A global e-commerce brand enhanced Adobe Commerce with a microservice-based follow-up email platform built on Adobe App Builder, driving higher engagement, conversions, and operational agility.

The Challenge

Adobe Commerce’s native email tools lacked advanced marketing triggers and flexibility. All email logic was coupled to the commerce app, requiring deployments for every change and limiting agility. Marketing teams needed a way to create, manage, and personalize follow-up emails without impacting site stability.

The Solution

Decoupled, Event-Driven Email Automation

Comwrap Reply implemented a cloud-native microservice on Adobe App Builder, fully decoupled from the commerce application. This service listens for Adobe Commerce events via Adobe I/O Events and triggers configurable email campaigns without touching core commerce performance.

A new admin interface embedded in Adobe Commerce allows marketers to:

• Define trigger conditions (order events, wishlist changes, registration, etc.).
• Create and manage HTML/CSS email templates with dynamic placeholders for personalized content.
• Attach auto-generated or predefined coupon codes via the Commerce promotion engine.
• Add product recommendations based on order or browse history.

The service integrates with SendGrid for scalable, trackable email delivery, ensuring high deliverability and detailed analytics. API calls to Adobe Commerce fetch up-to-date product, order, and customer data in real time. Nine out-of-the-box templates were provided for common scenarios like “Welcome Email,” “Order Shipped,” and “Wishlist Reminder,” all inheriting the store’s brand design.

MVP features—order status updates and welcome emails—were delivered first to meet deadlines, followed by advanced triggers for wishlist updates, price drops, and back-in-stock notifications.

How we did it

From MVP to Full Automation

Architecture & Integration: Built the follow-up module as an Adobe App Builder service with a Commerce Connector for secure data exchange, ensuring zero impact on site performance.

Marketing Enablement: Delivered an intuitive admin UI inside the Commerce backend, empowering non-technical teams to manage campaigns independently.

Template System: Developed a flexible HTML/CSS engine with reusable headers, footers, and CSS from native Commerce emails for brand consistency.

Trigger Logic: Implemented declarative trigger mapping to templates; configured cooldowns and state checks to prevent duplicate sends.

Personalization & Incentives: Integrated with coupon logic for one-time or rule-based discounts; added related-product recommendations to drive upsells.

Robust Operations: Integrated SendGrid for sending, tracking, and bounce management; added retry logic, logging, and error handling for reliability.

Phased Rollout: MVP delivered core transactional triggers in weeks, with advanced marketing triggers released in Phase 2 after live validation.

About the Client

The client is a leading global e-commerce retail provider, operating online marketplaces across multiple regions and product categories. The company offers a diverse portfolio ranging from consumer electronics and home goods to lifestyle products. Known for its commitment to customer experience, operational excellence, and rapid innovation, the brand continuously invests in scalable digital platforms to deliver personalized, high-quality shopping experiences at speed and scale.