News & Announcements

E-Commerce Jamstack Stories from Headless Commerce Summit 2021

News & Announcements

E-Commerce Jamstack Stories from Headless Commerce Summit 2021

And… that’s a wrap on Netlify’s second Headless Commerce Summit! Thanks to all our incredible presenters, sponsors and attendees. If there’s one major takeaway from Headless Commerce Summit 2021, it’s that there’s no one-size-fits all approach to e-commerce on the Jamstack. We’re so grateful for everyone who shared their stories and hard-won lessons.

Missed the summit? Don’t worry, we’ve got you covered. All the videos are available below. 👇

2021 State of Headless Commerce

Presenter: Chris Bach, Netlify

Headless commerce has all sorts of business advantages. Of course we want better customer experiences and improved performance. But without the right team workflows and adoption strategies, getting the benefits of headless commerce is easier said than done. In this keynote, Netlify co-founder Chris Bach helps us rethink team adoption of Jamstack architecture, walking through simple, incremental migration strategies on the Jamstack, and how to improve developer workflows and boost productivity with headless architecture.

Watch the video →

Related Resource: How Jamstack Architecture Yields High Performance and Maximum Conversions

How Spring Scaled to 6.5 Million Stores with Netlify and Jamstack

Presenters: Rick Takes and Paras Chadha, Spring

Learn how the team at Spring (formerly Teespring) designed a headless architecture for commerce and scaled to over 6 million stores. Rick and Paras will talk about their approach to designing their modern API and reducing reliance on their rails monolith while still driving the product forward. They’ll touch on the stack utilizing serverless, AWS API gateway, Lambdas, React and more.

Watch the video →

Related Resource: How Spring uses Netlify to Power 6 Million E-Commerce Stores

Manscaped’s Scaling Story: a D2C Migration from Monolithic Shopify to Jamstack

Presenters: Preston Straight and Alex Luong, Manscaped

Until 2019, D2C company Manscaped was fully built on the Shopify stack. But as they grew into different markets and internationalized their website, they realized this wouldn’t scale. Copying and pasting their theme compounded any errors, and made it challenging to make even minor updates--a must-have in D2C. They decided to migrate to the Jamstack. In this talk, engineers Preston Straight and Alex Luong talk about why they chose the Jamstack approach, and how it affected site performance, scalability, and internationalizing their sites.

Watch the video →

Related Resource: Learn About the Better, Faster Backlinko - Next.js and Netlify

Making Virtual Hype Real: How ComplexLand used headless for a new commerce experience

Panelists: Henri Helvetica, Victoria Duggan, Andrés Smerkin, William Chen

Customers expect more from e-commerce sites than ever, and with a headless approach, ComplexLand delivered. Complexcon is one of the planet’s most hyped events for streetwear fans, brands, and creators. But during the pandemic, it had to be translated to a virtual experience. Enter ComplexLand, built by design & experience agency Jam3 and COMPLEX NETWORKS in collaboration with Shopify Plus partner Riess Group and Shopify. ComplexLand is a 3D e-commerce-enabled video game where users can shop from over 60 brands. The free, immersive virtual experience was built with a tight timeframe using Jamstack.

Watch the video →

Related Resource: Headless Commerce on Shopify: Paul Valentine's Journey

Everlane Delivers High Speed Hyper Personalization At Scale

Presenter: Steve Sewell,

The e-commerce powerhouse, Everlane, published +100 versions of its homepage in a month and dynamically delivered variants to visitors based on their previous purchases, new vs. return customers, etc., without relying on developers. How? With a blazingly-fast React frontend and a combination of static and dynamic rendering paired with a headless CMS (like In this talk we will cover how Everlane is going to market 4x faster and delivering a high performance personalized experience.

Watch the video →

Related Resource: Drag and drop a headless Shopify store with a starter kit for headless Shopify + + Next.js

Distributed Persistent Rendering for Large E-commerce Sites

Presenter: Cassidy Williams, Netlify

In this talk, Cassidy Williams will cover different caching strategies to improve long build times, including serverless, edge personalization, and some tips on the best ways to get the benefits of the Jamstack with Next.js.

Watch the video →

Related Resource: Get Faster Builds for Large Sites on Netlify: On-demand Builders

Supercharging Restaurant E-commerce with Next.js and Netlify

Presenter: Zahid Mahmood,

What happens when brick and mortar stores collide with Jamstack? For Zahid Mahmood, founder of, the combination of Netlify, Next.js, and the Jamstack has opened a whole new world of possibilities – one where building, deploying, hosting and maintaining is done through a single GitHub repo.

Watch this session and learn how a one-person shop is supercharging the restaurant industry in London through a headless approach.

Watch the video →

Related Resource: How to Deploy Next.js on the Jamstack: The Definitive Guide

Foundations of Headless Search and Browse in E-commerce

Presenter: Matthew Foyle, Algolia

The API-first ecosystem and modern web technologies allow for more freedom in design than ever before. With this in mind, how do you implement a best in class experience when it comes to search and discovery in e-commerce?

In this session, Algolia Senior Solutions Engineer uses live examples and current research to help give us insight into how to do this on the Jamstack.

Watch the video →

Related Resource: 5 things to consider when choosing your APIs for Jamstack

How to Build Luxury Experiences on the Jamstack

Presenter: Filippo Conforti, Commerce Layer

In this talk, Commerce Layer CEO Filippo Conforti discusses what he’s learned building sites for luxury brands, and why he founded Commerce Layer to help anyone build luxury website experiences. With monolithic e-commerce platforms, the technology dictates how your frontend layer behaves. Headless commerce gives you the ability to start from the design and build truly luxurious experiences.

Watch the video →

Related Resource: How a Headless Shopify Approach Powers Victoria Beckham Beauty

Inclusive and Accessible Omnichannel Strategies for E-Commerce

Presenter: Rachael Thompson, BigCommerce

In this lightning talk, Developer Advocate Rachael Thompson walks us through best practices for creating an accessible and inclusive omnichannel strategy leveraging the Jamstack using a real-life use case. Starting from the data layer to our product catalog, she looks at each piece of the commerce journey from the lens of accessibility, inclusivity, and networking.

Watch the video →

Related Resource: How to Build JAMstack E-Commerce Store - BigCommerce

Looking for more on Headless Commerce? Check out our comprehensive guide to eCommerce on the Jamstack.

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