What is Headless Commerce?

Forbes Magazine recently announced their predictions for e-commerce in 2019 and to no surprise we saw headless commerce make an appearance. With the recent launch of Matter’s first headless commerce project for global brand, Firewire Surfboards, we wanted to explain how we see headless commerce play a role in the future of online retail.

Forbes Magazine recently announced their predictions for e-commerce in 2019 and to no surprise we saw headless commerce make an appearance. With the recent launch of Matter’s first headless commerce project for global brand, Firewire Surfboards, we wanted to explain how we see headless commerce play a role in the future of online retail.

Headless commerce explained

Headless commerce is an architecture that sees the decoupling of the front-end and back-end of an e-commerce system, replacing the coupling with an API connection. Before this architecture was introduced, SaaS e-commerce platforms were limited to their predefined code structures. If you’ve ever played around in the admin area of a SaaS platform you’ll understand that it’s not as versatile and unrestricted as the backend of a CMS platform such as WordPress for example, where code manipulation comes with ease.

The development of headless commerce capabilities, such as the BigCommerce headless commerce for WordPress technology, has opened up the ability for online stores to display improved written, visual, video and interactive content resulting in significantly enhanced user experiences.

Related Reading: The Headless Commerce Showdown: The Unseen Strategy Retailers Use to Win E-commerce Market Share

Headless commerce advantages

We are now entering the space of seemingly limitless design and customisation possibilities for e-commerce websites, which makes our designers and developers very happy.

“SaaS templates can be quite restrictive and, except for changing styles, colours, and the basic look and feel, it is not really possible for me to limitlessly design the layout and structure of the website. WordPress allows for much more design possibility.” – Alberto, Designer

“IMHO, headless model gives me more flexibilities and possibilities on the front-end development. As the presentation layer is completely decoupled from the back-end we can have full control over it. In the headless model, we use APIs to send/receive data. So the data is not mixed with HTML templates and we can put the data to wherever we want. In addition, the headless model works well with applications, so we can make browsing/shopping applications if clients have the needs (like the shopping app running on kiosks).” Jeremy, Developer

Another extensive advantage that headless commerce is bringing to the table is the ability to manage multiple brand sites from the one e-commerce account. We now have the capability to use the BigCommerce headless commerce for WordPress technology to connect multiple websites to one BigCommerce account. This means that a brand can manage their orders and inventory through one BigCommerce administration area but display products and product information appealingly on multiple WordPress websites, with the ability to choose which products display on which site. Ultimately providing a cost-effective, innovative solution for the brand.

With the successful launch of Firewire Surfboards, Matter aims to incorporate the headless commerce technology in future builds to effectively help brands leverage the best possible UX/UI experience while selling their products online.