Best Headless eCommerce Platforms

Guide to Headless eCommerce Platforms

When developers create eCommerce and online retailers, there are two sides to every development. Most people in the business simply refer to these two sides as the 'front-end' and the 'back-end,' but occasionally - and specifically when referring to ecommerce - the front-end side will also be referred to as 'the head.

The head includes everything that goes into the user experience side of development. This can include things such as the way the platform looks, the digital marketplace, social commerce, the specific user interface being used and other similar features. The back-end includes everything on the developer's side of the system.

With that in mind, headless commerce, at its core, is simply an eCommerce solution in which the front-end - the head - is separated from the back-end, which includes all of the functional, developmental commerce aspects, hence the "headless" moniker. This allows those things in the front-end to be adjusted, removed, changed or updated without having to change anything in the back-end programming.

But why is this important? It's important because it allows companies more control over their own commerce platforms without constantly having to depend on the whims, schedules and abilities of back-end developers. It means they have more flexibility and can tweak and correct things to provide visitors to their platform with a convenient, entirely unique experience.

Content is content. There are no longer any qualifiers such as 'display' content, 'web' content or 'social' content. It's all just data, and with headless commerce, data can be adjusted practically in real time. The goal is to connect with visitors in the most meaningful and user-friendly way possible, and for these types of interactions, it's not practical to have distinct, rigid tools that differ from one interaction to the next.

This is the reason more and more people are turning to API-driven platforms. These platforms are optimal for creating a smooth, memorable user experience because they work to connect critical legacy systems and new touchpoints with microservice wrappers.

What Is Headless Commerce Architecture?

Simply put, it's a subset of decoupled architecture that utilizes API technology and Jamstack architecture. By using APIs, companies and industries can push their data through to literally any device.

Comparing Headless Architecture and CMS Architecture for Commerce

CMS architecture is the traditional architecture that has been used for years in eCommerce development and design. It's often referred to as 'coupled' architecture because, unlike headless architecture, it produces content in which the front-end and back-end sides of the solution are simply two sides of one larger, integrated system. The back-end is where the content is stored, and the front-end takes care of everything the user sees while visiting the platform. However, one cannot be separated from the other; to change one, the other must also be affected.

While this system has worked okay for years, it's extremely limiting to the developer working on the solution, sometimes forcing him to stay within particular frameworks or guidelines. Headless architecture allows the front- and back-ends to be altered separately, which removes the restrictions from the developer and allows him to be more imaginative and have more creative control over the project.

However, headless architecture systems are often more difficult to use than content management systems. CMS software is better for beginning developers with little experience because while they're limited in creativity, the content they're working with is almost always managed by specific tools, which provide them with preset layouts, delivery methods, etc.

Users of CMS sacrifice some measure of freedom in exchange for ease of use. Headless architecture is more difficult and developer-dependent, but the freedom to control even the most minute details makes the content so much more original, exciting, unique and memorable. There are decoupled CMS architectures, in which the back-end is separated from the front-end, but the two are still integrated when it comes to pushing out content into certain channels. This can severely limit the range of where content can go.

In headless architecture, though, developers have removed the front-end completely from the back-end, using the back-end strictly for storing content. Front-end developers can then pull content from the back-end if they choose, and by using an APIs, they can send it anywhere they choose.

How Does Headless Commerce Work? Why Is it Useful?

Headless commerce is the wave of the future. By implementing headless commerce, enterprises can deliver content on a never-before-imagined scale. The API will allow developers to pull back-end stored content and send it literally anywhere, as opposed to designated locations. This includes social networks, a plethora of different apps, cars, wearable tech and even smart appliances and personal assistants such as Alexa and Google Assistants.

Because content can be delivered anywhere, the moment a new device is created, headless commerce, by using API platforms, will be able to deliver content to it without having to reprogram or adapt it for the new technology.

Furthermore, headless commerce isn't just a content delivery system. It's a mass communication system, able to "talk" to a whole network of interconnected systems, such as complex inventory systems used for managing products. These inventory systems can be connected to a wide variety of relevant organizations and industries including distribution centers, wholesalers and vendors.

In order to successfully conduct digital commerce, companies will also need additional back-end systems in place that perform other necessary functions such as:

• Tracking customer preferences to stimulate repeat business

• Utilizing data science to pinpoint customer needs

• Recognizing and predicting consumer patterns

• Tracking demographics and related sales

APIs communicate with customer relationship management systems to achieve these goals.

