Bringing secure, flexible and ultra-fast checkout experiences to the web

With pride, we announce our partnership with Mollie Payments. Merchants can now offer safe, but also ultra-fast and fully customized checkouts to their customers, leading to outstanding shopping experiences!

We know that it is of high importance that merchants can provide secure, dedicated payment methods to their customers. Businesses obviously do not want their customers to drop-out at the checkout after an optimal shopping experience. The Mollie for DEITY integration gives merchants the ability to create a seamless mobile-first shopping experience for their customers on any device, boosting conversion and revenue. 

Mollie supports many payment methods, including Credit Card, PayPal, Klarna, iDEAL, SOFORT and many more! Merchants are now able to provide customers with their favorite, well-known payment methods, ensuring safe, easy, and ultra-fast checkouts. Just select the payment methods you would like to use from within the Mollie interface and let Falcon do its magic.

The Mollie x DEITY integration comes without any additional costs as it is included within the Falcon Platform. Migrating to Mollie with Falcon is really easy. By utilizing Falcon’s API Manager, you are able to quickly interchange or add new (payment) services. Merchants can even completely customize their checkout.

Benefits of using DEITY Falcon with Mollie

  • Boost conversions by having a ultra-fast PWA website and checkout
  • Easily enter new markets by using the widely available payment options of Mollie
  • Be able to completely customize the look and feel of your checkout
  • Enable payment methods individually and restrict by country
  • Reduce time-to-market through ease of use and headless architecture
  • And many more!

Introducing the launch of the new website of JOSH V

JOSH V wanted to offer their customers a better shopping experience and boost conversion rates by not only providing a complete new headless PWA website based on the DEITY Falcon platform, but also having a seamless checkout experience using Mollie Payments.

Our partner E-Tales has taken care of the implementation, big shoutout to them!

Initially JOSH V was running their store on Magento 1, but with Magento 1 coming to end-of-life, the decision was made to migrate to Magento 2. E-tales has managed to completely migrate the store from M1 to M2, including all history.

The new storefront features a mobile-first design based on Falcon PWA Storefront and uses Falcon UI components which allowed the development team to quickly and easily build the layout from scratch.

In order to serve Dutch customers, Falcon’s headless Mollie Payment integration for Magento has been used to allow customers to use local payment methods to complete their orders.

By using DEITY Falcon Middleware, JOSH V is now able to connect any service their business requires to their store. It allowed them to use the best of both worlds by combining Magento 2 and WordPress and connect them individually to the same storefront.

Take a look at their new website at!

The Falcon Platform

With the Falcon Platform, you take back control of your business. Our Middleware gives you the power to integrate with any third-party service. Even if your current platform or storefront does not support the integration, Falcon does. Using Falcon thus enables you to extend your business wherever you need. For DEITY, no challenge is too big.

You have direct access to PWA functionalities and the latest front-end technologies, giving you the freedom to build amazing experiences for your customers. With the rise of mobile shopping, the Falcon Platform allows you to easily take mobile shopping experiences to the next level.

Falcon supports any eCommerce platform, making it truly platform agnostic. Please contact us if you wish to know what we can do for you!

Together, we’ll provide you with the tools to offer the best shopping experience possible for all your customers!

Why CDN is a must in the eCommerce space in 2021

Did you know that with a 1 second delay in page speed on desktop, the conversion rate decreases with 21,8%?

In recent years, there have been a lot of new changes in the eCommerce world and there are many aspects that exert a great influence on your conversion. What should certainly not be missed, mainly in 2021, is the CDN system.

Let’s dive a little more into this topic!


What is CDN?

The Content Delivery Network (CDN) is a network that consists of servers spread across different data centers in the world. They are designed to host and serve copies of the content of a static (and sometimes dynamic) site. Think of images, CSS, JavaScript and Video streams. A CDN system accelerates the delivery of assets to the visitors, improving their experience.


But what is the advantage of a CDN system?

With a CDN system, different routes are taken when visiting a web page to be able to retrieve different data, such as texts, images, scripts, etc. The advantage of this is;

  • That it results in a shorter route and therefore also a shorter loading time. This is the main objective of the CDN. 
  • You do not have to install servers in data centers around the world and you do not have to pay extra for peak capacity.
  • Also an important advantage is that images, stylesheets, documents, and HTML sites can be temporarily saved and they no longer need to be requested by the web server.


