Following a US$145 million (A$223 million) investment boost from Insight partners in 2019, commerce software provider, commercetools, has entered the Australian market as part of a global expansion across the US, Europe and Asia Pacific.

In Australia, commercetools will be led by newly appointed territory sales manager, Joshua Emblin (pictured), who is charged with building a dedicated team out of the company’s Melbourne hub, and launching a new regional data centre in Sydney in April.

Using the GDP/Google Cloud Platform, the data centre will support customer growth in Australia and New Zealand, delivering the best possible digital experiences for customers while complying with data privacy laws.

Drawing on his extensive experience in retail and commerce technology, most previously at digital commerce specialist Tryzens, to spearhead growth, Emblin will focus on further developing commercetool’s local partner network and growing his team.

commercetools CEO and co-founder, Dirk Hoerig said, “The demand for true modern commerce platforms is globally growing, which is why we are investing in new regions like Australia and New Zealand.

“Thanks to our recent funding we can seize the opportunity to accelerate our expansion into new markets with the right people and resources, including a new state-of-the-art data centre for Australian and New Zealand customers. With Joshua at the helm, we can enable more businesses to overcome the challenges of keeping pace with the new digital landscape and changing buyer demands, providing an engaging commerce experience for today’s consumers.”

Commenting on his new role, Emblin said, “The market is already showing a lot of interest in commercetools’ cloud-native, headless and API-first commerce platform as local businesses look to move away from existing tech stacks in favour of platforms that are more agile.

“I look forward to building a strong regional footprint by helping these businesses evolve their digital commerce for more engaging, more profitable commerce experiences that are easier and quicker to build, grow and manage.”

With commercetools, customers can easily integrate commerce into mobile apps, online games, AR/VR and social media channels as well as any internet-connected device such as kiosks, wristbands or automobiles.