What is Headless eCommerce? Why
does it Matter?

“Headless” is a term used in the online buying business to describe a new, cutting-edge technology that many brands are embracing to optimize their ecommerce platforms and increase income. 

What’s behind the sudden attention paid to internet shoppers’ needs?

Since the COVID-19 outbreak, people have flocked to retailer websites in droves. There was nothing else to do because the physical stores had been closed. Despite the reopening of physical stores, people have continued to favor online shopping due to convenience. Businesses continuously change and improve their online processes to meet customer needs for a more engaging and personalized online purchasing eCommerce customer experience.

It’s time to define headless e-commerce

Headless e-commerce functionality is defined as Identifying the distinctions between the front and back ends of an ecommerce application is essential to defining a headless ecommerce model. Customers interact with the storefront on an ecommerce website through the front-end experience. The back-end system handles data entry, product photos, price, promotions, and order information. Shopify, for example, has both the front and back ends integrated. To make matters worse, the front end could be negatively affected by the addition of back-end apps, such as widgets for creating pop-ups or 404 errors. It’s the front end (the “head”) of ecommerce store software that is “headless” when we talk about “headless commerce.” Developers can perform back-end modifications without damaging the front-integrity ends if they cut the link between the front and back ends. A headless ecommerce automation solution is suitable for organizations wishing to expand their online services and meet customer demand for a more advanced shopping experience.

What Is the Process of Headless Commerce?

The term “headless” simply means that your site’s front end and back end are separate. APIs act as a go-between, making it possible for two separate systems to communicate.

For example, the front-end (visible store and shopping cart) links with an API, connecting with a back-end function (payment processor and order status). It’s a discrete but integrated procedure.

Raw data from the back-end is retrieved through the API, which can be utilized in numerous ways, including reporting and archiving.

Product listings, user accounts, favorite items, and transaction histories are just a few types of information that an eCommerce company saves.

 Moreover, the API displays that information when a customer acts, such as adding an item to their shopping cart, checking out, or evaluating their order status. For these API data requests, many sites employ JavaScript. Others connect to a headless back-end using a simple static web page or mobile app incorporated into a platform.

Tech stack behind the scenes ensures a great eCommerce customer experience is what shoppers don’t see.

Let’s gain deep insight into the advantages of headless eCommerce.

Using both a commerce-led and a content-led ecommerce approach has numerous advantages. Using headless commerce, content- and experience-based methods can provide results.

Consider some of the most significant advantages of headless trade.

Giving programmers more leeway and comfort

Brands may use the best ecommerce platform for their online store as the engine while also working with the front end of their choice, whether it is a CMS, DXP, PWA, or a custom solution, thanks to headless commerce.

Channels Toolkit, like concord, makes it easier for developers to build unique solutions. Shopify’s headless shops may be found and managed directly from the control panel, eliminating the technical list and conserving developer resources.

Headless ecommerce automation allows a development team to keep the technology or programming language they’re comfortable with while reducing their processes and enhancing efficiency.


Headless technology can help future-proof your brand by allowing you to change your front-end without re-platting on the backend when new trends develop and your firm adjusts. Using APIs, front-end developers can extend your existing system with back-office features and implement their frameworks.

Using a headless solution, you don’t have to design a new website initially, but you may add new features as your site expands.

New ways of doing things for future 

Headless platforms can experiment with new technology without fear of repercussions. Decoupling the frontend from the backend frees developers from the constraints of a standard eCommerce platform allowing them to construct how they see fit. Most eCommerce platforms include a “head” or “frontend” theme or template that governs what customers see when they visit. The ability to link a CMS, DXP, or Internet of Things (IoT) device specifically built to create content- or experience-led commerce to Headless gives you additional content distribution freedom. As a result, you can easily change out the front end without disrupting the backend processes.

Create speedy web pages

Maintaining a quick page load time is critical for online purchasing. A study by Google found that the likelihood of a customer abandoning an online purchase grows considerably with each additional second of page loading time. 70% of consumers indicate that page speed influences their purchasing decisions. Page load time is also a ranking criterion for desktop and mobile searches, so a slow site will have fewer opportunities to appear high on search engine results pages. A headless commerce platform is ideal since the content is stored centrally and can be delivered to any location via APIs. This is a far more efficient technique than standard ecommerce platforms, and it makes for an outstanding shopping experience for the customer.

Complete control over the design of the website

A headless commerce platform separates the content management and delivery environments for better control.

When a company already has a front-end solution that it likes but needs more functionality from the back-end system, it may turn headless. A company can preserve the things that work while adding or improving those that don’t. API-driven experience can be delivered through any CMS, DXP, application, device, or bespoke frontends, such as WordPress, Bloomreach, or Deity.

Effectiveness in marketing

Your possibilities for creating new front-end experiences with traditional monolithic systems may be limited. On the other hand, headless commerce allows you to integrate new technologies and respond to changing trends as they emerge. When it comes to building multiple user experiences across various channels, your marketing team will be able to innovate without affecting your backend procedures.

