How DEITY and commercetools are building the future of ecommerce

At DEITY we’re constantly looking for partners who are equally passionate, innovative and eager to think bigger. That’s how we are repeatedly challenging the status quo, together. Reason for us to join forces with commercetools, also operating in the enterprise tech industry, to fulfil our common goal: to build the modern world of ecommerce. 

commercetools is one of the world’s leading headless commerce platforms focused on creating powerful, highly customized commerce experiences. With a count of more than 250 customers worldwide and 60+ integrations, they are a true worthy player in the world of composable commerce. 

So what do we have in common: 

We do everything with a strong passion for modern technology and innovation, always with our customers as our number one priority.

Our joint vision on modern commerce 

Unfortunately, there are many fast-growing businesses out there that repeatedly run into problems with their tech stack, not being able to keep up with their growth anymore: 

  • Not having the flexibility to provide your customers with best experiences 
  • Not being able to integrate with the services of your choice because you’re stuck on one software package 
  • Problems with reliability, leading to downtime on the most important days of the year, like Black Friday and Cyber Monday
  • Getting in the way of your own growth by not being extensible 

And why is that? Well, this question has one simple answer: if you want to grow, a traditional monolithic architecture for a webshop is often not sufficient anymore, and that’s exactly why we believe in modern commerce. With modern commerce we mean that any business should always be in control over their ecommerce stack. Only when being in full control, can they achieve ecommerce excellence for their customers. No surprise that the well-known modern MACH principles play a huge role in this. 


But what exactly are these principles and how have they taken over ecommerce? 

MACH architecture (Microservices based, API-First, Cloud-native SaaS & Headless) was born out of the belief that any ecommerce merchant needs a high level of control over their business to meet the needs of their customers, now and in the future. To a large extent these MACH principles provide this open, modular environment that enables commerce experiences on any touchpoint, leading to highly differentiated and customized online shopping. However, for us modern commerce goes way beyond MACH, it’s the ecommerce world in which any merchant out there can choose the business services that fit best with their, and their customers’, needs. To create combinations for their shop that we’ve never seen before, without limitations and without the need for re-platforming.

MACH vs Composable Commerce 

If you’re involved in the ecommerce space, whether it’s because you’re a vendor or just because you show interest in the latest trends and technologies, you’ve probably heard about terms like MACH (including headless) and Composable Commerce. But what is the difference between these two? 

MACH is basically just a collection of different technologies: 

  • Microservices
  • API-first 
  • Cloud-native SaaS 
  • Headless 

To understand what MACH does we’ll explain each component separately. 

Microservices are a collection of loosely-coupled services, making the services independent of each other. 

APIs are, purely explained, connectors between different business services, allowing them to talk to each other. 

Cloud-native SaaS simply means that you’re applying a SaaS model, or subscription-based model, allowing users to just deploy the capabilities that they need. 

Headless is the approach in which the front-end of a webshop is decoupled from the back-end, giving you the ability to deliver continuous customer journeys across multiple touch points, without having to worry about your back-end slowing you down. 

Now Composable Commerce is what brings it all together, it leverages modern software technologies by which ecommerce merchants are empowered to select and assemble various “best of breed” commerce solutions and compose them to satisfy their exact business requirements. This enables them to create best-in-class user experiences, without limitations and without re-platforming. Leading to a tremendous increase in average order value, conversions, and site speed.

So as you can see, it’s hard to make a direct comparison. Headless is just a small part of MACH and MACH is one of the things that Composable Commerce enables you to do. 

Together with commercetools, we fully embrace Composable Commerce and we are strongly convinced that this is the modern world of ecommerce, the future. 


Commercetools and DEITY: Making the Impossible Possible

With this modern approach to ecommerce we actually make the impossible possible for our merchants. From now on, commercetools customers are able to keep using their favorite ecommerce platform, but with all the back-end services of their choice. Think of stock management, payment service providers, search and many more. We’ve got you covered!  

Ivo Bronsveld, Head of Integrations at commercetools, says:

DEITY opens up the world of composable commerce for commercetools merchants by providing a powerful set of building blocks. DEITY is a solution to watch, they are one of the next big things in ecommerce.

