Tech stack
·7 min read

What is Headless Commerce in 2024


Headless commerce decouples the front-end storefront from the back-end commerce engine using APIs. This architecture offers greater agility, lower costs, and omni-channel flexibility compared to legacy commerce platforms. Headless CMS benefits developers, marketers, and overall business operations. This article explains headless commerce, its advantages, and how to start.

Why headless commerce matters?

In 2022, retail e-commerce sales were estimated to exceed 5.7 trillion U.S. dollars worldwide, and this figure is expected to reach new heights in the coming years.

With e-commerce growing at such a massive scale, delivering seamless customer experiences across channels is more critical than ever. However, legacy commerce platforms make this difficult with monolithic architecture and tight coupling between front and back-end that lends itself to more of a large ship that is slow to turn and incapable of keeping up with profitable trends.

Consider this - over 50% of all eCommerce purchases during the 2022 holiday season were made on smartphones. Shoppers expect consistent, personalized experiences across web, mobile, and in-store.

This is where “headless CMS commerce” or “headless commerce” comes in - terms you may have heard tossed around if you're a developer or marketer in the e-commerce space. Headless commerce represents a big shift in how online stores are built and run to meet rising consumer expectations.

In this article, we'll break down what headless commerce is all about in clear, plain terms. You'll learn the key drivers behind its growth, the benefits for teams, and how it future-proofs e-commerce businesses.

Ready? Let's dive in.

What is headless commerce?

Headless commerce separates the front-end storefront presentation layer from the back-end commerce functionality and data storage.

The "head" refers to consumer-facing touch points like the website, mobile apps, kiosks, digital displays, VR experiences, etc. This presentation layer handles rendering the user interface and front-end logic.

The "body" is the back-end commerce engine powering key business capabilities like inventory, order processing, payments, customer data, etc. The back-end serves as the centralized data store.

APIs enable the front and back-end to communicate asynchronously. When a customer adds an item to their cart, the front-end uses the API to update data in the back-end.

With headless commerce, the front-end and back-end can use completely different tech stacks. This unlocks immense flexibility for developers.

For example, Eataly's tech stack includes Nuxt.js and Prismic’s headless CMS.

This diversity of choice improves developer productivity and makes adopting new innovations easier than legacy platforms.

Headless commerce vs. traditional commerce

Headless commerce represents a modern approach to digital commerce that decouples the frontend presentation layer from the backend e-commerce functionalities. This separation allows businesses to use technologies that specifically cater to the content delivery aspect, making it possible to enhance user experience across various devices and channels.

On the other hand, traditional commerce platforms are monolithic, where the frontend and backend are tightly coupled, leading to less agility and flexibility in terms of design changes and updates. With headless commerce, businesses can adopt a more API-driven approach, quickly integrate new technologies, and deliver more personalized content.

The benefits of headless commerce include faster load times, improved customization options, and greater control over the shopping experience. However, it might require higher initial investment and technical expertise compared to traditional commerce solutions. When considering the shift, businesses should evaluate their specific needs, resources, and long-term digital strategy to make an informed decision.

Headless commerce benefits and why retailers are adopting it

Beyond the architectural benefits, headless CMS commerce solves pressing business challenges.

Competitive agility

Headless makes it easier to rapidly optimize experiences and introduce new innovations. Retailers can test new ideas and respond to competitors much faster than monolithic platforms. The ability to quickly adapt provides a competitive edge.

Reduced costs

Choosing a headless commerce solution can reduce licensing, hosting, and maintenance costs by maximizing usage of affordable cloud infrastructure when open source software. By avoiding vendor lock-in, retailers also prevent inflated licensing costs over time.

Global scalability

Headless powered by cloud-native infrastructure can scale seamlessly across regions to support business growth. Headless commerce makes it easier for retailers to expand their businesses into new geographical markets and regions without increasing IT complexity.

Future resilience

With reusable services and interchangeable components, retailers minimize the risk of technology dead-ends. As long as APIs remain consistent, the front and back-end can be refreshed independently. This "future-proofs" architecture.

Improved uptime

Decoupled architecture reduces downtime from monolithic upgrades. Changes can be deployed incrementally across modular services. Headless improves site reliability through redundancy.

Headless commerce vs traditional commerce

Traditional commerce
Headless commerce

Limited by monolithic structure

High, due to decoupled architecture


Slower, full-page loads required

Faster, only necessary data loaded


Challenging with intertwined systems

Enhanced, independent scaling



Advanced, real-time data utilization

Additional benefits of a headless CMS for eCommerce

For developers

  • Choose any front-end tech like React without back-end restrictions
  • Scale across channels easily through APIs
  • Reduce maintenance effort with loose coupling
  • Improve performance with optimized front-end

For marketers

  • Modify content independently of back-end updates
  • Deliver consistent experiences across channels
  • Experiment rapidly with experience optimizations
  • Drive engagement with personalization

For businesses and agencies

  • Significantly lower total cost of ownership compared to legacy platforms
  • Achieve global scale without added complexity
  • Shorter time-to-market for new initiatives
  • More alignment across technology, merchandising and marketing

Do you need a headless commerce solution?

