Headless Commerce

Headless commerce is growing in popularity, and for brands, it provides more ecommerce platform options. Let’s look at the ins and outs of the headless commerce approach.

New Era of Ecommerce: Headless Commerce Whitepaper

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What is Headless Commerce?

Headless commerce architecture is the decoupling of the front-end presentation layer of a website from the back-end ecommerce functionality. Developers can utilise their front-end technology of choice to deliver high-quality content experiences, and plug in an ecommerce solution on the backend that manages all commerce functionality.

Ecommerce platforms in this model serve up PCI compliance, security, fraud management and inventory management that can also connect to larger, key infrastructure points such as ERPs, PIMs, OMS and POS.

For brands, it’s easy to see how headless commerce can provide more options when it comes to ecommerce platforms. For experience-focused brands like lifestyle products, direct to consumer (DTC) brands, and brands relying heavily on influencer and native advertising, a content-led or experience-led strategy like headless commerce is often a no-brainer.

Headless solutions enable brands to make changes quickly to stay current, which is vital in today's retail landscape. Businesses are competing for mindshare and battling the rising costs of customer acquisition.

At BigCommerce, we've decoupled the presentation layer from our commerce engine, giving brands the freedom to simultaneously run multiple stores across various front-end solutions — all from a single BigCommerce account.

The core components of our SaaS platform are open to extension and connection to any other environment, so you can increase efficiencies and reduce bottlenecks.

Not all platforms offering headless are SaaS and offer the benefits of PCI compliance. Our headless approach provides exceptional DDoS protection and industry-standard PCI compliance.

Let's look at the three models for structuring an ecommerce business.

3 Models for Structuring Ecommerce

The state of ecommerce affairs has resulted in three main ways businesses go after increased online share:

1. Monolithic

This is where ecommerce started, in the days when hardware and software were inextricably linked. For instance, if you bought IBM hardware you had to use IBM software. The industry has since evolved from this model.

2. Commerce-led

This strategy uses a commerce platform front-end for UX and checkout, but APIs for data orchestration across a more robust infrastructure.

Businesses then often implement a PIM, ERP and OMS for product information management, accounting and customer integration, and inventory management across channels.

Businesses using this model are typically using SaaS or open source technologies.

3. Experience-led

This strategy decouples the ecommerce platform from the presentation layer, so businesses can use popular content management systems (CMS) like WordPress, digital experience platforms (DXP) like Drupal, progressive web apps (PWA), or custom front-end solutions for unparalleled experiences that increase brand value perception and drive to checkout.

In this model, the ecommerce platform provides PCI compliance and inventory management — and can be connected to additional systems like ERPs, PIMs, or OMS tools via APIs.

Headless Commerce vs. Traditional Ecommerce

Flexibility is the impetus behind a move to new ecommerce models.

Because the customer side of the site is decoupled from the technical side, the headless model is able to offer businesses an unparalleled level of flexibility, which is vital in today's market.

This flexibility allows brands to create a unique customer experience on the front-end.

1. Traditional ecommerce

The most traditional ecommerce model is the monolithic model mentioned above. Many brands still use a monolithic strategy, and many agencies still recommend it for enterprise and well-established businesses.

The downsides to a monolithic strategy are slow go-to-market timelines and high development costs. This delays innovation.

The upsides to a monolithic model are full platform control for the IT department — which may come in handy if an ecommerce strategy or site experience needs extreme customisation.

2. Headless ecommerce

Headless commerce meets businesses where they need commerce functionality. Brands can deliver API-driven experiences through a CMS, DXP, application, device, or custom frontend — with BigCommerce powering the commerce engine.

With headless, brands can create commerce experiences in other platforms using powerful APIs. At BigCommerce, the core components of our SaaS platform are open to extension and connection to any other environment to increase efficiencies and reduce bottlenecks.

From highly customised react.js or angular sites to a CMS, it's possible to integrate even the most complex commerce requirements with beautiful work. Brands don't have to compromise content to combine it with agile, flexible ecommerce.

Commerce-led or commerce-first models use APIs for data orchestration and give relative control to IT teams for infrastructure connectivity. On a SaaS platform, the number of API calls available is important to making sure this functions properly.

