Choosing the most appropriate ecommerce technology is a critical decision for B2B companies looking to expand their sales and profits via digital channels.
One option receiving more attention in recent years is headless commerce technology. Headless infrastructure separates the customer-facing front-end interface and back-end business operations software from the ecommerce engine, connecting them via APIs to support more customization without re-coding software.
But that customizing flexibility requires significant expertise in deploying and managing all those APIs and other aspects of headless infrastructure. Deciding whether to take the headless option depends on a company’s business model, market strategy and technical resources.
Learning more about headless commerce technology
In an infographic, we review the headless choices of three B2B companies and the objectives they addressed:
- Bradley Corp., a manufacturer of washroom and safety products for commercial and industrial markets.
- Normet Oy, a manufacturer of mining equipment.
- Keysight Technologies, a manufacturer of electronic testing equipment.
This infographic is the second in an ongoing series providing a brief review of the digital commerce technology B2B companies have deployed.
1. Bradley Corp.
Manufacturer of washroom and safety products for commercial and industrial markets.
Headless commerce platform: Znode
Objectives realized:
- Designed and built better online connections with channel partners and customers.
- Improved how customers place complex orders and reduced overall shipping expenses.
- Enabled sales reps and customer service agents as well as distributors to quickly access product and shipping information.
2. Keysight Technologies
Manufacturer of electronic testing equipment.
Headless commerce platform: Elastic Path
Objectives realized:
- Connected Keysight’s ecommerce platform with multiple ERP systems and a content management system.
- Improved the display of accurate information on the complex set of specifications for Keysight’s electronic testing and measurement products.
- Developing, testing and updating online promotions more quickly and with less software development work.
3. Normet Oy
Manufacturers of mining machines used to bore and collect minerals in industrial mines.
Headless commerce platform: commercetools
Objectives realized:
- Making mining equipment parts, supplies and services more easily available online to buyers in remote mining locations.
- A reduction in calls to customer service.
- Developing new self-service features, such as one that eases how maintenance contractors and customers can submit online requests for parts and supplies for specific type of Normet equipment.
Paul Demery is a Digital Commerce 360 contributing editor covering B2B digital commerce technology and strategy. [email protected].
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