Headless Commerce Using Shopify Plus: A Complete Guide to the Future of eCommerce

Mai Xuan Truong

In the fast-paced world of eCommerce, adaptability and innovation are the keys to staying ahead of the competition. Online retailers are constantly seeking ways to provide exceptional shopping experiences while maintaining the flexibility to meet the evolving demands of the digital landscape. This is where Headless Shopify Plus comes into play, a cutting-edge solution that empowers businesses to create unique, customizable, and high-performance eCommerce stores. In this article, we will cover everything you need to know about Headless Shopify Plus, including its definition, benefits, examples, and factors to consider when adopting this innovative approach to online retail. Let’s embark on a journey into the future of eCommerce.

What is Headless Commerce?

eCommerce is progressively changing, Headless Commerce is becoming a more widespread option for brands as a modern approach to eCommerce architecture. 

The front-end and the back-end are the two main components of an eCommerce website. The front-end is the head, where the content is displayed and presented; while the back-end is the body, where the data is stored and managed. Headless Commerce, as described in the name, refers to the separation of the head from the body. The Headless architecture establishes a framework in which the user interface and content are separated from the underlying infrastructure, allowing for more adaptability and agility in the provision of a flawless online shopping experience.

Powered by API technology, Headless Commerce allows businesses to make any adjustment to the front-end while still accessing the same back-end eCommerce system. In this way, businesses can leverage various channels and devices for interacting with customers, resulting in a more versatile and customizable eCommerce ecosystem. This approach streamlines development, allows for faster innovation, and accommodates the ever-evolving demands of the digital commerce landscape.

What is Headless Shopify Plus?

Shopify Plus is a more powerful version of standard Shopify. As an enterprise-level eCommerce platform, it is designed to meet the specific needs and requirements of large, high-growth businesses and brands with advanced features for expansion and scalability. Shopify offers Headless Commerce through the Shopify Plus plan.

To put it simply, Headless Shopify Plus is an alternative approach to constructing the storefront of Shopify; it is utilized instead of using Shopify’s themes and applications. A Headless Shopify architecture delivers the basic functionality of Headless Commerce, which is the separation of the front-end and back-end systems. This gives businesses complete control over the look and feel of their store, as well as the flexibility to integrate their store with other systems and technologies.

What is Headless Shopify Plus

The following constitute Shopify’s Headless solutions. A closer look at how to leverage these solutions to move towards a Headless architecture will be covered later on.

  • Storefront API: Shopify’s Headless API layer
  • Hydrogen and Oxygen: Shopify’s official development stack for Headless commerce

Headless Shopify Plus can be a great tool to boost your eCommerce performance. With the power of Headless architecture, your businesses are empowered to optimize multiple facets of eCommerce development, while elevating the shopping experience of your customers with enhanced speed, power, and scalability backed by Shopify Plus.

Top Reasons to Build Your eCommerce Store with Headless Shopify Plus

Leverage a Succinct Architecture

The decoupled nature of Headless Commerce makes its structure less of a burden. Headless Shopify Plus separates the front-end presentation layer from the back-end eCommerce functionality, allowing for a more streamlined and efficient architecture, reducing complexity, and making it easier to manage your online store. Your businesses are enabled to make changes or updates to the front-end without disrupting your entire eCommerce infrastructure, leading to improved stability and maintenance.

More Customization

As an advanced version of Shopify, Shopify Plus comes with more customization options for eCommerce businesses. 

Headless Shopify Plus expands on this by giving developers even more creative freedom and flexibility. Advanced Shopify Plus features available to businesses include:

  • Edit and create scripts for a number of different store aspects
  • Manage multiple stores from a single location with Shopify organization admin
  • Automate workflows for customer loyalty and rewards, segmentation, merchandising, and fraud prevention
  • Integrate advanced analytics to receive better data for more effective decision-making
  • Offer Launchpad to schedule automated promotions, product releases, and online store update
  • Fast development through frameworks and CMS provider

Headless Shopify Plus empowers businesses with a high degree of customization. By leveraging these advanced features, you can design the front-end of your online store precisely to match your brand’s unique identity and customer experience goals. This customization is crucial for businesses that want to stand out in the competitive eCommerce landscape and provide customers with distinctive and engaging shopping experience.