Does this affect accelerating my ROI?

Yes, for sure! Several studies have shown that with a loading time longer than 3 seconds, 40% of website visitors leave the page immediately. This means that an accelerated server has a positive impact on generating more customers. Ultimately, this results in accelerating your Return On Investment.



DEITY also uses a CDN system. This is used for the ‘static’ content of the Falcon Storefront. This includes all content except the products, blogs, and things from third party CMS systems. CDN caches all that content for DEITY from the origin (Google Cloud). This CDN system has ‘Edge’ locations all over the world, so that the end user (consumer) receives the content of the website from the CDN system cache at lightning speed. 


Would you like to know how you can improve your webshop even more based on well-known technical developments? On YouTube you will find several videos in which Jamie will talk about FALCON PWA Storefront during conferences and other speeches. Click here to watch the videos.

The power of PWA combined with Push Notifications

Send Push Notifications straight from your Progressive Web App to the devices of your website visitors (yes, including smartphones, tablets, desktops), and experience the power of direct engagement with your customers.

What is a Progressive Web App?

A Progressive Web App (PWA) is a web application that uses the latest web capabilities to deliver a native app-like experience to users. It is the technology that brings consistency between web and native apps and replaces both with a single instance.

PWAs come along with many benefits as it combines the best functionalities of both responsive websites and native apps. It works across all devices, is indexable by Google, can be installed on a home screen – without going through the app store – and offers the same experience and look and feel of a native app. A PWA is extremely fast with instant results when clicking through pages, provides a great user experience, top speed, and will boost your SEO results within no time.

Another great opportunity that comes along with PWAs is the power to improve direct customer engagement. Progressive Web Apps have the ability to send Push Notifications straight from the website to the mobile devices of subscribers. This leads to higher customer engagement as well as increases in sales and conversions.

What are Push Notifications?

Push Notifications are short, simplified messages that alert recipients to perform a certain action or deliver a certain value. With web-based Push Notifications, you can reach visitors, who are or have been on your website, directly on their smartphones or other devices (e.g., laptops, tablets). No need for personal information or a native app.

Although they don’t sound very exceptional, Push Notifications can add serious value to your business. On average, more than 20% of your website visitors opts-in for Push Notifications because there is no need to share personal information. Visitors simply click the ‘allow’ button and are immediately added to your subscriber base, ready to be targeted with relevant content.

As we spend a lot of time on our smartphones, it is almost impossible to overlook a Push Notification. Thus, Push Notifications are a creative and innovative way to get your customers’ attention and send them back to your website, leading to increased customer engagement, higher conversion rates, and increases in sales.

Push Notifications for Progressive Web Apps

Push Notifications let your Progressive Web App go far beyond the browser and are an incredibly useful way to (re)engage with your website visitors. Notifications can be used by any business, no matter what industry or what products or services they offer.

They can be used to achieve many and diverse business goals. For example, promote discount offers, announce upcoming events, or notify about new items in stock. Or share a new blog or news article, give away free tips & tricks or eBooks, and so on. The possibilities are endless.

Preview of a Push Notification on a mobile phone.
Send Push Notifications straight from your PWA!


Besides DEITY’s Middleware and Falcon PWA Storefront, we provide merchants with the No.1 marketing tool to directly engage with their customers: PushPro. With PushPro, you can send Notifications to segmented audiences with the Audience Segmentation Manager and automate sending Notifications with the Campaign feature. Engaging with your customers has never been easier.

Are you ready to bring your marketing to the next level? Start your 14-day free trial and experience how PushPro can help you with achieving your business goals.

Turn on the FIRE during the festive season

Festive season is around the corner – the time of sales, sales, and more sales! Days like Black Friday, Cyber Monday, and Christmas revolve around offering the best deals to your customers while providing them with the best shopping experience possible.

To ensure top performance during the busiest and most profitable time of the year, it is important that your webshop is on F.I.R.E!

Let’s walk through F.I.R.E.

Flexible – your webshop needs to be flexible to build whatever your business needs. No restrictions, no limitations on either design or functionality.

Integrable – your software needs to be able to integrate with any data source or third-party service. There are so many great services out there, thus no need to develop everything yourself. Integrate fast and intuitive.