The next step in the chain is secure payment. Whether secure payment methods are built by a company's developers or the company chooses to use a well-known, outside platform, the API in headless commerce will ensure swift and successful communication between all relevant platforms: the inventory management system, the secure payment method, the CRM and any other interconnected systems.

This near-instantaneous, seamless communication will create a retail environment like no other - the true pinnacle of online retail experience often called 'omni-channel retail.

Because headless architecture can pull and send data from so many different locations, it works best with systems that already utilize open databases. The technology is sound, and the only true limits come with the front-end developers. If they don't produce a high-quality user experience, it's through no fault of the architecture and due only to their lack of ability.

However, through the use of API, marketers aren't actually as dependent upon the web developers to adjust layouts anymore. Because the front-end (the aesthetics side, so to speak) is completely separate from the back-end, many marketers are able to make their own superficial changes to the design without fear of corrupting the underlying software.

Key Differences between Headless Commerce and Traditional Commerce

When comparing traditional and headless commerce, there are three main points to consider, and headless commerce comes out ahead in all three.

Improved Security

In traditional systems, both the front- and back-ends of sites are totally connected. In the event of a security breach or cyber attack, the entire database - front- and back-ends - would be compromised. Hackers and cyber terrorists would not only have access to a company's site, they'd have access to any stored information about the customers.

With headless commerce, the front- and back-end systems work together but are completely separate systems. While industries could still be attacked, attackers could only get at the initial system they'd hacked. They wouldn't be able to move beyond that one level of the system, which means much less risk to the customers and a much smaller chance of hackers being able to bring down an entire network.

Faster Delivery of Content

The API utilized by headless commerce platforms isn't linked to or limited by any outside coding, framework or processes. It pushes and pulls data completely independent of any other system. It's self-contained and doesn't share resources with other functions, which means it can deliver content to more places more quickly.

Reaches Newer and More Touchpoints

There are no limits on where content can go when API is directing it. Anywhere a company wants to send content, developers can create custom delivery channels to reach that place.

The Benefit (and Disadvantage) of Traditional Systems

Traditional commerce is unique in that what many developers would call its biggest advantage is what others would call its biggest weakness. Traditional systems use one integrated, singularly packaged system. Front- and back-end sides are linked irrevocably. For new and inexperienced developers, this is a huge benefit because it's a much easier system with which to work.

For more experienced developers, this coupled system is the biggest flaw because it largely eliminates the ability for customization and unique design.

Traditional Systems - Limitations

The following are the most oft-quoted limitations of traditional systems:

• Restrictions on Design - Developers are limited to using the tools embedded in the system. Some manual changes are possible, but they often lead to back-end coding errors or worse.

• Problematic Integrations - While it's possible for traditional systems to interface with outside systems, the process is difficult and tiresome and often has to be done manually. Even then, it's sometimes entirely unsuccessful.

• Curbed Frameworks - Traditional systems rely on embedded tools, and the function, delivery and layout are limited by the original framework.

• Less Security - Multiple users are accessing the system the same way, and all content is connected. One single data breach can bring down the whole system.

Headless Commerce - Overcoming Traditional eCommerce Limitations

Each of these four limitations can be eradicated by using headless commerce instead. With headless commerce, front-end developers have no restrictive frameworks or layouts because the front- and back-ends share absolutely no coding. Enterprises can entirely customize the experience for their users. This also eliminates the possibility of adjusting something on the front-end only to have the back-end experience an error.

Integration with outside systems also isn't a problem. It's a smooth, seamless integration process that allows retailers to connect with inventory systems, customer relationship management systems and more, and content can be delivered to any touchpoint anywhere.

Finally, systems are completely separate, and access can be granted or denied to any user of the system subject to admin approval. This means there aren't going to be 50 people accessing the system from the same access point. The amount of data the API is allowed to receive can also be limited by the admin.

The Reasons for Headless Commerce's Popularity

More Opportunities to Interact with Customers

It's a simple fact that the more people who know about a product, the more likely that product is to be sold. If a message is sent to ten people and only 10% of them respond, that's only a single response. If a message is sent to a thousand people, and only 1% of them respond, that's still ten people - nine more than the 10% who responded to the first message. That's what headless commerce does. It sends the message to a maximum number of people through a maximum number of channels, allowing businesses to reach more customers than ever.

Companies Stay ahead of their Competition

Because companies using headless commerce are reaching significantly greater numbers of people than ever, they're getting much more traffic than their competitors still relying on traditional systems.

