Globant's Commerce Studio (formerly eWave Commerce) - Comprehensive Analysis Report

Summary

Globant's Commerce Studio, formerly known as eWave Commerce, is a leading digital commerce experience consultancy specializing in end-to-end digital commerce transformations for B2B and B2C clients. Originating in Australia in 2009 as eWave, it was acquired by Globant in November 2022 and subsequently evolved into Globant's Commerce Studio in May 2023. It is now a pivotal component of the Globant GUT Network, a creative network launched in June 2024. The studio's core mission is to empower global organizations to achieve competitive advantage and growth by delivering cutting-edge customer experience (CX) design, platform engineering, optimization, and growth strategies. It leverages deep expertise in platforms such as Adobe Commerce and Salesforce Commerce Cloud, alongside other advanced technologies. This integration significantly bolsters Globant's global footprint and its ability to offer comprehensive digital and cognitive transformation services across various industries.

1. Strategic Focus & Objectives

Core Objectives

Globant's Commerce Studio is focused on enabling global organizations to gain competitive advantage and drive growth through superior digital commerce experiences. Its main objectives include:

Delivering end-to-end digital commerce transformations for B2B and B2C clients.

Enhancing customer experience (CX) design across all digital touchpoints.

Providing robust platform engineering, optimization, and growth strategies.

Expanding Globant's capabilities in the digital commerce sector globally.

Integrating commerce solutions seamlessly within the broader digital transformation initiatives of clients through the Globant GUT Network.

Specialization Areas

The studio's key areas of expertise include:

End-to-end Digital Commerce Transformation: From strategy and design to implementation and optimization.

CX Design: Crafting personalized, relevant, and engaging omnichannel experiences.

Platform Engineering: Deep proficiency in major e-commerce platforms like Adobe Commerce and Salesforce Commerce Cloud, as well as Vtex and Akeneo.

Optimization & Growth Strategies: Implementing data-driven approaches to improve commerce performance and drive revenue.

Industry Solutions: Tailored expertise for sectors such as Health & LifeSciences, Consumer Packaged Goods, Retail, and Beauty.

Target Markets

The primary market segments for Globant's Commerce Studio are global organizations seeking comprehensive digital commerce solutions. Geographically, while serving a global client base, it has a significant focus on strengthening Globant's presence and capabilities in Australia and several Asian countries, leveraging eWave's original strong presence in the APAC region.

2. Financial Overview

Funding History

eWave Commerce was acquired by Globant (NYSE: GLOB), a publicly traded company, in November 2022. The financial terms of the acquisition were not publicly disclosed as a separate funding round for eWave. As a result, eWave's financials are now integrated into Globant's overall financial reporting. The acquisition was a strategic move by Globant to reinforce its global leadership in digital and cognitive transformation and expand its market reach.

3. Product Pipeline

Key Products/Services

Globant's Commerce Studio delivers a suite of services centered around digital commerce, rather than distinct products:

Digital Commerce Strategy Consulting: Crafting bespoke strategies for clients to achieve their commerce objectives.

Development Stage: Ongoing.

Target Market: B2B and B2C enterprises across various industries.

Expected Timeline: Project-specific, continuous engagement.

Key Features & Benefits: Market analysis, competitive positioning, technology roadmap, and business growth planning.

E-commerce Platform Implementation & Integration: Expert deployment and customization of leading platforms.

Development Stage: Ongoing solution delivery.

Target Market: Companies leveraging Adobe Commerce, Salesforce Commerce Cloud, Vtex, or Akeneo.

Expected Timeline: Project-specific, typically several months for major implementations.

Key Features & Benefits: Seamless integration with existing systems, scalable architecture, and robust functionality.

Customer Experience (CX) Design & Optimization: Creating intuitive and engaging user journeys.

Development Stage: Ongoing service.

Target Market: All clients seeking to enhance their digital customer interactions.

Expected Timeline: Continuous improvement cycles.

Key Features & Benefits: User research, UI/UX design, personalization, A/B testing, and conversion rate optimization.

Managed Services & Post-Launch Support: Ensuring the ongoing performance and evolution of commerce platforms.

Development Stage: Ongoing service.

Target Market: All clients requiring continuous operational support.

Expected Timeline: Long-term engagement contracts.

Key Features & Benefits: Monitoring, maintenance, security updates, and continuous optimization.

4. Technology & Innovation

Technology Stack

Globant's Commerce Studio leverages a sophisticated technology stack built upon eWave's prior expertise and Globant's broader innovation capabilities.

Core Platforms:

Adobe Commerce (formerly Magento): Expertise as an Adobe Platinum Partner ensures deep proficiency in this leading e-commerce platform.

Salesforce Commerce Cloud: Recognized as a Salesforce Gold Partner, the studio provides strong capabilities in Salesforce's cloud-based commerce solutions.

Vtex & Akeneo: Utilization of these platforms further expands the studio's ability to deliver diverse and comprehensive digital commerce solutions.

