Commerce Jam | February 2025 Edition

Welcome to the February 2025 edition of Commerce Jam.

Do you feel restricted by your eCommerce platform? Whether it's design, performance, or integrations, most platforms have their limits. Headless commerce removes those barriers.

By separating the front-end from the back-end, brands gain the freedom to create faster, more scalable, and fully customized shopping experiences across every touchpoint.

But is it the right move for every brand? And how does it impact site speed, SEO, and the overall customer experience? This month, we’re breaking down what headless commerce really means, when it makes sense to go headless, and what brands should consider before making the leap.

?? In this issue:?

?? Headless Commerce Explained

?? Five Ways to Protect Your Business from the Tariffs

?? eCommerce News & Platform Updates

?? SEO & AI Updates for eCommerce

?? eCommerce Fraud Prevention Tips

?? Resources & Suggested Reading

? 9 Influential People in eCommerce to Follow

?? Final Thoughts

Let’s dive in.

?? Headless Commerce Explained

Headless commerce has been a buzzword in eCommerce for years. Today, its meaning, relevance, and execution have evolved. Initially, headless commerce was seen as a way to separate the front-end from the back-end of a website to allow greater flexibility. Over time, it has evolved into part of a broader conversation about brand differentiation, user experience, and business strategy.

With this evolution, the industry’s perspective on headless commerce has shifted. While its benefits are undeniable, its limitations, costs, and maintenance overhead have made many brands reconsider whether they truly need it.

In this guide, we’ll break down:

• How brands can make an informed decision about adopting headless
• What headless commerce is and how it works
• The pros and cons of headless commerce vs. traditional commerce
• When headless commerce makes sense (and when it doesn’t)
• Real-world brand examples using headless commerce successfully

We’ll also offer a practical, high-level overview of implementing headless commerce on some popular eCommerce platforms.

What is Headless Commerce?

Headless commerce is an architectural approach where the front-end (what customers see and interact with) is decoupled from the back-end (the system managing inventory, orders, and transactions). This separation allows businesses to build fully customized digital experiences without being restricted by traditional eCommerce platforms’ built-in templates and limitations.

Think of it this way – traditional eCommerce platforms are like all-in-one stereo systems where the speakers, amplifier, and source are all built into a single unit. Headless commerce, on the other hand, is like a modular audio system where you can choose the best speakers, amplifiers, and source components separately and connect them together. This modularity gives you greater flexibility and control over the overall sound quality and performance.

Unlike traditional platforms where the front-end and back-end are tightly integrated (such as Shopify, Magento, or BigCommerce), headless commerce allows businesses to use APIs (Application Programming Interfaces) to connect different systems.

This means brands can use a custom-built front-end experience while still relying on powerful commerce platforms for back-end operations.

How Headless Commerce Works

Here’s what a hypothetical headless setup will look like from a 1000 feet view:

1. Content and commerce are separated – the front-end (UI/UX) is built using modern frameworks like React, Vue.js, or Next.js instead of relying on traditional theme-based systems.
2. APIs facilitate communication – the front-end communicates with the back-end (such as Shopify, Magento, Bigcommerce, or CommerceTools) via APIs.
3. Omnichannel deployment – since the back-end is independent, the same commerce engine can power different front-end experiences, including websites, mobile apps, IoT devices, voice assistants, and even in-store digital displays.

Moreover, here’s an overview of the behind the scenes tech stack that powers a Shopify headless store:

Image source Shopify Plus

This setup provides greater control over the shopping experience and enables highly customized customer interactions, but it also comes with significant costs and technical complexity.

?Continue reading the full article on our website here.

??? Tariffs Are Back + 5 Ways to Protect Your Business

Today, new tariffs on imports from China, Mexico, and Canada officially went into effect. For eCommerce brands and manufacturers relying on international supply chains, this means higher costs, disrupted sourcing, and pricing challenges.

Take one of our clients, Tormach, for example. They are a CNC machinery manufacturer who tried to get ahead of Trump’s 2018 tariffs but still got caught in a pricing and supply chain storm (Read their full story here).

