Headless Commerce: Rebuilding Customer experience in E-commerce Industry
How Does Customer Experience Matter To E-Commerce:
Excellent customer service is essential for any business, whether it is E-Commerce or brick-and-mortar. In today’s digital age, customers have high expectations for their experience with a company, and even a small issue can result in a loss of business.
For example, imagine you are shopping on an E-Commerce website. You find a product you like and begin the checkout process. However, the website is slow to load; after a minute or so, you give up and leave the site. You are likely to take your business elsewhere rather than wait for the website to load. In fact, statistics show that 86% of consumers are willing to pay more for an improved customer experience.
You’ve probably noticed by now that customer experience is kind of a big deal in the E-Commerce world.
Customer experience in companies which use the traditional approach vs headless approach:
It is important to understand how the aforementioned website functions behind the scenes before delving into the concept of headless commerce. Without this understanding, it would be difficult to grasp the purpose of headless commerce.
For that let’s take a Company X website and compare the differences if it is hosted in the traditional approach and headless approach:
Knowing the difference through a simple example of Pizza:
Most of you may be thinking about terms like middleware, server, database, what is legacy and what is SaaS. So let’s understand it with a simple real-time example of Pizza:
Making pizza at home: First, you need the dough to make the pizza base, then sauce toppings, a micro oven, and electricity to bake it. Here, assume this method as a legacy/traditional approach where you assume dough as a network, pizza base as a server, toppings as data, and micro oven as Application. Here every required grocery for making the pizza is brought and made by us. So a small mistake of overheating/ over the spread of toppings can change the taste of the output i.e. Pizza.
Dining pizza at pizza shop: Simply go to the pizza shop, go through the menu, and order pizza of your favorite type. The pizza store handles everything from the dough to the pizza base, toppings, and the microwave oven. You only need to wait a few minutes. Consider the pizza store to be Salesforce B2C Commerce, where they handle everything. You simply pay them for the service you select.
How headless Commerce works behind the scenes:
Headless Commerce is an architecture in which the front end and backend are decoupled, with APIs acting as a bridge between them. For example, in an e-commerce site, a customer selects a product with some product attributes that appear, i.e. frontend, while the business process identifies the promotions (if any exist), i.e. backend, and APIs does the work and displays information on the customer device.
Three main reasons to shift from traditional to headless:
- To build an amazing digital experience by API First approach.
- Get more precisional feature rollout.
- Build your own architecture by combining functionality from another vendor.
Comparing headless commerce architecture with Pizza delivery architecture:
So many technical terms and content right!!? Let’s simplify the architecture to the Pizza example we have used earlier above but with little changes:
So consider the frontend as the devices such as mobiles, tabs, kiosks devices, etc. through which you can order a pizza, and then comes the backend i.e. the pizza shop where all the making of pizza takes place independent of the frontend. So now comes the bridge i.e. assume the APIs here as your food delivery partner.
If you relate this example to the headless you can observe that:
- Through this food delivery partner i.e. APIs customers can get delivery of Pizza which is the end product irrespective of area/climate.
- By the decoupling of frontend and backend the pizza shop can focus on making different new varieties of pizza instead of focusing on the deliveries, thanks to APIs.
- Through flexible architecture you can place not only pizza orders but groceries from different restaurants, same as integrating functionality from different vendors.
The architecture of headless:
Final Word: From the reports and internet we got to know that the majority of the giant companies such as Nike, JBL, United airlines, and Lilly Pulitzer have adapted to headless commerce and seen a drastic increase in their site traffic. Also, the features such as agility of feature rollout, and flexibility to integrate third parties functionalities from different vendors make it a plus as we can choose the functionality that is relevant for our site. These all make companies tend to shift from traditional to headless which helps in rebuilding the Customer experience.
ABSYZ is incredibly interested in headless commerce and is capable of producing the best outcomes. We shall be pleased to provide all of its levels and strive for excellent outcomes. To find out more, get in touch with us.