Sports Direct replatforms with Reaction Commerce

Reaction Commerce has announced a multi-year partnership with Sports Direct. The retailer becomes the first large-scale, global client for its platform and managed services offering.

The tie up will roll-out to eCommerce brands under the Sports Direct umbrella, including US sites Eastern Mountain Sports and Bob’s Stores

“We’ve been on the hunt for a new commerce platform for more than a year, as recent growth and acquisitions mean that our once state-of-the-art platform no longer fits the ambitions, scale, or trajectory of the Group,” says Sports Direct international head of elevation, Michael Murray. 

Legacy platforms used in the market work on outdated technologies, many of which were created before the first iPhone, and are not built in a way that aligns the customer, operator, or developer experience with our elevation roadmap, he adds.

"Reaction Commerce allows us to adapt and respond quickly to meet our worldwide customers’ expectations, while also positioning our operators and developers with market-leading tools. Its architecture will allow us to incorporate data directly into each experience set, creating a dynamic, data-driven commerce platform on all sides. This was a core building block of our long-term roadmap and something we look forward to realising with Reaction over the next few years.”