Their strategy? A mix of localized production, price adjustments, and supply chain diversification.

If your business is facing similar challenges, here are five ways to mitigate the impact:

1) Diversify your suppliers ASAP -

• If you source from China, explore alternatives in Vietnam, India, or Taiwan.
• For those relying on Mexico or Canada, consider shifting production to U.S.-based suppliers where feasible.

• Some brands are even reshoring critical components to reduce tariff exposure.

2) Use tariff reclassifications & exemptions -

• Some products can be reclassified under lower tariff categories.
• Look into Section 301 tariff exclusions and other legal avenues to minimize costs.

3) Negotiate terms & optimize logistics -

• Suppliers may be willing to share tariff costs if you negotiate.
• Shift from air freight to sea freight for high-volume items to reduce landed costs.
• Warehousing in duty-free zones or strategically importing in batches can help manage expenses.

4) Adjust pricing & pass costs strategically -

• Instead of across-the-board price hikes, consider bundling, premium positioning, or subscription-based discounts.
• Clearly communicate changes to customers; transparency builds trust.

5) Consider domestic & nearshore production -

• Brands investing in automated domestic production can offset higher labor costs.
• Mexico and Canada remain viable options despite tariffs, especially for high-tech assembly and manufacturing.

Final Takeaway: The businesses that adapt early will have a competitive edge, while those who delay may face profit margin erosion. Whether through restructuring supply chains, optimizing logistics, or revisiting pricing models, the key is to stay proactive (like Tormach did).

?? eCommerce News & Platform Updates

TikTok Shop Launches “Most Loved” Badge

TikTok is giving best-selling products an extra boost with its new “Most Loved” badge. This feature highlights top-performing products based on engagement and positive reviews, making it easier for shoppers to trust and buy trending items. If you're selling on TikTok Shop, monitor how these badges influence sales and consider optimizing your listings for engagement. Read more.

Google Ads Brand Guidelines Deadline

Google Ads advertisers should have documented their brand names and logos before March 1st to comply with new brand verification requirements. Failure to do so may result in automated changes to your ad campaigns. If you haven’t already, now is the time to get your assets in place. Read more.

Meta’s Ad Inventory Change

Starting February 24th, Meta is expanding default inventory filters for in-content ads and audience network placements. This means your ads could appear next to a broader range of content, including sensitive material.

To access inventory filters, click on Brand Safety and Suitability settings at the account level or under Placements during ad set creation. Brands can switch from Expanded to Moderate or Limited Inventory to exclude highly sensitive content.

How to stay in control:

• Update your Brand Safety and Suitability settings in Meta Ads Manager.
• Change your inventory setting from Expanded to Moderate or Limited to avoid risky placements.
• Run A/B tests to compare brand safety vs. performance impact.

Read more.

Klaviyo Introduces a CRM for B2C Brands

Klaviyo has launched its first CRM catering exclusively to B2C consumer brands. Unlike traditional B2B-focused CRMs, Klaviyo’s system is built for high-volume eCommerce interactions and automated customer insights.

Some key features of their new CRM? include:

• Customer hub, self-service portal where customers can track orders, manage subscriptions, and browse recommendations.
• AI-Powered marketing analytics for automatic audience segmentation and predicts customer behavior for smarter campaign execution.
• Multi-channel campaigns that enable brands to sync marketing efforts across email, SMS, and paid ads.

Read more.

Nike x SKIMS: A Game-Changing Fitness Collaboration

Nike is stepping into the shapewear and fitness space with SKIMS, Kim Kardashian’s billion-dollar brand. This partnership is set to redefine women’s activewear by blending Nike’s performance innovation with SKIMS’ body-inclusive designs. Expect serious buzz—and serious sales. Read more.

Shopify & Affirm Expand Shop Pay Installments

Shopify is doubling down on Buy Now, Pay Later (BNPL) by expanding its exclusive partnership with Affirm into Canada and the UK. This means more Shopify merchants can now offer flexible payment options at checkout, potentially increasing cart sizes and reducing abandonment.