Technology flexibility

Another compelling reason to opt for Headless Shopify Plus is the flexibility it offers in terms of technology. This approach allows you to use the latest web development technologies and frameworks to build the front-end of your store without worrying about any change to the back-end. Whether you prefer to use modern JavaScript libraries, progressive web apps, or any other technology stack, you have the freedom to choose what best suits your needs.

This technological flexibility enables you to remain on the cutting edge in a rapidly changing market and ensures that your online store remains current and in line with the most recent industry trends. Consequently, this will improve your adaptability to shifting customer expectations and emerging technologies.

Accelerated performance

Headless architecture often results in accelerated performance for your eCommerce store. With the decoupled structure, your website does not have to carry as much weight from the back-end into the presentation layer. In this way, your store is able to deliver faster load times and a smoother user experience. 

Top Reasons to Build Your eCommerce Store with Headless Shopify Plus - Accelerate Performance

The highly competitive eCommerce industry results in various choices for customers. As a result, poor-performance websites are more likely to fail in gaining customer retention. Websites with fast loading times are crucial for reducing bounce rates and improving conversion rates for businesses. The separation of concerns in Shopify Plus Headless Commerce allows for efficient caching, content delivery, and optimized resource allocation, all contributing to a better-performing eCommerce site.

Improved Agility

In today’s digital landscape, we’re witnessing a rapid evolution of technology, as well as massive shifts in web design and UX trends every year, following the ever-changing demands of customers. Therefore, to remain competitive and profitable, businesses must keep up with the latest developments. 

Headless Shopify Plus enhances your ability to respond quickly to market demands and business changes. The decoupled nature of the architecture means that updates or changes at the front-end do not affect the back-end, and vice versa. This agility allows businesses to rapidly test new features, launch marketing campaigns, and adapt to customer feedback without extensive development cycles or disruptions to your core eCommerce operations.

More flexibility in design and UX

When you choose Headless Shopify Plus, you have more freedom and flexibility in designing your online store’s user experience (UX) and overall appearance. This allows you to experiment with various layouts, navigation structures, and content presentations, ensuring that your eCommerce website not only meets but exceeds customer expectations. Continuously refining and optimizing the UX can increase customer engagement and satisfaction, resulting in increased conversion rates and customer loyalty.

Multi-Language Support 

This is a feature of Shopify Plus, which allows businesses to create 9 free expansion stores under the same brand and customize the language for each on the back-end, enabling them to implement a multilingual sales strategy and expand their global reach. However, using Shopify Plus alone may lead to several problems, such as increased content management load, duplicate subscriptions, and extensive coding knowledge to centralize all customer information.

In this case, Headless Shopify Plus comes as a more optimal solution that provides excellent multi-language support. With Headless architecture, you can integrate translation services and robust CMS to efficiently manage content in multiple languages. Content Management System (CMS) providers Prismic, Contentful, and Sanity are among the most prominent. This feature ensures that your online store caters to a diverse international audience, thereby enhancing your brand’s global presence and creating new revenue opportunities.

Factors to Consider When Going Headless with Shopify Plus

Although Headless Shopify Plus is indisputably a potent business solution, it is not a one-size-fits-all solution. There are some factors that your businesses should consider before adopting this framework.


Transitioning to a Headless architecture with Shopify Plus involves a shift from a traditional, integrated system to a decoupled one. You might also need to maintain multiple technologies and platforms by opting for Headless Shopify Plus. This endeavor requires increased complexity as well as adequate expertise and capacity for it to be delivered successfully.

The structure of Headless Commerce itself has already resulted in considerable complexity. This is evident in managing data flow, ensuring consistent user experiences, and orchestrating various elements of your eCommerce ecosystem. While Headless offers more flexibility and customization, it can also require a deeper understanding of web development and API integrations. 