Open SaaS is a SaaS platform architecture choice. It includes the following:

  • High or unlimited API call volumes
  • Multiple endpoints
  • Well-documented developer documents
  • A heavy focus on API development in product roadmap make
Infographic User Experience Storefront Design Api Bigcommerce

Benefits of Headless Commerce for Online Merchants

There are multiple benefits to using both a commerce-led or a content-led ecommerce strategy.

Content- and experience-led strategies using headless commerce can provide brands with:

  1. Advanced technologies to create visionary, fast websites
  2. Flexibility and familiarity for developers
  3. Complete ownership over site architecture
  4. Marketing effectiveness for innovation without hurting back-end processes
  5. Speed to market for international and omnichannel GTMs
  6. Conversion rates and lower customer acquisition costs

Additionally, headless commerce opens up a world of possibilities with brands that are looking for a content-led strategy to begin with. There are now truly no limitations to the customisations that can occur in the digital ecommerce space.

1. Advanced technologies to create visionary, fast websites

In a headless environment, brands can test new technology. Because the front-end is decoupled from the back-end, developers are free to create as they please instead of being tied to the confines of a traditional CMS.

The frontend or the ‘head’ of most ecommerce websites is the theme or template that controls what customers see. Headless allows for more flexibility in content delivery because you can connect a CMS, DXP, or Internet of Things (IoT) device that is specifically designed for creating content- or experience-led commerce. You can then swap out the front end without affecting the backend operations.

At BigCommerce, the GraphQL Storefront API makes it possible to query storefront data from within a Stencil theme or remote site. This means information previously only available on the backend via Stencil’s template logic can now be accessed via front-end JavaScript.

A headless ecommerce platform houses content centrally and is able to deliver it anywhere via API. This method allows for a much faster delivery than traditional ecommerce platforms and lends itself to a better customer experience.

2. Flexibility and familiarity for developers

Headless commerce enables brands to choose the ecommerce platform that works best as the engine for their online store while also working with the frontend of their choice, be it a CMS, a DXP, a PWA or a custom solution. 

BigCommerce has made it easier for developers to create custom headless solutions (and easier for merchants to discover and onboard them) with our Channels Toolkit. It allows merchants to both find and manage headless storefronts right from the BigCommerce control panel—reducing technical list and saving developer resources. You can learn more about how it works here

If a development team has a certain technology or programming language they’re comfortable working with, headless allows them to keep what works with their workflow while streamlining their processes and developing efficiencies.

3. Speed to market for international and omnichannel GTM

Combine all of the advantages above and then apply them to the process of launching in new geographies or launching micro-brands.

Once you have the system set up, a headless solution is easily replicable across the board, optimised for international SEO and connected to the overall data orchestration infrastructure.

4. Conversion rates and lower customer acquisition costs

Customer acquisition costs are rising for a number of businesses due to an increase in paid advertising.

Headless is an effective way of reducing these costs because your brand can use a content- or experience-led strategy to draw in organic traffic instead of relying on paid advertising. Dynamic and smooth customer experiences also help increase conversion rates.

5. Complete ownership over site architecture

With headless, some of the parts of the system are decoupled (the frontend from the backend). On a headless platform, the content management application and content delivery application environments are separated for greater control.

One reason brands turn to headless is because they already have a frontend solution they’re happy with, and they just need more from their backend system.

For example, if they were on WooCommerce, they might have outgrown the ecommerce functionality of the plugin, but still want to keep their carefully-crafted WordPress site. Or, if they were using Drupal on their content-driven website and wanted to start selling for the first time, they would need to find a way to connect it to a commerce engine. Headless can allow them to keep what works and add or upgrade what doesn’t.

Headless Commerce Use Cases

Whether you prefer WordPress, Drupal, Bloomreach, Adobe Experience Manager or other CMS/DXPs, PWAs, or have your own custom-built solution with leading technologies like Gatsby — headless commerce still works in just about any use case.

All you need is an API connection to decouple the BigCommerce presentation layer and then plug the platform in to where you need it to work.

