Imagine a world where buying a loaf of bread forced you to purchase an entire tray of sandwiches, including all the fillings you neither need nor want. This absurd scenario was once akin to the experience e-commerce retailers faced when setting up their online stores. They had to buy a one-size-fits-most tech stack from a single provider, making the launch of their online presence relatively easy but also burdening them with elements they didn’t require.