We help fast-growing online businesses to truly build what’s best for their shop. Work with the services you need, scale limitlessly, release new features in an instant, make your developers happy, and achieve astonishing sales results. Just with the power of a robust and high-performing Middleware! 

Compose, connect, grow, succeed. With DEITY as the true composer of your composable commerce and commercetools as one of the world’s leading enterprise platforms. 

Are you ready to revolutionize your ecommerce? DEITY and commercetools are ready to help you achieve this. Contact us!


About commercetools

commercetools is a next-generation software company that offers a true cloud-native, headless commerce platform that provides the building blocks for the new digital commerce age. The commercetools leading-edge API approach helps retailers create brand value by empowering commerce teams to design unique and engaging digital commerce experiences everywhere – today and in the future.

More information at

One BigCommerce instance with multiple storefronts: it’s possible with DEITY

‘Can I add multiple storefronts to my BigCommerce instance?’ The answer has always been a bitter pill: No. This is simply not possible. Of course you can run multiple stores and use separate BigCommerce instances per store, but that requires setting up and maintaining all of those instances separately, which is very inefficient and time consuming. But not with DEITY! Our core business is to cater for use cases like these, in this case allowing multiple storefronts from one single backend. Why is this such a big deal? This leads to an enormous decrease in license and development costs and opens up new possibilities for amazing user experiences. In this blog we’ll tell you everything about multistore and how this was implemented for a fast-growing American online retailer. 


Back to the basics, what exactly is a multistore? 

Multi-store means that you can control multiple storefronts from one backend. Manage all stores from one single database with full control over each store. Add and edit all your connections, settings and data only once, then share them across multiple frontends. You choose which frontend shows which information and uses which data. You only have one source to maintain. Add as many storefronts as your business requires, it’s very easy! 


Benefits multistore 

You can imagine that multistore functionality brings along many benefits. I think the main benefit for all ecommerce businesses is that having multiple stores on one backend saves you an enormous amount of time in developing and maintaining your site. But also customizations play a huge role in this. You can completely customize your storefronts, that’s where full multi-x comes in; it allows you to change the language, currency, country, warehouse and so on.  

All of these supposedly simple steps will have a positive impact on your SEO. If your site content is relevant for your visitors, they will likely stay, resulting in a decrease in bounce rates and therefore better rankings in search engines like Google. With multiple storefronts you’re also able to improve SEO with internal linking, use your own stores to link to each other. And last but not least, the more storefronts you have, the greater your chances of having multiple listings on the first page of search results. 

I can hear you thinking: ‘But how do I add multiple storefronts to just one BigCommerce instance if they don’t have that functionality in their platform?’ We made it possible for CONSORTIUM: an exclusive marketplace for customizable fashion and lifestyle brands. Read their story below. 

CONSORTIUM’s success story 

CONSORTIUM is a brand and retailer marketplace where brands and retailers can transact, it’s a technology for retailers who don’t have ecommerce or who want to improve their ecommerce and who may not have a point of sale by themselves. 

So, what’s important to mention is that CONSORTIUM doesn’t use the multi-storefront functionality like most ecommerce sites do. Multi-store is usually used within a single company, but they are actually using the different storefronts for different companies. This means that each retail store within the marketplace has its own storefront that is being managed from the backend by CONSORTIUM. 

About one year ago CONSORTIUM was only helping physical stores but a number of events made them realize that moving to ecommerce would bring them dozens of benefits. They explored the options and possibilities for ecommerce platforms, best suitable for their marketplace. Which backend fits best with their goals? Which platform could give them what their business needs, including a headless PWA storefront? And most importantly: how could they build a multi-site platform, giving all brands and retailers their own storefront? That turned out to be the biggest challenge so far: finding an existing ecommerce platform that could pair with a really good headless PWA and at the same time support multi-site functionality. BigCommerce aligns with Consortium’s business goals in many ways, especially their headless setup and prices fit best with CONSORTIUM’s goals, but they don’t support unlimited storefronts on just one backend. So the question is: which technology is able to connect to any major commerce platform in a multisite manner?

DEITY to the rescue 

They compared all major players in the field of PWA and Middleware technology and DEITY turned out to be the only solution being able to provide a really good headless PWA in a multi-site manner, directly integrated with BigCommerce. 

