Ep 261: Headless commerce and the future of UX and performance marketing (AKNF)
Dec 9, 2022
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Veteran web designer/developer Jesse Campbell and innovation leader Brett discuss headless commerce. They cover when to consider headless, its impact on page speed and performance marketing, resources needed to build and maintain, and the future of ecommerce.
Headless commerce offers more flexibility and customization in the user experience, making it ideal for brands that require unique functionality or personalized experiences.
Headless commerce enables businesses to have greater control over page performance and user experience, resulting in faster loading times, optimized conversions, and the ability to leverage AI and split testing for enhanced marketing efforts.
Deep dives
Headless Commerce: A New Approach to E-commerce
Headless commerce is a concept that decouples the back-end of an online store, which manages product data and customer information, from the front-end user experience. By using technologies like React or Next.js, businesses can create their own website while still leveraging the powerful product management and order fulfillment features of platforms like Shopify. Headless commerce allows for more flexibility and customization in the user experience, making it ideal for brands that require unique functionality or want to offer personalized experiences to their customers. For example, a cannabis e-commerce store can navigate complex regulatory requirements and provide localized experiences based on users' geographical locations. While headless commerce requires a greater investment in development resources, it offers improved page performance, faster loading times, and the ability to integrate other technologies like AI and chatbots for enhanced customer experiences.
The Benefits of Headless Commerce in Performance Marketing
Headless commerce can greatly benefit performance marketing strategies by providing greater control over page performance and user experience. With headless commerce, businesses can build their own front-end experiences that load faster and are optimized for conversions. The ability to pre-render assets and serve them locally greatly improves page speed, resulting in a better first impression on users and reduced bounce rates. Additionally, headless commerce allows for split testing and optimization of content without relying on Shopify's native themes or plugins. This granular control over the front-end user session enables businesses to create unique dynamic experiences and leverage AI in areas like customer service and on-page split testing, further enhancing marketing efforts.
Headless Commerce Considerations and Trade-Offs
While headless commerce offers numerous benefits, there are trade-offs to consider. Building a headless commerce system requires specialized development resources and can be more complex compared to using pre-built platforms like Shopify. Organizations need to invest in skilled staff to manage custom front-end development and maintain the system. Additionally, headless commerce solutions may not be suitable for every business. It is crucial to evaluate the specific needs and scale of the business before deciding to adopt a headless approach. However, advancements in technology and the availability of middle-ground platforms like Shogun are making headless commerce more accessible, allowing businesses to harness the advantages without requiring a substantial tech budget.
The Future of Headless Commerce
As e-commerce continues to grow and businesses seek to offer unique experiences to their customers, headless commerce is expected to become more prevalent. The increasing number of people buying online necessitates new ways to engage the audience, and headless commerce provides the flexibility to create diverse experiences and leverage emerging technologies like VR, AR, and AI. Companies like Shopify are investing heavily in headless commerce, indicating its growing importance in the e-commerce landscape. While barriers to entry and specialization still exist, advancements in technology and the development community's support make it easier to adopt a headless approach. Future developments may include more plug-and-play solutions and standardized frameworks that simplify the process of building headless e-commerce stores.
It's All Killer No Filler, the DTC Podcast. Today we're going head first into headless commerce, what it means and what it allows ecommerce bands to do.
We check in with friend of the show, veteran web designer/developer Jesse Campbell from https://heyPartner.co as well as Brett who leads innovation at Pilothouse.
When you need to consider headless as an option
How headless commerce translates to page speed and performance marketing
The resources need to build and maintain a headless setup
The future of ecommerce and how headless might fit in
