{"id":34349,"date":"2019-10-29T08:00:44","date_gmt":"2019-10-29T15:00:44","guid":{"rendered":"https:\/\/oroinc.com\/b2b-ecommerce\/?p=34349"},"modified":"2022-11-22T03:54:40","modified_gmt":"2022-11-22T11:54:40","slug":"headless-ecommerce-overview","status":"publish","type":"post","link":"https:\/\/oroinc.com\/b2b-ecommerce\/blog\/headless-ecommerce-overview\/","title":{"rendered":"How Headless eCommerce Helps Scale Online Selling | OroCommerce"},"content":{"rendered":"

Web developers, designers, and eCommerce managers are addressing the problems of flexibility and scalability in eCommerce with the same solution as the Red Queen of Alice in Wonderland fame.\u00a0 \u201cOff with their head\u201d, they cry. But it\u2019s not what you think. <\/span>headless eCommerce<\/span> is making already powerful and flexible\u00a0 modern eCommerce platforms even more user and administrator friendly by combining the frontend tools of the developer\u2019s choice with the backend of an off-the-shelf eCommerce platform. <\/span>Headless eCommerce<\/span> is a solution that\u00a0 separates the concerns and needs of the customer-driven frontend from the company concerns and needs driving the backend part of the webstore. Finally, sellers can pick and choose freely to create the best-fit solution for each.\u00a0\u00a0<\/span><\/p>\n

In\u00a0 a typical <\/span>headless eCommerce<\/span> scenario, the B2B company uses a powerful B2B eCommerce platform under the hood to power the site and\u00a0 utilizes another modern CMS system or PWA framework to deliver the best-of-class frontend experience. However, for an eCommerce platform to qualify as a headless-ready solution, it must be flexible and scale and decouple easily.<\/span><\/p>\n

Headless Commerce<\/span> and eCommerce Platforms<\/span><\/h2>\n

A Paradigm Shift in the eCommerce Industry<\/h4>\n

Headless Commerce<\/span> allows you the freedom to completely reimagine the idea of eCommerce. Traditionally, most eCommerce platforms on the market are single-stack solutions. These come out of the box with customizable pre-set storefronts to face the customers and a backend that is used by the company to support the customer transactions. The two parts work so well together they can hardly function without each other.<\/span><\/p>\n

This eCommerce solution works just fine for the average B2B seller who needs a set of simple but powerful\u00a0 sales-enabling features and a website building framework that gets their eCommerce shop open fast. These standard solutions provide all the necessary features for buyers and shop admins to get started almost effortlessly. So, what is the appeal of\u00a0 <\/span>headless eCommerce<\/span>?<\/span><\/p>\n

Headless eCommerce<\/span> is forward thinking and recognizes that somewhere down the road the business requirements will change. You may find that customers are demanding a particular frontend experience and you need to provide the new experience they want. Or perhaps your insights team has delivered several user journey scenarios and you must open multiple webstores to test the different frontend customer experiences before deciding on the final solution. Or perhaps you need the power of one platform\u2019s backend\u00a0 together with the content management system that delivers the optimal user experience provided by another platform. In another scenario, you may want to have full control over frontend development and enhancements, in which case you should opt for custom-built storefront using vendor-agnostic frontend tools. In all these situations, you\u2019ll have plenty of room to maneuver if your platform of choice supports headless eCommerce by design.<\/span><\/p>\n

The Concept Behind Headless Architecture<\/h4>\n

To run <\/span>headless eCommerce<\/span>, your platform must support a headless architecture. This fusion of technology decouples the frontend where you provide your content in a customer-focused way that may use interactive layers to build the customer experience from the backend that\u2019s the business end of the site providing the application\u2019s tech stack, infrastructure, and business logic. The driving reason for the rise of <\/span>headless eCommerce<\/span> is to free the customer-facing experience of your site from the limitations of\u00a0 your eCommerce platform\u2019s capabilities.<\/span><\/p>\n

With a <\/span>headless eCommerce<\/span> approach in B2B, you get all the freedom to build omnichannel, tailored storefront buyer experiences while still having a robust B2B eCommerce engine on the backend to facilitate the complexities that come with B2B transactions. Your B2B eCommerce platform will be your pivotal component that runs the backend data operations and manages integrations with external systems, such as ERP, PIM, or CRM. The communication between front- and backend is carried out via<\/span> RESTful API<\/span><\/a>s<\/span>. It\u2019s this API network that feeds all the relevant data stored and managed in the backend to the frontend in a user-friendly way.<\/span><\/p>\n

