The Rise of Headless Commerce


“Headless commerce” has become an e-commerce buzzword lately, but how can brands use it to their advantage?

“In its most basic terms, ‘headless commerce’ refers to the decoupling of a website’s presentation layer — the front end — from its commerce and business logic/function layer — the back end,” said Meghan Stabler, vice president of product marketing at BigCommerce.

A headless commerce approach “helps a merchant support both the latest in technology and/or end-user devices and also build powerful, personalized and engaging commerce experiences,” she told the E-Commerce Times.

As brands have increased the amount of website content that must be updated regularly, they increasingly have been seeing the advantage of decoupling that content layer from the business layer, while ensuring their customers have a seamless experience between consuming content and making purchases.

“As online shopping increasingly replaces the brick-and-mortar retail experience, consumers have developed an expectation that online brands double as purveyors of rich and engaging content,” observed Stabler. “For them, the experience they have online needs to mimic the one they were accustomed to in-store, and engaging content offers them a digital way to connect more deeply with the brands they like.”

Headless commerce ultimately is an important