The most common reasons for using a decoupled SaaS ecommerce platform in combination with a separate frontend solution are:

  • PCI Compliance mitigation: Less work for IT teams, as the SaaS provider takes on the risk
  • Checkout security and fraud protection: Same as above. Less work for IT teams as the SaaS provider takes on the risk
  • Open architecture and extensibility: Utilise pre-built integrations with ERPs CRMs and more, or custom build your own with additional APIs and SDKs
Infographic Headless Multi Platform Bigcommerce

1. Custom solutions

For many, the reason to choose headless is because they have big ideas that no one system can provide out of the box. Maybe they’ve found the customisation they need by working with open-source platforms in the past, but couldn’t handle the long development cycles and maintenance.

Headless can allow them to keep the customisation and lose the cost and upkeep. Or maybe they’ve worked on SaaS before, but found it was limiting their innovation. Headless can provide them with the open SaaS experience that’s the best of both worlds. APIs enable the flexibility they need to think beyond the limits of any one platform or technology and seamlessly connect systems in a more modular fashion. BigCommerce makes it even easier to discover, test, and onboard headless solutions right from the Channel Manager through our Channels Toolkit.

Being innovative and delighting customers with unique and compelling digital experiences can make or break an ecommerce business. Headless can make it easier to customise and pivot their site to stay at the cutting edge.

2. Content Management System (CMS)

When the headless approach is paired with a CMS, it makes for a powerful combination. In these cases, the ecommerce platform is decoupled from the presentation layer, so a brand can use popular CMS solutions like WordPress, DXPs like Drupal, or custom front-end solutions for unparalleled customer experiences that increase conversion.

In this model, the ecommerce platform provides PCI compliance and inventory management – though it can be connected to additional systems like ERPs, PIMs, or OMS tools via APIs.


WordPress is the CMS of choice for more than 25 million websites around the globe.

Historically, combining ecommerce with the power that is WordPress’s content solution has been difficult.

WooCommerce was for a long time the only serious player in that market. However, WooCommerce’s drag on site speed as well as the high cost for security and implementation (WooCommerce is an open source solution) have pushed would-be users to lower-cost SaaS ecommerce platforms.

With BigCommerce’s launch of the BigCommerce for WordPress plugin, there is now a scalable, SaaS solution available for the WordPress brand. BigCommerce also partners with WP Engine and Nexcess for unparalleled WordPress hosting support.

“Razoyo is excited to be involved with BC [BigCommerce] partnership from several aspects. We believe the future of headless commerce rests in the ability to marry an easy to use CMS system with best in class e-commerce capabilities. We feel the BC4WP path is exactly what content rich, product-focused merchants are looking for.” 

— Jason Boslow, Business Development and Sales Manager, Razoyo


Drupal is considered a leading enterprise CMS solution.

One of the main reasons why Drupal is preferred by enterprise organisations is its security. Drupal is designed for custom development.

While in the WordPress community, folks like to use plugins (hence the BigCommerce for WordPress plugin), those in the Drupal community like to custom build. As a result of custom build versus plugins, Drupal often doesn’t have the same site load lag times as WordPress — and it can handle a much larger volume of content. Other than that, some designers, developers and editors just plain prefer Drupal over WordPress.

BigCommerce partners with hosting providers Acquia and Pantheon to deliver a world-class headless commerce experience on Drupal. In addition, a connector between Drupal and BigCommerce has been built by partner Acro Media.

“The WordPress and Acquia integrations with BigCommerce certainly stand out for marketers. As decoupled and headless commerce solutions become increasingly popular for marketers to deliver dynamic content across many devices, the demand for a rock solid back-end platform capable of supporting a larger number of API calls becomes even greater. From both a cost and performance standpoint, BigCommerce is one of the best options to utilise for this type of setup.”

— Alec Berkley, Channel Sales Executive, Silk Software

Adobe Experience Manager

Adobe Experience Manager (AEM) brings together a CMS and digital asset management (DAM) system in a single place. It’s a comprehensive solution for building websites, mobile apps, and forms, directly alongside marketing content and assets. It has native connections to Adobe Creative Cloud, making it easier to get content to market faster and create the personalised experiences.

AEM features a CMS, DAM, digital enrollment and forms, as well as managed services. Together they offer a number of benefits.

