A computer-implemented system and method for processing messages using native data serialization/deserialization without any transformation, in a service-oriented pipeline architecture is disclosed. The method in an example embodiment that includes serializing or deserializing the request/response message directly into the format (specific on-the-wire data format or a java object) the recipient expects (either a service implementation or a service consumer or the framework), without first converting into an intermediate format. This provides an efficient mechanism for the same service implementation to be accessed by exchanging messages using different data formats.