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In the eCommerce ecosystem, building a solid, sustainable platform is just as important as selling. Yet many brands fall into a silent trap: the creation of a digital Frankenstein. A chaotic technical environment, made up of disconnected components, poorly chosen technologies, and cumulative developments that—over time—render the online operation unmanageable.
This was the central topic of one of the most compelling roundtables at LogiCommerce Connect 2025, moderated by Màrius Rossell (CEO of LogiCommerce), and featuring three industry veterans: Isaac Bosch (Ecom360), Santiago Sánchez (The Etailers), and David Pruñonosa (Pruñonosa).
Contents
The session began with a provocative question: who’s to blame when an eCommerce becomes a digital Frankenstein? The client, the agency, or the technology?
The speakers agreed that there’s no single culprit, but rather a combination of factors:
Their unanimous conclusion: without clear governance between client, agency, and technology, the result is usually a platform that’s hard to maintain, expensive to scale, and full of quick fixes.
One of the recurring issues was the appearance of so-called “poyaques” (“now that we’re at it, let’s add this too…”), which typically arise from not investing enough time in the project definition phase. Many clients don’t fully understand the technology they’re adopting, which leads to continuous scope creep.
To prevent this, the experts recommended dedicating as much time to defining the project as to executing it—and building a culture where the client also takes an active role in the process.
Although all three speakers came from open source backgrounds, they acknowledged that many of their agencies have adopted SaaS solutions like LogiCommerce for several reasons:
This doesn’t mean open source should be dismissed but rather that we must understand the total cost of ownership (TCO). The true cost of a project goes far beyond licensing. It includes development, maintenance, integrations, servers, technical staff, training… and when miscalculated, what seems cheap can become very expensive.
The discussion also highlighted how LogiCommerce has deeply understood the needs of B2B eCommerce, integrating complex features such as:
This approach—refined over more than 25 years—has positioned LogiCommerce as one of the most appreciated platforms by agencies looking to go beyond one-size-fits-all solutions.
A key insight from the session was the changing paradigm in the industry. According to the speakers, the future of eCommerce is no longer about which CMS to choose, but about something deeper: data governance, integration, AI, and automation.
In this new landscape, platforms like LogiCommerce stand out thanks to their architecture, which is designed to connect with external systems and enable personalization both on the front and back ends.
The roundtable ended with a look toward the near future: AI agents. Not just for customer service, but for more complex tasks such as:
In fact, LogiCommerce is already developing features that will enable conversational eCommerce management from the back office, as well as integrations with tools like WhatsApp and intelligent search engines.
Preventing your eCommerce from becoming a digital Frankenstein isn’t about luck. It requires strategy, transparency, real consulting, and the right technology. But above all, it requires understanding that success isn’t about writing more code—it’s about focusing your resources where they matter most: selling more, better, and with less friction.
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