Sanity

Why can some teams launch global campaigns in minutes (👋 Tecovas) while yours is still waiting on a homepage swap?

Hint: It's not their CMS. It's their approach to content operations.

The best teams don't scale by adding headcount or hacking together workflows.

They build systems around their team and operations.

Not a custom CMS, but a stack built on structured content, flexible workflows, and automation-ready architecture.

Fully configurable. Minimal maintenance. Built to scale.

Why now? Delay has real costs.

Commerce teams are creating more content for more channels with smaller teams and higher expectations. But most systems were built for publishing, not operations.

AI can't work without structured, queryable content. New surfaces mean more duplication without reuse. Each workaround adds complexity, and replatforming becomes inevitable.

Sanity gives you the infrastructure to move faster and adapt to whatever comes next. Structured content, programmable workflows, and automation-ready architecture built for scale.

This guide shows the workflows, tools, and strategies behind high-velocity, scaling e-commerce teams.

The brands you'll see:

Tecovas – Western boots and apparel, known for craftsmanship and rapid product drops.
SKIMS – Kim Kardashian’s shapewear and loungewear brand with a massive global presence.
Lady Gaga – The artist’s official storefront, featuring exclusive merch and creative campaigns.

The current state of e‑commerce content ops

E-commerce teams are under pressure to move faster with less.

Customers expect personalized, localized, story-driven experiences across every channel. But most content systems still assume you're shipping static pages, not orchestrating real-time campaigns. Teams know they need AI and automation to survive, but most tools bolt these on as afterthoughts instead of building them into the foundation.

What's shifting in the industry:

AI adoption is accelerating but unevenly applied. Leading brands use AI to translate entire collections in hours instead of weeks, while others still copy-paste between spreadsheets. The gap between early adopters and laggards is widening fast.

Manual campaign orchestration is killing velocity. Sales, product drops, and regional promotions require updates across 5+ markets within hours. Teams that can't automate these workflows miss revenue windows and burn out their staff.

Headless freed the frontend, but editorial stayed stuck. Development teams ship faster, but content teams still fight with rigid interfaces that weren't built for commerce workflows. The result: features ship on time, but content doesn't.

PDPs are becoming mini brand sites. Top performers pack product pages with embedded video, long-form storytelling, and market-specific modules. Teams without flexible content modeling can't compete on experience.

Lean teams are the new normal. Successful brands now support 3x more channels, languages, and campaigns without adding headcount. Those still scaling linearly with manual processes are getting priced out of growth.

The most forward-looking teams are rethinking how content gets planned, modeled, and delivered, not just how it gets displayed.

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The content editor's guide to content operations [E-commerce edition]

Table of Contents

Why now? Delay has real costs.

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The current state of e‑commerce content ops

Why e‑commerce teams hit a wall