Why Headless eCommerce for your B2B Business.
The world of eCommerce is constantly evolving. Words like agility, flexibility and scalability become key considerations as companies focus to keep up with the pace of digital change. It means companies like yours need an eCommerce solution that can scale and adapt. However, the reality is far different for too many businesses. Too many B2B companies are being constrained by clunky, on-premise eCommerce systems requiring too much capital – both financial and employee – to maintain.
Increasingly B2B companies are looking to the Cloud as the solution for them to keep pace with digital change. But companies need to determine how best to leverage the attributes of what the Cloud can offer. That is, having a flexible, customized solution to address their needs and, most importantly, the needs of their customers.
Welcome to the world of Headless eCommerce.
Simply put, Headless eCommerce is the evolution of the eCommerce platform from a shopping cart to being about the user experience. It’s the separation, or decoupling, of the front end presentation layer from the underlying backend code or platform. With Headless eCommerce, companies can focus on the user experience without worrying about impacting their business-critical backend eCommerce system. Companies can also integrate with third party solutions like product information management (PIM) systems and a range of digital marketing applications to deliver a more complete solution.
Headless eCommerce allows for endless flexibility and complete access to the functionalities of APIs to make an end user experience that is completely unique and designed solely for you and your customers. A Headless eCommerce platform can easily scale as your business does. Unlike traditional on-premise solutions, you will never be stuck with an investment that only fits your business for so long. Instead, the technology adapts to your specific business processes, size and strategies
Since with Headless eCommerce the front end is decoupled from the backend, you are not constrained by out-of-the-box templates. You have the control to own your look and feel and create your own user experience tailored to the needs of your clients. The decoupled user interface allows you to make more frequent and more cost-effective customizations and updates as your business evolves.
Your marketing team can work on changes to the presentation layer, unhindered by the backend systems. This makes them more efficient in extending your brand to the digital world as the front end can be updated and changed without updating and retesting all the core commerce logic and integrations.
Having a flexible presentation layer, decoupled from your backend, means your front end can act as a ‘mash up’ of various services to present a coherent experience to the user. By exposing assets via API, your eCommerce platform becomes an aggregator of data and services from a range of third-party tools. You are no longer reliant on your eCommerce developer to build various services, but instead can select the third-party tools you need to enhance the user experience.
Time-to-Value. The biggest consideration with traditional on-premise eCommerce software is the time and resources it takes for you to develop comprehensive business logic and backend services. With a Headless eCommerce approach, you can focus on the user experience with far less cost, time and effort.
In a word…”control”. With Headless eCommerce, you can take control without impacting the backend systems. Control over implementing new tools and services to enhance the user experience. Control over the presentation layer. Control over time-to-market over the delivery of new features and updates. Control over your eCommerce platform as a revenue source.
To learn more about Headless eCommerce architecture, read out Digital Insights post on Microservices.