MACH-Allianz & Shopify: Das sind die Hintergründe und Fakten
Thursday, 3 August 2023
Latori GmbH

MACH Alliance & Shopify: These are the backgrounds and facts

The e-commerce industry is thriving, and companies are increasingly looking to create innovative and seamless shopping experiences for their customers. In this pursuit, open and modular approaches such as the MACH Alliance have come into focus.

The MACH Alliance is an initiative that aims to promote an open and modular e-commerce ecosystem. "MACH" stands for microservices-based, API-first, cloud-native and headless. In other words, it's an approach where different e-commerce technologies work together seamlessly to provide flexibility and agility. But in the middle of this movement is a big name in e-commerce that is not yet a member of this organization: Shopify.

In this blog post, we take a look at how companies are deciding whether or not to join the MACH alliance, and look at how Shopify is able to implement the MACH principles despite not being a member, and what's behind it.

Need support with your Shopify store? As Shopify Plus experts, we're here to help you customize your store for your needs. Contact us.

The importance of the MACH alliance for e-commerce

The MACH Alliance has become a driving force in the e-commerce industry. "MACH" represents an innovative approach designed to overcome the traditional boundaries of e-commerce platforms.

The MACH Alliance is a group of retail companies that have come together to form a common organization to help each other succeed. It provides its members with resources, educational opportunities and ways to grow their businesses.

MACH's modular architecture allows companies to seamlessly combine different technologies and solutions. Instead of rigid systems, MACH principles allow the use of microservices that can be developed and updated independently. This promotes flexibility and agility, allowing companies to adapt their e-commerce platforms to ever-changing requirements and customer demands.

By focusing on API-first approaches, the MACH alliance enables improved integration with third-party tools and services. This open approach fosters innovation and enables companies to create customized e-commerce solutions that meet unique requirements.

The cloud-native nature of MACH offers further advantages in terms of scalability, performance and security. Companies can use their resources as needed and meet the growing demands of their customers without being slowed down by infrastructural constraints.

Finally, MACH's headless approach enables a clear separation of front-end and back-end, making it easier for companies to design innovative and personalized user interfaces that work seamlessly across multiple devices.

Overall, the MACH alliance is helping to revolutionize the e-commerce landscape by providing businesses with the tools and technology to create dynamic, customer-centric and future-proof shopping experiences. It's undeniable that the MACH approach is shaping the direction in which e-commerce is evolving. Even without being a member of the MACH alliance, it is possible to effectively implement all of these concepts with Shopify. We'll show you how to use the MACH approach with Shopify in detail in another section of this article.

Reading tip: In addition to the MACH approach, there are many other criteria that are important for choosing the right store system. In this article, we have set up a store system comparison for you that will help you choose the right system.

MACH Alliance entry

Why do companies join the MACH Alliance?

For members, there are several benefits to joining:

  • They have access to a myriad of resources to help them grow their business.

  • They can learn from and network with other headless commerce experts.

  • Members can take advantage of the many educational and networking opportunities that the MACH Alliance offers.

For e-commerce businesses, the MACH Alliance can provide the resources and networking opportunities needed to grow a business and take advantage of all that composable commerce has to offer. The alliance is a great way to connect with other e-commerce companies and learn from the shared experiences of the group.

In doing so, there are several reasons why companies join the MACH Alliance in the first place:


The MACH approach allows companies to leverage different technologies and integrate them with each other. This allows them to adapt and scale their e-commerce platforms to meet changing market demands.

Reading tip: Learn how B2B commerce works with Shopify here.

Improved integration capabilities:

MACH promotes the use of open APIs and standards to enable smooth integration of different systems. This makes it easier for companies to work with third-party tools and services and implement innovative solutions.

Future proofing:

The MACH Alliance relies on modern technologies such as cloud computing and microservices, which are considered future-proof. Companies that join this initiative can ensure that their e-commerce infrastructure stays up to date and can more easily keep up with the latest developments.


By using MACH principles, companies can develop and deploy innovative features faster. Modularity allows individual parts of the platform to be updated independently, reducing development and deployment times.

Customer focus:

The MACH Alliance places an emphasis on improving the customer experience. The flexibility and scalability of the approach help companies deliver personalized and seamless shopping experiences.

However, it is important to note that joining the MACH Alliance may not be suitable for every organization. It depends on individual business needs, existing technology infrastructure and strategic goals. Some companies may prefer a different integration and technology strategy.

MACH Alliance no accession

Why do companies decide not to join?

There are several reasons why companies may choose not to join the MACH alliance.

First, implementing a MACH structure could require a major redesign of the existing e-commerce infrastructure. This can involve significant time and expense, as companies may have to rebuild their systems from scratch to comply with MACH principles. For companies that have already invested in a particular technology and have an established ecosystem, this conversion effort could be challenging.

On the other hand, the complexity of the MACH structure could also be a challenge for companies that have limited technical resources or expertise. Implementing and managing microservices and APIs often requires an experienced team of developers and a willingness to deal with new technologies and integration capabilities. Smaller companies may lack the resources and expertise to successfully implement MACH principles.