Proprietary Developments: As part of Globant, the Commerce Studio benefits from and contributes to Globant's innovation in areas like AI-powered delivery, design, and marketing technology, particularly within the framework of the Globant GUT Network.

Scientific Methodologies: Employs design thinking, agile methodologies, and data-driven optimization techniques to deliver impactful solutions.

Technical Capabilities: Strong capabilities in CX design, platform engineering, and performance optimization to create personalized, relevant, and engaging omnichannel experiences.

5. Leadership & Management

Executive Team

Key leaders from eWave transitioned into significant roles within Globant's Commerce Studio post-acquisition.

Karl Norman: Co-Founder of eWave, he plays a key role in the Commerce Studio, contributing his extensive experience to Globant's expanded commerce offerings.

Fatima Said: Managing Director & Co-Founder at eWave, continues to lead within the Commerce Studio, driving its commitment to augmenting global commerce capabilities and delivering large-scale digital commerce transformations.

Wanda Weigert: As Globant's Chief Brand Officer, she leads the overall Globant GUT Network, which encompasses the Commerce Studio, ensuring alignment with Globant's overarching brand and strategic direction.

Recent Leadership Changes

The most significant leadership change was the integration of eWave Commerce into Globant's structure following the November 2022 acquisition. This involved eWave's founders, Karl Norman and Fatima Said, transitioning into leadership roles within what became Globant's Commerce Studio. The subsequent launch of the Globant GUT Network in June 2024 further integrated the Commerce Studio into a unified leadership structure alongside other specialized studios within Globant, led by Wanda Weigert.

6. Talent and Growth Indicators

Hiring Trends and Workforce

Globant's Commerce Studio's talent strategy mirrors Globant's overall growth trajectory. At the time of its acquisition, eWave had over 200 collaborators spread across offices in Sydney, Melbourne, Hong Kong, Singapore, London, and Paris, with centers of excellence in China, Eastern Europe, and the Philippines. Globant itself is a fast-growing company with over 28,900 employees globally, present in 33 countries across 5 continents. The establishment of the Globant GUT Network signifies a strategic expansion into various multidisciplinary areas including advertising, strategy, marketing technology, content, design, media, commerce, and product innovation. This indicates a consistent demand for specialized talent to support these diverse offerings.

Company size and expansion metrics

Globant's overall growth strategy underpins the expansion of the Commerce Studio. The studio is a critical part of Globant's global footprint, which spans 33 countries. The expansion of the Globant GUT Network, incorporating the Commerce Studio, highlights a strategic investment in scaling capabilities and multidisciplinary offerings to cater to a global client base seeking digital transformation.

7. Social Media Presence and Engagement

Digital Footprint

Globant's Commerce Studio's digital presence and engagement are primarily channeled through Globant's established social media platforms. Globant maintains an active presence on major professional and social networks:

LinkedIn: Globant frequently shares updates on its strategic initiatives, technological advancements, client successes, and thought leadership related to digital transformation, AI, and its studio model, including content related to the Commerce Studio and the GUT Network.

Twitter/X: Used for real-time updates, news, and engagement with industry trends and events.

YouTube: Features videos on company insights, client stories, expert interviews, and event coverage.

Brand messaging and positioning

Globant's messaging consistently emphasizes digital transformation, AI-powered solutions, and its unique studio model for delivering specialized services. The launch of the Globant GUT Network has reinforced its positioning as a 'one-stop creative and tech shop,' blending creative storytelling with innovative technology solutions, a message that extends to the Commerce Studio's offerings.

8. Recognition and Awards

Industry Recognition

Prior to its acquisition, eWave was a multi-award-winning Adobe Platinum Partner and Salesforce Gold Partner. As part of Globant, the Commerce Studio contributes to Globant's broader industry accolades. Globant has received significant recognition, including:

Named a Worldwide Leader in AI Services (2023) by IDC MarketScape.

Recognized as a Worldwide Leader in CX Improvement Services (2020) by IDC MarketScape.

Identified as the fastest-growing IT brand and the 5th strongest IT brand globally in 2024 by Brand Finance.

The creative agencies within the Globant GUT Network, notably GUT, have garnered significant awards at prestigious events like the Cannes Festival, underscoring the combined strength in creative and digital services.

9. Competitive Analysis

Major Competitors

Globant's Commerce Studio operates within the competitive landscape of digital transformation consultancies and specialized e-commerce solution providers. Key competitors include:

Accenture Interactive/Capgemini Invent: These are large global IT services and consulting firms with significant digital commerce practices, offering comprehensive digital strategy, platform implementation, and CX design.

Publicis Sapient/Wunderman Thompson Commerce: Agencies that combine creative, strategic, and technological expertise to deliver digital commerce solutions, often with strong platform partnerships.

Specialized E-commerce Agencies: Numerous boutique and mid-sized agencies focusing specifically on platforms like Adobe Commerce or Salesforce Commerce Cloud.

