--- title: "Headless Commerce: the future of retail" description: With Headless commerce, organizations can offer customized experiences, achieve the freedom to test, increase their agility and scale more efficiently image: https://blog.unguess.io/hubfs/online-statistics%201.png --- [![Vai alla homepage di UNGUESS](https://blog.unguess.io/hubfs/Imported%20images/unguess-logo.svg)](https://unguess.io/it) - PRODUCTS BY INDUSTRY - [Retail & Ecommerce](https://unguess.io/services/industry/retail-ecommerce/) - [Fast-Moving Consumer Goods](https://unguess.io/services/industry/fast-moving-consumer-goods/) - [Banking, Insurance & Financial Services](https://unguess.io/services/industry/banking-insurance-financial-services/) - [Travel & Hospitality](https://unguess.io/services/industry/travel-hospitality/) - [Utilities](https://unguess.io/services/industry/utilities/) - [Healthcare](https://unguess.io/services/industry/healthcare/) - [Media & Entertainment](https://unguess.io/services/industry/media-entertainment/) - [Automotive](https://unguess.io/services/industry/automotive/) - PRODUCTS BY USE CASE - [Ai Training](https://unguess.io/services/ai-training-testing/) - [User Experience](https://unguess.io/services/use-case/user-experience/) - [Software Quality](https://unguess.io/services/use-case/software-quality/) - [Cyber Security](https://unguess.io/services/use-case/cyber-security/) - [Accessibility](https://unguess.io/services/accessibility/) - [HOW IT WORKS](https://unguess.io/how-it-works/) - [OUR CROWD](https://unguess.io/our-crowd/) - COMPANY - [About us](https://unguess.io/about-us) - [Life at UNGUESS](https://unguess.io/life-at-unguess/) - [Partners](https://unguess.io/unguess-partners/) - [SHOWCASES](https://unguess.io/showcases/) - [Case Study](https://unguess.io/showcases/all-showcases/?jsf=jet-engine:shocase-listing-grid&tax=resource-category:76/#readmore) - [Unguess Challenges](https://unguess.io/showcases/all-showcases/?jsf=jet-engine:shocase-listing-grid&tax=resource-category:74/#readmore) - [White Paper](https://unguess.io/showcases/all-showcases/?jsf=jet-engine:shocase-listing-grid&tax=resource-category:75/#readmore) - [BLOG](https://blog.unguess.io) - - - - - [PRODUCTS](https://unguess.io/services/) - BY INDUSTRY - [Retail & Ecommerce](https://unguess.io/services/industry/retail-ecommerce/) - [Fast-Moving Consumer Goods](https://unguess.io/services/industry/fast-moving-consumer-goods/) - [Banking, Insurance & Financial Services](https://unguess.io/services/industry/banking-insurance-financial-services/) - [Travel & Hospitality](https://unguess.io/services/industry/travel-hospitality/) - [Utilities](https://unguess.io/services/industry/utilities/) - [Healthcare](https://unguess.io/services/industry/healthcare/) - [Media & Entertainment](https://unguess.io/services/industry/media-entertainment/) - [Automotive](https://unguess.io/services/industry/automotive/) - BY USE CASE - [Ai Training](https://unguess.io/services/ai-training-testing/) - [User Experience](https://unguess.io/services/use-case/user-experience/) - [Software Quality](https://unguess.io/services/use-case/software-quality/) - [Cyber Security](https://unguess.io/services/use-case/cyber-security/) - [Accessibility](https://unguess.io/services/accessibility/) - [VIEW ALL PRODUCTS](https://unguess.io/services/) - [HOW IT WORKS](https://unguess.io/how-it-works/) - [OUR CROWD](https://unguess.io/our-crowd/) - COMPANY - [About us](https://unguess.io/about-us/) - [Life at UNGUESS](https://unguess.io/life-at-unguess/) - [Partners](https://unguess.io/partners/) - [SHOWCASES](https://unguess.io/showcases/) - [Case Study](https://unguess.io/showcases/case-study/) - [Unguess Challenges](https://unguess.io/showcases/unguess-challenges/) - [White Paper](https://unguess.io/showcases/white-paper/) - [Webinar](https://unguess.io/showcases/webinar/) - [BLOG](https://blog.unguess.io) - - - - [CONTACT US](https://unguess.io/it/inizia-ora/) [SIGN UP](https://app.unguess.io/) # Headless Commerce: the future of retail With Headless commerce, organizations can offer customized experiences, achieve the freedom to test, increase their agility and scale more efficiently [Laura Villa](https://blog.unguess.io/author/laura-villa) May 5, 2021 --- In the past two years, the **change we saw in digital commerce** required new organizational and technological strategies. The Customer Journey is always more shattered, **new *touchpoints*** are standing out so brands and retailers of each sector must be able to grow their online business in this new scenario. In this context, the so called **"headless" commerce solutions** are developing, where the front-end is decoupled from the back-end level. Thanks to this new paradigm, organizations can build **customized experiences** for their clients, achieve the **freedom to test**, **increase their agility** and scale more efficiently. Let’s see more in detail. ## **What makes Headless Commerce different?