There is a wide variety of third-party apps and native marketing tools available for merchants. When you open a storefront, you’ll have access to the following marketing resources:

  • Loyalty schemes for customers.
  • Save the contents of an abandoned shopping cart.
  • Groups of Clients.
  • A blog is included.
  • Sharing content on social media platforms.
  • The use of email for commercial purposes.
  • International and multichannel GTMs can be brought to the market quickly.

Moreover, It’s easy to replicate a headless solution across the board, optimize it for foreign search engine optimization, and connect it to the entire data orchestration infrastructure after you’ve got it set up.

Decoupling the frontend from the backend allows developers to work on customer-facing experiences without relying on the commerce engine. As a result, both the frontend and backend development teams are free to work on new ideas without waiting for the other to finish.

To help eCommerce platforms go to market more rapidly, SaaS and headless commerce can provide corporate launch packages and data migration services to enable merchants to integrate their existing systems and get to market more swiftly.

Improve client acquisition expenses and increase conversion rates

A rise in paid advertising is driving up the cost of acquiring new customers. It is possible to reduce these costs by using content- or experience-driven strategies to attract organic traffic. You can run a variety of front-end and back-end solutions simultaneously to evaluate which generates the most traffic. You’ll be able to learn more about your customers and increase conversion rates more quickly than typical internet firms.

Become a fully multichannel organization

A single-channel approach is no longer sufficient because 73% of customers utilize several channels when purchasing, and 76% prefer different channels depending on the occasion. As a result, you may use your existing channels and any new ones you decide to launch in the future to promote your content. You can add multiple online and offline experiences, such as a mobile app, an online marketplace, or an IoT device like a smartwatch or mirror, because you may adjust your frontend without affecting your backend. On the backend, your best eCommerce platform is permanently active.

Merchants can develop omnichannel experiences by making their products available outside your online storefront using headless platforms.

What are the implications for customers of headless commerce?

As a company grows rapidly, it must adapt to changing customer and societal needs. For the first time, well-known brands sell directly to consumers via Commerce Solutions. Other companies have introduced additional fulfillment options within weeks. Here is how customers in a post-COVID environment are benefit from headless commerce:

Changes and optimization can be made in an instant

Updates to a company’s front end are immediately reflected on the back end. A brand’s newest design may take minutes or hours to load on a site built with traditional commerce architecture, which is frustrating for customers.

User-friendly interfaces and experiences

The ability for businesses to experiment with the content they post on their websites to give experimental design has been greatly enhanced by their ability to manage all the elements visitors interact with. Your website’s worldwide interoperability with headless commerce also ensures that it operates perfectly across various platforms. When it comes to traditional e-commerce websites, responsive design is a must-have for avoiding elements disappearing or showing wrongly on various devices.

Now, let’s take a look at a few examples of how headless commerce can benefit your ecommerce business 

  1. It is possible to tailor headless commerce to the needs of different locales.
  2. Customers’ perceptions of value are influenced by their geographic location; thus, product or service messaging should reflect this.
  3. A headless eCommerce platform allows for creating subsets of page content for apps and websites so that distinct, region-specific channels can pull tailored messaging for each audience. Increased revenue results from a more successful conversion resulting from personalized messages.
  4. To get over linguistic barriers, headless commerce can be used.

However, relying on Google Translate or other translation algorithms to translate professional web content frequently results in a less-than-ideal translation. It can be challenging for software to translate some words to languages like French because of infinitive modifiers in the English language. Headless commerce enables content providers to precisely translate and encode their work in several languages before making it available.

Format for a variety of delivery channels with headless commerce

Headless commerce relies on this capability greatly, given the wide variety of devices and applications that can be used for conversion. It’s important to note that not all businesses aim to make a sale; others are merely looking to gain followers (i.e. registered users). If viewers are looking for information or resources from your organization, you may use endpoints to direct them to the appropriate platforms.

The integration of other systems is provided via headless commerce

A decoupled frontend or a traditional system can be used in many circumstances with headless commerce. Businesses can also choose to deploy a coupled system on a certain channel, as traditional systems are excellent endpoints in certain cases. Instead of only depending on IT to make updates, companies can deploy “head optional” systems that let marketers interact with content.

How to get started with headless commerce

The reality is that most programmers are not designers, and most designers are not programmers. Platforms for commerce offer APIs and tools to developers so they can create coordinated, brand-consistent experiences across channels using a single view of data. Moreover, to keep customers engaged and converting, creative teams focus on increasing the user experience and interface. 

Your developers will be able to build with speed and full autonomy of tools, code, APIs, and any third-party connections, thanks to the flexibility of the best eCommerce platform. To stay on top of the innovation curve, use the developer portal with the necessary tools and instruction. This is a public portal to find, distribute, and build commerce applications. Cloud developers can utilize it as the primary source of knowledge and direction for creating new and innovative ecommerce experiences.

Final Take 

You must be able to adopt new technology to acquire a competitive advantage. Concord Commerce is at the forefront of what is possible when Microservices, APIs, Headless, and Cloud-native technologies are combined. To learn more, please contact us.