By 2025, advances in folding commerce may enable even smaller e-commerce merchants to create customized, flexible online shopping experiences that drive incremental revenue in competitive markets.
Composable commerce is an evolution of the better-known headless commerce model.
A headless store separates the frontend presentation layer from the backend code for faster updates and better performance. Composable commerce takes this further, allowing the integration of the best tools and applications for a customized, scalable and arguably more profitable e-commerce platform.
Composable commerce is an integration of the best tools and applications for a customized and scalable platform.
Headless to fold
For example, a headless retailer can use an API to complete an e-commerce transaction across multiple channels, such as a website, app, social media, or point-of-sale system.
Composable commerce does the same and integrates a “packaged commerce capability” such as a return management system or an influencer marketing platform.
“Headless continues to grow and evolve,” Allison “Al” Williams, general manager of consumer commerce at BigCommerce, wrote in an email to Practical Ecommerce. “What started as a development-focused ‘best practice’ primarily driven by front-end development teams has now turned into a holistic and modular approach… for managing the overall e-commerce architecture (eg composable store).
This trend towards modularity can benefit online marketers. Composable commerce is flexible and allows businesses to quickly adapt to changing customer needs and market trends. Its modular design scales, making it relatively easy to add or remove components, and it supports innovation by integrating technologies such as AI and low-code platforms.
Stackable business benefits
Composable commerce is compatible and an alternative to traditional all-in-one e-commerce platforms such as BigCommerce and Shopify.
Together, the benefits of headless and composable commerce create dynamic and personalized shopping experiences.
“With this evolution from headless to composite commerce, a merchant can pick and choose different applications to create the technology package that best suits their business and their customers,” BigCommerce’s Williams wrote.
Flexibility allows users to build a customized technology stack. Online stores that feel limited to a platform can use composable commerce to integrate microservices, APIs, cloud, headless, and Jamstack (JavaScript, API, and markup language).
The result could be faster mobile loading, new methods of personalization and data-driven product placement and pricing.
Adaptability Composable commerce ensures that businesses can pivot as needs change. For example, a gourmet food retailer could launch a meal kit subscription and use a customer data platform to offer recipes and ingredients tailored to each customer.
A modular stack means a business can add its own tools and capabilities regardless of the e-commerce or point-of-sale platform. Thus, the change does not require an overhaul or disruption of the entire system, allowing for a quick time-to-market.
Scalability means scalable trading supports growth without disrupting existing infrastructure.
For example, a regional housewares business can expand into international markets. By adding multi-language and multi-currency applications, the business meets the needs of new customers while maintaining its existing infrastructure.
Configurability makes customization easier. A store can create experiences tailored to its brand and customers.
Imagine a fitness equipment retailer that integrates a virtual reality tool and allows shoppers to visualize a home gym setup before making a purchase. This versatility sets the vendor apart from competitors who rely on more generic solutions.
Challenges
To date, the majority of headless and folding shop users are corporate businesses and small tech shops.
“A common challenge we hear is the perceived complexity of moving to a headless architecture, particularly managing multiple vendors and ensuring seamless integration of components,” Williams wrote. “This complexity consists of the number of brands, geographies and channels.”
Still, 2025 could be a watershed year for foldable commerce, especially for smaller businesses, judging by the number of companies building modular services. Practical eCommerce has identified many folding commercial implementations, including versions of Commercetools, LTImindtree, PhaseZero, and Vtex.
All-in-one platforms recognize the opportunity. Shopify, BigCommerce, and Salesforce offer collapsible storefronts and cover the topic in guides and blog posts:
