I came across ElasticPath's site and learned about "headless commerce" i.e. commerce not tied to a traditional storefront but rather a purchase experience that can be completed on wearables, instagram posts, myriad devices besides a mobile phone etc. According to their website:
"Now shoppers want brands to meet them where and when it’s most convenient and they have little patience for buying experiences that don’t fit the way they live and work. How many of you have clicked a social media ad only to be redirected to the merchant’s website?
Nine times out of ten that point of friction is where my purchase journey ends and the merchant loses a sale. I simply won’t bother to navigate the storefront to find the item that caught my attention.
Unfortunately, this scenario plays out daily for millions of consumers in different ways because the brands they attempt to buy from don’t have an eCommerce platform that can support all their customer touchpoints."
How prevalent is this today and how important is it going to be in the future? What should a small merchant do? Continue investing in our Shopify site? Or allocate the budget to building "headless commerce" experiences? For the latter, we are afraid of getting the timing wrong and being "too early".