** E-commerce platforms were originally created to shop via desktop. They were a monolithic architecture with back-end and front-end components strictly coupled. However, the growth of [mobile commerce](https://blog.unguess.io/en/mobile-shopping-how-to-monitor-and-optimize-the-ux?hsLang=en) in the last decade and the rise of many other forms of e-commerce prompted brands and retailers to seek for a more flexible approach: the headless e-commerce. The main distinction factor of the **"shopping without head" architecture** is that the **back-end and front-end components are decoupled systems** that communicate through an API. ![Schermata 2021-05-04 alle 11-21-37-png-2](https://blog.unguess.io/hs-fs/hubfs/Schermata%202021-05-04%20alle%2011-21-37-png-2.webp?width=680&height=396&name=Schermata%202021-05-04%20alle%2011-21-37-png-2.webp) Companies can employ back-end database, with information from sources such as CMS platforms, to manage functions like product’s information, the marketing logic behind promotions and discounts, and the checkout. Then this output – think of product images, prices, "buy it now" buttons – is pushed via [**API**](https://www.redhat.com/it/topics/api/what-are-application-programming-interfaces) to front-end experiences, which can include any digital user interface. This can make it **easier for companies to allow customers to transact** using tools such as mobile apps, Instagram shop pages, or even interactive stands.   ## **What are the benefits for brand and retailer?** One benefit of the Headless approach is that it **helps brands and retailers offer tailor-made and unrestricted shopping experience to clients** by enhancing the efforts needed to attract and retain consumers. Let’s see how. - **UX AND BETTER WEB NAVIGATION** The use of an API based architecture makes it **easier to provide front-end experiences to dealers** using the Progressive Web Applications (PWA) technology. This can significantly fasten the page loading speed, which leads to an increase in sales conversion rates **by reducing page abandonment**. A Google survey found out that [53% of visits to mobile websites are abandoned](https://www.blog.google/products/admanager/the-need-for-mobile-speed/) if the pages take more than 3 seconds to load, which results in lost revenue for brands and retailers. At the same time, Headless platforms allow to have **the same information (optimized) on a wide range of devices** and contexts. A particularly important factor for mobile commerce. - **DIFFERENTIATED DIGITAL EXPERIENCES AND FASTER DEPLOYMENT** With the sudden rush to offer more substantial e-commerce solutions during the **Covid-19** pandemic, offering differentiated digital experience is becoming more and more essential to attract online buyers. Sellers who use a headless approach could find this task really easy. The modular nature of Headless e-Commerce architecture makes it easier for merchants to create new digital experiences, for example, through: - **the addition of commercial skills on several digital points of contact** (social media, smartwatch, connected cars, etc.); - **customized shopping experience on different touchpoints;** - **the adoption of new business models.** A headless engine allows brands and retailers to experiment with the front-end without requiring developers to make changes to the back-end. For example, this could help reduce the necessary time to launch a new touchpoint or to test a new A/B purchase flow. ![struttura del CSM tradizionale versus quella dell'headless commerce](https://blog.unguess.io/hubfs/Imported_Blog_Media/headless-traditional-comerce-shopdev-2.png) ## Will Headless Commerce become the new normal? Looking ahead, headless commercial architecture is **destined to continue to gain traction.** It will likely become the approach for brands and retailers who want and can afford to tap into more elaborated e-commerce channels - including smartwatch, instant messenger such as WhatsApp, re-commerce, and much more. Currently, the adoption will be limited to small and medium-sized enterprises due to steep set up costs and the need to have a dedicated engineering team to manage the infrastructure and make changes. In the future, accessibility and ease of use of **low-code/no-code services** will likely define how quickly small brands and retailers can implement a headless commerce architecture. But those who employ it will find themselves in a better position to **compete with e-commerce giants** like Amazon.  [![DOWNLOAD CASE STUDY](https://no-cache.hubspot.com/cta/default/6087279/c6ea5ada-fd4b-47c1-86f6-f96325824000.png)](https://cta-redirect.hubspot.com/cta/redirect/6087279/c6ea5ada-fd4b-47c1-86f6-f96325824000) [Share via Facebook](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fblog.unguess.io%2Fen%2Fheadless-commerce-the-future-of-retail) [Share via Twitter](https://twitter.com/intent/tweet?url=https%3A%2F%2Fblog.unguess.io%2Fen%2Fheadless-commerce-the-future-of-retail&text=Headless+Commerce%3A+the+future+of+retail) [Share via Email](mailto:?subject=Headless+Commerce%3A+the+future+of+retail&body=https%3A%2F%2Fblog.unguess.io%2Fen%2Fheadless-commerce-the-future-of-retail) [Share via LinkedIn](https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fblog.unguess.io%2Fen%2Fheadless-commerce-the-future-of-retail&title=Headless+Commerce%3A+the+future+of+retail&summary=With+Headless+commerce%2C+organizations+can+offer+customized+experiences%2C+achieve+the+freedom+to+test%2C%C2%A0increase+their+agility%C2%A0and+scale+more+efficiently) ## Similar posts Cybersecurity ### [5 reasons why Black Friday is a hacker's paradise](https://blog.unguess.io/black-friday-hackers-paradise?hsLang=en) Discover strategies to safeguard your online shopping during Black Friday. 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