From the customer’s perspective, a buying process might look like this: The user journey begins in the morning on the way to work. On the train, people research the product they need on their smartphone. A first preselection is saved on the notepad in the mobile view of the online shop. In the evening, at home on the couch the buying process continues. The selected products are called up again via the tablet. Customer opinions are checked simultaneously through social media. After the customer has informed himself extensively, the purchase decision is made. In the future, this scenario could be expanded to include other channels and devices. For example, in the car, a voice assistant could be used to make the purchase.
Challenges for companies
For businesses, the increase of new channels and devices means that managing and supporting the various systems is becoming more and more costly. The biggest challenge is the continuous improvement of the front end and the customer journey. But the IT infrastructure is also put to the test in the backend. Too many autonomous systems suddenly have to be fed with uniform content and played out synchronously via different channels, and at best in real time.
Our solution: Headless E-Commerce
The solution to these challenges is a headless e-commerce framework. Why? This approach separates the front end, called the head, from the back end, called the body. This decoupling makes it possible to react more flexibly and quickly to future expansions. Depending on the needs of the online shop merchant’s customers, the user interface (frontend) can thus be individually developed and docked. The communication between the front- and backend is done via interfaces (API). Thus, the most important feature of an e-commerce platform is the provision of an API for the front-end (“API-First”).
Providers like Frontastic offer a suitable frontend management platform for headless & API-first systems in order to be able to implement e-commerce concepts in the user interface in a needs-oriented manner. We interviewed the founder, Thomas Gottheil, and learned exciting insights from the field on the topic of headless e-commerce. Click into the video now to learn more about the reasons for headless e-commerce, the target audience, challenges and successes!
CEO & Founder
Director Business Development