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Not only are consumers making purchases across a variety of devices, they’re also moving across channels before completing a purchase. In 2017, smartphones took a higher share of eCommerce revenue than personal computers for the first time. That alone is evidence of this evolution.
The shift in a buyer’s journey creates challenges for brands that want to engage customers across multiple channels, while offering a unique but consistent experience on all platforms. This is where a traditional commerce solution falls short. In contrast, headless commerce solutions are allowing businesses to quickly provide dynamic content.
To answer this, you first need to understand traditional off-the-shelf commerce solutions. Today, most are full-stack applications with predefined front-ends and admin consoles. The front-end experience and functionality (presentation layer or storefront) is deeply coupled with the back-end (application and database layers) code and infrastructure. The application layer includes things like product catalogs, search, personalization, and promotions. This means that most customizations to the front-end require edits all the way back to the database layer. This can be limiting and time-consuming for a company wanting to keep pace in selling across multiple channels while providing consistent consumer experiences.
A headless commerce solution decouples the storefront from the back-end, providing developers more freedom to customize sites and address the evolving purchasing experience. This detachment is responsible for the coining of the term, “headless.”
Today, businesses are driven by the proliferation of connected devices and a consistent consumer experience. If you run a dynamic business with the need to constantly update across channels, your business will need the flexibility that comes with headless commerce.
The true power of headless commerce lies in its flexibility and speed. Access to instant gratification is now possible and businesses needing to position themselves as competitive in specific markets could be left behind without headless commerce.
Headless commerce can be truly valuable for businesses with robust teams or the need for dynamic updating across multiple channels. As with implementing any new commerce solution, a detailed review of your business demands is needed.
BlueSky’s unmatched commerce expertise allows us to help our clients understand how to utilize omnichannel and business solutions to reach, attract, engage, and grow customers.
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