Consequently, it is essential to evaluate your company’s current expertise and whether you have the necessary resources and skills to effectively manage the added complexity. You must be prepared to find cost-effective solutions for front-end management and other such areas. If your team lacks the necessary technical expertise, you may need to hire solution providers who are experts in the field and can provide you with the most effective solution.

App Integration Difficulty

Integrating third-party applications and services is a common requirement for many eCommerce businesses. When going Headless with Shopify Plus, you must carefully consider the integration of these apps into your custom front-end. 

In contrast to traditional platforms, where integrations may be simpler due to tightly coupled systems, Headless platforms can pose challenges when connecting to external services. More integrations made possible by the API increase both complexity and risk. There is also the possibility that some Shopify apps may not be compatible with the Headless architecture.

Headless Shopify Plus challenges: App Integration

It is essential to evaluate the compatibility of your chosen front-end technology with app integration and the availability of pertinent APIs. Implement a thorough discovery of the Shopify ecosystem’s native applications to ensure full-stack compatibility with Headless architecture. In addition, you must assess your development team’s ability to manage these integrations, as some may require custom development work.

Development and Maintenance Costs

While Headless Shopify Plus offers benefits like customization and improved performance, it’s essential to understand the Headless Commerce pricing and be aware of the potential development and maintenance costs that go along with its complexity. Building and maintaining a custom front-end is resource-intensive and requires ongoing investment. You’ll need to allocate budgets for web development, quality assurance, and the continuous improvement of your eCommerce site. 

Additionally, it’s crucial to consider the cost of staying up to date with technology trends and ensuring that your front-end remains compatible with the evolving Shopify Plus backend. Evaluating your long-term financial commitments is crucial to avoid unexpected expenses and ensure that the benefits of going Headless outweigh the costs.

Headless Shopify Plus Examples in Various Industries

Victoria Beckham Beauty

Victoria Beckham Beauty is a luxury beauty brand founded by Victoria Beckham. They work toward the philosophy that beauty should complement and empower the dynamic life you lead. This is also applied to the build of the brand’s eCommerce website, in which they aim to build an aesthetic shopping experience that represents the spirit of their brand image.

Headless Shopify Plus Examples - Victoria Beckham Beauty

Instead of redesigning a complex eCommerce system, Victoria Beckham Beauty leveraged Shopify’s capabilities. The Headless architecture and custom applications enable them to personalize every aspect of the website experience, from product selection to payment. 

With Headless Shopify Plus, Victoria Beckham Beauty has achieved an aesthetic that would be difficult to achieve with a monolithic structure. Shopify Plus’s robust eCommerce shopping cart, combined with the integration of Headless CMS tool, Contentful, is the recipe for the success of Victoria Beckham Beauty.


The Toronto-based, semi-permanent tattoo brand, Inbox, required a solution to meet the growing demand for their products. As their business grew and they sought to make their online store accessible to everyone, they recognized the need for a more adaptable platform.

Headless Shopify Plus Examples - Inkbox

Building an online store on Headless Shopify Plus had been Inkbox’s solution. They were able to handle increasing traffic as they scaled. This flexible structure also resulted in improved user experience, evident in engaging videos and personalized recommendations for customers on the front-end. As their conversion rate increased, Inbok became one of the world’s fastest-growing tattoo brands.


Kotn is a Canadian clothing retailer that sells both online and in their own retail stores in Toronto, Montreal, and Vancouver. This sustainable clothing and homeware brand owns a lightning-speed website, thanks to its Headless design.

Headless Shopify Plus Examples - Kotn

Shopify Plus Headless structure empowers Kotn with complete control and easy customization on every aspect of the site experience. Rolling over products to view alternative images, colorways, and ‘quick add’ size options is a feature that combines form and function to create an intuitive user experience, resulting in a more engaging website for their customers.