Key indicators that your business will benefit from a headless approach:

  • Need to deliver consistent omnichannel customer experiences across touchpoints
  • Choosing best-of-breed front-end and back-end technologies
  • Empowering marketers and merchants with greater autonomy
  • Difficulty responding quickly to new customer experience trends
  • Expanding to new global markets and geographical regions

Headless commerce with Prismic

Prismic's headless CMS provides an intuitive Page Builder for marketers and Slice Machine for developers. Content teams can ship page and product updates independently while developers maintain flexibility.

How do you implement headless commerce?

Transitioning to a headless commerce architecture requires a strategic approach to ensure seamless integration and functionality. Here's a comprehensive step-by-step guide to help you navigate through the implementation process:

1. Assessment and planning

  • Existing system analysis: Evaluate your existing commerce platform to understand its limitations and the scope of transitioning to a headless architecture.
  • Identify goals: Define the goals you aim to achieve with headless commerce, like improved user experience, faster site performance, or omni-channel capabilities.
  • Stakeholder alignment: Ensure all stakeholders are aligned on the objectives, benefits, and roadmap of implementing headless commerce.

2. Choosing the right platforms

  • Back-end commerce platform selection: Choose a back-end commerce platform that supports headless architecture, like Shopify, BigCommerce or Magento.
  • Headless CMS selection: Select a headless CMS like Prismic to manage your content in a decoupled environment.
  • Front-end framework selection: Decide on a front-end framework like Next.js, Nuxt.js, or SvelteKit to build a customized front-end experience.

3. Technical implementation

  • API integrations: Establish robust API integrations between the back-end commerce platform, headless CMS, and the front-end framework.
  • Data migration: Migrate your existing data, including product information, customer data, and order history to the new back-end platform.
  • Front-end development: Develop the front end, ensuring it retrieves and displays data from the back end via APIs correctly.

4. Testing

  • Functional testing: Conduct thorough functional testing to ensure all commerce features work as expected.
  • Performance testing: Run performance tests to ensure your site loads quickly and can handle traffic spikes.
  • Security testing: Verify the security of your commerce platform, especially around customer data and transactions.

5. Deployment

  • Staging environment: Initially deploy your headless commerce setup in a staging environment to identify and fix any issues before going live.
  • Live deployment: Once tested, deploy the setup in the live environment.

6. Monitoring and optimization

  • Performance monitoring: Continuously monitor site performance to identify areas of improvement.
  • User feedback: Collect user feedback to understand areas where the customer experience can be enhanced.
  • Iterative improvements: Make iterative improvements based on performance data and user feedback to optimize the user experience over time.

7. Training and documentation

  • Staff training: Train your staff on managing content and operations on the new headless commerce setup.
  • Documentation: Create comprehensive documentation to serve as a reference for managing and maintaining the headless commerce setup.

So, is headless commerce right for you?

If you've struggled with any of these familiar pain points, headless commerce presents a strategic solution:

  • Monolithic platforms that hinder developer creativity and productivity
  • Lengthy release cycles, unable to keep pace with customer expectations
  • Vendor lock-in leading to high costs and lack of flexibility
  • Poor content workflows that inhibit marketers and merchandisers

The journeys that many retailers take echo similar themes:

  • Developers hit roadblocks integrating new innovations into legacy architectures
  • Marketers lack the autonomy to optimize rapidly evolving customer experiences, especially when it comes to adding and updating products quickly
  • Businesses face declining metrics and lose ground to more agile competitors

Headless commerce was purpose-built to address these commerce struggles. It represents a modern architectural approach aligned with consumer and industry shifts.

With headless, your business can future-proof its technology stack and processes. You'll be able to:

Understanding costs associated with headless commerce

Discover the varying pricing models and cost structures involved in implementing and maintaining a headless commerce platform.

Initial setup

The initial cost of headless commerce includes licensing fees for the platform and development costs for setting up your online store.

Recurring expenses

Recurring costs can include monthly or annual subscription fees, depending on the service provider you choose.

Additional features

Costs may rise when adding additional features or plugins to enhance the functionality of your e-commerce platform.

Technical support

Reflect on the expenses related to technical support and customer service to troubleshoot and resolve issues.

Scale and growth

As your business grows, the costs associated with scaling your platform, such as increased bandwidth and storage, should be considered.


The level of customization required may impact your budget, especially if bespoke functionality is required.

Test your knowledge of headless commerce

Which is NOT a benefit of headless commerce?

Your next steps with Prismic

For new developers

  • 🌐 Explore: Visit Prismic's website to understand how our platform can fuel your headless commerce projects.
  • 📚 Learn: Dive into our documentation to get a grasp of the basics and explore the features that Prismic offers.
  • 🤝 Connect: Join the Prismic Community to engage with other developers, ask questions, and share your projects.

For developers curious about Prismic

  • 🎥 Watch: Check out our latest meetups to see Prismic in action and learn about the latest features.
  • 🧪 Experiment: Create a free Prismic account and start experimenting with creating a repository and building a sample project.
  • 🔍 Explore More: Browse our use case examples to see how other developers leverage Prismic in their headless commerce projects.

For developers needing integration information

  • 🔗 Integrate: Discover how to integrate your back-end commerce solutions with Prismic through our integration guides.
  • 💡 Insights: Read our blog posts focusing on integration best practices and real-world examples.
  • 🤖 Automate: Learn about automating content updates and syncing your back-end commerce data with Prismic using our API.
Article written by

Lea Thomas

Lea is an experienced content strategist of and an avid AI/ML enthusiast. She enjoys learning new things and sharing sometimes random, useless, knowledge with others.

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