Headless Architecture Builds eCommerce for the Future<\/span><\/h2>\n

The headless approach is growing in popularity among big eCommerce<\/span> players like Amazon and eBay<\/span><\/a> for a reason. It meets customers where, when, and how they want to shop.<\/span><\/p>\n

In the early days of eCommerce, most of the seller\u2019s website traffic originated in desktop web browsers, thus making the browser the single most important buyer touchpoint. The eCommerce platforms that dominated the market in those days were monolithic, single-stack platforms with the front and backend paired. Their single goal was to create a frictionless buying experience in a variety of web browsers. And that was great as long as everyone searched and purchased using desktop computers. But then came the smartphone and the tablet and now we have the Internet of Things. There are numerous buyer touchpoints that aren\u2019t limited to desktop or mobile anymore. And the future holds touchpoints we haven\u2019t even imagined yet.<\/span><\/p>\n

Modern businesses trying to keep up with the omnichannel needs of their customers require greater flexibility from their eCommerce solutions. However, because the front- and backend are married until death in the architecture of single-stack eCommerce platforms, decoupling them is hard, if not impossible in many cases. As a result, every single change made in the frontend (e.g., changing the checkout design to improve customer experience) requires you to immediately make numerous changes to the backend to keep the application running smoothly. This can be costly and prone to introducing more hardwired dependencies within the application. With headless architecture, making changes is such a breeze in comparison because the front- and backend layers can be handled virtually as separate applications.<\/span><\/p>\n

Headless Commerce<\/span> lets companies laser focus on customer experience. And now more than ever, customer experience is key to success in eCommerce. A survey of abandoned carts found that aside from hidden costs (a big no-no) the other reasons for abandonment could all be traced back to poor <\/span>customer experience<\/span><\/a> .<\/span><\/p>\n

Now that B2B eCommerce has evolved to be a distinct technology, there is an increased interest in headless eCommerce. Looking to the future, B2B sellers know that a website that is nothing more than an online catalog that showcases products just isn\u2019t practical or profitable.\u00a0 <\/span>B2B must now sell online<\/span><\/a> to remain relevant and meet customer needs. Forward-looking B2B sellers can now take advantage of B2B eCommerce platforms that address their B2B-specific needs while keeping their favorite (or long-used) frontend tools. For now, <\/span>headless eCommerce<\/span> architecture helps them adopt B2B eCommerce with less time and effort. And in the future, this same architecture will allow them to continue to adapt the customer experience to unimagined touchpoints.<\/span><\/p>\n

Key Benefits of <\/span>Headless Architecture<\/span><\/h2>\n

Going headless brings quite a number of benefits. You gain freedom, flexibility, and agility to start with. It\u2019s much easier to personalize your implementation when the front-and backend are decoupled. The frontend design isn\u2019t inhibited by the backend engine and the backend is free to integrate with other solutions without impacting the user experience.\u00a0 The result is an eCommerce solution that gets to market faster and provides a true omnichannel experience. And today\u2019s world, buyers want to interact with your brand on multiple channels. According to Google,<\/span> 6 in 10 shoppers begin their journey on one device and finish it on another<\/span><\/a>.\u00a0 That\u2019s a lot of channel surfing! Whether you are upgrading your existing website or looking at eCommerce for the first time, you should consider the benefits of <\/span>headless Commerce<\/span>.<\/span><\/p>\n

More Freedom for Businesses in Choosing Solution Providers<\/h4>\n

Because <\/span>headless eCommerce<\/span> keeps the front- and backend layers apart, businesses are free to\u00a0 choose different solution providers for each. It\u2019s like a digital buffet for B2B eCommerce. For example, say you\u2019re satisfied with one solution\u2019s backend features but aren\u2019t sold on the frontend experience, that\u2019s okay. You can use your preferred frontend while harnessing the power of the preferred backend.\u00a0 Or maybe you\u2019re a B2B company that previously only used a website as a content repository instead of a sales channel. You\u2019ve got a wealth of content that your customers are using regularly but you want to add the flexibility of online ordering. In this instance, you choose an eCommerce system with a decoupled content management module and keep your existing CMS. In this way, you separate the commerce and customer experiences, which allows you to enhance both independently whenever you want and however you want. Or perhaps you love the look and feel of your existing WordPress site but WooCommerce just isn\u2019t up to the task of handling your orders or integration with your ERP has become a nightmare. In that situation, you might keep your WordPress frontend and look to a backend with a<\/span> powerful workflow automation engine<\/span><\/a>. It might be the easiest solution to scale your current site to meet your current and future demands.<\/span><\/p>\n