Paul Valentine

Paul Valentine is an online store that offers waterproof jewelry and watch products. As they needed to divide their content into 12 different online stores, they encountered limitations of having to simplify their approach yet retaining flexibility and great user experience. Headless Shopify Plus was adopted by the brand to achieve their goals.

Headless Shopify Plus Examples - Paul Valentine

The combination of Shopify Plus’s robust features and Contentful CMS back-end functions provided Paul Valentine with a future-proof Headless architecture that covered over 24 regional storefronts. They’ve been able to double the number of markets with a higher-end site that is faster and more flexible in content management.


Verishop is a multi-brand retailer offering everything you need, from fashion and beauty items to health products and home goods. With an extensive range of products and the need for a seamless shopping experience, Verishop demanded a highly efficient eCommerce platform. This led them to implement the Headless Shopify Plus solution, which consists of Shopify Plus features and Contentful CMS integration.

Headless Shopify Plus Examples - Verishop

Verishop’s Headless website enables a modifiable URL structure that allows them to offer brand-specific URLs with customized experiences, which is advantageous for SEO. The website also has impressive speed, evident in its ability to load different products on separate pages without slowing down the page. 

How to go Headless with Headless Shopify Plus

If you’ve determined that your Shopify storefront requires a new and improved front-end, you have multiple options. Below are the two most prevalent Shopify-introduced methods for going Headless with Shopify Plus.

Storefront API

Leveraging front-end frameworks is among the most common methods for building Headless Shopify Plus. Shopify’s Headless API layer – Storefront API, is the foundation of the Shopify Plus Headless platform. It grants access to the entire breadth of Shopify’s commerce capabilities, which are essential for any buyer-facing experience.

Storefront API is independent of all frameworks, devices, and service platforms. This gives developers the freedom to experiment with new technologies while using the tools they are familiar with. Any development framework, such as Next.js, Gatsby, and Astro, can all be deployed to the preferred hosting service of developers. Integration with any API-enabled third-party systems is also allowed.

Hydrogen & Oxygen

Hydrogen & Oxygen is a superior solution for businesses that require a more opinionated technology stack to accelerate development and time-to-market.

Hydrogen and Oxygen are official development stacks introduced by Shopify, consisting of tools that provide a clear path for building dynamic and performant Headless commerce sites on Shopify that can scale infinitely.

Go Headless with Headless Shopify Plus through Hydrogen and Oxygen

Building on top of the React-based Remix framework, Hydrogen harnesses its ease of use, high-quality web development standards, and performance advancements. Hydrogen’s development stack is opinionated, but it is also modular and provides commerce-optimized components, hooks, and utilities that are preconfigured for Shopify’s APIs. Hydrogen’s components are designed to work optimally with each other, thus enabling businesses to build their store quickly without sacrificing performance while still retaining the integration with existing tools and services.

While Hydrogen stores can be hosted by any cloud hosting provider, Oxygen, Shopify’s globally distributed hosting solution, is the easiest and quickest way to deploy Hydrogen stores. With more than 285 points of presence across the globe, Oxygen is rendered at the edge, giving development teams complete deployment control. It is also included in all Shopify plans at no additional cost and ensures peak performance and uptime worldwide while keeping business costs low. 

Leverage the power of Headless Shopify Plus today

As the eCommerce industry continues to evolve, it’s evident that Headless Shopify Plus is emerging as a game-changer for businesses seeking a competitive edge in the digital marketplace. The combination of robust features of Shopify Plus and the powerful decoupled structure of Headless Commerce results in flexibility, customization, and superior performance of this solution. This makes Headless Shopify Plus a compelling choice for forward-thinking brands.

However, as with any transformative technology, there are challenges and complexities to consider. The decision to go Headless should be made after a thorough assessment of your team’s capabilities, integration needs, and long-term costs. But with the right strategy and resources, Headless Shopify Plus can enable you to lead the way in delivering innovative and seamless online shopping experiences. The future of eCommerce is here, embrace it, and your business will be poised for success in the ever-changing digital landscape.

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