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With headless, you're free to craft and implement sophisticated, creative and dynamic designs with the most interesting and interactive design features.

The headless commerce approach has the potential to deliver an advanced user experience, a greater degree of design flexibility (including for future redesigns), more opportunities for features such as personalisation, better speed of delivery and better SEO capabilities.

Features include


While all ecommerce platforms have their qualities, users will often face limitations and therefore potential headaches. But truly separating out the front and back end with headless means you are freed from these limitations and able to do whatever you want.


Headless commerce gives you the freedom to create truly bespoke, personalised experiences across various devices and channels. It puts UX at the core and takes it to the next level.

Value for Money

Headless allows you to make the most of investments like digital marketing campaigns, conducting A/B split tests and implementing a Conversion Rate Optimisation programme. These will help you make the most of your traffic and marketing investment.

Site Speed

You can apply your own delivery methods and decide the way you want to host and serve up content. This means you’re not restricted by a single platform and in turn this could allow you to improve your website’s page speed.

Frequently Asked Questions

Is this not complex and costly?

Headless commerce is complex and it can be costly. But the true benefit is that you can marry up a fantastic commerce solution with an even more fantastic front-end.

What kind of retailers does it suit?

Headless commerce is a particularly strong option for retailers who want to have a content-led store, rather than a product-led one.

What about event-led retailers?

Event-driven organisations who want to deliver a superb and seamless user experience across event discovery and purchase pathways can certainly benefit from the headless approach.

How accessible is content with Headless?

Product catalogues are built from the ground up using a commerce platform for the back-end. This makes content such as products accessible for customers via a RESTful API for display on any device.

How about APIs?

Headless means you have a flexible API that can shoot data across your website, a web app, a kiosk, or some new device that maybe hasn’t even been invented yet. Headless allows you to disseminate your data easily.