Lauri Koskensalo
Head of Growth
5
min read
6.5.2025
What is a Headless CMS — and why does it free your marketing team from developer dependency?
In a traditional monolithic content management system (such as the built-in CMS in Shopify), the content, visual layout, and publishing format are tightly coupled. Content is created and displayed within a fixed UI, which limits editing possibilities to pre-defined themes and components. Even minor changes often require developer support or direct code edits.
A Headless CMS, on the other hand, decouples content from its presentation: the content is stored in the backend (“body”), while the frontend (“head”) is handled separately — for example, using AI Commerce Cloud’s modern user interface. This enables:
Reusing content across multiple channels (online store, mobile app, campaign pages, digital signage)
Fast, visual content workflows with no coding required
Removing developer dependency — the marketing team can publish pages independently
In comparison: A monolithic CMS (like Shopify or WooCommerce) offers solid tools for managing basic content, but more complex campaign pages, personalized content, or custom landing pages often require extra development or third-party plugins.
A Headless CMS brings flexibility and freedom — without compromising functionality or performance in your eCommerce experience.
This is how a headless landing page is created in practice (video) – AI Commerce Cloud x Builder
Watch a short example video where we build a campaign page using a visual editor without code. Product data, customer-specific prices, and tracking are automatically brought to the page – all fully integrated into your online store's logic.
AI Commerce Cloud integrates with all popular headless CMS solutions.
Custom components – the smart content management in e-commerce
When you create a landing page using Builder, you can take advantage of AI Commerce Cloud's custom components, which include the functionalities of your online store. This means:
You can create a blog or campaign page that showcases a specific product range.
The article shows what products make up the range and the prices come directly from the ERP.
Logged-in customers see their own customer-specific prices, availabilities, and contents.
You do not need developers to update the page – the marketing team can publish the changes themselves.
Built-in marketing trackers – complete visibility into results
All AI Commerce Cloud custom components include by default:
Server-side tracking
API-based events (e.g. Add to Cart, View Product)
JavaScript trackers (e.g. Google Analytics, Meta pixels)
This enables accurate tracking, measuring, and optimizing of marketing without extra technical work. You can see directly, what the campaign produces – and for whom.
The benefits of Headless CMS for online stores
Publish campaign pages and content without code or support from the development team
Possibility for customer-specific content and pricing
Better SEO structure and site management
Scalability to different channels and language versions
Built-in measurement and performance tracking
Watch the video at the top of the page where we demonstrate how a landing page is created in under five minutes without code using the combination of AI Commerce and Builder.
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