What this means for eCommerce brands on Shopify:

• BNPL solutions continue to drive higher average order values.
• Merchants outside the U.S. now have access to Shop Pay Installments.
• As BNPL adoption grows, brands should explore how to integrate payment flexibility into their checkout experience.

More on Shopify x Affirm.

BigCommerce Reports Mixed Earnings & Looks to the Future

BigCommerce reported steady but modest growth in its Q4 2024 earnings as it continues competing in the eCommerce platform space.

Key Takeaways:

• Q4 Revenue: $87M, a 3% year-over-year increase.
• Full-Year Revenue: $332.9M, an 8% rise from 2023.
• Enterprise ARR: $256.9M, signaling continued focus on larger brands.

BigCommerce is betting on enterprise growth, emerging markets, and AI-driven personalization to stay competitive. While the platform continues to expand, it faces tough competition from Shopify and other players.

More on BigCommerce’s earnings.

Shopify Reports Strong Q4 2024 Earnings but Faces Investor Concerns

Shopify closed 2024 with solid growth, but investors remain cautious about its 2025 profitability outlook.

Key Takeaways:

• Q4 Revenue: $2.81B, a 31% year-over-year increase.
• Gross Merchandise Volume (GMV): $94.5B, up 26% from 2023.
• Operating Income: $465M, an increase from $289M last year.
• Profitability Concerns: Shopify forecasts lower-than-expected profit growth for Q1 2025, raising investor concerns.
• Stock Reaction: Shares dropped 4% in premarket trading as investors reacted to higher projected operating expenses and slower-than-expected growth.

Shopify is focused on AI-driven innovations, expanding enterprise offerings, and strengthening its merchant tools, but faces increasing competition and pressure to maintain profitability.

More on Shopify’s earnings

Shopify Takes Kanye West’s Website Down

Shopify has officially shut down Kanye West’s website, citing violations of its terms and policies related to hate speech.

Why this matters:

• A reminder that compliance matters—even for big brands.
• Shopify is enforcing stricter policies, ensuring merchants align with its platform guidelines.

Amazon Shuts Down Inspire

Amazon has officially shut down Inspire, its failed TikTok-style shopping feed that launched in 2022. The failure highlights a key lesson: social commerce thrives on engagement, not just transactions.

Why Inspire didn’t work:

• Amazon focused too much on shopping, while TikTok blends entertainment with discovery.
• Users don’t go to Amazon to be entertained; they go to buy.
• Shopify merchants should leverage TikTok Shop & Instagram Reels, where engagement naturally leads to sales.

Read more.

?? SEO & AI Updates for eCommerce

With AI playing a bigger role in search and digital advertising, brands need to rethink their marketing strategies. From Google’s AI-powered search changes to the rise of AI-generated content, here’s what’s shaping the future of SEO.

Google AI Overviews: New “Comparison Mode” for Product Searches

Google is introducing Comparison Mode in its AI Overviews feature, making it easier for shoppers to compare products directly in search results.

How this impacts eCommerce brands:

• Google will automatically generate product comparisons when users search with “vs” (e.g., Macbook pro vs Air).
• Brands need to optimize their product pages (PDPs) with structured data, detailed specs, and competitive differentiators to stand out.
• This could create new ad opportunities within Google’s AI-generated shopping results.

Google Ads Rolls Out Performance Max “Usefulness” Indicator

Google Ads has introduced a usefulness score to help advertisers better measure the impact of their Performance Max campaigns.

How this helps brands:

• Get clearer insights into whether PMax campaigns are actually delivering conversions.
• Fine-tune ad targeting based on Google’s new scoring model.
• Expect future AI-driven enhancements to automated bidding.

More on Performance Max updates.

Klaviyo’s AI-Powered Marketing Analytics

Klaviyo is rolling out AI-driven analytics to help brands predict customer behavior and automate segmentation.

