Why Headless Commerce Matters for B2B Apps
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Why Headless Commerce Matters for B2B Apps

Hi! This is Linda Bustos from the Get
Elastic ecommerce blog and today’s quick video is about why headless commerce
matters for B2B mobile apps. When you think of headless commerce you probably
think about “Headless commerce step 1” which is decoupling the front end from
the back end so that you can either have an independent front end that your
front end developers can work on without bothering the back end team or
screwing up code or putting something powerful like a digital experience
platform or a CMS to give your creative teams and marketing and merchandising
teams a richer experience for your customers. But when you take it a
step further and add an API strategy to your headless commerce environment
you can really get creative by having multiple heads. So unless you just want
to put a wrapper around your ecommerce store and call it a mobile app,
if you want to do something that is contextual and that is really crafted
towards mobile use cases or that is a utility that provides something that the
e-store was never even built to do then you want to have API capabilities. I’m
gonna pick on AutoZone for an example AutoZone has this really great
application that they’ve built that has a license plate decoder and a VIN
decoder where you can take a picture of the license plate and if you’re an autobody shop you’re able to look up a vehicle, its history, you can make a
decision whether you want to buy and repair or sell and if it’s worth it to
you. And you can manage your vehicles that you’re working on. It’s like a desktop utility (not literally a desktop) but
something that you would use at your workstation — that’s what I mean.
So they built that for their pros and while it’s great on paper it’s not getting the
best reviews in the actual app stores and that’s because its users want to
have native purchasing capabilities. They want to be able to look up parts for
said vehicle and order them, have them delivered the same day, compare prices —
all this does is create a new gap. And it’s a missed opportunity for
AutoZone to actually monetize this app. If
they were using an API strategy where they were able to pull the right
commerce functionality out of the catalog and inject it into this app and
provide a transactional capability and and only pull the parts of the
e-commerce platform that actually makes sense for that utility, then they
would be able to close that gap. They’d get better reviews, they’d be able to
drive revenue through that app. So if you’re unfamiliar with API strategies
ping me I can tell you more, and check out GetElastic.com — we’ve got a lot of
articles on this. So to wrap up, API commerce can help you create a
diverse mobile app strategy and actually make money off of it, instead of just
creating utilities that people use and then scratch their head on on how to
actually convert.

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