Maximized Flexibility<\/h4>\n

Headless architecture makes it possible for business owners to control exactly how they want their business logic to work, what data they want to have at their fingertips, and have complete control over the user experience. With traditional eCommerce platforms, businesses often wind up adapting their needs to their tech stack instead of their tech adapting to their business needs. API-driven headless Commerce allows the best business applications to work seamlessly together utilizing only the capabilities that serve specific business needs.<\/span><\/p>\n

Rapid and Non-Codependent Updates<\/h4>\n

Decoupled front- and backend systems enable you to make instant changes to either component without reconfiguring the entire system. For example, when your marketing team launches a new sales channel, you only need to add another eCommerce integration<\/a> to the backend, while the customer-facing content layer on the frontend remains the same. This allows cost-effective customizations and updates of required areas without changing the underlying infrastructure. You also have more freedom for A\/B testing of frontend experiences.<\/span><\/p>\n

Fast and Seamless Integrations<\/h4>\n

Customizing solutions through integration is now even faster. The headless approach uses APIs to let multiple systems communicate with each other, exchange data, and seamlessly integrate without constraints. Any additional functionality or system can be connected via the respective API.<\/span><\/p>\n

More Room for User Experience Optimizations<\/h4>\n

Because headless systems are separate, you can test and experiment with different initiatives for front- or backend with greater ease. Based on the results revealed by these tests, you can optimize and innovate consumer-facing and admin-facing experiences. Best of all, both frontend and backend can now scale independently. So, as customer needs change, your user interface can adapt to meet these changing needs without affecting the backend. As a bonus, you are saving time and money on backend development because these top layer changes don\u2019t impact the backend. Now backend developers can focus on site performance.<\/span><\/p>\n

More Efficient Development Implementations<\/h4>\n

Legacy eCommerce platform frontend developers are constrained by the coupling with the backend. Even a minor change of data or user experience element necessitates alterations within the database and the code. It\u2019s different with headless eCommerce. The headless approach makes it possible for developers to make modifications and customizations without having to re-write the whole system\u2019s logic every time. Front- and backend layers can be handled by different IT teams that can utilize different development skills. These teams don\u2019t need to be well versed with the technologies used on the side with which they do not work. This makes development easier and more cost-efficient.<\/span><\/p>\n

Decreased Load Times<\/h4>\n

When someone lands on your website, you have only seconds to gain their attention. If your website isn\u2019t loading quickly, they aren\u2019t going to wait around for you. The<\/span> average load time for websites<\/span><\/a> associated with business and industrial markets is 8.3 seconds in the United States. With the customer facing frontend freed from the constrictions of the backend, smaller and more specific chunks of data are carried via the APIs and the eCommerce platform isn\u2019t left like Atlas carrying the weight of all the data on its shoulders<\/span>[CK2] <\/span>. Increasing your site speed increases not only your conversions, it decreases the number of visitors that bounce away to your competitors. And in a cascading effect, this decreased bounce rate may boost your organic SEO. Google is cagey about their algorithms, but almost everyone agrees bounce rates, time on page, and number of pages visited are positive signals for ranking.<\/span><\/p>\n

Examples of Headless eCommerce<\/span><\/h2>\n

What kind of businesses opt for headless eCommerce? To begin with, <\/span>headless eCommerce <\/span>platforms are an ideal solution for large businesses with a complex, or nuanced ordering process. To better understand how businesses are benefiting from embracing <\/span>headless Commerce<\/span> as a strategy, let\u2019s look at two real-life examples. Be sure to take a look at more real-life examples and a list of<\/span> popular headless eCommerce solutions<\/span><\/a>.<\/span><\/p>\n

Amazon<\/b>, the global commerce behemoth is a pioneer in innovative technology. The iconic shopping experience they provide definitely has lessons<\/span> B2B businesses should learn.<\/span><\/a> And one lesson is adopting headless eCommerce. A <\/span>headless eCommerce <\/span>system enables Amazon to offer customers instant ordering on Amazon\u2019s mobile app and site with<\/span> Dash Buttons<\/span><\/a> available for tens of millions of products sold by various sellers. These frontend buttons are wi-fi connected devices \u2013 each paired with a specific product \u2013 that reorder in the backend the desired item with just one touch. Total Dash Button orders have increased by<\/span> 70%<\/span><\/a> in just three months, while more than half of Amazon orders were \u201cdashed\u201d.<\/span><\/p>\n

