Solutions Retail
November 10th, 2022

10 Benefits of Headless Commerce

Headless commerce is a marketing and sales strategy that benefits many businesses across industries. From increased engagement and customization to competitiveness, a headless system can help your company achieve several growth goals, making it an adaptable e-commerce model you can tailor to your company and customer needs. 

Keep reading to discover the various benefits of headless commerce, so you can determine if this architecture type is right for your company. 

What Is Headless Commerce? 

Headless commerce is an architecture type that separates your front-end pages from back-end systems. Your front end is any presentational aspect and content your customers interact with, including everything from branding material like advertisements and design to your product and blog pages. Back-end systems are your application layers that control functions, including payment platforms, security features, account and subscription management, and inventory control. 

Traditional e-commerce methods connect front-end and back-end solutions, making it challenging to edit and update one without affecting the other. Everything runs through the same logic controller, which offers many obstacles when trying to update or adjust functions and features. Headless e-commerce decouples the systems and uses APIs to communicate between ends for a seamless, centralized approach. 

As customers can connect with websites and make purchases in more unique ways, a headless commerce approach can help your company better add and manage new sales points to your systems. Headless commerce systems allow you to maintain desktop and mobile sales but expand your possibilities to new technology, including: 

  • Smart hubs, like Amazon Alexa and Google Home. 
  • Smart devices, like watches and refrigerators. 
  • Chats powered by AI. 
  • Digital technology, like signs and blogs. 

As a versatile tool, headless commerce gives companies more control and freedom than traditional solutions. 

10 Benefits of Headless Commerce

This sales and marketing deployment type offers several advantages. Your organization can achieve essential goals and growth initiatives with a headless commerce system. Learning about these can help you understand how headless commerce can support your business' mission.

1. Customization 

Customization is crucial when developing relationships with customers. Your content should reflect your branding standards and stand out against the competition to increase awareness with your audience. Customers who recognize your brand are more likely to choose your products instead of your competitors'. Brand recognition helps build trust with your audience, strengthening retention and relationships. 

Headless commerce provides more freedom and control than conventional options. With traditional commerce, you will have design limitations because you can only use the provided template and settings. While you might be able to go into the template properties and change elements, the front end's connection to the back end makes it risky. You might disrupt functions or need to make extensive code changes to ensure features work. 

With a headless commerce system, your developers and IT specialists will build your front end from scratch, giving your company complete creative control. You can even select even the tiniest details to create highly specific brands. Even after deployment, you can easily implement changes to your front-end pages, from available products to software updates, to ensure optimal functionality and appearance. 

2. Faster Integrations 


With a headless architecture, you can build a custom infrastructure that supports your business' needs. You can easily add the tools you want to your infrastructure without impacting back-end functionality. Headless commerce systems are adaptable, so your company can adjust your methods to provide better resources and services anytime. 

Your API makes it possible to seamlessly integrate programs. All platforms will communicate and share data through the API for a comprehensive, centralized resource. This option allows you to use data in several ways, from customer relationship management systems to marketing insights. When you want to drive improvement, the ability to implement the resources required is essential. 

3. Omnichannel Experience 

Traditional commerce approaches can only reach standard online websites, making them dated services when you want to reach customers where they make purchases. If a conventional commerce provider doesn't offer a particular channel, shoppers may look elsewhere. An omnichannel approach provides consistency and availability across several platforms, so your customers can use their preferred shopping and checkout method. 

Headless commerce systems enable your company to add as many front-end versions as you need. Whether you want to reach customers on their cellphones and social media platforms or through smart devices like Apple Watches and Amazon Alexa, your customizable infrastructure means you can implement and control each unique customer pathway.

Especially when customers are looking for straightforward and accessible services, developing an omnichannel approach can support people at every stage of their purchasing journey. If someone has to log on to a different device to purchase items, they might give up on your products and seek a competitor that offers a more seamless experience. Omnichannel systems simplify processes for customers, adding positive interactions with your brand that can strengthen their relationship with your company. 


4. Personalized Customer Experience 

You can increase customer retention rates on your platforms with more personalization. A headless approach and its centralized data enable you to use data more fully to curate more individualized marketing material. You can use customer purchase history to share recommendations and preferences across your channels, encouraging individuals to continue doing business with your company. These options can increase customer knowledge and brand awareness, showing them your full availability. 

For example, your customer might purchase an item using your mobile app. You might follow up with this customer and pique their interest by emailing them sales and deals on similar products, highlighting opportunities relevant to their specific needs. You can continue to reach them by advertising related products on social media.  

This option also helps promote more engagement. Through customer activity insights, you can better understand what they want from your organization and tailor your channels to reflect their needs. 

5. Increased Conversion Rates 

Your marketing team works hard to engage new and existing customers. They prevent new customers from leaving your site or abandoning shopping carts. They can encourage former and current customers to return and continue to use your services and products, preventing them from seeking competitors. 

A headless approach improves interactions with your customers. Individualized content lets you target existing customers and engage them in ways relevant to their needs, like sending them more personalized content and recommendations. Quality and intuitive websites designed for your target audience can anticipate new customer needs. 

You can also use headless commerce to increase engagement and interaction on your site, helping you understand your customers and keep them coming back. You might ask them to fill out a short quiz for a chance to get a discount or free trial. Surveys can give marketing teams valuable insight directly from your target audience, helping marketers understand their needs and wants. Further, participants get the chance to receive exclusive offers from a brand they love, increasing loyalty and retention. 

