Ecommerce businesses are facing some tough hurdles. Customer expectations continue to rise at the same time that competition for online revenue is expanding.
In a survey conducted by BigCommerce and Retail Dive, 86% of business leaders claimed they are experiencing increasing customer acquisition costs (CAC). Ecommerce businesses need a digital marketing strategy designed to attract as much organic traffic as possible, which also means having a website that delivers an engaging and valuable customer experience.
The strategy that many retailers have begun to embrace for their online store is headless eCommerce.
Simply put, headless Ecommerce is a digital marketing solution for online retailers that decouples the website’s backend eCommerce functionality from its presentation layer to offer a seamless, flexible digital experience.
Developers can employ a frontend solution that delivers high-quality content that is coupled with an eCommerce solution to drive and manage the commerce functionality of the site. They still get vital functions, such as security, PCI compliance, and inventory management, but can offer a more experienced-focused platform at the same time.
Most legacy brands are built on a traditional eCommerce platform that creates a gap between the content that drives traffic to the website and the process that converts those visitors into customers. A headless eCommerce solution fills that gap.
Here are some of the top benefits of choosing a headless eCommerce solution for your online store:
Headless eCommerce solutions are driven by APIs, meaning they are much simpler than other solutions to integrate with new and existing systems. For example, you can easily integrate a headless eCommerce website with various marketing automation tools like a CMS or CRM.
Without the use of an API, you might need to use a plugin that would require constant updates and security patches. An API integration ensures that your data is transferred easily and quickly, and these solutions often won’t need updates after the initial connection is made.
You might hear the term omnichannel marketing used frequently, but when it comes to online sales, it works! According to a Harvard Business Review study, of over 400,000 people interviewed, just 7% were online-only shoppers, but 73% used multiple channels to discover and purchase goods.
With a headless eCommerce solution, you have a better chance of reaching those customers at various stages of their buying journey. Some may be in the Discovery phase, and others will be making a Decision. The same study found that multichannel shoppers spent up to 10% more than they would if they used just one method of shopping.
A headless eCommerce solution gives your business more options to drive conversions than a traditional approach. For example, you can customize your calls to action, product placement, and recommendations to deliver a more personalized customer experience. According to a Segment study, 49% of buyers have made impulse purchases after receiving a personalized recommendation.
Advances in technology are coming fast and furious, and your business probably wants to take advantage of as many new releases as possible if they will provide an edge and a better customer experience. But consolidating technology can be challenging with traditional eCommerce systems.
This isn’t the case with a headless eCommerce system that uses APIs. When something is released that you wish to integrate into your website, your developer should be able to accomplish this for you with minimal investment in time and resources.
When you choose an eCommerce solution, you are also making the most economical short and long-term choices. From product licenses to hosting to the maintenance of your website, you will save significantly on resources. Because you have the ability to customize your site more and react to consumer trends, you can also save your company time through increased agility.
With a headless eCommerce platform, you can deploy rapid updates to your website without impacting the backend of your system. Major brands that use traditional platforms for eCommerce generally release updates every few weeks, and some create outages. In comparison, Amazon updates its site every 11.7 seconds, reducing the instances of outages.
Some updates might be necessary for functionality and security. Others will provide a better customer experience. For example, you can seamlessly add rewards program or product rating capabilities to your website without having to do any back-end customizations.
The customer wants and needs will change over time, and what your site offers should be able to adapt quickly and consistently. According to a PWC study, 73% of consumers state that the customer experience is a vital factor in their purchasing decision. And 43% are willing to pay more for greater convenience.
The backend of your eCommerce solution already has the data about which customers have visited your site or made certain purchases in the past. A headless eCommerce solution allows you to leverage that data to deliver more personalized shopping experiences to engage customers and drive sales.
Brands that are interested in using a headless eCommerce solution have several options. Some of the most popular platforms that offer APIs in this space include:
Some APIs will rely on a content management system (CMS) to handle your website content at scale. You can also choose to reorganize parts of your site, such as your cart and checkout systems, with a solution like Foxy.io or Snipcart. Whatever your needs, you don’t have to take any of this on in-house as you keep your focus on growing your business.
If you’d like to explore making some changes to your eCommerce website, whether major revisions or minor tweaks, Connection Model can help. We’ve successfully implemented many types of eCommerce solutions for clients that produce results and welcome the opportunity to discuss your goals.
Contact us to request an assessment of your current online presence.