As headless commerce and ecommerce platforms continue to gain traction, many online merchants wonder what exactly headless ecommerce is all about? The new post-coronavirus ecommerce accelerated the growth of online shopping, and whether consumers shift their behavior to regular shopping habits before the pandemic is still a mystery.
However, one thing is clear: brands must focus on building superior online experiences to beat the competition and maintain market share in their industry. Headless commerce is flexible, agile, and customizable and brands should shift to a headless commerce platform sooner rather than later.
Let’s discuss how a headless commerce platform works, the benefits of headless commerce software, and why it is essential for enterprise ecommerce businesses.
What is a Headless Commerce Platform?
A headless eCommerce platform is a solution that separates the front-end systems (the “head”) from the backend, giving developers the flexibility to design and create custom experiences for users. A headless eCommerce solution can store and deliver content without front-end constraints, such as templates or themes. By separating the consumer-facing aspect (the “head”) from the commerce engine (the “body”), brands have the freedom to create unique shopping experiences tailored to their specific needs.
How does a Headless Commerce Platform work?
Headless commerce operates on a decoupled architecture, which separates the frontend (what customers see) from the backend (the engine that handles data and processes). This architecture is a core feature of headless commerce, enabling brands to deliver seamless, customized experiences across multiple channels. The separation allows for greater flexibility and scalability compared to traditional e-commerce platforms.
The backend, often referred to as the “body,” manages critical functions like product catalogs, inventory, pricing, and order processing. It also connects to the frontend through APIs, which serve as the communication link between the two. APIs enable smooth data exchange, ensuring the backend supports a wide range of customer-facing interfaces. Microservices within the backend handle specialized tasks such as payment processing, providing modularity and reliability.
The frontend, or the “head,” represents the presentation layer and includes websites, mobile apps, kiosks, and even voice assistants. A headless CMS typically powers the content for these interfaces, delivering a unified experience across all touchpoints. This decoupled structure allows marketing teams to modify frontend designs, experiment with layouts, and launch campaigns without disrupting backend operations.
When a customer interacts with a headless platform, their actions, like browsing or adding items to a cart, send API requests to the backend. The backend retrieves the required data, such as product details or stock availability, and sends it back to the frontend. The frontend then renders this information appropriately, tailored to the specific device or platform the customer is using.
One of the most significant advantages of headless commerce is its omnichannel capability. With a single backend, businesses can power consistent experiences across various touchpoints, from websites and mobile apps to emerging IoT devices. This makes headless commerce a future-proof solution for brands looking to adapt to evolving consumer expectations.
What’s the Difference Between Headless Commerce and Traditional Commerce?
A traditional ecommerce platform uses a rigidly coded database on a monolithic architecture that connects both the frontend and backend. Traditional ecommerce systems are great for small businesses and startups without the developer resources. They can create a storefront on traditional platforms easily but the fixed architecture limits their ability to integrate their content and reach on new shopping channels.
Headless commerce platforms, on the other hand, allow ecommerce businesses to adapt to new innovations in the online marketplace. They can speed up their ability to leverage on new avenues to reach customers. Merchants leveraging headless commerce platforms have a clear competitive advantage since traditional commerce platforms are slower to adapt since they do not have the flexible architecture. Also, headless systems are cloud-based to avoid single points of failure and reduce the risks of a data breach to access critical customer information.
Traditional commerce systems take considerable effort to revise content elements that do not fit within the core design of the templates. Developers trying to make upgrades and updates will take considerable time and effort, which will lead to expensive internal operating costs. Developers on headless systems can create their client’s ideal user experience from scratch without having to worry about messing up backend databases which is safer, faster, and more cost-effective.
Comparing Headless Commerce and Traditional Commerce
| Feature | Traditional Commerce Platforms | Headless Commerce Platforms |
|---|---|---|
| Architecture | Monolithic architecture with tightly integrated frontend and backend | Decoupled architecture separating frontend and backend |
| Customization | Limited customization due to predefined templates and functionalities | Unlimited customization and flexibility in frontend design |
| User Experience | Entire system loads, potentially resulting in slower page loads | Can use single-page applications (SPAs) for faster and seamless experiences |
| Development Flexibility | Changes to one part may affect other parts of the system | Allows for independent development of frontend and backend |
| Time to Market | Slower updates and reduced agility | Faster time to market, especially for new channels or regions |
| Integrations | Limited integration options | Easier integration with third-party services and new technologies |
| Omnichannel Capabilities | Limited channels for consistent shopping experiences | Supports various touchpoints (websites, apps, IoT devices, social media) |
| Personalization | Limited personalization capabilities | Enhanced personalization through access to customer data and AI integration |
| Scalability | Complex to scale, especially for multi-channel experiences | Improved scalability and flexibility |
| Content Management | Content tied to specific platforms | Centralized content management with delivery to multiple channels |
| Development Costs | Generally lower initial development costs | Higher development costs due to increased complexity |
| Maintenance | Simpler maintenance within a single platform | More complex maintenance across multiple systems |
| Technology Stack | Limited to the platform’s built-in technologies | Freedom to choose best-of-breed solutions for frontend and backend |
| API Usage | Limited API usage | Extensive use of APIs for communication between frontend and backend |
| Performance | Performance can be affected by the entire system’s load | Potential for improved performance through optimized frontend delivery |
| Future-Proofing | May require complete overhauls to adopt new technologies | More adaptable to emerging technologies and channels |
Headless Ecommerce Framework and Architecture
Headless ecommerce architecture separates the frontend templates and themes from the backend. Merchants can use APIs to show their products and contents on any screen or framework while leaving the backend alone. As we move into the age of Internet of Things (IoT), headless commerce is the only architecture that makes sense.