  • Create faster with native Creative Cloud connection: Make it easier for creatives to create, marketers to approve and publish, and both teams to work together better
  • Do more with smarter digital asset management: Save time by editing, optimising, and delivering them, too — all from one platform
  • Eliminate tedious tasks with asset automation: Use AI to automate tagging, cropping, workflows and distribution — doing in minutes what used to take hours
  • Engage more customers with rich media delivery: AEM’s AI and machine learning brings hidden opportunities and answers to everyone with the click of a button
  • Build Lifetime Value: Deliver digital experiences over the lifetime of your customer that build brand loyalty and drive demand
  • Be Consistent Across Channels: Deliver amazing content across websites and mobile, to in-store and beacons
  • Get Timely and Personal: Deliver and manage experiences that are responsive, relevant and social

BigCommerce for Adobe Experience Manager (BC4AEM) is a full-featured headless commerce integration built by TA Digital, specifically for the DXP. It can enable brands to do all of the following:

  • Integrate Commerce and Experience: Build immersive sites with the Adobe Creative Suite, building on top of BigCommerce products and user data to deliver tailored experiences
  • Page and Category Creation: BC4AEM populates Product Category Pages (PCPs) and Product Detail Pages (PDPs) upon syncing BigCommerce to AEM, helping reduce time to market
  • Built for Business Users and Marketing Teams: Business users can sync and manage product data within AEM, allowing marketing teams the ability to further augment as needed in AEM
  • Reduced Burden of PCI Compliance: Enhanced ecommerce security and peace of mind. Increase conversion and security with BigCommerce’s fully-embedded checkout. Deliver the fast, responsive checkout shoppers expect, while reducing the burden of PCI compliance


Sitecore is another leading CMS used by organisations globally to create personalised digital experiences.

iMedia, a leading digital agency, created a package-deployed plugin BigCommerce for Sitecore that allows businesses to deploy the rich content experience of Sitecore with the ecommerce power of BigCommerce.

“Both Sitecore and BigCommerce are leaders in their respective verticals. Knowing that an enterprise headless commerce option is available should arm not only technologists but marketers with a strong strategy to help deliver more revenue to the bottom line.”

— Brian McGovern, Partner, Client Services, iMedia Inc.

3. Digital Experience Platform (DXP)

A DXP is a type of software that enables companies to quickly digitise and provide an improved customer experience. Combining a DXP with a headless CMS solution results in a strong foundation.  

The value in this partnership comes from the flexible API-driven content and its capability to integrate with other services. This combination allows developers and marketers to work separately, and also leaves room for additions and edits without affecting the project flow.

Let's explore some examples of DXPs using the headless approach.

Infographic Headless Use Case Bigcommerce


Bloomreach is a DXP.

Large enterprise retailers are a perfect fit for this headless ecommerce CMS solution. Bloomreach offers a microservice/headless architecture and APIs to reduce IT complexity in powering an optimal customer experience from homepage to checkout.

If you are running a complete omnichannel business, Bloomreach’s microservice architecture and partnership with BigCommerce for a headless commerce solution is worth looking at.

4. Progressive Web Apps (PWA)

Progressive web apps (PWA) are web applications that use the latest web capabilities to deliver a native app-like experience to users. PWAs are web applications that are regular web pages or websites but can appear to the user like traditional applications or native mobile applications. PWAs combine the capabilities of websites and mobile software to create an immersive user experience that can lead to higher conversion rates and more time spent onsite.

These products are becoming more valuable for businesses to have as more and more customers are shopping on mobile devices. 

Big brands from Airbnb and Twitter to BMW and Starbucks are already using PWAs and seeing big results.

BigCommerce is committed to providing merchants with the capability to leverage PWAs. We have several upcoming product launches intended to make this sophisticated tech more approachable and have an almost native feel within our platform. These will enable developers to build workable solutions faster and more intuitively.

Here are a few ways brands can leverage PWAs on the frontend in a headless implementation.


In October 2019, this microservice-oriented platform launched DEITY Falcon for BigCommerce. This gives BigCommerce merchants the ability to use PWAs on the frontend to deploy highly-engaging, native app-like experiences on both desktop and mobile devices. DEITY Falcon for BigCommerce is the first direct PWA front-end available within the BigCommerce platform.

Vue Storefront

Vue Storefront allows merchants to build engaging user experiences across all devices. It easily connects to all major ecommerce back-ends, including BigCommerce. The solution uses PWAs to power the rest of the experience and allows brands to improve their UX without making changes to the backend.

