Five years ago, headless was the hottest thing in ecommerce. Then it went out of fashion. Now it's coming back. So should your brand be doing it?

 

Tom Mucklow-Norell is the co-founder of Superco, a London-based Shopify Platinum Partner working with brands like Represent and Funkin' Cocktails. His view is simple: for most brands, native Shopify is now so good that headless just isn't a smart use of time or money. But there are exceptions, like the famous chef whose recipe content drives such huge organic traffic that headless was the only sensible choice.

 

Tom also explains why big brands are finally leaving Adobe for Shopify, the one part of a migration you can't easily walk back, and how Superco built a B2B trade hub for bartenders on Funkin' Cocktails' first move to Shopify. Plus, why he ignores any tech partner that leads with commission, and why AI agents won't replace the joy of shopping.

 

In this episode:

  • Headless vs native Shopify: when it's worth it, and when it's a waste of money
  • Why headless is suddenly back in fashion
  • Why big brands are finally leaving Adobe for Shopify
  • The migration risk that can set a brand back years
  • Building a B2B trade hub for bartenders with Funkin' Cocktails
  • Why leading with commission is the fastest way to lose an agency's attention
  • Will we ever let AI do our shopping for us?
  • The brands Tom admires most, from Dash Water to Hoka

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