Sam Payrovi, CEO at CONSORTIUM says:

DEITY created for us a pre-packaged PWA that we could rely on. They diligently helped us with the integration and we can now lean on their team for continued development. It really has eliminated the load of building an entire front-end team to develop our own PWA from scratch.

Where BigCommerce requires a licensed instance per storefront, CONSORTIUM was able to connect and manage multiple storefronts on just one instance, paying only one BigCommerce license. This empowers them to use the platform of their choice without having to compromise on other points. 

What did it bring them: 

  • A super strong Middleware added to their webshop 
  • The ability to manage an unlimited amount of storefronts from just one BigCommerce backend, with just one BigCommerce license
  • A direct, out of the box, integration with BigCommerce 
  • A 100% headless PWA storefront 
  • Significant lower Total Cost of Ownership (TCO) compared to alternative solutions

The implementation of this project was completely done by Absolute Web, and what an amazing job they did! Sergiu Tabaran, COO at Absolute Web says: 

DEITY was the right PWA platform that directly integrates with BigCommerce and allows building multiple storefronts, which is essential to CONSORTIUM’s business. But that’s not all: we also implemented StoryBlok for content management, we created a completely customized checkout flow and we integrated price lists. Our developers are very happy with the DEITY platform, they’re excellent in support and the flexibility is amazing!

Why it was a success

Well, first of all the solution gave them the possibility to pursue their goal: to build a headless, multi-site ecommerce marketplace for brands and retailers. One of the reasons for the success of this project was the tremendous decrease in ecommerce costs. Instead of needing a separate BigCommerce license for each storefront, CONSORTIUM was now able to achieve their goal with just one license covering all their storefronts. Time to market and ecommerce costs like the total costs of development, management, and support were significantly lower than alternative options, due to more efficient development. Altogether, the total cost of ownership (TCO) is expected to be much lower than with any other solution. 

Simultaneously, the company is seeing huge increases in traffic each week. CONSORTIUM’s webshop was launched a couple of months ago and in two months time they’ve seen their traffic grow exponentially. An amazing result! Besides, they’ve seen conversion rates like never before! 

Ready for multi-x? 

At DEITY we do not limit ourselves to multistore, but rather support full multi-x functionalities. Multistore, multi currency, multi language, multi everything. You name it, we’ve got you covered! Are you ready to take the next step? We’re here to help you make your ecommerce dreams come true.

So reach out to us, we’re here to help! Contact us

How to know you’re outgrowing your ecommerce monolith?

If you clicked on the link to this blog, it most likely means that you already know that the ecommerce market is slowly but firmly moving towards a ‘best-of-breed’ and modular approach, as this is showing many benefits over a monolith, ‘one-stop-shop’ solution. You may have even heard of the terms ‘Headless’, ‘Composable Commerce’, or ‘Service Oriented Architecture (SOA)’. However, you may have questions about the value of this approach for your specific situation and worry about the complexity of the transition. And you might wonder if it is something you should consider. If this is the case, this blog is for you.

Ecommerce on monoliths

Most ecommerce shops you see today run on a monolith ecommerce system: one platform that encompasses all, or almost all, ecommerce services a merchant requires. Services like product -, order -, stock – and customer management, search, some business intelligence, some marketing and of course a frontend. A good example is Shopify, but also Adobe Commerce, BigCommerce and Shopware deliver these ‘one-stop-shops’ for ecommerce. And if you’re a small business, selling a few products, doing low amounts of transactions, not making much changes, you’ll be happy to work with this solution. After all, there are advantages to working with one ecommerce system: you only have to deal with one vendor. Developers that can work with these systems are more readily available than developers who can work with modern technologies such as React, Vue and NodeJS. And you don’t have to think much about what services you’ll use. You just use what’s available on your platform.

But if your use case is a bit more complicated, if you are growing, if you want more products, more flexibility to adapt your offering, your prices, your user experiences, you might find that your one platform is too limited for you.