Why this matters for Shopify brands:

• AI-powered segmentation means faster, more targeted marketing.
• Predictive analytics help brands anticipate purchasing trends.
• Automated insights reduce guesswork and improve marketing ROI.

More on Klaviyo’s AI-powered analytics.

Want to See What Your Competitors Are Doing? Use Ahrefs.

Ahrefs has been my favorite SEO tool for the past 10 years. Every day, I spend at least a few hours on their site. Ahrefs offers some cool tracking tools to help eCommerce brands monitor SEO and their competition.

How this helps your SEO strategy:

• Track historical changes on competitor web pages and see how updates impact rankings.
• Identify which SEO tactics are working and apply them to your store.
• Reverse engineer competitor success and refine your approach.

To get your team started, I recommend taking this FREE course.?

?? eCommerce Fraud Prevention Tips

Seeing suspicious orders? Here’s what to watch for. As online fraud continues to evolve, eCommerce businesses must stay proactive. Fraudsters are now using deepfakes, fake credit cards, and AI-driven scams to bypass verification systems and take over accounts.

Some warning signs to look out for:

• Randomly generated email addresses.
• Billing and shipping zip codes that don’t match.
• Orders placed using multiple, different credit cards under the same account.
• Unusual purchase frequency, customers repeatedly ordering high-value products or multiple small-value transactions to test stolen credit cards.

How to protect your business:

To prevent fraud and chargebacks, the first step is to leverage the fraud detection tools that come with your payment processor or your eCommerce platform. After you’ve used what comes out of the box, the following are some apps/third party fraud solutions we recommend:

• Shopify's Built-In Fraud Analysis – Provides risk indicators for every order to flag potential fraud.
• NoFraud (Shopify & BigCommerce) – AI-powered fraud detection and chargeback protection.
• ClearSale (BigCommerce) – AI-driven fraud prevention combined with manual review.
• Signifyd (Shopify & BigCommerce) – Automated fraud protection with chargeback reimbursement.
• SEON (Shopify) – Real-time fraud detection using machine learning.
• FraudBlock (Shopify) – Auto-cancels high-risk orders based on Shopify’s fraud analysis.
• Kount (Shopify) - The full power of Kount's AI-driven fraud prevention solution with built-in, comprehensive fraud prevention

Fraud losses are expected to reach $107 billion by 2029. If you suspect fraud, flag the order and use real-time tools to identify unusual purchases.

?? Resources and Suggested Reading

?? SEO and Content Marketing

• The Future of SEO: Search Marketing Trends for 2025 & Beyond – Explore upcoming SEO trends, including AI integration, voice search optimization, and the importance of authentic human content in a landscape increasingly filled with AI-generated material.
• 2025 Marketing Trends for Content Success: 40+ Predictions – Delve into 40+ predictions on how AI, personalization, and micro-content will shape the future of content marketing.
• 8 Content Marketing Trends Shaping 2025 – Discover the key trends influencing content marketing this year, including AI tools, video dominance, and interactive experiences.

?????? B2B Marketing

• 17 Emerging B2B Marketing Trends To Watch For – A breakdown of the most critical B2B marketing trends, from AI-driven automation to hyper-personalization and new lead generation tactics.
• 10 Proven B2B Marketing Strategies – Learn actionable B2B strategies, including account-based marketing (ABM), social selling, and data-driven decision-making.
• B2B Content Marketing Trends – Insights from new research on how B2B brands are leveraging content, webinars, and email to engage audiences.
• 9 B2B Marketing Predictions – A look at the future of B2B marketing, including shifts in customer loyalty, first-party data, and the role of AI.
• What is B2B Marketing? A 2025 Strategy Guide – A comprehensive guide on how businesses can refine their B2B marketing approach to drive higher engagement and conversion.