Reliable – your webshop should be reliable. With this, we mean it should be able to scale infinitely and withstand any level of traffic without compromising on performance. Especially during the festive season, when the number of website visitors increases by up to 63%, your webshop should be able to withstand traffic peaks. Make sure you are always online.

Extensible – it is crucial to be able to extend and innovate your webshop in a fast and efficient way, with as many customizations as necessary without adding complexity.

These basic principles are needed for online businesses to be successful in the long run, but also allow you to create the best user experience for your customers. Especially during famous sales days such as Black Friday, Cyber Monday, Sinterklaas, Christmas, and Boxing Day.

Visualisation of the FIRE principles to create good shopping experiences for customers
FIRE principles

Boost shopping experience during the festive season

During the festive season, people are always in a hurry to score the best deals. Therefore, it is highly important that your webshop is fast, clear to understand, and easy-to-use because otherwise, customers will leave your website without purchasing… To prevent abandonment, we have developed the perfect solution: Falcon PWA Storefront.

Falcon PWA Storefront is designed for fast-growing companies who need the best tools to excel and keep ahead of the competition. This high-performing Front-End platform is based on the F.I.R.E. principles and gives you the power to create the best Progressive Web App experience for your webshop.

Including out of the box functionalities, such as mobile-first experience, offline mode, add to home screen, full-screen experience, and the ability to send push notifications, it enables you to offer the best shopping experience possible to your customers. This in turn leads to higher engagement, improved satisfaction, and increases in revenue.

Let’s get started now

Ensure top performance, unlimited flexibility, great user experience, and more while gaining up to 20% more revenue. Learn more about Falcon, view the live demo here, and start building your own headless PWA Storefront now.

Turn on the F.I.R.E. and increase customer experience and sales during the festivities! 🔥

Winners of the BC Best User Experience Award 2020

With honor, we can share that we have won the Tech Partner Award for Best User Experience!

October 22, BigCommerce announced the winners of the BigCommerce Tech Partner Awards. Their awards program recognizes top-performing agencies and technology partners for their extraordinary and innovative work for BigCommerce merchants. It further recognizes the best apps and solutions for driving merchant growth.

This year’s award for Best User Experience was given to us!

“DEITY Falcon Front-End Platform for BigCommerce is a fully packed hosted platform, giving you the power to create the best Front-End experience for any BigCommerce shop. This app offers a quick and easy download, so you can get started designing the online store of your dreams.”

We are very proud to win this award. Since October 2019, we have been working closely with BigCommerce to bring full Progressive Web App technology to all their merchants, and we did it! We provide merchants with numerous benefits to keep ahead of the competition and to run and grow their business. Benefits include extremely fast loading times, higher customer engagement, fully platform-agnostic, and increased conversions.

Since July 2020, Falcon PWA Storefront has been live in the BC Marketplace and is available for all BigCommerce merchants. Since October 2020, our headless storefront has also been available in BigCommerce’s newest feature: the Channel Manager.

Visit the BigCommerce marketplace or log in to your dashboard and go to Channel Manager. Falcon PWA can be installed with just a few simple clicks!

Falcon PWA Storefront is not only available for BigCommerce merchants. Also, WordPress, Magento2, or any other merchant can benefit from this great Progressive Web App technology. Thus, Falcon is platform agnostic and can be integrated with any of your favorite content management systems. Check out our live demo or visit our website for more information.

Visual of the Best User Experience BigCommerce Partner Award

Visual Theme Editing with Falcon PWA

The design of your website or webshop is very important because customers form an opinion based on what they see, how they perceive your brand. This, in turn, influences the customer experience. Attractive designs could even lead to an increase in customer retention. Luckily, the Falcon Platform ships with powerful visual theming tools, making it easy for you to theme your store!

One of the things that make the Falcon Platform unique is its theming capabilities and (visual) theme editor. Falcon knows basically two ways for theming: on a code level and in a visual non-code way.

Code-level theming

Within the Falcon Front-End Client, you’ll find two theming packages: the Falcon Front Kit and the Falcon UI Kit.

In the Falcon Front Kit, which is made with ReactJS, you will find all functional components which gather, pass, query, and mutate data from the back-end to the front-end. The purpose of this package is to provide functional components that work tightly with the Shop Extension types to ensure the correct data flow.

