According to a report from Internet Retailer (based on industry data and U.S. Department of Commerce figures), consumers spent $517.36 billion online with U.S. merchants in 2018 — up 15% from 2017. By 2023, that figure is projected to surpass $735 billion. To be competitive in that environment, retailers require a brand-enhancing online experience that includes continuous experimentation and testing to optimize the UX.
“There’s been a big push towards headless commerce from the technology leaders, but in many cases the big business justification is left out of the equation — the answer to the question of what has changed in consumer behavior, and why retailers and brands must move in this direction,” says Rob Garf, VP of Strategy and Insights, Retail and CG at Salesforce. “And the big ‘why?’ is the consumer: The consumer is more connected, influential and powerful than ever. Retailers must find ways to engage this connected and influential consumer on their terms, in their context, in their daily lives.”
Full-stack solutions force retailers to adopt capabilities across the board. Headless commerce solutions enable them to rapidly provide innovative customer experiences by eliminating the single, monolithic application for all functions and creating a system of independent API-based microservices. In this model, front-end innovation can move at a faster pace, providing the agility retailers require without the need to redeploy backend systems to alter customer experiences.
To make the journey to customer-first modernization, get the guide below to identify where you currently fall on the headless commerce maturity model and identify the best path forward.