A unified customer experience with headless ecommerce

Customers expect a great experience across all touchpoints and channels. It’s hard to give shoppers a great omnichannel experience when you have multiple websites to manage with different system requirements and processes for each website. That’s where headless comes in. Headless ecommerce uses APIs (application programming interfaces) to connect your frontend application with your backend. It allows an application on a website to communicate with another application that exists elsewhere.

Headless ecommerce gives you a single interface through which you can control your products in a structured manner, regardless of where they are sold.

What is headless?

Headless is a concept where the frontend presentation layer, or the “head” of a website, is separated from the backend processing layer or the “body.” This means that the customer-facing part is separate and can be managed independently. The “body” handles commerce logic, product data, cart actions, and checkout processes through the use of APIs.


Our work

  • Rapala fish lures

    Rapala’s headless commerce solution

    Founded in the 1930s, Rapala is a renowned manufacturer of fishing lures and other fishing-related products. Today, the company is considered one of the world’s…

    View project
  • Calex

    Calex is a market leader in decorative lighting and Europe’s biggest brand in WiFi SMART Home, based in the Netherlands and established as a brand…

    View project
  • Image of laptop screen featuring Runnings website


    Runnings is a privately held retailer selling an extensive selection of pet supplies and sporting goods, including hunting and fishing equipment, clothing and footwear, lawn…

    View project

Watch: What is headless commerce?

The top benefits of headless ecommerce

Simple and seamless integration01

Headless ecommerce solutions are driven via APIs, which means they are a lot easier to integrate with your new existing systems. It’s straightforward and convenient to integrate a headless ecommerce site with your tools for sales and marketing automation, such as your CMS and CRM systems. If there weren’t the API connection, you’d need a plugin for that, requiring constant updates. But thanks to the API integration, your data is transferred quickly and easily, and no or very few updates are needed after the initial connection.

True omnichannel capabilities02

Headless ecommerce solutions make it easier to present a unified and coherent brand experience and customer journey across your different channels and touchpoints. Building trust is crucial in online sales, and delivering a consistent and reliable customer experience is essential. Whether your prospects are in the discovery phase, evaluating different options, or ready to make a decision, headless helps you put your best foot forward regardless of where and how they choose to interact with your brand.

Increased conversions03

With headless ecommerce solutions, your business has more options to drive conversions than with a more traditional setup. It’s more agile and flexible, and it’s easier to customize your product placement, calls to action, and recommendations to create a personalized customer experience.

Reduced cost04

Choosing your ecommerce solution is a significant financial decision, both short and long-term. With headless ecommerce, you will save substantially on resources, from product licenses and hosting to the upkeep and maintenance of your site. Since headless ecommerce means you’re able to customize your website more and act on consumer trends, you will also save time through increased agility.

A more future-proof solution05

The ecommerce tech landscape is ever-changing, and new tools and solutions are constantly emerging. Of course, your business wants to take advantage of new opportunities to create a competitive edge and an improved customer experience. But with traditional ecommerce systems, adding new tech can be a challenge. That, however, is not the case with a headless ecommerce system built on APIs. Whenever something new and exciting is released that you’d like to integrate with your website, a headless system means your developer can do that with minimal effort.

A boost in speed06

With headless ecommerce, you can deploy updates to your website at a much higher speed, as they won’t impact your system’s back end. Brands using traditional ecommerce platforms generally release updates every couple of weeks, and it’s not uncommon that the updates cause outages. In comparison, Amazon is updating its site every 11.7 seconds. While some updates are necessary for security and functionality, others will improve the customer experience. Either way, being able to update your site at speed will give you a solid competitive advantage.

Modern platforms for headless architecture

With Adobe Commerce, you own your customer experience; you can craft personalized content and deliver a smooth buying journey. The drag and drop page builder makes the system very friendly.

Adobe Experience Manager (AEM), is a comprehensive content management solution for building ecommerce websites, mobile apps, and web forms. AEM is user-friendly and makes it easy to manage your marketing content and assets.

Commercetools is a world-leading commerce platform built on modern MACH principles (Microservice-based, API-first, Cloud-native and Headless) and allows you to work with your commerce solution and create tailored customer experiences.

Contentful is a headless API-first content management platform where you can create, manage and publish content on any of your digital channels.

Grey shapes

The field of ecommerce is constantly evolving. At Vaimo, we stay at the forefront of technical developments and continuously bring on new tools and skills as needed.

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