The main challenges eCommerce teams face are concentrated around the personalization and customization of customer experience, enhancing the dynamics of the performance of their websites, and increasing the sales rates. In such conditions, the monolithic architecture of the software becomes the main obstacle on the way to overcoming these challenges.
To keep up with the requirements of the modern eCommerce market, the merchants need to modernize their platforms by implementing a new approach to software architecture – headless commerce. What is headless commerce? We’ll give a brief explanation of the topic.
What Is Headless Commerce?
In short, headless commerce is a software architecture where the frontend of your e-store is separated from its backend. Overall, they operate independently, allowing for the freedom of implementing new ideas and projects in the frontend without the risk of causing a failure in the backend.
The communication between these unities is carried out via API. The API-based connection to the backend allows eCommerce services to serve their content to multiple sales channels, including mobile devices, social media, online chats, and wearables.
The headless commerce content management system (CMS) interface allows managing content without the help of IT specialists. At the same time, APIs give space for developers to create new applications. Thanks to this, the programmers, marketers, and business teams have all the instruments in their hands to fulfill customer expectations, thus attracting new leads and retaining the real buyers.
Let’s have a deeper insight into how headless commerce can support marketing.
It Can Enhance Your Website Performance
Website performance is the basis of the client-merchant interaction. By implementing headless commerce into your platform, the productivity of the service enhances significantly, providing a simple and fast customer experience, regardless of the device used for access.
This is possible due to the architecture of the headless, which provides a super-fast connection between the services and APIs. The SaaS tools added to the headless storefront become the touchpoints for customers. Once interaction takes place, the information is sent to the backend using API. Due to headless architecture, you may forget about the sluggish performance of your eCommerce website.
Did you know that 40% of visitors would abandon the service if the pages load longer than three seconds? Such customer experience can be damaging to your marketing goals. But with headless commerce, there’s no need to worry about that.
It Allows Fast Reaction to New Opportunities
It’s hard to react to new trends in sales and implement new features if you use monolith architecture. On the contrary, headless commerce gives you almost endless development opportunities and allows you to give a fast response to the changing strategies and tendencies on the market.
How is that possible? With headless commerce, you don’t need significant financial or developer resources to make changes in the frontend. You can use any opportunity to approach your customers with personalized offers, promotions, or anything that would encourage the purchase or retain your new customer.
Personalization of offers is fairly simple in such a situation. API requests at specific touchpoints can give you information about the purchase history of the clients, their data points, and recent purchases.
Statistic says that 80% of US customers are more likely to order a service or buy a product if the company provides them with a tailored experience. At the same time, 63% of respondents say they won’t buy from brands with poor personalization.
These figures demonstrate how much personalization means for eCommerce, and how much you can win with your business by implementing headless technology to your website.
It Offers Omnichannel Market Potential
Times when people accessed the web on desktops only are long gone. Now the customers use multiple channels for shopping, such as social media, site apps, mobile devices, and, of course, websites. Working with a single channel is ineffective from a commercial standpoint. You should meet your customers on their territory, regardless of what their preferred channel is.
Monolith architecture is too “heavy” to keep up with the demands. To implement an omnichannel engagement strategy, you need a fast and simple solution that won’t require significant financial investments.
The flexibility of the headless technology allows for its effective work with many channels. This way, you can provide effective and fast interaction with the customer via multiple touchpoints. The companies using omnichannel engagement strategies manage to retain up to 90% of customers.
It Promotes Scalable Business Growth
Many companies, like Netflix, refused monolithic architecture because it restrained them from growth. In contrast, headless commerce develop with the thought of the simplicity of introducing innovations. It allows you to implement new features with the minimum developer and financial resources with short-time-to-market.
How does this support your marketing strategy? The steady growth of your eCommerce platform guarantees the affordability and swiftness of innovations that become possible due to headless commerce.
Summing up
When headless commerce comes to the scene, the limit for the development of your company is the sky. This software architecture can help you attract leads, enhance customer retention, and create perfect conditions for the personalization of services. Isn’t it what you want?
