Key Insights and Takeaways from MACH Global Annual Research
Launch of annual independent report shines light on what matters most in modern commerce tech for vendors and brands alike.
At an exclusive event in New York last night, the MACH Alliance launched the most recent installment of their Global Annual Research. The annual independent research report explores the trends in MACH and composability around the globe.
Holly Hall, Managing Director of the MACH Alliance, sat down with Composable.com to discuss the report and share valuable insights on the latest developments in MACH adoption and expansion, including the rise in interest spurred by economic challenges and customer demands. The report highlights the momentum behind MACH as a fundamental enabler for businesses looking to become more agile and competitive in 2025.
Economic Uncertainty Key In Accelerating MACH Adoption
“One of the standout insights we didn’t expect to see reflected is adoption is now occurring as a direct result of economic volatility,” noted Hall, identifying a significant shift in sentiment in the last 12-18 months. Where moving to a MACH architecture was once seen as, “a significant technology shift and financial investment” according to Hall, organizations are now viewing the move as an easier, more economically sustainable path forward.
Organizations are facing increased pressures to reduce costs while enhancing customer experience, and MACH provides a powerful framework for achieving these goals. According to the report, 91% of organizations have increased their MACH adoption over the past year, with increased agility, flexibility, and adaptability (26%) and cost benefits / reduced costs (23%) being key drivers. The pressure to adapt quickly has shifted MACH from being a long-term investment to an immediate necessity.
While economic volatility has acted as a catalyst, Hall points out that the growth and expansion of the ecosystem has also enabled adoption in far greater numbers.
“When you speak to some of the early adopters of MACH, they had to orchestrate their own mini ecosystem. They had to make sure that the various technology vendors were talking to each other and knit that piece together,” she commented.
Early adopters had to muddle through creating their own MACH ecosystems, but today’s new adopters benefit from a more mature and accessible MACH landscape, making it easier to implement these solutions. The MACH ecosystem has evolved, and as Hall noted, it’s just far easier for organizations to adopt than it was for those leading the charge in the early days.
“That's why we call them early adopters, because it's a challenging undertaking to be the first out of the gate, and there are very few organizations that will want to embark on such a significant undertaking without a playbook and guaranteed results.”
The early adopters don’t just chart the course on how to do it, they also act as test cases, proving the value for more mainstream adoption. According to this year’s report, 93% of respondents said ROI from MACH has met or exceeded expectations. When pressure is on to prove value from each and every tech investment, those numbers are a powerful proof point for businesses as they assess where to shore up in times of economic instability.
Customer Experience Drives MACH Adoption in New Sectors
The shift towards MACH has also been strongly influenced by rising customer demands, particularly in sectors like B2B and healthcare. “We are seeing an increasing understanding of the importance of the customer,” said Hall. “Being able to better influence and drive the customer experience is now business critical, as it will drastically impact [purchasing] decisions.”
In industries such as financial services, the ability to better serve customers by leveraging data has become crucial. The report highlights that 61% of organizations in 2025 cite improving customer experience as the primary driver behind MACH adoption, up from 54% in 2024.
“We historically saw this trend in B2B, and now also observe this trend in major customer-centric industries like financial services. Most recently we’re seeing it impact the healthcare sector as well, as Increasingly, it's all about the patient experience.”
The ability to respond to omnichannel customer demands is a hallmark of MACH, and Hall sees composable architectures as a key enabler in this area. Brands are increasingly recognizing the value of being able to serve their customers and patients where, when, and how they want. Improving experiences at that level also means being able to build experiences that feel more personalized— and that depends on data.
“Creating open and connected processes to use and access data is increasingly important across all sectors, especially when organizations want to adopt new technologies, like AI,” added Hall. “Understanding how you can uplevel and modernize your tech stack with MACH helps create the foundation you need in order to easily and efficiently adopt and leverage these newer technologies.”
The MACH framework allows businesses to experiment and innovate rapidly, ensuring they can meet ever-evolving customer expectations and stay competitive in today’s market.
The Importance of AI in MACH Ecosystems
AI was an undeniable focal point for many organizations in 2024, and will be even more so in 2025, which is why it’s fascinating to see there’s a direct correlation between MACH maturity and AI maturity.
