“Headless architecture” is a part of the MACH approach. It was first introduced by commercetools founder Dirk Hoerig in 2012. In this architecture, the presentation layer is decoupled from the backend which enables greater flexibility and scalability. It helps in delivering content across multiple channels and devices.
Traditionally, people followed the monolithic approach. In this setup, websites and applications have a tightly coupled architecture with interconnected frontend and backend. As a result, any changes to the frontend require modifications to the backend. On the other hand, a headless architecture keeps the two layers separate so that they can evolve independently. The term “headless” refers to the removal of the head, which refers to the frontend or user interface.
This is a Monolith to MACH series of 4 informative articles, each explaining different components of the MACH architecture – Microservices-based, API-first, Cloud-native, and Headless architecture. Read on…
Before we get into the details of headless commerce, let’s rewind and talk about how “headless commerce” was born.
What were the challenges that gave birth to this new technology? Let’s figure it out.
1. Limited possibility for customization
Monolithic platforms are out-of-the-box, get-what-you-see solutions. Customization becomes expensive and time-consuming on such platforms. The reason is you have to retest the entire application even after you make a minor change to the programming.
2. Lack of agility in responding to new trends
eCommerce businesses found it difficult to cope up with changing market trends while using monolithic platforms. As a result, they could not gain a competitive advantage by being the early adopters.
3. Difficult to scale for large traffic volumes
In case website traffic surpasses the limit set in the original platform, businesses could scale up only by creating a copy of the entire website. It can be a complex process that poses a roadblock in innovation. Monolithic platforms are not that supportive for cloud technology. So, it becomes a challenge to go for cloud migration.
ENTER Headless Architecture…
To combat all these challenges, headless architecture was born, and it has proved to be a boon for all eCommerce businesses.
Three key components work in sync to enable the separation of the front-end and back-end, thereby facilitating the delivery of flexible and personalized commerce experiences. Let’s discuss each of these elements.
1. Frontend (Presentation Layer)
The frontend is responsible for the user interface and presentation logic. It utilizes data and services through APIs provided by the backend. It can be developed using different technologies such as HTML, CSS, JavaScript, or frontend frameworks like React, Angular, or Vue.js. In a headless architecture, you can do away with the limitations of the backend, thereby imparting more flexibility in creating user experiences.
2. Backend (Content Management and Data Storage)
The key responsibilities of the backend are content management, data storage, and business logic. It helps in the creation, storage, and retrieval of content in addition to providing APIs or services to deliver that content to the frontend. You can implement it with the help of a CMS, an eCommerce platform, or custom-built backend services. As the backend and frontend are separate in a headless architecture, you can easily serve content to multiple channels or devices. It also allows for easier updates and scalability.
3. API Layer
APIs are an indispensable part of headless architecture. They work as the communication layer between the frontend and backend so that it allows easy exchange of data and functionality. The backend exposes APIs that provide access to content, data, and services, which the frontend consumes to display the user interface and interact with the backend.
Switching to headless commerce offers several benefits, provided you plan it carefully and have enough technical expertise with coordination between frontend and backend teams. Here are the advantages that make headless technology an attractive option for businesses looking forward to delivering exceptional and personalized digital commerce experiences.
Monolithic solutions certainly ensure omnichannel capabilities but sometimes the legacy eCommerce software fails to support a particular sales channel. On the other hand, headless commerce empowers businesses to deliver consistent and seamless experiences across multiple channels without any exceptions. APIs enable content and data to be easily consumed by various frontend touchpoints, ensuring a unified brand experience. Whether customers are interacting with the eCommerce platform via a website, mobile app, voice command, or any other channel, the underlying commerce capabilities remain consistent.
With headless architecture, developers can choose the most suitable technology stack for every application component. This flexibility allows for quicker adaptation to changing business requirements. It also helps with unlimited customization and personalized customer experiences that lead to higher conversion rates. Marketing teams get the liberty to launch several sites across different brands, divisions, and portfolios.