Quick fixing your issues

You might first want to explore quick fixes to solve your problem. If you need more functionality, you could look for plugins or direct integrations to add to your current platform. If you have too much traffic for your shop to handle, you could ask your hosting provider to add more servers. Or you could contract a specialised agency or hire more devs to improve the performance of your webshop. These are all good options that can have a measurable impact on the customer experience of your shop. Mind you, the author of this blog has a Magento and hosting background herself, so she’s fully aware of the possibilities in that area. Especially if you are quite content with your platform, but only have one specific problem with your current store, one of these fixes can be a perfect solution for you.

When is quick fixing not enough?

If, however, you have a more complex issue, or more than one problem area, or you expect growth and want to prevent problems in the future, it’s a different story altogether. To see if this is the case for your shop, check all the issues below that apply to you:

Have you checked ‘yes’ on two or more of these issues? That most likely means that your current platform is not up to your needs anymore. You have outgrown a monolith architecture and are more than ready to explore SOA for your business. Or as it is currently popularly called: Composable Commerce. If you want to know more about this, you can read our blog about Composable Commerce.

In short, this architectural approach, when done right, gives you more flexibility, reliability, easier customization, a better fit between your potential market and your customer experience, happy developers and an open path towards growth. 

What will this cost?

Of course, moving towards a new architecture is a big step for a company to take, and requires a lot of strategic thinking and a shift in people and budgets. Your team needs to be ready for a faster-paced future, where tech is no longer the bottleneck. You will be able to leverage the full potential of their creativity, but the transition requires a different mindset and new internal processes.  

But contrary to what you might think, this transition is not necessarily a disinvestment. With the DEITY platform, you can keep using your current system and gradually move parts towards your desired Composable architecture. Working with multiple vendors will mean reorganising your budget, moving parts away from your current platform towards new contracts. But the TCO, Total Cost of Ownership, will in most cases be lower, due to lower license costs, overhead and maintenance costs and cheaper development of new features.  

How to proceed?

Ready to take the first step in your exploration? Contact DEITY. We have guided dozens of customers in this journey and can shield you from common pitfalls. We’re friendly people and we don’t charge for a first advisory consultation :). And we can set your shop on F.I.R.E.: endless Flexibility, Integratibility, Reliability and Extensibility. 

DEITY doesn’t just provide the only true and complete SOA Middleware and Storefront for ecommerce, but we’re also renowned for our solid business advice and great tech support. To give you a sneak preview of how we work together: 

  • The first step is to map the services you are using, the services you want to use and what your ambitions are for the future. Don’t worry if you don’t have a clear view yet, we’ll support you along the way.
  • Of course we need you to think about what you want your frontend to look like and what customer experiences you want to deliver. This is where you can really excel.
  • Then we create a functional drawing of your desired architecture and help you find a great and trusted agency to build all your custom wishes with. 
  • And of course we support them and you, all the way of your journey.

So reach out to us, we’re ready for you.

Contact us or schedule a demo.

Doing the impossible: A PWA in the App Store

When Steve Jobs launched the iPhone in 2007, he told developers to just build software for iPhones inside the web browser: “You’ve got everything you need if you know how to write apps using the most modern web standards to write amazing apps for the iPhone today”. At that time, those web apps had serious limitations in terms of performance and functionality – and one year later the App Store for native apps got released.. 

Unfortunately Steve Jobs never saw his vision become a reality, but now, with PWA as the new web standard, we at DEITY brought his vision back to life and made it happen. We did the impossible: we brought our PWA technology to the iOS App Store.


Progressive Web What?

At its core, a Progressive Web App (PWA) is a web application that uses the latest web capabilities to deliver a native app-like experience to users. PWA’s are reliable, incredibly fast and highly engaging. It is the technology that will bring consistency between web and native apps. It gives businesses the opportunity to target a mass market, and open a whole new world of marketing possibilities.

Since the introduction of Progressive Web Apps in 2015, many companies have taken great advantage of this technology. They are able to deliver highly engaging user experiences, while at the same time reaching new user bases. The most notable use cases have come from large companies like Twitter, Trivago, Alibaba, and Walmart, reporting doubled conversion rates and unprecedentedly growing revenues. All very promising, and with a global pandemic pushing ecommerce faster than ever, we all expected PWA’s to have replaced most consumer facing apps by now – but it hasn’t happened (yet).