Unlocking Flexibility: Examples of Headless Commerce in Action

First of all, it’s often very difficult to tell if a brand is using headless commerce as a strategy just by looking at it.

This will only become more so true as headless ecommerce becomes more mainstream and loses its URL redirect to a checkout page.

For the time being, let’s look at a few headless commerce examples.

1. Burrow

Headless Commerce Category Burrow

Burrow is a direct-to-consumer furniture store, founded specifically to eliminate the hassles of traditional furniture shopping. It designed a modular product that was stylish and comfortable and could be affordably shipped to customers. The company’s idea resonated, and after launching in 2017, it saw $3 million (£2.34 million) in sales. This was great for Burrow’s business growth, but it also meant the company was already outgrowing its ecommerce platform.

In addition to needing a powerful back-end platform that could grow and scale with the company, Burrow also needed to be able to customise its site quickly and easily. The ideal solution was one in which templates didn’t limit creativity and developers weren’t needed to make simple changes.

Burrow found it could solve all of its challenges by choosing BigCommerce as a scalable back-end system. The reliability and lack of maintenance frees up the company’s team to work on more marketing-focused updates to the site. Burrow is able to use a custom CMS on the front-end so that teams aren’t too constrained by templates and can create the kind of experiences the company wants for its customers.

Since launching with its headless solution, Burrow saw a 30% increase in conversion rate in only two months and a 50% increase in site speed and performance.

2. Larq

Headless Commerce Category Larq

LARQ is a seller of self-purifying water bottles, designed to solve many of the issues people have with traditional water bottles. The company is highly focused on sustainability and raising money for clean water initiatives.

When seeking an ecommerce platform, the LARQ founders knew they wanted a platform that could not only scale with the company’s growth but provide flexibility for customisation. They wanted advanced features for things like multicurrency, especially as they were launching multiple international sites for customers.

Headless could provide the customisation that LARQ needed, such as giving the company complete control over the content and customer journey. LARQ’s sites are run with BigCommerce as the ecommerce engine on the back-end and a custom solution built with React on the front-end. This enabled the company to control its regional sites (currently US, EU, UK and Canada) on one single domain.

LARQ was able to launch its ecommerce site on BigCommerce in just two months. Since launching, it’s seen a 400% increase in revenue year-on-year and an 80% increase in conversion rate over three months.

3. Louise Kennedy

Headless Commerce Category Louise Kennedy

Irish fashion designer Louise Kennedy uses WordPress on the front-end to host its products, blog content and merchandising.

For check out, the brand outsources PCI compliance, checkout uptime and security to BigCommerce.

This also allows it to use integrated payment options like Amazon Pay, PayPal One Touch, Apple Pay and more without having to do the interaction work.

This saves Louise Kennedy time, saves money, increases security and allows for fast innovation and campaign launch in order to remain competitive in the industry.

4. Carluccio’s

Headless Commerce Category Carluccios

Carluccio’s built a presentation layer (i.e. the site experience) on WordPress, then used the BigCommerce for WordPress plugin to implement a headless commerce solution.

This allows a customer to stay on the same site (no subdomain) throughout the experience.

5. Canvas 1839

Headless Commerce Category Canvas 1839

If there’s one industry that’s blowing up right now — and facing some unique challenges in online selling — it’s CBD. Due to the shifting legalities of selling cannabidiol products online, these businesses have faced greater scrutiny from ecommerce platforms, payment providers, shipping services, and everyone in between. Canvas 1839, an Austin-based company selling high-quality CBD creams and lotions, is no stranger to these intricacies.

Like some of the other use cases we’ve talked about, Canvas 1839 soon found it was constrained by its own growth. The company’s platform, Shopify, also limited it in other ways that were specific to the CBD industry, including which payment providers they could use.

In addition to wanting a platform that was vocally supportive of CBD merchants, Canvas 1839 was also interested in a headless model because it wanted a quicker, more efficient development cycle for both developers and marketers. The company wanted its developers to be able to use tools like Gatsby, React and GraphQL to build the engaging front-end experience, while marketers could easily build and manage the content-heavy pages — all fully integrated to the rest of the website.

Canvas 1839 launched on BigCommerce using a PWA built on Gatsby, giving it the benefits of a CBD-supportive SaaS ecommerce platform as well as the freedom for innovation on the front-end.


