Solutions Retail
November 17th, 2022

15 Best Examples of Headless Commerce

No matter your industry, businesses constantly look for new ways to optimize their strategies. Whether they want to expand their customer bases, boost conversion rates, or enhance website experiences, companies use a wide range of technological solutions to meet these goals.

One popular software solution is headless e-commerce. With this method, companies optimize websites and applications by separating their front and back ends. The use of application programming interfaces (APIs) — a way for two computer programs to communicate — allows you to make design changes without additional back-end coding. The separated ends give you complete customization options for your website, instead of relying on pre-defined formats.

Many companies worldwide are turning to headless e-commerce to enhance their webpages and meet campaign goals. Learn more about 15 headless commerce examples and how the solution could help your brand.

Why Headless E-Commerce?


Headless e-commerce separates the front end and the back end of your business website or app. The front end is the visual aspects of your website that your customers interact with, while the back end is the system's structure, system, data, and logic. So the front end is how your platform looks, while the back end is how it works. Together, the two create interactive and accessible webpages.

In a headless structure, these two components are split, allowing you more control over design and infrastructure. Without their connection, you have total control over the front-end design of your website.

Many companies worldwide are turning to headless e-commerce due to its flexibility. Here are some other benefits of headless e-commerce:

  • Enhanced customization: A headless e-commerce structure doesn't restrict you to one preset format. Instead, you have unlimited customization capabilities. Because the front and back layers are decoupled, you have complete control over your content structure. You can create more personalized customer experiences and content that reflects your brand identity.
  • Omnichannel experience: With headless e-commerce, it's easier to deliver enhanced shopping experiences across all channels. You can create a consistent and high-quality experience for all customers, whether they use a laptop, mobile device, or any other device. These consistent and rapid solutions help establish your brand as a leading option.
  • Increased agility: You can also decrease page loading times and time to market with headless e-commerce. Quickly update content or post new pages without the restraints of connected front and back ends. The increased agility allows you to meet customer demands more quickly.

15 Examples of Brands Transforming Their Business With Headless E-Commerce

From enhanced customization to faster loading times, headless e-commerce helps you create a unified brand experience. Many companies around the world are turning to headless e-commerce as a solution for improving customer experiences. A wide range of industries can find use and ease in these solutions.

Here are 15 examples of brands using headless e-commerce:

1. Nike

Nike is a leading manufacturer of sports and athletic apparel for customers around the world. Their high-quality apparel and services have set them apart from competitors as a leading option. 

To meet growing consumer demands and technology advancements, Nike adopted a headless e-commerce structure. In particular, Nike wanted to tailor experiences for customers using mobile devices. By delivering an enhanced small-screen experience, they could boost their sales for these channels. For example, they focused on creating mobile-friendly images and links that suited mobile browsing. 

A headless e-commerce structure helped Nike meet these goals. They were able to customize their mobile front end to their exact specifications, without any back-end limitations. The company could establish these changes rapidly, allowing them to quickly set themselves apart from competitors like Adidas.

2. Venus

Venus is another strong example of a company using headless e-commerce to transform its webpages. As a leading retailer of women's apparel, Venus reaches an audience around the world.

After experiencing slow loading times on their site, the company decided to invest in a headless e-commerce structure. They wanted to optimize site speeds and create better user experiences, which in turn can lead to higher conversion rates. 

The headless e-commerce structure helped the company decrease its page loading times. The faster speeds created a more enjoyable user experience for customers and helped improve the company's conversion rates.

3. Target

A well-known brand name, Target offers a wide range of products. From home goods to clothing and groceries, the chain store fulfills customers' many needs.

Target faces competition from other leading brands like Walmart and Amazon. To set itself apart from competitors, Target focused on enhancing its multichannel presence. They wanted to create an engaging and user-friendly experience across all devices and channels. 

By adopting a headless e-commerce structure, Target was able to create a unified customer journey in every channel. Customers found it easier to complete purchases no matter what device they used — in the past, they'd start the buying journey on one device and then finish their purchase on another. In turn, more customers followed through on their buying decisions and increased the brand's conversion rates.

4. Redbox

Redbox is an American-based company specializing in DVD, Blu-Ray, and video game rentals. They display their movie and game offerings through engaging images or video clips.

The company wanted to enhance its homepage and other visual content to drive more conversions. To meet these goals, Redbox used a headless e-commerce structure to create single-page applications (SPAs). These pages load a single document at one time and use application programming interfaces to update the information when needed. So, instead of loading every individual page of a website when a user clicks on them, SPAs use a sort of template and then update that template with different pages's information. SPAs can improve loading times and build more enhanced user experiences.

With these tools, Redbox was able to relaunch its site with captivating content. Users could easily browse for media with engaging images and rapid loading speeds.

5. Overstock


Overstock offers a wide inventory of furniture, decorations, and other home necessities. As they tried to increase conversion rates and customer engagement, the company adopted headless e-commerce strategies for their browsing pages. They updated their entire website with headless pages and SPAs, allowing for faster and more engaging user experiences. From interactive product pages to streamlined checkout options, the company optimized its functions. In turn, more users downloaded the mobile app and completed purchases.

6. Lancôme

This French company provides high-end perfumes and cosmetics for consumers worldwide. They are another strong example of using headless e-commerce to optimize existing structures. In particular, Lancôme used headless e-commerce and switched to progressive web applications (PWAs). PWAs act like apps while keeping the customer on the web to be accessible to more consumers. 

After establishing the headless commerce structure, Lancôme experienced an increase in conversion rates. Their target audiences were able to make more mobile purchases, boosting sales overall.