And why is that? Well that answer seems to be the same all the time: ‘’A (significant) part of our iOS customers are using our native app, and Apple still doesn’t allow PWA’s to replace the full native app experience.” – hard to argue with that.

From PWA to the App Store

While the world is out there waiting for Apple to finally release full PWA support, like push notifications on iPhone and easy direct downloads, we at DEITY took matters into our own hands.

As true innovation-driven tech enthusiasts in the world of headless, PWA and Composable Commerce, we took on our biggest challenge yet. We challenged Apple and we were able to do what was previously perceived as impossible: releasing our PWA to the App store.

The Challenge

Before taking on the challenge, it’s important to know Apple’s point of view regarding PWA’s in their App store: 

“Your app should include features, content, and UI that elevate it beyond a repackaged website. If your app is not particularly useful, unique, or “app-like,” it doesn’t belong on the App Store.”

A PWA, as a repackaged website, is not considered “app-like” by Apple, which is why a PWA is not accepted in the App Store. Some developers tried to make “a PWA for the App Store”, and with that they technically built a different application. Which then by default loses one of its biggest business values for website owners: using one code-base, one application, one point of maintenance for all channels. Web, Google Play ánd the App store.

DEITY PWA in the App Store

We at DEITY know PWA’s by heart. Even before the word PWA was common knowledge, we were already building and releasing them on live stores. Our platform is more than ‘just a PWA’ with a simple theme and some service workers. True mobile first, native like experiences, with the dynamic flexibility of the web is what we aim for: only the best for the best.

Our new goal was challenging, but straightforward.

  • We want iOS to be part of the PWA ecosystem;
  • And we want PWA to be part of the iOS world.

And so we did. Within just a matter of weeks we were able to work our magic and bring our own demo PWA webshop as a true native app to the Apple App store. Not only were we able to bring our own demo shop to the App Store, we also prepared our platform as such, so any PWA built with our platform can be brought to the App Store. Giving users on iOS a true native app experience while at the same time giving online businesses all the benefits a PWA brings, including cutting duplicate development and maintenance costs and efforts, by working from only one codebase.

Currently, we are working with one of our customers to take this one step further and launch their large webshop, with high volume traffic and transactions coming from native apps, in the iOS App Store. But now fully PWA based. 

With this achievement, we hope to inspire others to push through barriers and build a great ecommerce landscape together. As we proved that the impossible is actually possible: a PWA in the App Store.

A new term in ecommerce: Composable Commerce

About 25 years ago the very first ecommerce websites were launched and a lot has changed since then. Ecommerce went from a completely new and strange concept to an indispensable part of our global retail. Especially with the rising usage of mobile devices, ecommerce is booming. In 2021, smartphones accounted for almost 70 percent of global website visits. It’s not just about running your ecommerce website anymore, it’s also about digital experiences. 

It all started with the traditional and very well-known monolithic, ‘one-size-fits-all’ approach, followed by the more recent and innovative Headless approach. So what’s next? Earlier we already talked about Headless 2.0, but in order to provide only the best, we have to take the next step. The future is here and it’s time for something new… Composable Commerce! 

But what is Composable Commerce 

Instead of using the ‘one-size-fits-all’ ecommerce approach, Composable Commerce leverages modern software technologies by which ecommerce merchants are empowered to select and assemble various “best of breed” commerce solutions and compose them to satisfy their exact business requirements. This enables them to build what their business needs, without having to worry about ‘’re-platforming’’ ever again. And most importantly, leading to unique and best-in-class user experiences. 

Gartner states that:

“By 2023, organizations that have adopted a Composable Commerce approach will outpace the competition by 80% in the speed of new feature implementation.”

And this statement doesn’t come as a surprise as businesses are already facing problems with their current ecommerce stack. Think of: 

  • Not being able to handle high traffic peaks 
  • Slow websites
  • Expensive and time consuming re-platforming
  • Not being able to move fast 
  • No flexibility
  • One single approach is no longer sufficient

With Composable Commerce these worries are a thing of the past, allowing businesses to fully focus on best user experiences. 

