“Companies are realizing they don’t have to be technology companies. We talk an awful lot in the industry about headwinds, and those headwinds to some extent are accelerants pushing these brands a little bit closer to the core, but making them realize that the solutions they’ve had, or the reluctance to spend on technology, is not going to work.”

https://techcrunch.com/2023/01/18/chord-headless-commerce-series-a/