They say the shortest distance between two points is a straight line. But, when those two points are your product and a consumer, that line is anything but straight. The consumer journey of today begins and ends wherever the consumer would like it to begin and end. With the consumer having that much control it’s little wonder that small to mid-sized companies are focused on creating compelling, seamless digital experiences.
Older platforms were built with the website frontend and backend tightly coupled, which worked well to handle single-channel eCommerce, where purchases mainly happened via a shopper’s desktop. However, once tablets and mobile phones entered the equation it became difficult to efficiently execute change to a site’s frontend without also having that change reflected in the backend, and vice versa, which made it inefficient and costly.
1. Lack Of Customization
- Using a templated solution doesn’t allow for much customization of brand or site experience, such as layouts, branding assets, or tools.
- Upgrading certain parts of the customer experience may require a significant cost or may not be possible at all.
- Choice of technology partners or additional capabilities are extremely limited.
2. Business Needs Have Outgrown The Platform’s Capabilities
- The product catalog has grown and the platform can’t manage product data.
- Demand for content has increased and it’s become challenging to manage content from different contributors or publish the content to multiple platforms.
- More backend systems have been added to help manage the business but they don’t integrate i.e. Enterprise resource management, order management.
3. The Site Has Significantly Slowed Down
- The technology has become outdated and can’t keep up with demand.
- Website traffic has grown and the site isn’t handling the increased volume quickly enough.
Divide and Conquer
Headless eCommerce takes the customer-facing experience and separates it from all the back-end business logic so that changes to one part don’t disrupt the other, thereby alleviating the biggest pain point inherent to old eCommerce platforms. It provides you with the freedom to continuously iterate and improve your website.
Some other key benefits of this headless approach include:
1. Personalize Your Customer Experience
2. Increased Nimbleness
3. Take An Omnichannel Approach
4. Enhanced Scalability
5. Reduce Guessing By Testing
To be successful in the digital world you need to make decisions based on data. With a traditional commerce architecture, if you want to conduct UX experiments, you are forced to modify both front-end and back-end code simultaneously. In contrast, headless eCommerce allows you to experiment with the user experience without affecting the backend operations. This approach will help you receive feedback, test more efficiently, and optimize your UX to get the best results.
Consider Going Headless If You…
- Want storytelling and content experiences to distinguish your brand.
- Are experiencing rapid growth.
- Are constantly changing content.
- Want your company to become more data-driven.
- Want to make your content shoppable across all touchpoints and devices.