The Falcon UI Kit has the actual smart UI components, which allow for customization of the User Interface (UI) and represent shop elements. Every component has a default theme built-in, providing a consistent and pleasing, out of the box look while allowing the possibility to customize it in every detail.

For more information on theming on a code level, please visit our documentation page.

Visual theme editor

As not all of us have experience with coding, we have made it even easier for you to theme your store with the Falcon Visual Theme Editor. With this theme editor, you can easily try out and play with your theme, without needing the help of a developer.

For marketing teams and designers, this is the ideal way to try out new things. When satisfied with the design, they can easily download or copy the code and send it to the developer to implement.

Would you like to see how this works? Check out this video in which Jamie tells you all about Visual Theming with Falcon PWA Storefront.

Not using Falcon PWA Storefront yet? Check out our live demo and fall in love with all functionalities and benefits of Falcon.

PS: Falcon PWA Storefront is available for all kinds of websites, making it platform agnostic. So, whether you have a BigCommerce, WordPress, Magento, Shopify, or another website, Falcon PWA is the one for you.

DEITY comes with software to change eCommerce

When we started a few years ago, we were set out to be naïve dreamers. What were we thinking? Webshops were attached to the ‘all-in-one’ software packages of the big players in the field. Thus, it was not expected that they would be willing to work with other developers. But we, DEITY, proved everyone wrong and are working hard to set a new standard for eCommerce software.

Software for eCommerce businesses

Our goal is to change the world of eCommerce by bringing unlimited scalability, flexibility, and extensibility to any online business. Without any risk or disinvestment. To do so, we provide a much-needed solution that solves crucial platform issues faced by fast-growing merchants.

With our Middleware and Falcon PWA Storefront, merchants are now able to extend their current eCommerce platform or CMS only where needed. We give them the confidence to scale and build whatever they need. Without limitations, no risk, and no disinvestment.

“We differentiate ourselves from the competition by enabling merchants to divide eCommerce software into different modules. This way, they can easily replace or add new features/functionalities, providing them with the power to accelerate growth.”

BOM Brabant Ventures

BOM Brabant Ventures, which invested 2.5 million euros in DEITY, interviewed us and wrote an article about it. In this article, you can read about the origins of DEITY. It also includes a podcast in which founders Jamie Maria Schouren and Roland Bastiaansen are looking back on how DEITY developed over the years. Check it out here. Be aware, the article and podcast are in Dutch.

For more information about our products, visit our website or watch these videos about Falcon PWA Storefront. If you have any questions, please feel free to contact us. We are more than happy to help you out!

DEITY launches Falcon PWA Storefront for BigCommerce

Visualisation of Falcon PWA Storefront for BigCommerce

Falcon for BigCommerce

Empowering eCommerce Excellence – Firebear Studio Review

The global eCommerce market evolves steadily. It introduces new features and trends, expanding the existing borders more and more. The latest software solutions help with accelerating growth. Hereby, improving the lives of customers, merchants, marketers, and developers. As a result, today’s eCommerce systems offer a broad diversity of features, opportunities, and experiences.

Falcon PWA Storefront

Falcon PWA Storefront is one of these new software solutions developed to accelerate business growth. It helps merchants to create the best shopping experience for their customers. This fully packed hosted Front-End platform gives you out of the box top performance such as fast loading times and an engaging user experience. Falcon further includes functionalities like offline mode, add to home screen, full-screen experience, push notifications, and more. Gain up to 20% more revenue by turning your shop into a Progressive Web App.

Aside from merchants, Falcon’s first true user is the developer. Therefore, Falcon comes with ‘batteries included’, a great set of tools for a great experience. We aim to provide developers with the ease, comfort, and speed needed to get their work done effectively.

Firebear Studio

Firebear Studio is a Magento 2 development agency and provides blogs about the latest trends and solutions in eCommerce. They help and teach people to import and export data and review the extensions developed by the Magento community.

Firebear Studio describes the key characteristics of our own Falcon PWA Storefront for Magento 2. Furthermore, they briefly explain what Progressive Web Apps are, who DEITY is, and what other software solutions we offer. The review ends with an explanation on how to migrate your Magento 2 website to a Progressive Web App with Falcon PWA Storefront. Check out their review.

