Elastic Path Expands Intelligent Commerce Platform with Native Search and CMS

What was announced

Elastic Path has expanded its Intelligent Commerce Platform by adding three core services advanced semantic search, a built-in content management system, and a hosted frontend framework based on Next.js. These additions reinforce the company’s mission to centralize essential commerce capabilities while maintaining the flexibility of a composable, API-first architecture.

The new features are delivered as pre-integrated modules, allowing B2B brands to adopt Elastic Path’s native services or bring their preferred tools while still benefiting from unified data, shared APIs, and event-driven orchestration. This approach balances the convenience of an all-in-one platform with the extensibility of composable commerce.

Advanced Search leverages semantic and vector models to support natural language queries and machine-generated product recommendations. Meanwhile, the CMS introduces a visual content modeling system, enhanced with AI to generate components and speed up campaign launches.

In addition, Elastic Path now offers hosted frontend capabilities with performance-optimized global deployments, reducing the operational load on teams and accelerating time-to-market.

The company has also expanded its Commerce Extensions framework, enabling no-code model extensions and AI-generated APIs. This is complemented by new AI agents spanning merchandising, development, and documentation to automate workflows across the platform.

Why this matters for marketers

• AI-powered search and merchandising help brands surface products more intelligently, improving discovery and conversion in B2B buying journeys.
• A built-in CMS reduces dependency on external tools, allowing marketers to publish, test, and scale content experiences faster.
• Hosted frontend services remove performance bottlenecks and accelerate global rollouts, reducing dev cycles and CMS-to-storefront delays.

Pro tip: B2B brands using AI-powered search typically see a 20–35% lift in product discovery and add-to-cart rates.

How this stacks up vs competitors

While Shopify and BigCommerce rely heavily on third-party apps for CMS and search, Elastic Path is positioning itself as a fully composable yet feature-rich alternative. Compared to commercetools, Elastic Path’s native frontend hosting and AI agent capabilities create a more integrated and automation-friendly environment.

“Choosing API-first commerce doesn’t have to be that hard choice that requires lengthy implementation cycles and large SI budgets,” said Bryan House, CEO of Elastic Path. “We’re giving B2B companies everything they need out of the box, without the rigidity that comes with a traditional all-in-one commerce platform. Our customers can now go from concept to launch in weeks, not months, while retaining the flexibility to integrate anything they choose. This is what Intelligent Commerce is all about giving teams the freedom to innovate without compromise.”

MarTech Insights: Our take

According to our analysis: Elastic Path is closing the gap between composable commerce and all-in-one platforms by offering the convenience marketers want without sacrificing technical flexibility. These AI-powered additions are especially impactful for B2B brands managing complex catalogs, long buying cycles, and multi-team workflows. The move positions Elastic Path as one of the most pragmatic players in the enterprise commerce market heading into 2026.

Bottom line

Elastic Path’s latest upgrades make AI-driven, composable commerce more accessible for B2B brands. With native search, CMS, and hosting all under one roof, businesses can launch faster, manage content more efficiently, and deliver high-performance experiences at scale.