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From headless to endless

Bizzkit is a so-called ‘headless’ e-commerce platform and there is in particular one predominant reason why we believe that a ‘headless’ platform should always be taken into consideration when e-commerce companies select platform: namely that an e-commerce solution is NEVER complete. It is a process which is ‘endless’.

Important to own the customer journey

E-commerce is experiencing a rapid development technologically, culturally as well as demographically. This makes it extremely important to own the customer experience and the customer journey which is why we experience that many ambitious brands are avoiding standard solutions which constantly need to be adjusted or market places such as Amazon that makes it difficult to control the customer journey and support many different shopping patterns. They choose to take the responsibility for their 'face towards the customers' with a so-called headless approach to e-commerce.

The need to be agile, constantly develop new 'heads' and view the e-commerce solution as an ongoing project also means that it is important to have an ‘endless’ approach.

Among the factors which in particular influence an ‘endless’ perspective are:

#1 The increasing importance of e-commerce

  • A little less than 4.4 billion of the world’s population use the Internet (Source).
  • There is more than 5.1 billion unique mobile users (Source).
  • Almost 3.5 billion people actively use the social media (Source).
  • It has been estimated that e-commerce companies can expect a growth rate in turnover of 265% - from 1.3 billion dollars in 2014 to 4.9 billion dollars in 2021 (Source).

It is indisputable that the digitalisation represents an increasingly important focal point in our everyday lives. Naturally, this also applies to e-commerce, which since its beginning in 1979 when the official inventor of e-commerce Michael Aldrich made the first digital transaction possible, has developed very fast.

Gazing into the crystal ball predicts, among other things, that 95% of all shopping will be online in 2040! So when e-commerce represents an increasing share of the world's transactions, it must also have an increasing strategic importance in companies and for retailers.

For some companies, e-commerce starts small with a simple solution which absolutely can be sensible. But if you are working on an ambitious and long-term digital strategy, it is less resource demanding to select an e-commerce platform which can grow with the ambitions.

A ‘headless’ platform can be scaled and is flexible making it easier to expand with new segments, markets, technologies, etc.

Fristads, Europe’s leading supplier of workwear, has based its e-commerce solution on the Bizzkit platform since 2012 and it has proved to be very suitable with a flexible platform because it was necessary for the company to expand its B2B solution with a B2P solution. And now the company is also about to launch a B2C version.

#2 The technological
development moves fast

Artificial Intelligence - Chatbots – Personalisation – Drone deliveries – Voice shopping – Picture recognition – Same day deliveries ……

Fortunately, the e-commerce industry is characterised by interesting innovation and if e-commerce companies want to be on the forefront and offer the customers the best shopping experiences, it is essential to be able to integrate the new technologies and services which keep appearing. When we say that Bizzkit is ‘headless', it is in particular because the platform is based on a full API architecture which can integrate with precisely the external technologies and services required.

Matas, Denmark’s largest retail chain within personal care, has an extremely ambitious digital strategy which is to combine its online and offline activities seamlessly. The company also wants to be first movers when it comes to offering the consumers new and exiting shopping options. Matas is therefore working with initiatives such as voice shopping, different delivery forms such as drop shipping and same day delivery, sophisticated search and personalisation. Technologies and services which are important for Matas in order to provide its customers with the best shopping experience and which is also supported by Bizzkit's comprehensive ecosystem.


#3 Our shopping habits and expectations change – all the time

  • SUSTAINABILITY: 43% of the Nordic consumers find it 'difficult' or 'very difficult' to find relevant information that helps them to shop more sustainably online. (Source).
  • M-SHOPPING: 49% of the consumers are using their mobile phones today when shopping online. (Source).
  • SAME-DAY-DELIVERY: 49% of the customers say that if they are offered same day delivery, they are more likely to complete a purchase. (Source).

We consumers change the way we shop over time just like our expectations to the shopping experience is constantly increasing when new standards are set. It is therefore important that your e-commerce solutions are so flexible that you can make changes allowing the purchase flow to be constantly adjusted to match your customers’ needs and requirements and as a result you remain competitive.

If sustainability plays an increasingly larger role for your target group, it is important to adapt your e-commerce solution accordingly. This could be selecting new business partners within freight that to a greater extent support a sustainable strategy. Or if same day delivery is a new standard in your industry, you must be able to adapt your business accordingly.

Furthermore, UX is an incredibly important parameter when creating sublime customer experiences. A ‘headless’ platform gives the UX designers free hands to create exactly the solution which match your customers best because they are not locked in predefined templates and flows.

Michael Nilsson Pauli, Managing Director, Kodexe:

'Today, customers have limitless options online which puts pressure on e-commerce companies to stand out from the crowd if they wish to ensure that they are the customers' first choice. The winners are those who offer the best digital experiences, use relevant marketing, ensure interaction between offline and online shopping and fast delivery on the customers’ terms. Today, it is therefore necessary to have an e-commerce solution which can handle all these customer demands.'


A platform’s head represents the customer-related part of the e-commerce solution, including the front-end and back-end code that supports the required customer journey for the end customer. When it has been disconnected from the platform’s basic products (PIM, CMS and DAM), we talk about a ‘headless’ approach and this provides the framework for creating a quite unique solution.

Interested in reading more about ‘headless’ e-commerce​?
Read the article: Is my e-commerce platform supposed to be missing its head? here
Read about Bizzkit's headless approach here

Are you also working on an ‘endless’ e-commerce project and want to talk about a headless approach?

Please contact CEO, Lars Hedal, at
tel. +45 40 25 50 83 or email: hedal@bizzkit.com


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