What is headless eCommerce?
Beyond being the buzzword of the retail world in 2024, ‘headless’ refers to a modern eCommerce platform structure where the website's front-end is separated from the back-end. In simpler terms - what customers see isn’t ‘attached’ to the technical, functional architecture of the website.
At SparkLayer, our customers use a huge range of platform builds and we get a lot of questions about how headless could be the right solution for their business. Every approach has its pros and cons and, while we aren’t advocating that everyone make the leap to a headless model, we want to shed some light on a much-discussed topic…
How is a headless website different from traditional eCommerce platforms?
Most often, the back-end and front-end of an eCommerce website are linked together - the user-facing aesthetics (design of product pages, ‘add to cart’ buttons etc) are coupled with the functionality (the coded aspect that involves inventory management and data). This is a standard way for an eCommerce platform to be built and is what you’d typically see in an ‘out of the box’ solution like Shopify or Wix. It’s a straightforward way to get up and running quickly and is the most traditional setup for eCommerce platforms.
So - how is headless different? Well, in this case, the front-end and back-end of the platform operate independently from each other. Rather than being linked through the overall build itself, they’re linked via an API (Application Programming Interface) - this piece of tech acts as a bridge between the two ends and essentially replaces the usual, more rigid structure that would typically house both ends together; it connects them without restricting them. This can be on a custom-built site or a headless Shopify-style setup.
What are the benefits of headless eCommerce?
1. Increased freedom with design
Because your front-end and back-end operate independently from one another, headless structures provide more flexibility in terms of design. Developers can build custom interfaces without being restrained by back-end functionality. For brands looking to create unique customer experiences, this is invaluable. A lot of B2B merchants find that using a headless eCommerce platform provides enhanced user experience thanks to faster loading times and more dynamic interactions.
2. Omnichannel flexibility
Headless eCommerce platforms are designed to be integrated seamlessly across devices and channels (like apps, websites, and IoT devices). This ability to manage content across a range of touchpoints creates a cohesive and personalised experience, often resulting in increased customer satisfaction. This is great for wholesale merchants delivering seasonal campaigns or launching new features across a range of platforms.
3. Faster time-to-market
Changes can be made to the front-end of a website without extensive work required on the back-end. This means deployment and testing are simplified, and quick aesthetic or feature changes can be implemented faster - ideal for wholesalers looking to make small improvements. By requesting only specific data, front-ends load faster, delivering a smoother experience and improving performance, especially on mobile devices. This is crucial for wholesalers looking to stand out in an increasingly competitive market.
4. Enhanced scalability and futureproofing
Headless platforms are often built with high-traffic levels in mind - B2B website surges can be better managed as front-end changes can be pushed without adding strain to back-end resources. This is ideal for any last-minute updates to pages or wholesale seasonal product collections that might need tweaks or reactive updates based on real-time feedback. Rather than overhauling the entire system each time upgrades are required, businesses with headless platforms can save time and money on reactive changes as they scale.
5. Improved personalisation
Headless eCommerce platforms can easily integrate with CRM, ERP, and analytics tools, giving businesses a 360-degree view of customer behaviour. This enables more accurate personalisation and targeted recommendations - great for wholesale companies looking to add instant value to larger orders. Businesses can also A/B test and optimise the front-end independently, making it easier to iterate and improve customer experience based on data. Personalisation is only set to skyrocket further within B2B as buyers seek out buying experiences that replicate D2C websites.
6. API-driven architecture
Rather than being tethered to specific integrations, headless platforms can quickly flex to new technologies (like AI, VR, or IoT) and allow businesses to innovate without needing to rebuild their eCommerce foundation, adapting quickly to changing market trends. This approach allows businesses to choose ‘best-of-breed’ solutions for various parts of their tech stack, giving them the freedom to change vendors or add new tools as their needs evolve. APIs simplify data flow, helping reduce operational bottlenecks and keeping both the front- and back-ends running smoothly.
Is a headless eCommerce platform right for my B2B business?
As an eCommerce wholesaler, you might be considering the move to a headless platform - but is it right for your B2B business?
If you’re looking for a flexible solution that can evolve as your business grows, a headless eCommerce platform could be perfect for you. Headless structures allow for increased flexibility with integrations and give you the freedom to make front-end changes more often and more easily. You can even quickly push complex front-end changes live and create a seamless, customised journey with unified experiences across all touchpoints. Having an API-based architecture enables you to build a more complex, yet efficient ecosystem.
For wholesale businesses, especially, this can be attractive - it empowers B2B merchants to push pricing changes live quickly, easily handle larger order volumes, and create and edit customer-specific catalogues. Being able to make quick changes to the isolated front-end of your website can be hugely beneficial when there is already so much complexity involved in the back-end of your B2B eCommerce platform.
Of course, as we’ve discussed, headless platforms require an increased level of development work and understanding. You’ll likely either need in-house dev talent or the ability to outsource integration and development projects.
What key buzzwords do I need to understand?
Navigating B2B eCommerce can be challenging at the best of times, so we’ve covered off some key terms you need to know in order to understand headless as much as possible…
| Term | Details |
|---|---|
| APIs | APIs are the backbone of headless eCommerce, connecting the front-end to the back-end. Common types include RESTful APIs or GraphQL, which allow the front-end to make precise requests for only the data it needs, improving efficiency. |
| Content Management System (CMS) | Since the front-end can operate independently, a lot of headless setups use a CMS to manage and organise content (like product descriptions, PDP images, and blogs) for consistent delivery across channels. |
| Digital Experience Platforms (DXP) | These platforms go a step beyond traditional CMS solutions by allowing businesses to personalise comms, manage customer experiences, and deliver tailored content across multiple channels. |
| Front-end frameworks | Headless eCommerce requires a flexible front-end framework to build the customer-facing interface. Popular frameworks include React, Vue.js, and Angular, all of which are known for their speed and customisability. |
| Microservices architecture | Some headless setups use microservices, where each eCommerce function (like the cart, checkout, and search) is a separate service. Using microservices allows for modularity and the ability to update one component without affecting others - great for deploying changes quickly. |
Explore more
As you might have realised by now, for a model that simplifies eCommerce, headless can actually get pretty complex! We hope this guide has helped break down the key differences between typical eCommerce platforms and headless architecture, as well as provide some insights into how your eCommerce business could benefit from this approach.
Want to learn more about how SparkLayer could enhance your existing headless eCommerce platform, or how we can adapt alongside your business while you implement a headless model? Book a demo now! You can also sign up for our regular newsletter for helpful B2B eCommerce resources, handy partner updates, and updates on our latest feature releases…