A headless architecture describes an architectural approach in e-commerce in which the front-end is decoupled from other back-end systems, such as the commerce or content management system. By decoupling the frontend and backend, systems can be developed independently of each other so that different technologies and frameworks can be used for each area. This architectural approach makes it possible to develop powerful user interfaces that are compatible with a wide range of end devices and thus enable seamless customer experiences.
Based on a headless architecture, content is provided via an interface (API), allowing it to be played out on various platforms and channels such as websites, apps or digital adverts. The user experience can thus be kept consistent across different channels and ensure a uniform brand experience. Personalised experiences can be continued from the website to the app, for example, as both access the same digital assets. By making applications available via APIs, they can be seamlessly linked with each other so that interfaces such as marketing automation tools or social media platforms can access the information provided and play it out across the board.
Advantages of a headless architecture
Decoupling the front end from other systems offers further advantages in the system architecture:
Efficiency
For example, content and digital assets can be managed separately via a CMS (=Content Management System) and DAM (=Digital Asset Management). This approach enables efficient management of large volumes of assets and structured organisation of content.
Less development effort
A headless architecture also allows developers to focus on creating appealing user interfaces, thereby speeding up development. Challenges compared to a monolithic solution can arise from the fact that additional development effort is required to integrate content into the desired frontend. In general, technical expertise and resources are required to set up and manage communication via APIs and the connected systems.
Greater flexibility
Overall, the headless architecture offers retailers the opportunity to select and utilise software solutions flexibly. Changes to the design, products or features can be implemented quickly. Choosing a headless architecture can therefore increase flexibility in order to meet rapidly changing market requirements and consumer expectations and thus achieve sustainable success as a retailer.
Headless architecture in the market environment
The market and the economy are evolving rapidly - e-commerce retailers need to adapt to constantly changing conditions and seize opportunities quickly. This means they need to become more flexible in the products and services they offer and how they offer them. Powerful user interfaces that are compatible with a variety of devices and seamless customer experiences are critical to success in a dynamic environment.
In the context of headless architectures, there is also talk of best-of-breed or composable commerce solutions.
Composable commerce is an innovative e-commerce approach that enables companies to build and customise their online shopping experiences by combining modular, independent components. An acronym for this is MACH, which stands for Microservices-based, API-first, Cloud-native SaaS and Headless. This architecture is an example of how retailers can combine functions to create flexible, scalable and high-quality solutions.
Comparison: Composable solution vs. monolithic solutions
As already indicated, retailers often have the choice between composable solutions (= headless architecture) and monolithic solutions, where individual providers offer solutions for different systems and functions from a single source as enterprise suites (e.g. Adobe, Salesforce). This results in a number of advantages and disadvantages, which are summarised below:
Scalability: Compared to monolithic solutions, headless architectures offer better scalability, as backend systems can be used independently of each other. This gives retailers the opportunity to react quickly to changing conditions, whereas with monolithic enterprise suites they are dependent on the architecture of the respective solution.
Individualisation: With headless architectures, a best-of-breed solution can be put together from several solutions. However, this combination can also lead to the integration of different components resulting in a complex system landscape. Enterprise suites offer the advantage that various modules are integrated and only a single solution needs to be used.
Costs: Costs can vary greatly when comparing the two approaches. While the set-up costs of a headless architecture can be higher due to the modular structure and necessary initial linking, enterprise suites can result in lower set-up costs but higher ongoing fees.
Overall, a headless architecture in e-commerce can lead to improved agility, flexibility and scalability compared to monolithic solutions. It can also offer advantages for many retailers in terms of customisability and user experience. However, a final assessment depends on the requirements and needs with regard to the business requirements of the respective retailer.
Which solution is best for your company?
We at diva-e will be happy to support you in evaluating your individual requirements and finding the right solution for your company. Please feel free to contact us here.
You can find specific recommendations for action in our white paper Headless revolution in retail.