Composing commerce together

While all major platforms and commerce services, like CommerceTools, Algolia, Stripe, Contentful, Adobe Experience Manager and others have their API’s ready to be implemented into a Composable Commerce environment, often the actual control center, to connect, monitor, transform, regulate and dynamically push the data is missing. And that’s exactly where DEITY comes in.  

DEITY is a strong middleware with a highly engaging PWA front-end that enables any ecommerce team to assemble, compose and successfully control various tools and services by bringing them all together. Offering a full omnichannel, multi-x and complete headless PWA shopping experience to their customers.

With this unique approach, DEITY is the crucial centerpiece with PWA front-end for any team ready to revolutionize their ecommerce business: ready to achieve ecommerce excellence.

Headless vs. Composable Commerce 

We can say that there’s a big, and many times underestimated difference between the Headless approach and Composable Commerce. Composable Commerce is what’s next. The new big thing in ecommerce. The approach every business should embrace. Headless separates the backend from the frontend, and by doing so, it helps ecommerce merchants to innovate faster on the front-end, the user experience side, only. Composable Commerce takes it a big step further by also separating the backend services, creating a multiX layered environment where multiple back-end services can communicate with each other, but also with multiple front-end channels. With Composable Commerce a merchant does not only have full freedom and flexibility to build the best user experience, but also the freedom to integrate fast with any existing (or tailor-made) back-end service. Literally composing their commerce stack from all the best of breed products out there. 

So why do you need Composable Commerce?

Composable Commerce is a new and upcoming term in ecommerce and more and more businesses start seeing the benefits of it. This new approach enables commerce experiences on any touchpoint which leads to highly differentiated and customer driven experiences. The ultimate way to engage customers with your brand! 

We believe any merchant should always be in control of their ecommerce business. Only when being in full control over the complete business, from back-end to front-end, can they achieve true ecommerce excellence.

DEITY is here to give you that full control. To give the freedom to build what your business truly needs. Like a DJ being in control of the music, who with many different instruments composes a masterpiece, DEITY enables businesses to orchestrate all commerce services and data streams, creating a unique, enterprise ready, shopping experience. 

Composable Commerce at its best: not just connecting API’s together, but truly composing your commerce. With DEITY as the crucial centerpiece in the composable and headless world. DEITY is not just another commerce service or PWA front-end. DEITY is a tool, a platform, a control panel, the mixing table. 

Take over true control of all your different instruments, of all your commerce services, with DEITY as your mixing table. 

Are you ready to take the next step and see what we can do for you? Contact us.

Next Level Commerce: Headless 2.0

While Covid has brought the world nearly to a halt, the ecommerce market has been growing faster than ever. With this intense growth came a demand for faster, better, more scalable and reliable technology. Platforms such as BigCommerce, Shopify, Salesforce and Magento are booming. However, they often cannot meet the demands of these fast growing enterprises who are looking to truly excel in online excellence.

Where before only custom on demand software, that takes months or even years to develop, could meet the business needs, there is a solution that makes every existing solution into a highly customisable and fully flexible platform.

Enterprise Enablement with the ease and speed of SaaS.

The problem

With years of experience in ecommerce of fast growing brands such as Ferrari, HP, Logitech and more, we are able to identify the key factors that are needed to make business successful online, and called it the FIRE Principle:

  • FlexibilityThe business should always be able to build specific what their customers need, without any restriction on either the front-end or the back-end.
  • IntegrabilityThe business should always be able to integrate with any service, payment method or data source that they need. Too many times businesses are restricted by the limitations of their platform: where many many integrations are missing or simply “not possible”. 
  • Reliability – Always being online, being fast and having the possibility to scale without limitations seems a no-brainer, however too many times webshops go down or become very slow due to a high amount of visitors or processes running in the back-end, slowing down their growth. This should never happen. 
  • ExtensibilityThe business should always be able to extend their platform with new services, new features, new innovations, new currencies, new languages and expand to new markets. This should be in the shortest time possible as timing is crucial in this fast changing environment.

If your platform is lacking one or more of these key factors: it is sabotaging your growth. You might have the ambition, the passion, the energy and the momentum to grow your business, however you don’t have the right basis to do so: your platform is your biggest bottleneck.

The limiting factor of your platform is not a matter of features or a bigger server, it has all to do with the architecture of your platform.