In a headless architecture, each layer can scale independently based on the need. The frontend and backend can be deployed and scaled separately, optimizing resource allocation. It also ensures that your application can handle increased traffic and user demands effectively.
As the frontend and backend exist separately, you can easily update or replace the system components without disrupting the entire architecture. So, you can adapt to future technologies and trends. It lets businesses stay ahead of the curve and embrace innovation while experimenting with new customer experiences. Ultimately, it ensures the longevity and sustainability of your application.
Development teams can work on the frontend and backend simultaneously in the decoupled approach. Because of the parallel development approach, you can enable quicker time-to-market for new features and updates with a speedy development process.
In headless commerce, you can connect various systems and deliver content to multiple channels like websites, mobile apps, IoT devices, and more. It also facilitates easy integration with third-party services and APIs.
The headless architecture allows the content to be created and managed separately from the presentation layer. It can then be reused throughout the different channels, thereby reducing duplication efforts and establishing a consistent user experience.
The backend and API layer in headless architecture can be secured independently, following strict security measures and best practices. This segregation minimizes the risk of security vulnerabilities and protects sensitive data.
By decoupling the frontend and backend, the headless architecture allows for optimized performance. While the frontend focuses on rendering the user interface and providing a smooth experience, the backend helps in delivering data efficiently and processing requests faster.
If you want to explore a true futuristic eCommerce platform, here is one that we vouch for:
commercetools embraces a headless approach, decoupling the front end from the back end. This empowers businesses to create seamless customer experiences across various touchpoints, from websites to mobile apps and IoT devices.
With the headless approach, businesses can easily integrate third-party services, applications, and technologies. This encourages innovation and enables businesses to leverage emerging technologies like AI, machine learning, and AR/VR to enhance the shopping experience. It also promotes agile development practices. Businesses can make frontend changes quickly without affecting the backend, reducing development cycles and enabling faster time-to-market for new initiatives.
commercetools’ Headless architecture facilitates localization and global expansion. Businesses can tailor their storefronts to specific regions, languages, and currencies, offering a personalized experience to customers worldwide.
A website using headless commerce uses an eCommerce platform as the backend with a tailormade front end. Both the frontend and backend communicate through APIs to deliver an omnichannel user experience.
For instance: Allbirds is a headless commerce store that uses Shopify Hydrogen and Oxygen stack.
Carnival Cruise Line, a leading travel industry player, switched to headless commerce through progressive web app development and increased their user engagement with better booking management.
Headless commerce is no longer a buzzword and luxury. It has become a norm and best practice to cater to the ever-changing eCommerce landscape. If you want to have an edge over the competitors and bring in maximum revenue while making the most out of the available resources, headless is the way forward. The experts at Krish strongly recommend eCommerce businesses should make the switch to headless at the earliest.
And in case you feel stuck in the technicalities, we would love to assist you and also offer you an exclusive eCommerce audit for your store. We are partners to leading platforms with headless commerce capabilities, including commercetools, Shopify Plus, SalesForce Commerce Cloud, and Adobe Commerce.
Just reach out to us, and we would be happy to help.
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Minal Joshi is a content marketer at Krish with a flair for eCommerce and Digital Commerce aspects. She is a MarTech fanatic with a knack of writing with which, she helps brands to curate, create, & commence digital brand positioning. Sharing insights via articles, case studies, eBooks, Infographics, and other forms of content creation is what she lives for. Being an ardent traveler, when not writing, you'll find her sipping coffee into the mountains or petting a stray.
10 July, 2023 Cloud Native is a cutting-edge paradigm that has emerged as a game-changer in the eCommerce landscape, revolutionizing the way online businesses operate and enabling them to scale with unparalleled efficiency. It represents a holistic approach to software development and deployment, emphasizing the use of cloud computing, containerization, and microservices architecture.The significance of Cloud Native in the eCommerce landscape cannot be overstated. According to a recent survey by Statista, the global eCommerce market is expected to reach a staggering $6.38 trillion by 2024. To keep pace with this explosive growth, businesses need to be agile, scalable, and highly available.
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