With the new strains of COVID-19 appearing in different regions of the world, we still have a long way to go back to our old normal. In the few months to come, a large portion of our life remains virtual, which has rapidly changed our buying journey, how we engage online, and which platforms brands should show up. How can businesses extend their brand quickly to meet new needs? The answer is the flexibility and scalability of headless technology.
In this article today, we will introduce you to headless technology and some famous brands that are adopting this solution.
The simplest way to explain the definition of headless technology is a separation of the front end and back end of an eCommerce application. With this solution, content is stored, managed, and delivered without a frontend layer. In other words, the frontend (or the ‘head’), which is a template or theme in most cases, has been eliminated and removed, leaving only the backend.
This architecture offers brands freedom to build their stores in whatever and however ways they want. Most importantly, it entitles brands to enrich the customer experience. Brands can deliver API-driven experiences through a CMS, DXP, application, device, or customer frontend with headless technology.
Basically, all functional elements of the system, including forms, blogs, banners, or products, can be programmatically controlled.
Some organizations might be hesitant to adopt new technologies due to steep learning curves. Hence, having a modern commerce platform alongside the simplicity of headless commerce solves this problem, since everyone on your team can access and update the frontend without advanced coding skill
With headless eCommerce, brands can build customer experiences that are unique with the help of APIs to ensure coordinated, brand-consistent experiences across channels.
Since changes on the frontend are eliminated, developers could save tons of time taking care of the user interface. Especially, with headless templates and partner solutions, developers only need a few clicks or some easy codes to start commerce apps that increase conversion rates.
Businesses can launch a new frontend quickly with headless eCommerce. Reacting to a new market trend can be done within a few clicks and with a low cost of backend development.
Nike is among the world’s most famous sportswear brands. Its net worth is around $41.3 billion according to Forbes. The brand is one of the first big names to go headless as the company wanted a mobile-optimization approach to fit their strategy of gaining more sales from mobile users.
Combining SPA with Node.js backend for frontend seems to be a successful step in Nike’s eCommerce strategy. Eventually, Nike started gaining more market share than their Adidas rival, making their headless campaign a bigger success than initially thought.
Under Armour is another sportswear brand that adopts this solution With the emergence of a headless approach to eCommerce, the brand got what it wanted and even more. Under Armour is now one of the fastest retail websites and home to other unique, forefront, and experimental features of the eCommerce world such as thumbprint check-out, one-click login, etc.
Lancome – the French luxury perfumes and cosmetics brand – also sees potential in headless eCommerce and joined other big names in boosting user experience through progressive web applications. Since leaning towards the headless approach, Lancome saw an increase of 17% in conversion, which is a considerable amount with a large brand like Lancome.
The airline industry relies heavily on booking experience which is the reason why United Airlines chose to move towards headless technology for the best app-like experience. With this approach, United Airlines was able to see a significant improvement in the user flow, making it an instant experience from landing to booking.
In this article today, we have introduced you to headless technology and some famous brands that are facilitating this solution. Headless eCommerce is a promising method of doing online business during the pandemic, which business owners should consider for their own stores. Please feel free to contact us if you have any further questions!
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