Headless Commerce

Imagine a Commerce Experience and See it Come to Life with Headless eCommerce Platforms by Elastic Path

What is Headless Commerce?

Headless commerce describes the decoupling of the customer facing front end of your eCommerce experience, from the commerce functions and business logic in the backend system that powers your business. At the center of this decoupled architecture lies headless commerce APIs. These enable developers to deliver customer experiences to any screen or customer experience platform they desire.  The headless commerce architecture is represented below.




What Are the Benefits of Headless Commerce to Your Team?

Headless Commerce provides a variety of benefits across various departments within your business. Explore the benefits of each role below.

Director of eCommerce



headless commerce for director of ecommerce

Director of eCommerce


Create and offer seamless omnichannel shopping for better customer experiences

As a Director of digital, it is imperative that you are able to move fast in order to outpace the competition. By deploying a Headless Commerce architecture you will be able to easily launch new products lines, brands, and new touchpoints using one single solution.


eCommerce Merchandizer or Marketer



headless commerce for eCommerce marketer

eCommerce Merchandizer or Marketer


Design content rich experiences to cater to each customer’s personal needs

As an eCommerce Merchandizer or Marketer, you are committed to keeping your audience engaged with new content and features. By deploying a Headless Commerce architecture, you are granted with the flexibility to seamlessly personalize your shopper experiences with content rich pages and AI powered search and merchandizing that keep your customers coming back.


IT Executive



headless commerce for IT executive

IT Executive 


Support emerging technologies for the scale of your business

As an IT  Executive, you want to ensure that you business' technology will continue to evolve and enhance as your business scales.  By Adopting a Headless Commerce architecture, your team will be able to continuously iterate and add new technologies and applications with low technical debt and exuberant additional cost.




headless commerce for Developer



Reduce technical debt for your development team

As a Developer you'll ideally want to support the technical needs of your business as frictionless as possible. By working with a Headless Commerce Architecture, you'll be granted the freedom make as many changes to the backend as needed without ever interrupting the frontend. This will allow you to continuously innovate and spend less time on development, updates and maintenance. 


Business Executive



headless commerce for CEO

Business Executive 


Control your budget and reduce your overall total cost

As an executive keen on predicting and maintaining a reasonable budget, cost is always going to be one of the largest considerations for your eCommerce investment. By adopting a Headless Commerce architecture, you will reduce the overall technical debt of your solution, leading to an overall reduction of total cost.


What does it mean to be truly Headless?

Explore the difference between Retrofitted Headless and Headless Microservices →


Choosing the Right Headless eCommerce Platform

If you have decided that traditional commerce platforms no longer satisfy your business requirements and would like to migrate to a headless solution, it is important to pick the right headless solution for your business. Given the popularity of the “headless” approach for the flexibility it offers, it’s worth noting that some traditional eCommerce vendors offer a version of headless that we identify as “Retrofitted Headless Solutions.” This should not be confused with truly headless microservices solutions.

Retrofitted headless solutions were designed to fix the problem of the coupled architecture in traditional platforms. To address the issue, they have modified their platform to remove (rip) the frontend experience from the already established platform. This is demonstrated in architecture diagram below labelled “Traditional Retrofitted for Headless.”

This change created design freedom and has provided the flexibility to developers to customize their user interface (UI) experiences. However, teams will still lack the freedom to change the rigid business processes of the platform.

A headless microservices solution was designed to be headless from the ground up and therefore is not attached to a rigid platform in the back end, but rather connected to a web of independent componentized services by APIs. This demonstrated in the architecture diagram labelled “Headless Microservices.”

It is only with a truly headless commerce solution that teams will be able to unlock both design freedom and business process freedom. Elastic Path solutions allows users to customize and deploy differentiated commerce experiences. There are two main solutions provided: the Commerce platform and Commerce Cloud platform. Feel free to get in touch with one of our experts if you have any questions or would like a demo of how we can transform your eCommerce website.




Why should you care about headless commerce?


It fosters flexibility to allow the front and the back end to work independently at their own pace and create new user experiences without risking old ones.

Accelerated Innovation

You achieve accelerated innovation to experiment with new ideas and touch points to keep up with customer expectations without disrupting the IT teams that handle the back end.

Personalized Customer Experience

It uses customer data, such as past purchases, to enable personalized customer experiences. These include promotions, offers, and browsing capabilities that are relevant to each customer.

Unified Commerce Experience

It allows a business to power all customer touchpoints in a single platform. Headless eCommerce also enables users to create a unified commerce experience that allows customers to begin a purchase journey at one point and seamlessly finish it on another.

Legacy enterprise-grade eCommerce platforms weren’t built for the way we purchase today. Be it B2B, B2C, the business model doesn’t matter. We’re all consumers and none of us categorize purchase experiences into various business models when we adjust our expectations. We carry those same expectations across every interaction we have when buying goods and services from anyone, anywhere.

We as consumers prioritize convenience first, experience second. We want to purchase anywhere, anytime, sometimes with little thought if any at all. The proliferation of customer touchpoints has made this a reality but, monolithic eCommerce solutions are still keeping organizations from realizing it.

This is why, as the pioneer of headless commerce, we created this market. We knew if we fundamentally redefined the commerce platform, we could offer what we knew organizations would need.

If you want to take a deeper dive into headless commerce, check out our FAQ section here.


How to get started with Headless Commerce?

Explore the 3 options to get started with Composable Commerce →

A Guide to Headless Commerce and the Future of Customer Experience

Break Free from the All-in-One Platform

This whitepaper addresses:

  • The most common questions about headless commerce platforms
  • Why not all headless eCommerce platforms are created equal
  • How specifically it addresses the most common business challenges organizations are facing today
  • And how to determine if a headless, API-first commerce is right for you and your team
Read the whitepaper
Ready to go Headless? Check out our Buyer's Guide

If you've made the decision to go Headless, you've made a great choice. Headless Commerce comes with a great deal of benefits, and it is only fitting that you find the right vendor to guide you through the process. Our comprehensive buyer's guide is the ideal resource to help you understand how to go about choosing your Headless Commerce vendor. Read on to learn more.


Go to Buyer's Guide
8 Reasons to Consider a Headless Commerce

Now that you’re equipped with all the basics about headless, how do you know if it’s right for you? It all comes down to the flexibility, speed and control you want to achieve with your commerce service. If you have standard commerce requirements then a traditional platform like Salesforce or SAP Hybris will be a good fit for you. However, if the follow benefits appeal to you, then a headless approach may be the better fit for your business:

  • Faster time-to-market
  • Rapid iterations on the front end to adapt to customer expectations
  • Design freedom without interrupting the backend
  • Lower Total cost of ownership
  • Autonomous control
Read the article

Want to See Elastic Path Commerce in Action?

The best way to understand how we’re different
is to see for yourself with a headless commerce demo.

Book a Demo