“Marketing is no longer about the stuff you make, but about the stories you tell”
This slightly excessive quote from Seth Godin (taken from his excellent “All marketers tell stories”) recognizes in its own way the key role that content plays in the relationship that links us to brands today. And it is difficult to prove him wrong in an age of social networks, influence and prescription.
Brand sites are no longer simple commercial spaces but experiences for which tailor-made has become the norm because a brand does not want to look like another brand. Gradually, solutions had to be found to broaden the scope offered by e-commerce solutions, which for the most part were designed to serve the needs of distributors. So there are a lot of functionalities but little space to manage editorial content. The use of a content manager (CMS) has become inevitable to enrich product storytelling, create immersive pages or associate an article engine. It is also in part thanks to its integrated blog that Shopify attracted as many young brands to its solution.
For our part, we have come up against this problem many times. After having experimented with several Magento + Wordpress or even Prestashop + Wordpress duos, the switch to the “headless” architecture was a small revolution for us. But also for our customers and in fact, for their customers.
For our retail customers, choosing “headless” offers several advantages. It makes it possible to combine the CMS and the commercial site around a single graphical interface (instead of two distinct themes in the cases mentioned above) and requires only one domain name (no more the blog.marque.fr sub-domain). And by opting for subscription-based solutions, they are relieved of maintenance and hosting, two sensitive positions that are often sources of frustration. Finally, the API connection brings security and stability to the whole.
As an example, here are various services that can be combined through a headless e-commerce architecture (in the case of a product sheet):
On the user side, the gain is significant in terms of the speed and fluidity of the experience. The “headless” approach also makes it possible to design merchant pages with total freedom. Considerable margin of manoeuvre to optimize the merchant journey, product choice and order tunnel.