As each year passes, rapid new advances in the functionality and capabilities of devices means that ecommerce merchants must be nimble, effient, and cost-effective to take advantage of the latest shopping trends. The restrictive and rigid capabilities of traditional ecommerce platforms will cripple merchants operating on their framework.
Also, most enterprise ecommerce brands must invest every couple of years to replatform their online storefront, which can cost tens of thousands of dollars. Nogin partners never have to replatform again, saving our partners a massive headache and bill.
Headless CMS will become essential to deliver content. The high development costs will cut into the profits of ecommerce merchants, restricting their ability to scale. Headless ecommerce architecture separates backend and frontend elements, so businesses can safely and securely manage their storefront.
How Headless Commerce Supports Omnichannel Retail
Omnichannel retail gives shoppers the opportunity to shop from ecommerce shops online or offline from any device connected to the internet. User experience is paramount for online retailers and creating a seamless and easy shopping environment for their potential shoppers to explore will not only increase conversions but also the value of your brand. To truly leverage omnichannel retail, headless commerce is the only option.
Omnichannel shopping is quickly becoming the norm. Brands that fail to create meaningful experience across digital channels, physical stores, and other devices will lose market share and revenue. Harvard Business Review conducted a study with 46,000 customers and analyzed their shopping behavior and results concluded:
- 7% were online-only shoppers
- 20% were store-only shoppers
- 73% used multiple channels.
Using an omnichannel approach, businesses can engage with their audience continuously to create an effective customer retention strategy. Their ecommerce conversion funnel is much broader to capture more repeat transactions and new customers.
Made.com experimented with a ‘try before you buy’ using touch screens and fabric samples. They were able to track consumer interactions to better understand how their audience interacted with their products. While customers created shopping lists in the high end London showroom, Made.com engaged with their audience through email with personalized recommendations based on their unique preferences. Needless to say, it was a very effective sales campaign that leveraged an omnichannel approach.
5 Benefits of Headless Ecommerce
We’ve already touched on some of the benefits of headless ecommerce business platforms. Let’s dive deeper into the many advantages merchants have using a headless ecommerce architecture and why it is the next evolution of ecommerce.
- Customization
- Flexibility
- Maximize Content for Conversions
- Experimentation and Testing Capabilities
- Better Security, Less Errors, Lower Ownership Costs
1. Customization
Traditional platforms have pre-existing themes and architectures that developers must work from. Headless commerce platforms allow developers to customize their storefront to create an ideal customer experience. Control the appearance and presentation of your store to entice your target audience the way you see fit.
2. Flexibility
Headless commerce platforms have separate frontends and backends to allow developers the flexibility to implement changes. Traditional commerce platforms have a tight coding infrastructure which limits how merchants can customize their online shopping experience. Merchants using headless commerce platforms can create custom checkout sequences and test endless product listing strategies and retail pricing strategies that fit within their custom online framework.
3. Maximize Content for Conversions
Headless commerce allows for merchants to create truly unique content experiences that flow seamlessly on their storefront. Shoppers have become more interested in brand stories and the fine details behind their product purchases.
82% of mobile shoppers research products on their phone that they intend to make in stores. Information and easily digestible content helps build rapport and trust with shoppers so they can make purchases with confidence.
Headless platforms not only can feature the most capable mobile responsive designs, but merchants can create an omnichannel content distribution network to engage customers from any possible touchpoint. Developers can add new frontend components efficiently without backend coding modifications. As new technologies continue to emerge, merchants can stay ahead of the competition and reach their audience.
4. Experimentation and Testing Capabilities
The ability to modify content elements on the front end leads to unrivaled testing capabilities not available on traditional commerce platforms. Experiment with content designs, text, and elements without interfering with backend processes. Best of all, the decoupled, modular architecture means your tests are not only responsive but secure and stable. The APIs used on headless commerce frameworks only use the data necessary to run the test to reduce variables that will interfere with the effectiveness of your test.