7. Lilly Pulitzer

This brand is another leading provider of apparel and accessories. Lilly Pulitzer adopted headless e-commerce early on in their development, after learning that the majority of its customers accessed content through mobile devices. The headless commerce structure helped them build mobile-friendly content that matched the desktop experience, allowing for a unified customer experience. Customers were more likely to finalize purchases across different channels as a result. 

After using the headless e-commerce structure, Lilly Pulitzer experienced even further increases in mobile traffic and overall conversion rates.

8. United Airlines

As a leading provider of airplane bookings in the United States, United Airlines relies on quick and high-quality booking experiences. From the initial flight selection to the check-in process at the airport, travelers expect efficient and hassle-free processes. The better their experience, the more likely they will choose that airline for future bookings.

United Airlines used headless e-commerce to enhance its user flows across every channel. The headless approach allowed the airline to streamline and connect booking procedures on mobile apps and desktops. Customers could enjoy quick loading times and sync flights on all devices.

9. Carnival Cruise Line

With millions of guests booking trips each year, Carnival Cruise Line is one of the largest travel agencies in the world. These agencies rely on consistency and accessibility across devices to boost booking rates. To meet these needs, Carnival Cruise Line used headless e-commerce options to enhance user experience. The headless platforms allowed them to streamline booking flows and adopt push notifications that alert customers of payment deadlines and trip updates.

10. Under Armour


Under Armour is another leading provider of athletic apparel and gear for customers worldwide. They were one of the first companies to adopt the headless, progressive web application Mobify. The app allowed them to create quicker, more seamless user experiences both on mobile devices and desktops. 

With these enhanced features, customers are more likely to enjoy their purchasing experiences and finalize their orders. The company saw significant boosts in revenue and retention rates due to its commitment to headless platforms. In turn, Under Armour continues to be a leading option for consumers around the world.

11. Kirkland's

Kirkland's is another popular home decor and furnishings company. The company offers an extensive catalog of options, but the wide inventory could stall loading times on their webpages. In response, they wanted to upgrade their site loading speeds and build more optimized consumer experiences. They turned to headless e-commerce as a solution. 

The brand used headless formats to expand their sitemap and functionalities on each page. In turn, they were able to maintain rapid loading speeds and create other unique solutions. For instance, users can try a one-click login process or a thumbprint checkout option. 

12. Pure Formulas

Pure Formulas is an online health and supplement provider. After experiencing low checkout rates, the company decided to try headless commerce as a solution. In particular, Pure Formulas focused on using a user-friendly PWA. The solution brought many advantages, including enhanced site speed, higher conversion rates, and improved customer engagement. 

13. Staples

As a leading distributor of office supplies, the company constantly updates its inventory to advertise sales events and new items. After adopting a headless e-commerce strategy, the company was able to quickly update its site. Without the connection between the front and back ends, Staples could rapidly add, remove, or alter site offerings. They also upgraded the login process and options to re-order. 

14. Feelunique

Feelunique is a leading provider of skincare and makeup products in Europe and many global locations. As a leading retailer, the company constantly seeks new ways to improve browsing, searching, and purchasing capabilities. They switched to a headless structure with progressive web applications to make these features more engaging and rapid. 

After the brand adopted these upgrades, Feelunique customers expressed more satisfaction and were more likely to complete purchases.

15. Victoria Beckham Beauty

Another excellent example of a brand using headless e-commerce is Victoria Beckham Beauty. This luxury company offers high-end beauty products for consumers around the world. 

Victoria Beckham Beauty enlisted the help of a headless e-commerce platform while building its online store. The company wanted a specific design to match its brand and rapid implementation. Headless e-commerce was an optimized solution for both of these requests, allowing the brand to quickly establish its website with its customization requests.

Headless e-commerce helped the company develop an engaging and quick website. In turn, their customers stayed satisfied and maintained their loyalty to the brand.

How These Brands Are Paving the Way for the Future

As all of these companies have displayed, headless e-commerce provides a comprehensive and high-quality solution no matter your industry. A headless e-commerce platform allows you to build a customized solution for your needs. Instead of solving a temporary issue, headless commerce allows you to move forward with company goals and meet consumer demands.

Whether your goal is to boost customer satisfaction, increase conversion rates, or raise overall revenue, headless e-commerce can help. You can transform existing structures and adjust them whenever necessary. That way, you can try new strategies and alter them if they don't suit you.

Overall, adopting a headless e-commerce platform can pave the way for your company's future. You can update to the latest technological advancements and remain competitive in your industry, all while improving customer satisfaction. Many consider headless platforms to be the future of e-commerce, so getting started now can help you maintain momentum with this solution.

Get Started With Headless E-Commerce With Verte

Comprehensive solutions like headless e-commerce can help companies set apart from competitors and meet campaign goals. At Verte, we understand the importance of cutting-edge solutions and strive to provide our customers with optimized, headless supply chain management tools. 

Our unified commerce platform can optimize your sales environment and customer experiences. The technology features:

  • Integrations: You can easily connect with over 100 channels. From marketplaces to 3PL fulfillment centers, you can link your technology and streamline efficiency.
  • Management: Our advanced inventory management software can transform your inventory organization. Link inventory updates across all channels and gain real-time updates. For instance, you can immediately view order statuses, invoices, fulfillment updates, and more. 
  • Insights: Our platform helps you analyze company data and optimize future behaviors. You can view current sales and forecasts, allowing you to update your stock as needed. Use comprehensive inventory data to alter your inventory management techniques and boost customer satisfaction.

If you're ready to raise revenue and improve productivity, contact Verte today.



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.