For more information about Falcon PWA Storefront, watch our videos or check out our live demo. If you have any questions left, contact our support team. We are here to help! Let’s Empower eCommerce Excellence together.

Next Level Commerce: Headless Architecture and SOA

Headless Architecture – It’s January 2020. A new decade and a digital era in which eCommerce is booming. Online customers have never been this demanding. We want everything now! It’s a time of high consumer demand, where every moment and experience is a commercial opportunity. Every interaction should be shoppable. Business models must evolve and adapt quickly.

New ideas, new opportunities, new markets, and new selling points follow each other rapidly, and as a company, you need to make sure you keep up. If you want to compete in this ever-evolving, fast-paced market, there is only one option: your software needs to be extendable, maintainable, reliable, scalable, and flexible.

Welcome to the world of Modular Software, the world of Service-Oriented Architectures.

Since 2017, a new wind has been blowing through the world of eCommerce software. A wind carrying the words Headless and Progressive Web Apps. 2019 was the year we all, including big enterprises such as Magento and BigCommerce, fully embraced these terms. 2020 will be the year we evolve even further: to full Service-Oriented Architectures. But what exactly are these things? What does it truly mean? And what will be the impact on your business?

Progressive Web Apps, or PWA in short, are web applications that are regular web pages or websites but with capabilities of native mobile applications. The application type attempts to combine features offered by most modern browsers with the benefits of a mobile experience. It is a set of specific features mimicking an experience, built with specific modern web technologies such as service workers. A PWA is your front-end, it is an experience, a set of technical requirements. By no means, a PWA is a framework, a javascript language, or a software architecture (a more detailed read on PWA can be found here).

When talking about software architecture, we are talking about the structure these kinds of systems live in, including PWAs. We are talking about Monolithic, Headless, and even further, Service-Oriented Architecture.

“Recognising the need is the primary condition for design.” — Charles Eames

Old and Gold: Monolithic Architecture

With traditional Monolithic architecture in eCommerce, everything is tightly coupled: the UI layer, the data layer, the processes. Everything is deeply interwoven, heavily depending on, and even influencing all other processes. A great example of monolithic architecture is Magento (Adobe). In this architecture, everything is tightly coupled and all running in one application, with a layered application design.

In a layered design, we can find different types of components: Presentation (your front-end), Business Logic, and Database Logic. In many cases, also the Application Integration can be found which integrates with other services via messaging or REST API, etc.

Although the monolith can have a modular architecture with different components, the application is packaged and deployed as one. This has many advantages as it is relatively simple to develop and deploy. Monoliths are simple to test and simple to scale using a variety of tools.

When Not To Use A Monolith?

However, as soon as you start to grow, you will run into issues with a monolith very soon. A simple approach has a strong limitation on size and complexity.

  • Monoliths are hard to extend and maintain. When your application becomes complex, it becomes hard to understand how components are linked and how they impact each other. This means making quick (and safe) changes is nearly impossible. Each change requires deploying the entire application and leads to extensive manual testing as the impact can not be guaranteed. Bugs can appear ‘out of nowhere’ which can take a lot of resources to find and fix.
  • Monoliths are not flexible. A monolith by design has a barrier to adopt new technologies. Any change in the framework or language will affect the entire application. An extremely risky, expensive, and time-consuming process.
  • Monoliths are not reliable. As processes in a monolith are deeply interdependent. A bug in any module can potentially bring down your whole system. Often, it’s not even a bug that brings down an application but a simple process taking up too many resources. For example, a Front-End going down when someone decides to export all historical customer data from the CMS system.

Recently Magento made an update to fix the following problem which perfectly showcases how the dependency in a monolith can affect your business process:

“When an Admin user, with the role scope restricted by website, performs operations in the Admin panel (including logging in, saving products, and so on), Magento rebuilds the stored cache. Rebuilding the cache negatively impacts performance and can lead to a site outage, especially during business and/or high-traffic hours.”

There are ways to optimize a monolith, but as soon as your store becomes complex or you want to adopt new changes, you will run into problems again. By itself, some processes could be optimized. An example would be the Front-End (experience). This can be optimized by using technologies like caching and/or service workers which technically makes it into a Progressive Web App. This Progressive Web App then still lives within the monolithic architecture.