In our survey with Retail Dive, 60% of participants identified two strategies as the most important to managing or reducing customer acquisition costs: creating content to publish via their own channels and improving their overall digital experience.

As we continue to move into a relationship marketing model that’s informed by content, blended with commerce, and based on experience, you have to be extremely agile and highly adaptable to thrive.

After all, the only constant is change, and you’re going to have to get really comfortable with it because it’s coming whether you like it or not.

SaaS ecommerce solutions enable you to quickly adapt to change while achieving a lower total cost of ownership, a faster time to market, greater security, and do everything you need to deliver a world-class online shopping experience. Open SaaS and headless are a way you can achieve all of this with added flexibility and choice when it comes to which frontend you use.

If you want to learn more about how headless commerce is being used to drive content-led and experience-led online stores, check out the BigCommerce headless commerce solution.

Ecommerce Frequently Asked Questions

What does headless commerce mean?

Headless commerce is the decoupling of the front-end presentation layer from the back-end ecommerce solution that manages all commerce functionality.

What is a headless approach?

A headless approach is about using different technologies for the frontend and backend of your ecommerce website to ensure you’re maximising the use of content while also using a best-in-class ecommerce platform on the backend.

What are the differences between headless and headless CMS?

Headless describes the approach of separating the front-end presentation layer from the back-end ecommerce solution that manages all commerce functionality. A headless CMS also separates the frontend and the backend, so it stores files but also allows for editing and equips developers with an API to add content into the frontend. 

Contentful is a headless CMS built to create omnichannel digital experiences. With Contentful, marketers can control the content while developers can use their own tools and frameworks.

WordPress is an open-source CMS that uses plugins to create a custom experience. You can scale your business with WordPress on the frontend and let BigCommerce handle catalogue management, payment processing, and managing fulfilment logistics on the backend.

How is BigCommerce headless different from Magento headless?

At BigCommerce, our headless technology empowers content-rich commerce for shoppers. Our API-driven platform is fast enough to support syncing large amounts of data quickly, and we provide 99.99% uptime.

Advanced store customisation for Magento Commerce can be costly. With Magento, adding on new extensions post-launch can be heavily involved, especially for complex and customised stores.

How does headless commerce work?

Headless commerce works by taking open SaaS one step further and completely decoupling the presentation layer of the ecommerce platform. API connectivity and robustness is important in ensuring data orchestration across the decoupled systems.

Are there downsides to headless commerce?

There are many advantages to headless commerce, but it's not without its disadvantages. Since headless decouples the frontend from the backend of an ecommerce platform, you have to pay for two different solutions. If you're migrating from a monolithic solution to headless, it might also cost a bit to make the switch.

In many ways, headless commerce makes life easier for businesses. But, managing different parts of the website can become overwhelming depending on the resources you have. It may take additional developers to create the site you desire.

Does every ecommerce store need a headless solution?

No, not every ecommerce store needs a headless solution. Many brands still use the most traditional ecommerce model: the monolithic model. Many agencies still recommend a monolithic strategy for enterprise and well-established brands.

While headless might not be the right fit for every business, for some, it’s a solution that can solve previously unsolvable challenges. A merchant should consider headless ecommerce if:

  • It's a content-driven brand.
  • It's experience-driven and wants the ability to implement personalisation, AI, or AR capabilities.
  • It's looking to create seamless digital experiences across multiple touchpoints and devices.
  • It has multi-site or international selling needs, serving up multiple front-end experiences powered by the same backend.
  • It already uses a CMS and wants to add commerce.
  • It's already selling online and has a separate site for content and needs to be able to merge the two.
Do I need a developer for headless commerce?

Yes, headless commerce needs a developer since the frontend and the backend of your ecommerce solution are decoupled.

What is a headless API?

Headless API is another way to refer to this decoupled model, where the ecommerce platform provides PCI compliance and inventory management — though can be connected to additional systems like ERPs, PIMs, or OMS tools via APIs.

How does headless commerce support omnichannel retail?

Headless commerce supports omnichannel retail by making it easier for brands to sell across multiple sites, devices, applications, and social channels, and manage it all in one place. At BigCommerce, we integrate natively with the world's largest marketplaces including Google Shopping, Amazon, Facebook, eBay and Instagram, and offer more than 55 global payment gateway options.


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