Headless Commerce Demystified — What, How and Why
The eCommerce Industry is experiencing a tremendous change so much so that it is becoming headless.
Consumers are finding different end points for consuming website content and making online purchases — from IoT devices to progressive web apps. The legacy eCommerce platforms are struggling to keep up with the pace of the Customer demands.
The Amazon Dash buttons, the voice assistants and other means for online purchases are offering Consumers with numerous ways to fetch product information, read reviews and shop online. The Consumers are rather embracing this and finding it more convenient now, even if most of the retailers are yet to adapt to this change.
Most of the eCommerce brands are now looking at moving along with this changing flow, for example, ‘’Hi there, Amazon’’. At the same time, there are some others, who are still sceptical and wondering how to go about it, without having to invent their own IoT device. Yes, it is possible and that is through Headless Content Management — to be more appropriate to the Industry — Headless Commerce.
Let’s now understand what is Headless Commerce
To be more precise, headless commerce is a technological concept that stores, manages and delivers without a front-end delivery layer. With the headless commerce platform, the front end (or the head) — which in most cases is a template or a theme — will be decoupled and removed, retaining only the back end.
In this case, the Developers will make use of APIs to deliver things like product information, customer reviews or blog posts and this can be delivered to any screen or device. At the same time, front end developers will work on how to present that content with framework that they wish to use.
On the other hand, traditional eCommerce platforms have their head attached to the back end. This typically means, front end is preconfigured and strongly coupled with the back end. Even if there has to be numerous customization features and non-restrictive access to the code, the platform will be restrictedly designed to convey content in the form of websites and at the most native mobile apps.
A headless commerce architecture provides a platform through a RESTful API that consists of back end data model and cloud-based infrastructure. As the platform is not tightly linked with the back end, eCommerce platforms can easily deliver any content — products and payment gateway to any smartwatches, kiosk screens, Alexa skills and anything for that matter.
How does this Headless Commerce work?
A headless commerce platform works by sending requests between the presentation layer and the application layer through web services or Application Programming Interface (API) calls.
For example, when the User clicks on ‘Buy Now’ button on their smart phone, the presentation layer of a headless commerce sends an API call to the application layer to start processing the order. Then, the Application layer connects another API call to show the Customer, the confirmation of the order.
Key Benefits of Headless Commerce
· Traditional eCommerce platforms offer the scope for customization within and they are confined to the front-end tools that businesses developed. Headless Commerce provides unlimited ability on the front end. Theyinclude, IoT enabled tools that can immediately connect into the headless CX platform. Some examples include, proximity marketing and intelligent cross-selling.
· Customers are not demanding personalized customer experience that rightly fits their needs and purchase preferences. With a headless commerce platform, Organizations can fine tune the customer experience that is delivered on the front end, matching their tastes and preferences. Businesses that aim to stand out in competition should personalize the customer presentation that includes shopping experience, recommendations and promotions that will be completely based on their previous purchase history. Personalization creates a strong bonding with the Customer and eCommerce business can re-target and re-engage Customers and improve the customer retention rates.
· Customers buying habits and preferences can change time to time — the best example is that happened during the Covid-19 pandemic. The front-end tools must flexibly alter to meet the new challenges, the new way of life style and the customer demands during such challenging phases. This includes modifying advertisements in such a way, the Shoppers can purchase online with confidence. For example, Swiggy introduced ‘No Contact Delivery’ and they advertised this on their platform. Similarly, Dominos published about regular temperature checks to their Staffs on their website. So, Customer preferences can change overnight, and only a headless commerce platform can deal with such sudden changes, even during absolute crisis situation.
· An eCommerce platform can certainly reduce the bounce rates and cart abandonment rates by engaging the Customers with more information on their products and services. The whole objective of headless commers is to create unique ways to deliver individualized promotions, creating interactive experiences and offering offers and discounts. One is, they can conduct games and quizzes on their platform and give away offers and discounts as prizes. Such out-of-the-box Customer engagement can be brought into the platform, only through this headless concept. Such excitements that eCommerce platforms create can bring more conversions and sales.
· If you think operating a headless eCommerce platform can be expensive, then you are absolutely wrong. The power of headless to offer individualized experience can bring more Customers to the platform and increase the retention rates, thus bringing more sales and conversion, subsequently resulting in long term savings on unnecessary marketing campaigns.
Wrapping Up:
Spurtcommerce is a NodeJS based Headless Commerce Solution that can perform all the core functionality of eCommerce very well for multiple storefront channels. You can have multiple interfaces and delivery memorable shopping experiences to your end-Customer, while keeping your back end intact.
