A hole doesn't exist on its one. It's an ontological parasite because it always exists as an aspect of another object.
I was delighted to find this on twitter and I am happy about it for no particular reason.
Headless commerce is also an ontological parasite. It doesn't exist. It's simply a lack of front end that is sold as the future of commerce.
The future of commerce is not one. There are three futures and then there are three points
Traders and Dropshippers - They will go to marketplaces
Cupcake selling mid-life crisis eCommerce entrepreneurs - They will like Shopify and its 'one-size-fits-all' approach
Enterprises (Big eCommerce, Big Brands) - This is a tricky one. Let's delve into them.
Enterprises come in different flavors. There are digital native or digital savvy eCommerce companies that are growing fast and graduating to the $100M club. They are enterprises. There are multi-billion dollar brands that suddenly have the imperative to set up their online DTC channel because they are the newly minted 'Covidigitals'. They are enterprises too.
We have seen $100M+ run rate eCommerce companies running on the Magento community edition and Woocommerce. We have also seen 'Covidigitals' wanting to run their content out of their 'Customer Experience Platforms' or gargantuan CMS tools instead of eCommerce backends. Both are understandable.
Not every eCommerce company is going to have multiple channels. Not every one of them will be content heavy. Most men that I know bounce off eCommerce sites within five minutes and yet buy something within that time.
Is 'headless' commerce, the future?
It is not the future. It is just an option for enterprises or some picky high-growth mid-market companies in some categories and in some situations where there would be multiple touch-points and going headless would make sense.
If you can no longer pretend that you know what 'headless' is, here's what my understanding is - It is basically the separation of the 'commerce bits' from the 'content bit' that makes the sale happen. Across the website, app, kiosks, Alexa, etc. some eCommerce companies may need sophisticated content management and presentation that eCommerce platforms may not support. So 'headless' is a way of delegating 'commerce' to eCommerce platforms and stitching the 'customer-facing' side of the experience with one or more specialized tools.
There is a diplomatically toned article on Forrester about why there is so much hype about headless commerce and what vendors are doing to call themselves headless. Like every startup today (including us) is an AI company, every eCommerce platform is likely to be a headless eCommerce platform.
Why am I suddenly interested in 'headless'?
Well, BigCommerce IPO is around the corner. Market loves Shopify and they are hoping that BigCommerce is like Shopify (they are surely not). BigCommerce's spin doctors could claim that their 'headless' commerce is the future and Shopify's monolithic platform is the legacy.
BigCommerce's revenue and a moderate trailing twelve months growth (in spite of Covid tailwinds for the category) place them on the conservative end of SaaS multiples that they likely deserve. But market is a different beast. They may simply want to believe that BigCommerce is Shopify or better than Shopify because they are 'headless'.