The growing popularity of online shopping and the rapid development of the e-commerce segment have changed the requirements of consumers, who have become increasingly aware customers. Such a trend requires online stores to provide increasingly original and personalized shopping experiences. The answer to this issue is headless eCommerce, which is increasingly gaining popularity. What exactly is it and what are its benefits? These questions will be explained in our latest article.
What is headless eCommerce?
The standard e-commerce structure consists of 3 elements:
- Front-end layer presenting the final information to the user.
- Back-end layer retrieving and processing information.
- Database, which is a warehouse containing information such as product descriptions, images or prices.
Headless architecture is a solution that gives companies more space and freedom to create any form in a customized way. Headless eCommerce is, in the simplest terms, the separation of front-end and back-end layers in a sales application. This approach provides customers with an even higher quality of service, which in turn translates into a more pleasant user experience, a key advantage of this solution.
How does headless eCommerce work?
On what principles does headless technology work? The solution primarily uses APIs, experience manager and other tools to deliver innovative solutions and experiences that engage customers. In the case of uniform models, all elements work together, in headless e-commerce the front-end layer is separated from the back-end, giving developers more ability and freedom to make changes to the site, and thus allowing them to build commercial strategies based on user experience. Traditional systems offer a set of functionalities for both creating and presenting content. However, this means that they have a strictly defined group of technologies that can be used during the process of preparing the presentation of the store’s offer. In headless eCommerce it is quite different – the solution is a response to the growing demands of customers enabling the implementation of changes that are difficult or impossible in traditional CMS systems. Headless architecture remodels the approach to the visual layer using an API for retrieving content from anywhere on the site. The prepared content can be unified on the back-end of the application and presented not only on different devices, but also in a different form adapted to the specific device – headless eCommerce allows you to define a separate view of an online store or application using a single back-end system, thus improving the end-user experience. As we have already mentioned, the headless model is based on an API that is a form of connector between the front-end and back-end, separating them from each other, while allowing free communication between applications. Content is not displayed directly on the server, but is made available externally in the form of raw data in JSON or XML format. This way, the uploaded data is retrieved and displayed according to the preferences of the application (web/mobile/etc.). When required, the API sends the information or data from the backend to the specific system – so specific devices can present the content in different ways, as the content is not limited by a predetermined structure.
Headless architecture – advantages
One of the biggest advantages of headless architecture is its flexibility. All thanks to the ability to support any channels of communication with the customer and the option to customize the content presented on each device independently, without having to make changes to the backend of the application. This, in turn, makes the implementation of innovative solutions simpler and faster. Here are more benefits that go hand in hand with the headless e-commerce solution:
- Omnichannel – user-oriented multi-channel sales are now the norm. Consumers’ rising expectations and greater awareness are making the purchase path increasingly broader. Headless eCommerce makes it possible not only to shift to an omnichannel sales mode, but also to take care of the integration of every customer touchpoint to build a consistent brand image. Since headless uses a single source of data, and changes in the visual layer do not generate changes in the backend layer, any modifications become simpler. This also applies to the implementation of new sales channels.
- Page speed – page load time has a huge impact on customers’ shopping experience and, consequently, conversion. Headless eCommerce positively affects page load speed. It’s all thanks to the use of API calls to download content – so resources are not shared and systems are not as overloaded. Headless also allows to use the browser’s memory to execute some scripts, thus allowing to reduce the number of queries to the database, which also positively affects the page loading time.
- UX – consistent experiences across different sales channels unequivocally drive brand awareness and brand loyalty. Headless architecture allows for high personalization in terms of user experience and introduction of new solutions without worrying about page load and increased loading time.
- Mobile first – more and more customers are using mobile devices in the purchasing process. Therefore, it is important to adapt the store’s website to the standard of small screens. The headless model will work great here. Thus, we gain the ability to create dedicated mobile versions of sites, and then desktop versions.
- Security – headless architecture guarantees greater security of information storage. Thanks to the separation of the front-end and back-end layers, the site user has no direct contact with the internal system. Typically, in the case of headless eCommerce, the front-end and back-end parts are placed on different servers, which further increases data security.
When is it a good idea to use headless architecture?
Headless architecture is a solution that will work well for large and medium-sized enterprises. Why? Mainly due to the fact that it eliminates the limitations imposed by traditional sales systems. Headless is open to integration with external systems. Thus, integrations with ERP, PIM, CRM or CMS are possible. The flexibility of the solution allows for simpler connection of the sales platform with the systems or tools we rely on, or implementation of new solutions. When else is it worth using headless architecture?
- When the application will display data on several independent platforms that may be different from each other.
- When the specifics of your e-commerce requires total freedom in the choice of front-end technologies.
- When you lack the resources to work on the back-end layer.
- When the front-end of the website/application will be based on JavaScript frameworks like Angular, Vue.js, React.
- When you plan to develop native applications.
- When you plan to use static generators such as Gatsby, NextJS, etc.
Shopify headless – what should you know?
Shopify allows brands to create maintenance-free online stores using the Storefront API. It was created to ensure third-party vendors are compatible with the platform. What does this mean for the user? You can still rely on Shopify, using the platform as the back-end engine of your e-commerce, while being able to use different front-end technologies.
Shopify’s headless architecture consists of 3 layers:
- Storefront layer – that is, what customers interact with.
- Service layer – the layer dealing with content and commerce management.
- Back-office – that is, tools like CRM, ERP, etc.
Shopify headless is not only a functional and flexible solution, but also intuitive. It is influenced by, among other things:
- Ability to quickly get started with a demo store created with, for example, Hydrogen, NextJS, NuxtJS, Angular with helpful reference code.
- Possibility of global deployment with one click on Oxygen with full security.
- Guarantee of a fast site thanks to a performance-optimized framework based on modern development tools.
- Possibility to access dedicated technical support to start and optimize your Hydrogen site.
- Ability to accelerate store development with Hydrogen and Oxygen.
- Option to design engaging sites for websites, mobile devices, etc. thanks to Graph QL Storefront API.
Shopify headless commerce – pros
- Increased page load speed and site conversion.
- Customizable URLs that benefit SEO.
- Immersive shopping experience for customers.
- Improved multi-region and language support capabilities.
- Ability to implement omnichannel.
- Faster launch of new products.
- Visual store editor on Utopia engine.
Shopify headless commerce – cons
- No “plug and play” installation of Shopify application.
- Necessary support of developers or development agency.
Brands using Shopify Plus headless technology
Headless is a solution that is growing in popularity, as evidenced by well-known brands reaching for the technology. Companies using this element of Shopify Plus include Allbirds, Kotn, Babylist, ILIA, Shogun, Victoria Beckham Beauty, Chilly’s, Staples, FIGS, Bols, Peloton, Verishop, Bamford, Paul Valentine, Plenaire, among others.
Would you like to implement Headless, but not sure it’s the right solution for your business? As Shopify implementation specialists and official partner, we provide advice and support – we will help you match the right solution for your e-commerce. Contact us and together we will develop the best path for your online store.
