Businesses are handling more operational data than ever before. Data are created by orders, customers, inventory, fulfillment, payment, returns, refunds, and much more. It can be hard to keep track, as often these data are dispersed over multiple solutions. With more data comes more complex data management. Businesses are becoming increasingly unable to effectively handle and utilize their data. As data pile up, data silos are built up, and they can be hard to break down. 

In today's world of digital commerce, customers are demanding great buying experiences. To give their customers what they want, businesses have started to review their internal operations. Often, businesses find that their core applications are outdated and unable to adjust to modern demands. Existing solutions turn out to be less flexible and future-proof than expected. Therefore many merchants are looking for new solutions.