Headless commerce can drive marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 06, 2021, 7:22 AM GMT+0

With a headless commerce architecture, brands get a single view of their products and stocks, and can enhance storytelling.

Ecommerce grew a “middling” 250% in 2020. The year also saw social platforms trying to “make serious moves on ecommerce” amid the pandemic. As companies try to bridge the gap between the social point of sale and their website, adopting a headless commerce architecture could help.

A headless commerce structure, wherein backend and frontend are separated and connected through a series of APIs, could create new frontends without disrupting the unified system. Implementing a headless structure should enable brands to integrate social platforms with ecommerce platforms like Shopify and TikTok.

Headless architecture can also be leveraged to create dynamic content at scale cost-effectively. However, organisations must reassess their content production plans and execute dynamic creative optimisation (DCO) to create effective social commerce campaigns.

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