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“There's a misconception that because it's headless, it has nothing to do with the experience. But it’s the opposite. With the headless approach, it's way easier to build a unique experience that is suited to your customers than customizing an existing one.” In today’s episode, Brian speaks with Dirk Hörig, Founder and CEO of commercetools. Dirk is a true pioneer of the API-first approach. His business, commercetools, has quickly grown from a one-man band to a multinational organization at the forefront of innovation in digital commerce. In this insightful conversation, Brian and Dirk touch on a number of topics relating to commerce platform technology, including: - How Dirk became a pioneer of the API-first approach and why it’s integral to success in eCommerce. - The benefits and misconceptions about headless commerce and how to best articulate its benefits to the key stakeholders in your business. - How Covid-19 will shape the future of eCommerce and what this could mean for the adoption of AR and VR over the coming months. If you want to stay ahead of the curve, this episode is full of information about transforming commerce platform technology. We’d love to get your thoughts on this episode, as well as any recommendations for future guests, so please get in touch at To learn more about Dirk, check out his LinkedIn profile at To learn more about commercetools, please visit

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