[ngellner]

Some super good points!

On the last point on the adoption vs. hype question. Indeed there has previously been some strong buzz-word tendencies around headless architecture probably way ahead of the relative use of such solutions. Nevertheless, I also believe that the demand of such solutions from the merchants' side has been steadily increasing recently due to:

* increased ecom competition; making it more important to differentiate through enhanced performance (page-speed + SEO); better UX; advanced analytics and tools to create differentiated customer journeys - all areas that are better catered for with a headless solutions

* more advanced merchant use cases; more B2B companies coming into the ecom market with complex needs or social commerce solutions not covered by existing solutions - these all need a specialised setup which is better build from a headless foundation

* more digital-first/digital-only merchants coming to market with a strong ecom focus and not willing to make setup compromises which you often will have starting with a monolithic structure

That being said, there is still a long way to making headless the preferred way of building commerce - but the tailwind seem to be there!

EDIT: Formatting