Optimizely x Virto Commerce
B2B enterprises that need content, personalization, and experimentation working together need a CMS built for that combination, not just page publishing. Optimizely provides that, and Virto Commerce connects to it through APIs, keeping content and commerce on independent release cycles.
About Optimizely
Optimizely CMS is an enterprise digital experience platform that combines content management with built-in personalization and A/B testing, letting marketing teams optimize content performance without relying on a separate experimentation tool. Built on the .NET stack, Optimizely supports both traditional rendering and headless content delivery, with enterprise-grade security and governance for organizations managing content across multiple teams and channels.
How Virto Integrates with Optimizely
Virto Commerce and Optimizely operate on a clean separation of concerns — Optimizely owns content and personalization, Virto owns commerce state. The integration connects the two through APIs, allowing Optimizely to consume product data, pricing, and catalog structure from Virto while managing content independently.
The integration covers:
- Storefront and landing page content managed in Optimizely
- Product catalog data, pricing, and availability surfaced from Virto
- Cart and checkout flows owned by Virto, embedded into Optimizely experiences
- Optimizely’s personalization and experimentation tools operating on top of commerce-facing content, with specific configuration depending on implementation
Note: For system-specific integration patterns, middleware requirements, and accelerator availability — consult Virto’s integration documentation or speak with a solution partner.
Implementation Approach
Virto Commerce integrates with enterprise systems through a combination of APIs, middleware, and integration accelerators — designed to reduce implementation effort while preserving the flexibility that enterprise-specific workflows require.
Key considerations: number of storefronts and regions, whether Optimizely is used in traditional or headless mode, existing personalization and testing programs, and whether Optimizely replaces an existing CMS or is introduced as a new layer.
Use Cases
Running experimentation on commerce-facing pages
Commerce teams that want to test pricing presentation, product page layout, or promotional content need an experimentation tool built into the content layer, not bolted on separately. Optimizely’s built-in A/B testing operates at the content level, on pages that can surface Virto’s commerce data.
Teams can test and optimize commerce-facing content without stitching together a separate experimentation platform.
Personalizing B2B buyer experiences by account or segment
B2B buyers often need different content depending on their account type, industry, or purchase history. Optimizely’s personalization engine works at the content layer and can be configured around the commerce data Virto provides, without commerce logic living inside the CMS.
Buyers can see content tailored to their profile, while commerce rules stay centralized in Virto.
Migrating from a legacy or tightly coupled CMS
Organizations moving away from a CMS where content and commerce share infrastructure, making changes on either side risky, can move to a clean separation where Optimizely handles content and experimentation while Virto handles commerce.
Content and commerce operate on independent release cycles, reducing deployment risk on both sides.