Some companies may also have a specific strategic direction that does not fully align with the goals of the MACH Alliance. They might prefer a customized solution that better fits their individual business processes. In some cases, such a strategy could be competitive and allow them to differentiate themselves from competitors.

There may also be political or strategic reasons that prevent a company from joining the MACH alliance. A company might already have strategic partnerships or integrations with other platforms or vendors that may not be compatible with MACH principles. In such cases, the decision to join the MACH Alliance could create conflicts of interest with existing partners.

Finally, it is important to note that the decision to join or not join the MACH Alliance depends on an organization's individual business goals, technical capabilities, strategic priorities, and market scenarios. While the MACH structure offers many benefits, it may not be the best option for every business, and some companies may choose to go their own way to achieve their specific goals.

The reasons why Shopify does not seek membership in the MACH alliance can be manifold. Unfortunately, there is no information about Shopify's internal decisions on this topic, so all possible explanations are only speculative. However, it is important to say that Shopify is one of the leading e-commerce providers with an already large user base. It is possible that Shopify deliberately pursues an independent position in order to differentiate itself from other platforms and highlight its own unique strengths and solutions.

MACH Alliance and Shopify: What solutions does the store system offer despite the lack of membership?

Although Shopify is not a member of the MACH Alliance, it is entirely possible to leverage MACH principles and concepts in conjunction with Shopify. Companies can integrate MACH-inspired approaches and technologies into their Shopify platform in a number of ways:

Headless Commerce: a MACH-inspired approach can allow companies to use Shopify as the backend while decoupling the front end from the platform. This makes it possible for businesses to create flexible, customized, and engaging user interfaces that work seamlessly across multiple devices and channels.

Reading tip: Headless e-commerce with Shopify: More flexibility and adaptability thanks to Hydrogen and Oxygen.

API integrations: Shopify already offers APIs (application programming interfaces) that enable businesses to integrate additional services, systems, and applications into their e-commerce infrastructure. Companies can leverage MACH's API-first approach to easily integrate external tools and services into their Shopify platform to deliver a better shopping experience.

Reading tip: Learn more about Shopify APIs in our blog post.

Microservices: Although Shopify is an all-in-one e-commerce platform, companies can leverage MACH-inspired principles to develop specific functions or services as microservices and integrate them into their Shopify platform. This allows companies to make their infrastructure more modular and respond more flexibly to change.

Cloud-native approaches: Modern cloud technologies enable online retailers to host and scale their Shopify platform. This enables improved performance, scalability, and resilience to meet the demands of a growing e-commerce business.

Third-party integrations: Shopify has a wide range of third-party apps and integrations that businesses can leverage to extend their e-commerce functionality. By choosing MACH-compliant tools and services, businesses can ensure that they integrate seamlessly with their Shopify platform.


Ultimately, combining MACH-inspired approaches with Shopify demonstrates that companies don't necessarily need to be members of the MACH Alliance to reap the benefits of this modern architecture and technologies. Combining MACH principles with Shopify allows companies to leverage the unique benefits and features of both approaches and develop a powerful, flexible and scalable e-commerce platform that meets the needs of their customers.

However, it remains to be emphasized that the decision to join or not join the MACH Alliance depends on individual business goals, technical resources and strategic priorities. The MACH Alliance may be a groundbreaking movement in the e-commerce industry, but companies can still successfully create innovative and customer-centric shopping experiences regardless of their membership in the Alliance.

If you need support with your Shopify store, we're here to help. Contact us.

Frequently Asked Questions about MACH Alliance and Shopify

Who founded the MACH Alliance?

The MACH Alliance was founded in 2020 by a group of entrepreneurs who recognized that e-commerce businesses were struggling to find support and guidance to grow and succeed. The MACH Alliance provides that support by giving its members access to resources, education and networking opportunities.

What does "MACH" stand for in MACH Alliance?

The acronym "MACH" in MACH Alliance stands for the four core principles: Microservices-based, API-first, Cloud-native and Headless. These principles describe a modern approach to building IT systems and e-commerce platforms that promotes flexibility and innovation. The MACH Alliance brings together companies that support these principles and drive the development of future-proof e-commerce solutions.

How can I join the MACH Alliance?

If a company wants to become a member of the organization and carry the MACH Certified seal, it must fully comply with the guidelines. There are different seals that members can receive, depending on the requirements. The exact conditions can be found on the MACH Alliance website.

What is MACH commerce?

"MACH" is important in e-commerce because it provides a modern approach to building IT systems that enables flexibility and agility. By using microservices, API-first, cloud-native, and headless principles, companies can deliver innovative, personalized, and scalable shopping experiences that meet ever-changing customer demands. MACH enables companies to seamlessly integrate with external services and tools, drive innovation, and ensure long-term competitiveness in the rapidly evolving e-commerce industry.

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