“In our 2025 research, we have observed that organizations that are more MACH mature are also likely to be more AI mature,” explained Hall.
The architecture’s flexibility allows businesses to seamlessly integrate new technologies. For businesses just beginning their MACH journey, AI may seem like a distant goal, but with the right foundation, it becomes an achievable objective that will drive future growth and innovation.
The ability to respond to omnichannel customer demands is a hallmark of MACH, and Hall sees composable architectures as a key enabler in this area. Brands are increasingly recognizing the value of being able to serve their customers and patients where, when, and how they want. Improving experiences at that level also means being able to build experiences that feel more personalized— and that depends on data.
“AI is at the top of everyone’s prediction lists (Forbes, Gartner, McKinsey) with a big focus on being data-driven and how that facilitates the application and adoption of AI,” Hall shared, and the report underscores the growing importance of AI in digital transformation. The intersection of MACH, AI, and data is crucial for brands keeping an eye on the future. For businesses to embrace AI and more connected ecosystems, they will need open and connected technology ecosystems that embrace interoperability in order to fully realize the application and benefits of AI.
"MACH is the foundation you need in order to be able to experiment and use AI," explained Hall.
Overcoming Obstacles to MACH Adoption
Despite the clear benefits, many organizations still face significant obstacles in adopting MACH. Resistance from IT teams remains one of the biggest challenges, with 29% of organizations citing IT resistance as a barrier, up slightly from 26% in 2024. To address this, Hall stressed the importance of "simplification" in the MACH adoption process. The MACH Alliance is focused on making the process as straightforward as possible for organizations, ensuring they can move at their own pace while still achieving results.
Despite the clear benefits, many organizations still face significant obstacles in adopting MACH. Resistance from IT teams remains one of the biggest challenges, with 29% of organizations citing IT resistance as a barrier, up slightly from 26% in 2024. To address this, Hall stressed the importance of "simplification" in the MACH adoption process. The MACH Alliance is focused on making the process as straightforward as possible for organizations, ensuring they can move at their own pace while still achieving results.
To help overcome resistance, the MACH Alliance offers resources like rideMACH, a program designed to ensure that everyone involved in the implementation—from designers to account managers—are aligned.
Hall also suggested that organizations start with "demonstrating some incremental success, however small," to build confidence and show the tangible benefits of MACH. Once companies experience early wins, they can build momentum toward more comprehensive adoption. And the 2025 report showcased just how many firms have seen success from their investments.
Not only did 93% of respondents say ROI from MACH has met or exceeded expectations, but the Alliance's research also shows that MACH leads to improved customer experience (55%), improved systems and process integration (54%), and more time for innovation and/or better innovation (44%). Tangible benefits like these highlight the value that MACH brings to businesses looking to optimize their operations and stay competitive, and make it easier to gain buy-in and ongoing support from decision makers at every level of the business.
Recommendations for Digital Transformation in 2025
As Hall stated in our discussion, "Composable approaches are no longer limited to only the most adventurous and innovative organizations. MACH is a best-fit for every type of organization." For those looking to stay competitive in 2025 and beyond, MACH offers a powerful foundation for digital transformation. The latest MACH Alliance Global Annual Research report reveals the significant momentum behind MACH adoption, with businesses across industries recognizing its potential to drive efficiency, innovation, and improved customer experiences.
Businesses ready to begin or continue their transition to modular tech have loads of options for learning more: industry events like The Composable Conference, which offers tailored content for businesses at different stages of adoption; speaking with industry peers who have adopted MACH technologies; and taking courses like rideMACH among them.
Hall also emphasized that brands planning a change should find certified MACH partners, as selecting the right technology partners is crucial for a successful MACH implementation. By working with certified vendors and experts, businesses can ensure a smoother, more efficient journey toward digital transformation.
To learn more about how MACH can benefit your organization, visit the Annual Research Hub to access the Quick Guide or explore the full report.
Leigh Bryant
Editorial Director, Composable.com
Leigh Bryant is a seasoned content and brand strategist with over a decade of experience in digital storytelling. Starting in retail before shifting to the technology space, she has spent the past ten years crafting compelling narratives as a writer, editor, and strategist.