Customers Expect More

The idea that "the customer's always right" has been a prevailing theme of business for countless decades, and the modern customer expects to always be right and to never be inconvenienced. Customers want things to look nice, run smoothly and work quickly. They're demanding more and more convenience from the retailers where they shop, and those retailers have to provide that convenience or fall to their competitors. Headless commerce is the solution, and more and more companies are turning to it.

Headless Commerce - Benefits

When the first online retail purchase was made in 1994 - and for several years afterwards - all eCommerce was conducted almost exclusively via desktop computers. This meant there was no need for complex, interdependent coding. The only real difference between the way different customers were shopping was a difference in web browsers. That required little tweaking to overcome.

Now, however, people shop from their laptops, phones, tablets and even their televisions, and each device receives data differently than the others. Trying to design eCommerce for such a wide range of available devices necessitated the creation of a better system. That system is headless commerce. Because the front- and back-end systems are separate, developers can easily customize front-end coding to work with all devices without fear of damaging the back-end systems.

Benefits of headless commerce include:

• Systems are easily adapted for different devices

• Fast deployment

• Unmatched front-end flexibility

• Microservices architecture

• Increased security

Additionally, a lightweight API can transmit data between a wide variety of systems and devices. This allows companies to send out information to seemingly limitless touchpoints on a massive, never-before-seen scale.

Headless eCommerce - In Use

Here are some real-world examples of how headless commerce is being put to use.

• Headless architecture allows customization of formatting and delivery methods to suit different needs. Of all the benefits of headless commerce, this is probably one of the most important. eCommerce isn't strictly defined as the online exchanging of funds for goods. It's a simple term for a much broader category of company/consumer relationships. Some companies are trying to make a sale. Others are after subscribers or followers. Still others are after entirely different aims. Headless commerce allows developers to customize companies' specific endpoints for consumers that'll get those consumers exactly where they need to be, whether that's at a secure payment location, a "hit the subscribe button" location or simply at a location that provides them with some type of information they were seeking.

• Headless commerce breaks down language barriers. Unlike Google translate and other on-the-fly language translators, headless architecture allows for accurate, insightful translations using a country's distinct alphabet/characters before content is distributed, eliminating those embarrassing instances of laughably poor translations.

• Headless architecture allows content to be customized for different demographics/geographic areas. People in one area of the world are wildly different from people living somewhere else in the world. For example, the reasons people in Huntsville, Alabama might buy bottled water (convenience, like the taste, etc.) are totally different than the reasons people in Flint, Michigan might buy bottled water (survival).

• Headless commerce allows companies to market the same product in entirely different ways to people in these different regions. This results in the marketing message resonating more with individuals in both places, which leads to an increase in revenue for the company in both places.

• Headless architecture makes it simple to integrate with outside systems. In headless commerce, front-end and back-end systems "communicate" via API calls, but they're not connected or intertwined. This makes it possible for systems to integrate with outside systems with no risk of damaging the source coding on the back-end.

Headless Commerce vs. Headless CMS

Some people often confuse headless commerce with headless CMS; the two are not the same, although headless commerce architecture does include a headless CMS component and both utilize APIs and Jamstack architecture. Headless commerce is much more involved and intricate. It involves additional systems that aren't present in a headless CMS platform. The most important of these additional systems is the aforementioned inventory management system.

Others include multi-channel security systems, secure payment processing platforms, CRMs, systems from warehouses or distribution centers and many more. Headless commerce uses its lightweight API to seamlessly communicate with all these systems, pulling information to and from each of them in turn.

One perfect example of this is a simple purchase of a book from an online bookstore.

Imagine Jane, a new customer, purchases a single book. Because she's never shopped here before, she must fill out a form with her contact information and set up an account. At this point, the API uses this information to communicate with the CRM, adding Jane's information to the bookstore's customer relations system.

Then Jane must pay for her book. She chooses to link her PayPal account to the bookstore and pay that way. (She could have used other online payment sites such as Apple Pay, Google Pay or her own personal bank.) The information is entered; the API communicates with the payment site, and the sites are linked. Jane completes her transaction.

The headless commerce's API then begins to pull and push information to different sites after the transaction is concluded. It logs the financial exchange with both systems - the bookstore's system and Jane's secure payment system. Then it communicates with the inventory management system to update the current copies of the book Jane just bought. Customer information about her purchase is stored so that future items can be recommended to Jane when she returns.