With the web browser turning into an outdated channel of customer acquisition, retailing today has to adapt to constant changes in the way people find and communicate with a brand.
Consumers may use up to 9 different channels before they make a purchase on an eCommerce website. It is no wonder many retailers fail to cater for every necessity of a prospective customer, providing rather mixed impressions along the way.
The challenge of providing a consistent and engaging shopping experience is especially high, urging retailing today to shift eCommerce platforms to stay in line with customer preferences.
You might need to switch to headless eCommerce to respond to the needs of your clients, especially at high seasonal peaks when the traffic is high and the traditional approach to branding doesn’t bear fruit.
Traditional eCommerce doesn’t respond to business requirements
With the rise of online brands of all shapes and sizes, the level of competition is growing at the highest speed. This makes retailers choose a way of developing the brand and seek ways to expand it into eCommerce. At this point, the shift from an ordinary website with tons of unique content into some eCommerce engine has to occur naturally.
The existence of the two crucial layers in traditional eCommerce platforms – the frontend and the backend - can’t be viewed separately as they are tightly connected. When you need to respond to a crucial business requirement or introduce a new feature, UI and CMS won’t be able to change quickly like in a document.
What is more, traditional platforms are not flexible: they don’t provide room for quick integration of new extensions and delay any innovation. It takes a lot of effort to create new APIs when new systems keep evolving all the time. So, when it comes to a shift to a new integration to respond to new business needs, the development costs can pile up dramatically.
If you want to establish a recognized brand instead of a no-name entity, you need to change for a new environment where the changing realities will not affect your performance. Any business analyst would confirm the necessity of a rapid change when your customers need it. What else does a modern business need to establish an online brand?
How does branding work in modern eCommerce?
Consumers will find your brand and trust it if you manage to assist them in their search and provide an excellent shopping experience. Constant encouragement and persuasion to communicate is a no easy task, especially if you promote your business on a platform that is unwilling to adapt. How does branding work in such a case?
It may take months before your brand adapts to changes in consumer behavior. What is more, you will not be able to establish your brand if you cannot integrate a new device into your marketing campaign. While integration is key to any eCommerce success, it should be rather fast to respond to each change in buyer behavior.
What does your brand need?
- More personalization – know the preferences of your clients
- More flexibility – run new campaigns responding to the demand
- Better speed – save time and effort with immediate updates
- More customization – add new features seamlessly
If analyzing a business problem typically involves seeking new ways of actually solving it, brands should look further to find the best pattern that can suit their business needs. Amazon market share dominates in online retail shaping the future of modern eCommerce. The marketplace has to offer every possible product catering for large audiences, quickly adapting to the changes in the environment. The example of Amazon, whose logo is one of the most recognized ones in the world, and its influence on fellow online retailers, makes it an undeniable source of new ideas for a brand.
Amazon started using a headless eCommerce model with its powerful strategies with the most success. More and more retailers start implementing similar strategies where content and commerce become separate entities that are easy to upgrade and adapt.
What are they?
- Separation of backend and frontend – an eCommerce platform is regarded as a collection of separate layers
- Focus on separate components – any change in one component doesn’t affect the rest of them
- Freedom to change a part of the system – you may integrate a new feature without affecting the rest of them
- Testing different approaches – try different templates and experiment with new approaches without risks
Headless eCommerce brings digital interaction with customers to a brand new level, where the word “headless” stands for a type of architecture with no connection of back- and front-end.
The rise of headless eCommerce has been reflected in numerous eCommerce news articles, which made a significant impact on the basics of online retail. Headless commerce gave an impulse to developing a CAAS (Commerce-as-a-Service) application, which is expected to grow further with the years.
What is CAAS?
A traditional eCommerce platform fails to deliver the same flexibility that is natural for a headless one. Instead, its all-in-one character is slow to changes and makes it difficult to engage with audiences, connect with new customers and build a community of brand advertisers. These arguments are making online merchants shift to a new type of eCommerce platform, led by separate components within one ecosystem. Called CAAS, such a platform runs on a special software that draws together several APIs. Let’s see what is CAAS and how it combines several blocks at a time.
CAAS serves as a container platform that aggregates:
- The front office
- The back office
Front office deals with the layers of customer experience. This component of the eCommerce platform is the fastest moving one.
Back office deals with a more standardized aspect of a business. It implies critical systems like product information and payment management, which are essential for any platform.
CAAS separates the two blocks allowing one to experiment with the frontend without affecting the backend. The potential for such a container-type management is high as it leaves much room for flexibility and changes. CAAS platform makes it easy to conduct any test and perform updates more quickly than ever before.
How can CAAS help enhance your branding?
If you fail to respond to the changes in buyer behavior and impress customers with a personalized shopping experience, you may lose the battle with revenue and success. The example of headless commerce and its implementation in a CAAS platform leaves much space for innovation and flexibility. This, in turn, may turn your brand into a shining example of customer acquisition and engagement.
CAAS architecture may suit any modern brand willing to increase its spread across the channels. It is no wonder experts predict a rise in popularity of such a model of business development.