Elastic Path has added native advanced search, content management and hosted frontend services to its composable commerce platform.
The additions extend its effort to simplify how B2B companies build and manage digital storefronts. The update marks a step toward what the company calls its “intelligent commerce” vision. That refers to embedding artificial intelligence (AI) throughout the commerce stack to streamline operations, speed up development and reduce reliance on multiple third-party tools.
Elastic Path’s approach centers on unifying the key layers of modern commerce while maintaining the flexibility of its API-first foundation. Those layers: data orchestration, experience management and delivery. The goal, company executives said, is to give manufacturers, distributors and wholesalers the option to use Elastic Path’s built-in tools or connect preferred external systems without losing interoperability.
Bryan House, CEO of Elastic Path, said the company designed the new capabilities to cut down the long implementation cycles. It also designed them to reduce the heavy system integration budgets often associated with composable commerce projects.
“We’re giving B2B companies everything they need out of the box, without the rigidity that comes with traditional all-in-one platforms,” House said. “Customers can move from concept to launch in weeks instead of months, while keeping the freedom to integrate what they choose.”
Additions to Elastic Path’s commerce platform
The expansion introduces three core capabilities:
- Advanced search. A semantic and vector-based search engine. Elastic Path said it supports natural language queries, instant indexing and real-time product discovery. It designed the system to help both human shoppers and AI assistants find and recommend products more intelligently.
- Content management system (CMS). A visual content modeling tool and API-driven management layer for storefronts, product pages and marketing campaigns. AI-assisted component generation enables faster content creation and reuse across digital channels.
- Hosted Frontend. A Next.js-based, fully hosted environment pre-integrated with Elastic Path APIs. It provides built-in theming, scalability and performance optimization. Elastic Path said that simplifies the setup and deployment of customer-facing sites across regions.
The company also introduced a no-code framework called commerce extensions, allowing developers to extend data models or create new services without touching the core codebase. Elastic Path’s built-in AI agent can generate new APIs or data relationships automatically from plain-language prompts.
Role of composable commerce at Elastic Path
Elastic Path positions itself as a commerce platform purpose-built for B2B enterprises, where transactions often involve complex catalogs, custom pricing and multi-tiered approval workflows. By bringing key features like search, CMS, and hosting under one roof, the company aims to remove some of the friction that comes with building modern B2B experiences using multiple vendors.
The company’s open architecture remains central to that effort. It said it delivers each service through APIs and event-driven interoperability. That allows organizations to mix Elastic Path’s native tools with existing systems such as enterprise resource planning (ERP) software or third-party marketing platforms.
Elastic Path’s move reflects a broader trend in the commerce technology market. As composable and headless architectures mature, vendors are increasingly adding pre-integrated modules to speed deployment without undermining flexibility. For B2B companies under pressure to modernize quickly, native options like these can reduce integration costs and time-to-market while maintaining enterprise-level control.
The success of Elastic Path’s expansion will likely depend on adoption among large distributors and manufacturers. It could also depend on how well its built-in services perform compared with specialized search and CMS solutions already used in the market.
Elastic Path was founded in 2000 and based in Boston. It serves a global base of manufacturers, distributors and wholesalers. Its customers use the platform to create customized online buying experiences, manage product data and integrate digital commerce into complex business systems.
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