Animal Supply Company (ASC)<\/b>, a leading US pet food manufacturer and distributor that provides 3PL (third-party logistics services) to its nationwide network of retailers across the United States. Their retailers take online orders on their sites using eCommerce portals and tools such as Amazon or hosted shopping carts, and ASC manages all warehousing, inventory, shipping, and order fulfillment operations. How does Animal Supply leverage headless eCommerce? The frontend layer is represented by multiple storefronts and is connected through an API to OroCommerce, the #1 eCommerce platform for B2B. OroCommerce is used as a centralized order management system (OMS) for processing orders that are submitted through both external sales channels and different storefronts. Whenever customers order from an Animal Supply retailer\u2019s site or through Amazon, all order-related data is automatically transmitted to ASC\u2019s OroCommerce headless platform for further processing. This gives Animal Supply a single view of all the clean data on their customer journeys. As a result, they can easily provide a cohesive experience for customers across multiple channels. Read more about<\/span> Animal Supply success story<\/span><\/a>.<\/span><\/p>\n

\"headless<\/p>\n

Is Headless eCommerce Right for Your Company?<\/span><\/h2>\n

Does your company operate in an ever-changing ecosystem? If so, headless eCommerce might be right for you. It would give you the flexibility to change the content presentation layer without affecting the backend layer. When speed and agility count, headless eCommerce delivers with the flexibility you need.<\/span><\/p>\n

If your strategy includes digitizing every touchpoint, a headless solution allows additional channels to be easily added on an as needed basis. As new devices are released and adopted, new channels are created. The headless eCommerce option lets you be ready for the rise of future channels, no matter what they may be. As the Internet of Things grows, <\/span>unthought of channels<\/span><\/a> are created.<\/span><\/p>\n

And this Internet of Things isn\u2019t just for retailers. According to Gartner, Enterprise spending on \u201cThings\u201d will be huge by 2020.\u00a0 Just think, where printers once told you if they were low on ink, they can now monitor their ink levels, monitor the amount of ink in stock, and reorder ink when the stock falls below a certain level. If you\u2019re in the office products business, that\u2019s a new channel you can\u2019t ignore. But with headless eCommerce, you\u2019re ready to adapt.<\/span><\/p>\n

If your brand demands maximum control, headless eCommerce may be the path to take. eCommerce platform upgrades won\u2019t take the customer interface down.<\/span><\/p>\n

Finally, if you find yourself saying \u201cwe\u2019d love to do \u201cX\u201d but our platform is so limiting\u201d or if you think \u201cwe\u2019ve got such great content but our site just can\u2019t handle the volume of our products or orders,\u201d then a headless eCommerce solution might be right for you.\u00a0\u00a0<\/span><\/p>\n

Off with Its Head: Can Any Platform Serve Headless Architecture?<\/span><\/h2>\n

In the years to come, the use of headless eCommerce will continue to grow in popularity with digital businesses because of its ability to deliver highly customizable technology for rapidly changing business environments. However, at the moment this type of architecture only works with a few eCommerce platforms, among which OroCommerce provides a unique proposition for headless B2B eCommerce. Most traditional monolithic eCommerce solutions can\u2019t separate the front- and backend painlessly. Trying to break up that marriage of front- and backend is like an ugly divorce. It\u2019s costly and everyone suffers in the process.\u00a0 But it\u2019s easily avoided by selecting a solution that decouples easily and is built with an open source. So, do your own research and select your eCommerce platform wisely and with an eye to the future.<\/span><\/p>\n

Interested to learn more about headless eCommerce with OroCommerce?<\/span> Get in touch<\/span><\/a> with us to discuss the pros and cons of headless eCommerce for your business.<\/span><\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Web developers, designers, and eCommerce managers are addressing the problems of flexibility and scalability in eCommerce with the same solution as the Red Queen of Alice in Wonderland fame.\u00a0 \u201cOff with their head\u201d, they cry. But it\u2019s not what you think. headless eCommerce is making already powerful and flexible\u00a0 modern eCommerce platforms even more user […]<\/p>\n","protected":false},"author":38577,"featured_media":80540,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"ep_exclude_from_search":false,"footnotes":""},"categories":[210],"tags":[],"class_list":{"0":"post-34349","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-b2b-ecommerce"},"acf":[],"yoast_head":"\nHow Headless eCommerce Helps Scale Online Selling | OroCommerce<\/title>\n<meta name=\"description\" content=\"Learn how you could leverage headless architecture, benefit from using headless eCommerce for strategic growth, and how OroCommerce supports going headless.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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