Go Headless With A Decoupled Architecture

In much more modern architecture, a Headless Architecture, the Front-End is decoupled from the Back-End and connects via APIs. This means that the Front-End is a stand-alone application that can run and be served completely separately from the Back-End(s). You could even serve the Front-End through a CDN. This has huge benefits to scalability and ease of adopting modern tools and technologies.

The concept of Headless became widely popular in 2018. However, it is not new and has been known as a decoupled architecture.

A headless website refers to a situation where there is a traditional ‘Back-End’ system that businesses can use to maintain content, products, etc., via an admin interface. Then, this content is generated for the site and is accessible via a web-service API, usually in a RESTful manner. Nowadays, this could also be done using GraphQL. The Presentation Layer (the Front-End), is delivered by a (Javascript) application, rendering the output of this API into HTML. It is a stand-alone application that can run on a separate instance and can even be a Progressive Web App when the right requirements are met. However, by default, a Headless setup does not necessarily have to be a Progressive Web App. The key here is the decoupling of the Front-End. The Front-end itself is no longer depending on or heavily interwoven with the Back-End.

Why Would You Need To Go Headless?

In a Headless Architecture, the Front-End (or Front-Ends, as there can be more Front-Ends using one Back-End) is fully decoupled from the Back-End. Technically, this means that Front-End developers can build the Front-End independently of the Back-End developers. Opposed to monolithic architectures where Front-End developers generally have to wait until the Back-End developers are ‘ready’ before they can start working their magic. Decreasing time to markets, complexity of teams, and iterations drastically.

Not only will you speed up the time it takes to implement new features and designs, going Headless will give you (when done right, obviously) massive performance advantages. The Front-End only has to focus on what it does best: delivering an application in a browser and can, therefore, be much more responsive. When introducing techniques such as “single page application”, service workers, and/or caching, the performance will benefit drastically, and be independent of any process running in the Back-End.

Drawback Of A Headless Architecture

There is, however, one major drawback to this: the Front-End still needs data that needs to come from ‘somewhere’. If the API is slow or if the Back-End is not responding fast enough, technically, the Front-End could appear but with missing content and data.

If the Front-End is built and designed in the right way, for example as a ‘single page application’, users might still perceive the application as fast, even though the data is missing. There are many techniques to maintain a good user experience if the Back-End is slow, including caching and lazy loading. Even if the Back-End is completely unresponsive, it is possible to communicate this to the user in a friendly way.

Data in a Headless Architecture

So where exactly is the data coming from? Well, that can be any system. This could be Magento, WordPress, BigCommerce, Shopify, or whatever the merchant chooses to work with. Even when a Back-End platform is chosen, with the right use of Headless Architecture, a merchant can decide to migrate the Back-End system at any time without it having any impact on the Front-End.

The main advantage of a true Headless Architecture is flexibility. The front-end can integrate with any data source and can be built using a modern tech stack that is not impacted by Back-End processes. They can be easily scaled, and of course, they can be a Progressive Web App.

A great example of headless architecture is BigCommerce. BigCommerce can run as a monolithic architecture, with a coupled Front-End, but as they have 90% of their platform data exposed via API, it provides headless commerce out-of-the-box.

An easy way to get started with BigCommerce in a Headless architecture is to use BigCommerce in combination with Falcon PWA Storefront, a PWA for eCommerce. The two companies partnered up to provide a seamless shopping experience with a super fast and highly flexible Front-End by DEITY while all the content and data is provided by BigCommerce.

Next Level: Service-Oriented Architectures

Now we know how a Headless Architecture makes your Front-End more flexible, more scalable, and easier to maintain. What if we apply this same principle to Back-End systems?

What if we define Back-End processes as separate services, for example, order management, stock management, assortment management, logistic services, payment services, and more — and build them all decoupled from each other? In this instance, we are building a Decentralized System… a Service-Oriented Architecture. Such architecture will bring flexibility, extensibility, scalability, and reliability to both Front-End and Back-End processes – the ingredients needed to build a robust, yet lightweight, enterprise system that is ready to accelerate any business.