Monolithic Architecture

Most traditional ecommerce shops are built in a so-called Monolithic Architecture where everything is tightly coupled: the front-end, the business processes and the data layer. Everything in there, from payments to search, to products and orders is deeply interwoven, heavily depending and even influencing all other processes. 

Although the monolith is relatively simple to develop, it does have a lot of restrictions. Once your ecommerce platform is a monolith, you are fully depending on that system. You lose all flexibility to change, extend or innovate, get into scaling issues very fast and when you really want to grow, you need to do a full replatform. Which will not only cost a lot of time and money, but also brings unnecessary financial and operational risks.



Go Headless With A Decoupled Architecture

The biggest buzzword in ecommerce architecture is the so-called Headless Architecture. In this architecture the front-end is decoupled from the back-end, and connects solely via APIs.This means that the front-end is a stand-alone application that can run and be served completely separately from the backend. It has huge benefits to scalability and ease of adopting modern tools and technologies.

A headless website refers to a situation where there is a traditional ‘back-end’ system, which 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. The Presentation Layer (the front-end), is delivered by a (Javascript) application, rendering the output of this API so it can be viewed in the browser. The front-end itself is no longer dependent on, or heavily interwoven with the back-end, making it a flexible and reliable solution.

Although the Headless architecture is being widely adopted now by big platforms such as BigCommerce, Shopify and Magento and it has many advantages compared to the monolith architecture, these advantages still only apply to the front-end. Yes your front-end is more flexible and more reliable, however you still depend on your back-end system which is still struggling with scalability, extensibility and integrability. And your back-end is eventually the heart of your operational business.



Next Level: Headless 2.0 – Service Oriented Architectures

At DEITY we took the next step: if 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 Decentralised System… a Service Oriented Architecture, a system we call Headless 2.0. 

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.


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 developed the Falcon Middleware: a central ‘station’ that is taking care of all data streams between the multiple back-end services, but also to the front-ends. It regulates where the data comes from, where it should go to and where the true source of data is. It can process and push dynamically the data within 300ms between all the back-ends ánd the (multiple) front-ends.

In this way all services connect directly to the Middleware, they don’t connect with each other, giving you the flexibility to use any service that you want and not being bothered if they can work together. For example you can use WordPress for your content management, BigCommerce for your product, a custom solution for your order management and any payment method that you want. Building a true flexible, integratable, reliable and extensible system for now and in the future. 

Building a shop on FIRE.

The Business Advantages of Headless 2.0.

Having an architecture as described does not only give you technical advantages, it gives you many business advantages as well. 

With a Headless 2.0 you can accelerate your ecommerce growth by reducing time to markets drastically, expand quickly and adapt new features faster than ever. Now and in the future. 

Headless 2.0 also makes the impossible possible for you. Integrate any payment method with any ecommerce platform, even if there is no direct integration. Get a multi storefront on a system that normally doesn’t allow it, build the most crazy user experience you could ever dream of, or build your own custom service and integrate it with a content management system. The possibilities are endless, the only limitation is your imagination.

Last but for sure not least, Headless 2.0 allows you to create incredible user experiences. Not only do you have the total freedom to build the best shop ever, but with just 300ms of dynamic data processing to both back-ends ánd front-ends, you can really build the future of shopping: AI recommendations live on your page? Personalised experiences based on machine learning? No problem, Headless 2.0 enables it for you.

The End of Re-Platforming

To help you get ahead of the game, we built the DEITY Falcon platform that consists of a super strong and fast Middleware and a PWA front-end that can connect to any existing business. This way you don’t have to worry about re-platforming and have a super fast time-to-market now and in the future. 

Technically what we do is connect your existing platform and any service or product you want to use to the middleware. From there we bring all the data to the front-end, which is full PWA and fully open source for you so you can build the best experience for your customer. We give you full enterprise level capabilities and freedom, but with the ease and speed of SaaS.

And that is what next level ecommerce should be all about: focus your efforts and energy on what you know best. On delivering the best, most innovative shopping experience to your customers, surprising them time after time by implementing new features quickly while staying leaps ahead of your competition. 

We will take care of the rest.

Schedule a demo

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! 🔥