Headless commerce

Headless commerce is an online store architecture in which the visible part (the storefront, the "head") is separated from the backend that holds the logic of orders, catalog and payments, and data is exchanged through an API. The storefront can be changed or replaced without touching the backend.

In plain words

In a classic store, the site and the system for managing products and orders are one whole. In headless, the backend only gives and receives data (products, prices, cart, orders) through an API, and the storefront is built separately: a website, mobile app, kiosk or another channel. The link between them is usually REST or GraphQL (Wikipedia, Headless commerce).

The term is linked to 2013 (same source). Separately there is composable commerce, a broader approach where a store is assembled from separate services; headless is seen as one of its components, not a synonym (vendor description, see "Sources").

What it gives you

According to the description on Wikipedia:

• the storefront and backend develop independently, so design changes are less likely to affect orders;
• one backend serves several channels (site, app, kiosk);
• the storefront can be rendered in advance on the server, which is linked to faster loading and SEO;
• it is easier to adapt the storefront to different devices and audiences (Wikipedia).

What it costs

• More work: such platforms need more setup than ready-made solutions.
• No ready storefront: there are no templates or all-in-one solution, so the storefront has to be built or bought separately.
• According to the same article, headless is often not suitable for small business (Wikipedia).

The store owner ends up paying twice: for the backend and for developing and maintaining the storefront. Compare this with a ready-made platform in the article ready-made platform or custom development.

How different sources see it

• The independent description (Wikipedia) names both the advantages and the drawbacks, including unsuitability for small business.
• The material from a vendor of such a platform lists the advantages: speed of change, multichannel, design freedom; it does not mention drawbacks or trade-offs. Keep this in mind when reading commercial texts.

When to think about headless

Questions that help you decide:

1. How many sales channels do you need to serve from the same data: only the site, or also an app, marketplaces, physical points of sale?
2. Are you hitting the limits of the storefront template on conversion (CRO, usability)?
3. Does the team or contractor have the capacity to develop and maintain a storefront?
4. Will the growth pay it back: compare with unit economics.

If you sell through one site and tuning the template solves your tasks, headless may be overkill.

FAQ

What is headless commerce in plain words? A store where the storefront is separated from the "brain" (catalog, cart, orders) and talks to it through an API.

How is headless different from an ordinary online store? In an ordinary one, the storefront and backend are one whole. In headless they are separate and can be changed independently.

Does a small store need headless? Wikipedia notes that such platforms are often not suitable for small business because of the amount of setup. The decision depends on your channels and resources.

Does headless make a site faster? Sources link this to the ability to render pages in advance, but speed depends on how the storefront is built.

Related terms

• SaaS platform, custom store or vibe coding: what to choose
• E-commerce
• CRO (conversion rate optimization)
• Usability

Sources

• Wikipedia, Headless commerce — en.wikipedia.org/wiki/Headless_commerce
• commercetools, What's headless commerce and why does it matter? (vendor description) — commercetools.com/mach-architecture/headless-commerce