Headless Commerce is Now the New Default
retailciooutlook

Headless Commerce is Now the New Default

By Retail CIO Outlook | Friday, June 21, 2019

The future of commerce is headless, and as an able business, every organization is embracing it to change the conventional e-commerce perceptions.

FREMONT, CA: Retailers are getting better at meeting their customers' expectations and maintaining availability at any point in time they want to shop. Shoppers expect a hassle-free, convenient, and engaging shopping experience before they hand over their cash to the brands. Having a holistic commerce mindset is critical for survival as the number of possible commerce touchpoints has grown exponentially. Headless commerce is the future.

A headless approach is a strategy in which content presentation layer, is disassociated from the back end trade functions through some application programming interface. This helps in creating any sort of front end customer-facing shopping experience imaginable as long as connected to the API. This design is a significant shift from the traditional days of e-commerce when several current market-leading platforms were created.

E-commerce in the past was mostly for product pages, shopping carts, etc. That made more sense at the time since digital shopping happened only in a Web browser on a desktop computer. In a headless system, the back end doesn't know how the front end experience looks, sounds, or behaves. If it is getting the correct types of data passed back through the API, the back end can support any current or future front end experience. Shopping experiences are incredibly personalized, as commerce is also connected. Desktop browsers are now just one channel for shopping.

Immersive, engaging shopping experiences are aesthetically pleasing. It leads to higher conversion rates and increased brand loyalty. Tech limitations from the early days of e-commerce tended to separate experiential content sites and transactional commerce sites and systems. By headless, the real meaning stands down to multi-headed. Desktop sites, third-party searches, etc. represents a different head where shoppers can interact with the brand. Replatforming takes time and plenty of resources. The more prosperous the current operation is, the tougher it can be to sell decision-makers on the need to invest in it. Eliminating the constraints of your legacy e-commerce platform can require a whole new way of thinking about your business and headless is the new answer.

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