Service-Oriented Architectures And Middleware

The Service-Oriented Architecture significantly impacts the relationship between the various systems and the database. Instead of sharing a single database schema with other services, each service has its own database schema. Having a database schema per service is essential if you want to benefit fully, as it ensures loose coupling. Moreover, a service can use a type of database that is best suited to its needs (also known as polyglot persistence architecture).

So how does that work? With all these systems separate and decentralized, where do we exchange data? And how do we ensure that the data is clean, that no duplicate data exists, and the data knows only ‘one source of truth’?

We could build all separate APIs per service and maintain in each service where the data should go to (and what the true point of data is). But with many data streams, complex individual services, and fast-growing companies who want to extend functionalities quickly, this could get messy and very complex.

Therefore, in a true Service-Oriented Architecture, we use a Middleware. This (smart) Middleware connects all the dots between the systems and services. It regulates where the data comes from, where it should go to, and where the true source of data is. Processes we can find in Middleware include authentication handlers and messaging systems.

In a traditional SOA, we would use a Service Orchestrator and ETL (Extract, Transform, Load) tool to make our data accessible, meaningful, and usable across disparate data systems. In more modern tech stacks, we can use GraphQL with an API for this.

Benefits of Service-Oriented Architectures

Building such architecture gives you the (Front-End) advantages of a Headless Architecture and bringing the same scalability, flexibility, extensibility, performance, etc., to Back-End processes. It could be said that a ‘Headless Architecture’ is a ‘light’ or ‘early’ version of a Service-Oriented Architecture.

  • A Service-Oriented Architecture tackles the problem of complexity that monoliths have by decomposing the monolith into a set of manageable services. These are much faster to develop, much easier to understand, much easier to maintain, and much more flexible. You can adjust, extend, and do whatever your business requires easier and much faster.
  • As each service is a stand-alone application, it could be developed, maintained, and deployed as such. This allows for independent (external) teams, continuous deployment, hassle-free extensibility, and unlimited scalability per service.
  • Adopting new technologies is much faster, and developers can choose the right technology for each service, not being bound to whatever (legacy) technology was chosen at the beginning of the project.

Last, but definitely not least. It’s worth mentioning that, specifically for eCommerce, there are many services on the market that are perfectly executing certain tasks. We are all familiar with services such as Algolia for search, PayPal for payments, Akaneo for product information management, WordPress for content, etc. With so many great tools out there, it would be a shame (and unnecessarily complex) to rebuild each service by yourself. In a Service-Oriented Architecture, you can connect any existing service to your Middleware, composing the best set of tools for your business, and compliment your landscape with custom made services where needed.

By the use of Middleware and a Service-Oriented Architecture, you get full freedom in what you use, how you build your business, and what you want to do next. No choice will bind you for years or be massively time-consuming. Your business becomes flexible, scalable, and can adapt as quickly as the market is changing.


If you had to build this from scratch it would be very complex. The good news is, you don’t have to start from scratch, You don’t even have to bother with deployment processes.

DEITY is a software company specialized in Service-Oriented Architecture-based applications for eCommerce. We can provide you with the basics (and more complex steps) for these architectures, whether you want to go full SOA or take the first step and go Headless. Our software can even connect your current store and systems to their Middleware, which will make the first steps to decouple your system. Without disinvestments in your current system, DEITY will then give your system unlimited flexibility, extensibility, scalability, and the power to grow within no time.


Since the world of eCommerce is getting more demanding, more complex, and growing at an exponential rate, it is very wise to (re)think about the basics. What is my store, what do I need, what system do I want to use, or which one is already used, what are the goals, and where am I going to be in 5 years?

Contrary to what some companies have been stating in the last 2 years, using new tech such as PWA will not magically solve all your problems, give you massive performance gains, or allow for unlimited scalability. These techniques have to be used carefully in combination with the right architecture to be the basis of your future success.

Although maybe the initial setup might be a bit more complex and have a steeper learning curve, in the end, you will end up with a less complex, much more flexible, and more logical system. You will not run into problems as soon as your business starts to grow. Giving you the time to focus on building great experiences and functionality, rather than maintaining complex code.

And that is what next-level eCommerce should be all about. Focus our efforts and energy on what we are good at, on delivering the best, most innovative experience to our customers, surprising them time after time by implementing new features fast while staying leaps ahead of our competition.