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HomeTechnology NewsFrom Click to Delivery: The Role of Headless in Online Grocery Success

From Click to Delivery: The Role of Headless in Online Grocery Success

Online grocery has exploded in popularity over the last few years. The pandemic accelerated adoption, with many consumers shifting to online ordering for safety and convenience. Now, consumers expect that same level of seamless, personalized digital commerce experiences for their grocery needs.

For online grocery retailers, this means meeting ever-rising consumer expectations around convenience and delivery speed. Grocery is a highly complex vertical, with intricate in-store workflows and supply chains. Legacy ecommerce platforms simply aren’t built to handle this level of complexity. Integrate headless commerce architecture in the grocery store management software, which is enabling leading online grocery retailers to deliver the efficient, nimble experiences consumers demand.

The Rapid Rise of Online Grocery

It’s no secret that online grocery ordering absolutely exploded over the last couple of years. Pre-pandemic, grocery delivery and pickup were gaining momentum as helpful conveniences for busy families. But when COVID-19 hit, many consumers shifted their grocery shopping online to avoid public places.

Online grocery sales grew over 50% in 2020 alone. While growth is slowing slightly post-pandemic, online grocery isn’t going away anytime soon. Consumers now expect the convenience of ordering online and getting speedy fulfillment through delivery or pickup. Retailers need to continue to innovate on the digital experience to meet these heightened consumer expectations.

Traditional Commerce Systems Won’t Cut it for Online Grocery

Here’s the challenge for grocery retailers: delivering exceptional digital commerce experiences requires a level of complexity traditional commerce systems just aren’t designed for.

Legacy content management and ecommerce platforms are built primarily for simple product catalogs and purchases. They don’t provide the advanced functionality required for orchestrating intricate in-store picking and fulfillment workflows.

Plus, these traditional platforms have tightly coupled front-end and back-end systems. This makes it difficult to customize experiences across different touch points. Changes to one area often require changes elsewhere, slowing down iterations.

Another problem is integration. To scale grocery operations, retailers need to connect their commerce engines with specialized external systems for inventory, logistics, and more. Legacy platforms weren’t built with easy integration in mind.

Headless Commerce Decouples Systems for Agility

Headless commerce architecture allows retailers to break free of those limitations. With headless, the front-end presentation layer is decoupled from the back-end commerce logic. This enables grocery sellers to:

  • Optimize the front-end experience for each channel – app, web, in-store: With headless, grocers can build fully customized front-end experiences optimized for each touchpoint. This means focusing on usability and conversion for the web storefront, convenience for mobile apps, and seamless integration with in-store systems.

  • Easily integrate best-of-breed systems for each component: Headless allows grocers to integrate specialized third-party systems for the front and back-ends, rather than being locked into an inflexible legacy suite. For example, easily connecting best-in-class solutions for CRM, inventory, logistics and payments.

  • Improve agility by making changes to one area without impacting others: With traditional platforms, changing one area like the content often requires engineering work across the entire stack. Headless allows independent updates to the front or back-end to enable greater agility.

Decoupling systems makes it faster and easier to innovate. Grocery retailers can leverage the most advanced technologies available on both the front and back ends.

How Headless Powers Seamless End-to-End Online Grocery Experiences

Let’s look at some roles of headless in grocery delivery software and specific ways headless commerce supercharges the online grocery experience:

Personalized, Omnichannel Experiences

With headless architecture, grocery sellers can:

  • Create consistent yet customized experiences across web, mobile, in-store touchpoints.
  • Integrate customer data to surface relevant products, offers, recommendations throughout the journey.

This enables that sought-after “single view of the customer” that drives loyalty.

In-store Efficiency

Headless allows retailers to tightly integrate digital systems with in-store workflows for:

  • Unified order management across all channels: With headless, all orders from web, mobile, and in-store can be managed from a single centralized system. This gives grocers real-time visibility into inventory and order status across all channels for faster fulfillment.

  • Flexible fulfillment options like curbside pickup and returns: Headless allows grocers to quickly implement services like curbside pickup by giving store associates mobile tools that integrate with online order data. Customers can seamlessly return or exchange items ordered online in-store.

  • Faster picking by store associates: In-store pickers can efficiently fulfill online orders by accessing real-time inventory data, optimal picking paths, and substitution options on mobile devices. Headless connects these mobile tools directly to the ecommerce engine.

This means higher order accuracy and faster delivery times.


Grocery is hyper-local. With headless, retailers can:

  • Dynamically customize product availability, pricing, and offerings by location
  • Rapidly scale operations to new locations and new services

Accelerated Innovation

Headless architecture allows for faster iteration through:

  • Components decoupling – change one without impacting others
  • Flexible front-end – leverage latest web/mobile frameworks
  • API-first back-end – innovate and integrate faster

This powers ongoing optimization.

Seamless Logistics and Supply Chain

With headless, grocery sellers can tightly integrate commerce systems across the supply chain for:

  • Inventory integration – accurate, real-time product data: Accurate, real-time product data: Headless allows grocers to connect their ecommerce platforms directly to inventory management systems. This provides real-time visibility into product availability and location across the entire supply chain.

  • Order processing automation – Faster fulfillment: Orders placed online can trigger automated workflows for picking, packing and shipping through integration with order management and warehouse systems. This reduces manual efforts and speeds up order processing.

  • Delivery optimization – streamlined last mile: With headless, grocers can integrate order data with routing and logistics platforms to optimize delivery based on factors like traffic, driver availability and proximity. This enables more efficient last-mile delivery.

Headless is the Key to Online Grocery Success

Modern consumers expect fully personalized, omni-channel grocery experiences with hyper-quick delivery. Legacy commerce systems simply can’t provide the flexibility, efficiency, and integration needed to make this a reality. Headless architecture solves these problems by decoupling front and back-end systems. This makes it possible to deliver the seamless end-to-end digital experiences that are now table stakes for online grocery. Any grocery retailer not evaluating headless commerce should view it as an urgent strategic priority.