Content as a service (CaaS) and why it’s great for eCommerce

by Ned Hallett
As Digital Marketing Manager and JAM’s primary pair of lungs, I provide the JAM-y take on the ever-evolving worlds of DevOps, SaaS, MACH - and acronyms yet to be coined.
Published on November 2022

Content as a Service (CaaS), or headless CMS, is a cloud-based content management approach that enables organisations to easily and flexibly create, store, manage and distribute content to various front-ends.

While standard CMSs couple the back-end (where content is managed) with the front-end presentation layer (where content is displayed) CaaS separates the two, allowing for more flexibility.

CaaS is still a relative newcomer, but it’s already made a bit of a splash. 

In this article, we’ll look at how CaaS works, some examples and why it’s a great tool for eCommerce platforms.

How CaaS works

In CaaS, content is stored in a central repository which can be accessed by any number of front-end applications via API.

This essentially makes CaaS a lot more like tapas vs. the boring set-menu CMS.

For example, a retailer could use a CaaS solution to easily serve a single set of product descriptions to their eCommerce website, mobile app and in-store display screens.

An example of CaaS

There are many different CaaS providers on the market, each offering a unique set of features and services.

Today though, we’re going to talk about one of our favourites: Kentico Kontent.

Like all CaaS and headless type offerings, Kentico Kontent offers users a way to easily and efficiently manage content at scale. But a few features set it apart.

User friendliness 

One of the main objectives of the new wave of CMSs and DXPs is to offer non-technical users the chance to easily author experiences. Kentico Kontent’s interface stands out from the competition in terms of just how easy it is to use, so it’s right on trend.

Feature rich content editing 

In some ways the real meat and potatoes of what a CaaS solution should offer, Kentico Kontent’s content editing capabilities (a veritable tongue twister) offer a broad toolset and the ability to easily incorporate 3rd-party assets – such as 3rd-party video and AI – through custom elements.

Great customer support on all packages 

While some CaaS providers can make entry-level package users feel like they’re not worth support’s time, Kentico Kontent offers comprehensive customer support even on the more competitively priced packages.

Offload onto third-party providers 

The CaaS approach allows you to offload the task of managing and storing content, making your application slimmer. To further streamline your application, read our thoughts on eCommerce and Jamstack.

Applications of CaaS in eCommerce

Kentico Kontent and CaaS in general have great applications for eCommerce businesses.

Managing inventory

Inventory management is a critical part of any eCommerce business. CaaS quickly and easily allows companies to update product information across all channels, such as pricing and availability.

Social media integration

You can use CaaS to easily manage and publish content to social media channels such as Facebook and Twitter. This is a great way to increase brand awareness and drive traffic to your eCommerce website.

Creating dynamic content

CaaS can help you create dynamic content that is personalised for each user. You can use data from your eCommerce platforms, such as purchase history and demographics.

How we can help 

As a next-gen MSP with a great track record supporting eCommerce and headless stacks, we can help anyone from start-up to enterprise on their journey to smarter content.

So to talk about headless, CaaS, or anything else, just get in touch.



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