5. Better Security, Less Errors, Lower Ownership Costs
Separating the frontend and backend architecture allows for better data security and a reduction in the risk of data breaches. The use of modular coding and read-only APIs make it harder for hackers to employ malicious attacks.
The use of microservices also reduces errors by processes under the headless architecture. It also is easier to replatform and ecommerce merchants can quickly modify their shop to adapt to seasonal promotions without expensive migration expenses. Traditional ecommerce platforms are not only harder to replatform but they are costly and prone to errors.
Headless Ecommerce Solutions: Why You Need It
Brands can’t compete online with big retail. They have the resources, funding, and capabilities to steamroll brands online. Worst of all, brands that leverage big retail distribution lose control of their brand, profit margins, and access to data around their customers. Companies must rely on expensive outsourcing to support their endless development, fulfillment, and dozen other aspects of running an ecommerce business without the reassurance that they will deliver. Put simply, ecommerce brands can’t compete with big retail on their own.
Best Headless Commerce Platforms
| Platform | Key Features | Best For |
|---|---|---|
| Shopify Plus | Extensive API support, multi-channel selling, user-friendly admin interface, AI-driven insights, mobile-first approach | Businesses of all sizes looking for ease of use and robust integrations |
| BigCommerce | Comprehensive API coverage, built-in SEO features, multi-storefront capabilities, strong out-of-the-box functionality, customization options | Mid-sized businesses seeking flexibility with minimal development effort |
| Commercetools | API-first architecture, microservices-based platform, advanced product information management, customizable customer journeys | Enterprises with complex requirements and a focus on omnichannel experiences |
| Salesforce Commerce Cloud | AI-powered marketing tools, omnichannel capabilities, social media extensions, personalization at scale, mobile optimization | B2B and B2C enterprises requiring robust marketing and personalization capabilities |
| Adobe Commerce (Magento) | Advanced segmentation, content staging and preview, visual merchandising, integration with Adobe’s marketing suite | Businesses needing powerful marketing tools and precise customer targeting |
| Elastic Path | Flexible catalog management, personalization engine, headless content management, robust omnichannel support | Complex business models, including B2B commerce and enterprises focusing on tailored strategies |
How to Migrate to a Headless Commerce Solution
Migrating to a headless commerce solution is a strategic process that requires careful planning, collaboration, and execution. The first step is to evaluate your business needs by assessing your current e-commerce infrastructure, identifying pain points, and defining objectives for the migration. This analysis helps determine whether a full replatforming or a phased approach is better suited for your business. Selecting the right headless commerce platform is also critical, as it must align with your scalability, integration, and customization requirements.
The implementation phase involves building a new frontend, setting up a backend, and connecting the two with APIs. Data migration is a crucial part of this process, requiring careful cleansing, mapping, and verification to ensure a smooth transition. Throughout the migration, thorough testing is essential to catch and address any issues early. The team should include developers, IT staff, project managers, and marketing professionals to oversee the technical and user-experience aspects of the migration. Additionally, external partners or consultants with expertise in headless commerce can add significant value.
Once the migration is complete, the launch process begins. Employee training is vital to ensure all stakeholders understand the new tools and workflows. After the go-live, ongoing monitoring and performance analysis will help optimize the solution, making iterative improvements based on user feedback and performance data.
Step-by-Step: Migrating to a Headless Commerce Solution
- Evaluate business needs.
- Choose the right platform.
- Develop a migration strategy.
- Create a detailed migration plan.
- Prepare for data migration.
- Develop the new frontend.
- Set up the backend and APIs.
- Conduct testing and quality assurance.
- Execute a phased rollout (if applicable).
- Migrate and verify data.
- Train employees on the new system.
- Go live and monitor performance.
Headless E-commerce Platform FAQ
What is a headless e-commerce platform?
A headless e-commerce platform separates the front-end (what customers see) from the back-end (where data is stored). This lets developers create custom shopping experiences without being limited by templates or themes.
What is an example of headless commerce?
An example of headless commerce is when a brand uses a content management system (CMS) like WordPress for their front-end and connects it to a back-end e-commerce engine like Shopify. This setup allows for more flexibility in design and functionality.
What are the benefits of headless Shopify?
Headless Shopify offers more customization, flexibility, and better performance. You can create unique shopping experiences, integrate with various channels, and update your site without affecting the back-end.
How does headless e-commerce work?
Headless e-commerce works by using APIs to connect the front-end and back-end systems. This setup lets you manage content and products separately, allowing for more creativity and faster updates.
Why are small businesses today choosing headless e-commerce?
Small businesses choose headless e-commerce for its flexibility and ability to create unique, customized shopping experiences. It helps them compete with larger brands by offering better performance and easier updates.
