Jamstack for ecommerce: hype or must-have?

Jamstack for Ecommerce: Separating Hype from Necessity

Introduction

The Jamstack architecture, which promises enhanced web performance, easier scalability, and improved security, has been gaining rapid adoption in recent years. According to the HTTP Archive, the share of Jamstack websites increased from 0.38% in 2019 to 1.11% in 2021. This growth is further supported by substantial investments in technology providers, with companies like Netlify and Vercel achieving multi-billion-dollar valuations. Despite its popularity, some critics dismiss Jamstack as nothing more than a rebranding of static websites. In this comprehensive analysis, we delve into the world of Jamstack for ecommerce and explore whether it’s truly a game-changer or just another buzzword.

Understanding Jamstack

Before delving into the discussion, let’s decipher what the acronym JAMstack stands for:

1. J for (Client-Side) JavaScript
2. A for (Reusable) APIs
3. M for (Prebuilt) Markup

These three components work together to create a functional, albeit primarily static, website. In an ecommerce context, this means serving static product pages alongside APIs that handle checkout and payment processes. Over time, the term has transitioned from “JAMstack” to the more inclusive “Jamstack,” representing a broader development pattern rather than specific technical components.

The key features of the Jamstack approach include pre-compiled pages with all necessary HTML, CSS, and JavaScript files delivered via a Content Delivery Network (CDN). This differs from traditional server-side architectures, which dynamically generate HTML upon each user’s request. In Jamstack, the frontend is decoupled from the backend and databases, with JavaScript and APIs facilitating interactions between the frontend and the user.

Building Blocks of Jamstack

To create a Jamstack website, you need the following components:

1. Hosting and Deployment Platform: Options like Netlify, Vercel, AWS, and Firebase.
2. Headless CMS: Choices include Contentful, Strappy, Sanity, Fabric, Sylius, Magnolia, Agility, Contestack, and many more.
3. Static Site Generator: Utilize tools like Gatsby, Nuxt.js, Hugo, Eleventy, and Jekyll.
4. Frontend Framework: Pick from React, Vue.js, Svelte, and Angular.
5. API-Based Microservices: Incorporate services like Auth0, Disqus, Algolia, Optimizely, TwicPics, and headless commerce modules.

This ecosystem of API services enhances the flexibility and functionality of Jamstack websites.

Advantages of Jamstack Architecture

1. Web Performance

Compared to traditional web architecture, Jamstack websites eliminate the delays associated with dynamic HTML rendering and complex server-database interactions. The pre-built flat HTML files served via CDNs result in significantly faster page load speeds. Real-world cases have seen a 200% increase in mobile page load speed and a Google Lighthouse optimization score improvement from 52 to 100.

2. Scalability and Cost Efficiency

Jamstack simplifies the process of building scalable and cost-effective websites. Decoupling the frontend and backend encourages the use of easily scalable microservices. Pre-building the frontend reduces server load dependence on the number of concurrent visitors. Content delivery networks further optimize page serving, reducing infrastructure costs.

3. Developer Experience

Jamstack relies on reusable APIs, reducing the need to reinvent the wheel and lowering maintenance workloads. This results in an excellent developer experience, faster time-to-market, and a more efficient development process.

4. Security

Jamstack’s static nature enhances security. With no user connections to the server or database, the attack surface is minimized. Even if one API is compromised, the well-implemented Jamstack architecture keeps the underlying infrastructure secure.

Limitations of the Jamstack Architecture

While Jamstack offers numerous advantages, it has its limitations:

1. Dependency on Third-Party Services

For dynamic features, Jamstack relies on third-party services or custom-developed backend functions, which may not be suitable for complex web applications.

2. Build Process Time

Jamstack’s build process can be time-consuming, especially for large websites with frequent updates. Although solutions like incremental builds exist, it may not be ideal for projects requiring ultra-frequent updates.

3. Non-Technical Contributor Challenges

Jamstack websites may be challenging for non-technical contributors, as they lack a built-in live preview feature. Workarounds are available, but it adds complexity.

Is Jamstack Suitable for Ecommerce Websites?

The suitability of Jamstack for ecommerce websites depends on their size and complexity. While it offers excellent web performance and time-to-market advantages, the limitations must be considered. Implementing features like A/B testing, personalization, and dynamic content is feasible but may require additional effort. Notably, as of 2022, major brands have not widely adopted the classic Jamstack pattern for ecommerce projects. However, it is a popular choice for personal blogs and B2B portfolio websites.

According to the 2021 Jamstack community survey, ecommerce is the third most popular use case for this architecture, following personal blogs and B2B portfolio websites.

Notable Examples of Jamstack Ecommerce Websites

Several notable ecommerce websites have successfully adopted the Jamstack approach, utilizing various technologies:

1. Biomarkt.de: Utilizes React, Gatsby, Tailwind CSS, CMS Sanity, and CommerceLayer.
2. Butcherbox: Relies on React, Gatsby, Nettlify, and Contentful.
3. Jeanscentre: Incorporates React, Gatsby, CMS Prismic, CommerceLayer, Cloudinary, and Freshchat.
4. Gobi Cashmere: Utilizes React, Next.js, Netlify, Tailwind CSS, and Shopify Plus.
5. Mr Beast Merch Shop: Powered by React, Next.js, Vercel, and Shopify Plus.
6. Tediber: Implements NuxtJS, Vue.js, Netlify, and Sylius.
7. Urban Armor: Utilizes React, Gatsby, Netlify, Contentful, and Shopify Plus.
8. Victoria Beckham Beauty: Incorporates Vue.js, Gridsome, Netlify, Contentful, and Shopify Plus.

Concluding Remarks

Jamstack has become an attractive option for various ecommerce contexts. The continuous development of the Jamstack ecosystem aims to address its limitations, making it compatible with WYSIWYG editing, frequent updates, and large-scale projects. As advanced techniques blur the line between Jamstack and traditional architectures, a combination of both approaches may be the future of web development, ultimately making the term “Jamstack” obsolete.