6. Flexibility

A headless approach gives your company more freedom to try new things, taking a more flexible sales and marketing strategy. With a traditional commerce system, you must commit to tactics and campaigns because changes are slower to implement and more comprehensive for IT teams, even if customer needs and preferences shift. Headless commerce lets you send out updates whenever possible, allowing you to match market trends and customer patterns. 

Headless commerce's more flexible approach enables companies to test new techniques. When you want to engage customers, flexibility ensures you can return to tried-and-true methods if a novel strategy yields poor results. If engagement is low, a headless approach allows you to immediately change direction without waiting for general updates or new campaigns. You can maintain consistency and retention while taking a more fluid front-end approach. 

Meeting customer needs and adjusting to rising trends shows better resiliency on the market. When you can meet sudden needs or changes, your company becomes more stable and increases its chances of quick responses in the face of real challenges and risks. 

7. Competitive Edge 

Companies are getting more creative with their customer outreach and content creation. Emerging technology and marketing trends help your company offer industry standards and meet customer expectations, so you'll need an internal system that supports your company's competitive edge. 

The ability to integrate new technology as soon as possible and consistently meet customer needs helps you better compete with similar brands in many ways. 

  • Upholding industry standards: Many industries leverage tools and systems to give customers a specific experience. After a while, customers expect these features and services, so they'll judge companies based on those standards. By implementing a headless commerce system, your company can increase chances of customer retention by ensuring new customers that you can provide what they're looking for. 
  • Being the first in the industry: When new technology gets introduced, a headless approach enables you to integrate it quickly. This capability helps reduce strain on your IT department and distinguishes your business from others in the industry. You can turn this service or feature into a unique selling point that helps attract new customers and impress existing ones. 
  • Engaging customers consistently: Communication and engagement can help your brand stand out from others. Your customers want to form a relationship with you, and your interactions with them can support their needs. A headless commerce system can help you create more tailored communication efforts that encourage more interaction and engagement from your customers. 

Whether you want to solidify your place among competitors or establish yourself as an industry leader, a headless commerce approach can help you reach your competitive goals. 


8. Long-Term Cost Savings 

As a comprehensive tool that streamlines and optimizes several sales and marketing tasks, your headless commerce system can help reduce campaign costs. Because you can create more personalized and specialized content, marketing and sales teams can better reach new and previous customers. Insights from your integrated systems can pull the essential data they need to drive better campaigns and deliver more compelling content. Increased flexibility and agility allow them to release content as soon as it's ready to start reaping the benefits of their work. 

With more efficient sales and marketing campaigns that require fewer resources, you can spend less on these efforts. Instead, you can refocus funds on other essential tasks, like reaching new audiences or improving and expanding products. 

When investing in a headless commerce approach, you should consider the initial costs. Because you will need to develop your front-end programs from scratch, you will need to give several months to coding and have an experienced team ready. This early stage can be expensive, but the many benefits and cost-efficiency of later functions can help increase your ROI. 

9. Scalability 

Your company needs room to grow and accommodate larger audiences. With a traditional commerce model, the entire infrastructure supports a specific functional load, making it challenging for companies to expand. Because the two ends connect so thoroughly, you can't adjust different platforms to scale. 

Alternatively, a headless commerce approach encourages growth. Its capabilities to implement new technology effortlessly and update efficiently highlight that this is the system architecture you need when you want to prioritize development. By separating your front-end and back-end structures, you give each front-end platform the properties it needs to scale up or down. You can create precise loads for each function, meeting your company's exact needs. 

10. Back-End Maintenance

While a decoupled headless commerce system lets you flexibly alter and update your front-end pages without impacting your back end, you can also benefit from this approach when you need to change or fix back-end functions. Implementing new functional features, like upgraded security or account management systems, can take IT specialists and programmers a long time. 

While software developers work on bugs and ensure functionality, your customers can keep seamlessly engaging with your front-end pages. They can make purchases, create accounts, and participate in interactive content as expected. The separation between ends means changes to your back end won't impact your front end until you integrate them through your API. This approach is ideal when your company wants to focus on bigger-picture changes while ensuring the systems you love remain intact. 

Take Advantage of These Headless E-Commerce Benefits With Verte


While headless e-commerce models can offer many advantages to companies across industries, implementing them can help your company improve customer relationships and tools to manage your supply chain better. Verte is an expert on supply chain optimization and created Unified Commerce. This headless e-commerce solution helps increase supply chain visibility and support operations, so you can develop stronger relationships with your suppliers and shippers while continuing to provide excellent services to your customers. 

Unified Commerce comes with several integrated features. Integration Manager makes it simple to sell your products anywhere and implement new front-ends with your headless approach. Whether you want to target users on social media or make your systems compatible with smart hubs, Integration Manager can help you set up and execute your desired methods. 

Order Management System helps increase supply chain and storage transparency. You can automate orders, establishing thresholds, so you always have items available for customers. You can set the system to track essential products or materials in transit. 

Contact Verte today to schedule a demo and discover how your company can benefit from a headless e-commerce approach. 

Chelsea Mori

Written by Chelsea Mori

Chelsea Mori is an experienced marketing and demand generation strategist with nearly 20 years of B2B experience. She oversees the strategic direction for demand generation, campaigns, and brand awareness programs to solidify Verte as a leader in supply chain technology. A multi-dimensional marketing professional, Chelsea has built a track record of driving new business through creative demand and lead generation programs.