?? Paid Search

• Paid Search Predictions: What’s Next for Google Ads in 2025? – An in-depth look at how AI-driven automation and new ad formats are reshaping Google Ads and paid search strategies.
• Voice Search & PPC: 4 Ways to Optimize for the Future – As voice search grows, here’s how to optimize PPC campaigns to capture this evolving audience.
• Amazon Expands Its Ad Business by Letting Retailers Use Its Ad Tools – A look at how Amazon is reshaping digital advertising by allowing external retailers to leverage its powerful ad platform.
• Google’s Meridian: A New Open-Source Marketing Mix Model – Google's new AI-driven marketing mix model aims to help advertisers measure and optimize cross-channel campaign effectiveness.

?? 9 Influential People in eCommerce to Follow

Last month, we looked at nine popular eCommerce podcasts you should listen to. This month, I am sharing nine people in the eCom & digital marketing industry you should follow on LinkedIn.

In my opinion, “If you’re the smartest person in the room, you’re in the wrong room.” Staying connected, whether in real life or online, and following industry experts who inspire us can provide valuable insights and motivation.?

Here are nine experts worth following:

1. Andy Crestodina Co-Founder and Chief Marketing Officer at Orbit Media Studios Andy Crestodina is a renowned content marketer and speaker, specializing in content strategy, SEO, and analytics. He has helped countless businesses enhance their online presence through effective content marketing strategies. Website: orbitmedia.com

2. Jim Herbert CEO of Patchworks Jim Herbert leads Patchworks, a leading integration platform for fast-growing, established brands. With extensive experience in digital commerce, he focuses on helping businesses streamline their operations through seamless software integrations. Website: patchworks.co.uk

3. Harley Finkelstein President of Shopify Harley Finkelstein is an entrepreneur, lawyer, and the President of Shopify. He plays a pivotal role in shaping the future of commerce by empowering businesses of all sizes to sell online. Website: shopify.com

4. Neil Patel Co-Founder of Neil Patel Digital Neil Patel is a New York Times bestselling author and top influencer on the web, known for his expertise in digital marketing and SEO. He has helped numerous companies grow their revenue through innovative marketing strategies. Website: neilpatel.com

5. Kaleigh Moore Freelance Writer and Consultant Kaleigh Moore specializes in writing blog content for eCommerce platforms and the SaaS tools that integrate with them. She contributes to leading publications like Forbes and Inc.com, sharing insights on eCommerce and digital marketing. Website: kaleighmoore.com

6. Brian Dean Founder of Backlinko Brian Dean is an SEO expert and founder of Backlinko, a renowned SEO training and link-building platform. He provides valuable insights and strategies for businesses to improve their search engine rankings and online visibility. Website: backlinko.com

7. Talia Wolf Founder and Chief Optimizer at GetUplift Talia Wolf is a conversion optimization specialist, helping businesses optimize their websites and funnels to convert more visitors into customers. She emphasizes emotional targeting and customer-centric strategies. Website: getuplift.co

8. Ezra Firestone Founder of Smart Marketer Inc. Ezra Firestone is a leading eCommerce expert, specializing in eCommerce marketing and strategy. He shares his knowledge through courses, podcasts, and events, helping businesses scale their online operations. Website: smartmarketer.com

9. Ann Handley Chief Content Officer at MarketingProfs Ann Handley is a pioneer in digital marketing and content creation. As the Chief Content Officer at MarketingProfs, she provides training and resources for marketers to improve their content strategies and drive business results. Website: annhandley.com

Following these professionals can provide you with diverse perspectives and strategies to enhance your eCommerce endeavors.

?? Final thoughts?

To wrap up, headless commerce offers unmatched flexibility and improves customer experience.

Yet, it’s not the right solution for every brand. Choosing between headless and traditional commerce depends heavily on your specific business goals, technical resources, and customer needs.

Keeping pace with platform developments and market trends, as outlined in this issue, positions your brand for sustainable, meaningful growth.

Best,?

Gentian

P.S. I'll be at Shoptalk in Vegas at the end of this month. If you're attending, hit me up. I'd love to connect!

P. P.S. I’d love to hear your thoughts. Please feel free to comment and share your feedback or ideas for future topics.

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