Written by
Aurelija Vycaite
AI & Technology
In the digital age, there's no commercial success without the right technology stack. It’s the sum of all your software. Every time a customer clicks "buy now," dozens of systems spring into action. When it works, it's invisible. When it fails, you're losing money by the minute.
What is a Technology Stack?
A technology stack is more than just a collection of software—it's the infrastructure that powers your business operations and enables your growth ambitions. Think of it as building a house: You need a solid foundation, proper framing, and a clear floor plan that works together.
01 The 3 types of software in your company
Most digital leaders we meet have a gut feeling their tech could work better but struggle to see the full picture. It's like trying to solve a puzzle without knowing what it should look like in the end. Here's how to make sense of it all…
Technology stack(mission critical) | Data stack | Tool stack |
|---|---|---|
Powers your customer journey | Provides business intelligence | Operation for support processes |
Directly impacts revenue generation | Extracts from all operational systems | No direct customer impact |
Integrates all tools for e-com teams | Provides actionable insghts | Includes HR, Finance, Collaboration |
Tightly integrated and orchestrated | Unified for single source of truth | Loosely coupled, standalone systems |
02 The layers of your technology stack
A well-structured technology stack typically consists of the following layers:
A. Marketing layer - tools to attract and retain customers
B. Sales channels - where and how you sell products
C. Commerce layer - core systems managing products, orders, content
D. Service layer - systems for customer support and satisfaction
E. Integrations layer - connects different systems through APIs/gateways
F. Operations layer - backend systems running daily business operations
At Conway, we organise the e-com tech stack into layers, systems, and tools. As some companies tend to acquire more than 100 systems throughout growth, keeping everything in structure is crucial.
Why strategic ownership of technology matters
In the digital age, technology decision making needs to move from the basemen to the boardroom. Here's why:
When software fails, money stops coming in
Technical flexibility makes or breaks your commercial ambitions
A world-class customer experience depends on integrated systems
Opening new markets or channels is only possible when technology enables it
Map the software systems in your stack like this ↴
Lost in the woods? Here we explain how to go from Chaos to Confident with your tech stack and how the layers work.
03 Common pitfalls to avoid
The fastest way to learn is through mistakes - but they don't have to be your own. After seeing hundreds of e-commerce tech stacks, patterns emerge in what goes wrong. Here are the most expensive lessons we've seen:
🪢 The complexity trap | 🛠️ The buy vs build mistake | 🧩 The integration gap |
|---|---|---|
Failing to map business complexity | Building custom systems too early | No unified view of the customer |
Not considering system integration | Clarifying business processes first | No central source of truth in data |
Complex systems for team maturity | Not leveraging existing software | Poor system integration strategy |
04 Principles for technology decision making
The difference between good and great often comes down to timing - knowing when to buy vs build, when to customize vs conform, when to integrate vs isolate. Here's what we've learned about making these crucial decisions:
Simplify First
Reduce business complexity before adding technology
Streamline business processes before automation
Focus on core capabilities and maturity of your team
Buy Before Build
Start with delivering value with proven solutions
Extend existing systems when possible
Build custom only for strategic advantage
Think Integration
Ensure systems can integrated and orchestrated
Ensure a single source of truth for your data
Plan for future scalability with evolution not revolution
Conclusion: Turn technology from a blocker into an enabler
Your technology stack isn't just an IT support responsibility - it's a strategic asset that enables or blocks your growth potential.
Success requires:
Clear ownership at leadership level
Understanding of business complexity
Holistic approach to system selection
Focus on integration and scalability
Remember: The goal isn't to have the most advanced technology, but rather the right technology that enables your business strategy and fits your digital maturity.
→ Learn more
How to make ‘buy vs build’ decisions for the systems in your stack?
