses machine learning to analyse store behaviour, identify conversion bottlenecks, and recommend evidence-based improvements. Rather than generic optimisation advice, Commerce Optimizer learns merchant-specific patterns and prioritises recommendations by potential revenue impact. This transforms optimisation from guesswork into data-driven strategy.

Real-World Impact

Merchants report experiencing improved conversion rates, reduced page load times, better inventory visibility, and increased customer lifetime value through Commerce Optimizer recommendations. The tool doesn't require code changes—merchants configure recommendations directly within the platform. This accessibility means merchants without dedicated development teams can implement sophisticated optimisations.

Experience Layer Focus

By targeting the experience layer—product pages, category browsing, checkout flows, and customer journeys—Commerce Optimizer addresses the areas most directly impacting revenue. Unlike infrastructure optimisations that improve reliability but not revenue, experience layer improvements directly correlate to customer value.

Strategic Value

For merchants on Adobe Commerce platforms, Commerce Optimizer represents a path to modern performance without replatforming. For Tom&Co's partnership model, this opens opportunities to work with merchants on optimisation strategy, helping them prioritise recommendations and measure revenue impact. Rather than replatforming work, we're increasingly focused on optimisation partnerships that drive growth.