Competitive Positioning

Globant's Commerce Studio differentiates itself through several key aspects:

Deep Platform Expertise: Its legacy as an Adobe Platinum Partner and Salesforce Gold Partner provides specialized knowledge and successful implementation track records.

Globant's Global Scale & Ecosystem: Leveraging Globant's extensive global footprint (28,900+ employees in 33 countries) and broad digital transformation capabilities provides significant resources and cross-functional synergy.

Integration within Globant GUT Network: Its role within the Globant GUT Network offers a unique "one-stop creative and tech shop" approach, blending commerce, marketing strategy, advertising, design, and AI-powered delivery. This integrated offering stands out against more specialized e-commerce agencies or larger consultancies that may lack the same depth across creative and technological integration within a unified network.

10. Market Analysis

Market Overview

The digital commerce market is experiencing continuous, rapid growth and evolution. This growth is driven by:

Increasing Consumer Expectations: Demand for seamless, personalized, and convenient omnichannel experiences.

Ongoing Digital Transformation: Businesses are consistently investing in digital capabilities to remain competitive.

Growth in B2C and B2B E-commerce: Both segments are expanding, with B2B e-commerce showing accelerated adoption.

APAC Region Dynamics: The Asia-Pacific region, a key area for the Commerce Studio due to eWave's origins, is a dynamic market with significant growth potential in online retail and digital services.

Growth potential

The market offers substantial growth potential due to the continuous need for businesses to adapt to new digital storefronts, optimize customer journeys, and integrate advanced technologies.

Key market trends

Hyper-personalization: Leveraging data and AI to deliver tailored experiences.

Omnichannel Integration: Seamless customer journeys across all touchpoints (online, mobile, in-store).

AI and Automation: Utilizing AI for improved customer service, product recommendations, and operational efficiency.

Headless Commerce: Decoupling the front-end from the back-end for greater flexibility and scalability.

Sustainability and Ethical Sourcing: Growing consumer demand for environmentally conscious and socially responsible commerce.

Market challenges and opportunities

Challenges: Rapid technological changes, intense competition, data privacy concerns, and talent scarcity.
Opportunities: Leveraging AI and machine learning for enhanced personalization, expanding into new geographical markets, evolving B2B e-commerce needs, and integrating commerce with broader digital experiences (e.g., metaverse, immersive shopping).

11. Strategic Partnerships

The foundation of Globant's Commerce Studio is built upon robust strategic alliances:

Adobe: The studio maintains an Adobe Platinum Partner status, demonstrating deep expertise and a strong working relationship with Adobe for its Commerce Cloud platform.

Salesforce: It holds a Salesforce Gold Partner designation, reinforcing its capabilities in Salesforce Commerce Cloud.

Vtex & Akeneo: Partnerships with these technology providers further expand the studio's ecosystem of commerce solutions, enabling it to offer diverse platforms to meet varied client needs.

12. Operational Insights

Globant's acquisition of eWave significantly boosted its digital commerce capabilities and expanded its reach, particularly in the APAC region. By integrating eWave and transforming it into its Commerce Studio, Globant gained comprehensive expertise in digital commerce transformations, encompassing CX design, platform engineering, and optimization. This strategic move allows Globant to offer a more complete suite of services to clients seeking innovative and scalable digital commerce solutions. The differentiator lies in the deep integration of commerce within Globant's broader "reinvention" strategy and its multidisciplinary Globant GUT Network, providing a cohesive approach that stands out from competitors.

13. Future Outlook

Strategic Roadmap

Globant's Commerce Studio, as a vital part of the Globant GUT Network, is strategically positioned to capitalize on the increasing demand for advanced digital commerce experiences. The strategic roadmap includes:

Driving Large-Scale Transformations: Continuing to lead complex, end-to-end digital commerce transformations for global clients.

Platform Expertise Enhancement: Deepening expertise in Adobe Commerce, Salesforce Commerce Cloud, Vtex, Akeneo, and other emerging commerce platforms.

AI Integration: Further embedding AI-powered delivery and advanced design principles into commerce solutions to create hyper-personalized and efficient customer journeys.

Holistic Solution Delivery: Leveraging its position within the Globant GUT Network for close collaboration with other specialized studios (e.g., Marketing Strategy, Advertising, Design, Product) to offer integrated solutions encompassing strategy, creativity, media, and technology.

Growth strategies

The studio will focus on global expansion, particularly reinforcing its presence in key new markets like Australia and Asia, while continuing to serve its existing global client base. Organic growth will be driven by continued innovation in technology and service offerings, alongside potential strategic acquisitions to further enhance capabilities.

Expansion opportunities

Expanding into new industry verticals that require sophisticated digital commerce solutions, and exploring emerging commerce models like social commerce, metaverse commerce, and subscription models, represent key growth avenues.

Future challenges and mitigation strategies

Challenges: Rapid technological shifts, intense competition, and the continuous need to attract and retain top talent.
Mitigation: Continuous investment in R&D and talent development, strategic partnerships with leading technology providers, and fostering a culture of innovation and adaptability within Globant's studio model.

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