JAMM.™ – Matter Launches JAMstack Based Headless Architecture

JAMM.™ is a JAMstack inspired headless framework that will lead our clients into the next generation of e-commerce.

At Matter, we’re constantly looking for ways to improve system integrations so that our clients have the capabilities to achieve the most advanced e-commerce experiences for their customers. This is why we have created JAMM.™, a JAMstack inspired headless framework that will lead our clients into the next generation of e-commerce.

The technology behind e-commerce is constantly improving and evolving into a non-linear structure. As more e-commerce websites are powered by multiple systems, rather than one or two, improved architecture must be implemented to ensure websites are optimized for user experience and don’t render slow page load speeds.

Headless e-commerce is one example of a non-linear e-commerce structure. Headless is essentially a situation where the front-end of a site is decoupled from the platforms that power it. The connection into the front-end is made through JAMstack architecture, which we will outline in this article.

JAMM. Architecture September 2021

What is JAMstack architecture?

JAMstack stands for JavaScript, APIs, and Markup and it represents a system architecture based on client-side JavaScript, reusable APIs, and prebuilt Markup. JAMstack technology is the main component that drives the headless framework as it acts as the front-end accelerator – a front-end starting point that can be the basis of what a website is built on. The front-end accelerator (JAMstack) pulls data into an application and generates HTML markup, ultimately enabling a website to achieve fast load times despite running from multiple systems. 

What is JAMM.™?

JAMM.™ is Matter’s own proprietary take on the JAM front-end accelerator. It uses common frameworks like GatsbyJS and ReactJS to build the system requirements for our client’s individual needs based on their e-commerce strategy. JAMM.™ enables us to build the connections we require into the micro-services that make up each individual tech stack, for example, connections between WordPress and BigCommerce, or between Builder.io and BigCommerce. 


The benefits of JAMM.™

Improved page load speed

One of the main, and most important, benefits of the JAMM.™ framework is that it improves the website page load speed. Google has recently shared it will prioritise user experience through updates to its Core Web Vitals, which measure a site’s performance according to a searcher’s experience when they land on a page e.g page load speed times. 

JAMM.™ is a composable headless solution. This means web pages are pre-built, so when the user visits a URL, the browser loads the content from a single source rather than compiling multiple sources of data as the page loads into the browser. 

Page load speeds are often delayed due to elements loading on the page. Data often sinks between systems which ends up duplicating load times for various elements. What headless provides is a single source of truth for various pages and page elements.

Performance of a live website homepage built with JAMM. Source: GT Metrix

Deep Content Management

We aimed to make more of the website elements manageable for our clients by using Content Management Systems. These systems enable deep and specific control of menus, global content blocks. Specifically, control over page layout and content with Builder.io, which provides a drag and drop style visual editor that looks like the real page – way more advanced than the WYSIWYG editor offered in most content management systems.

User Experience Innovations

The JAMM.™ framework includes built-in enhanced user experience features to optimise the customer experience. Examples include:

  • Personalisation based on Customer Group to cater to B2C and B2B users within the one website
  • Guest wishlist to enable users to shortlist product preferences without the friction of logins
  • Customer returns integration with Gorgias customer service platform making requests simple to manage from one dashboard

Flexibility for a multi-platform tech stack

The JAMM.™ framework is built in such a way that creates a stable microservice ecosystem of platforms to bring together the solution. For example, if a merchant wanted the e-commerce component of their website to be powered by BigCommerce, the blog component of their website to be powered by the WordPress CMS and the internal pages component of their website to be powered by Builder.io (a powerful drag and drop CMS), JAMM.™ would provide the API connections to facilitate the connection of all these systems and display a seamless front-end to the end-user.

Supported Technology Components

The JAMM.™ framework is built with best in breed technologies to deliver an optimal e-commerce system.


BigCommerce is a leading software-as-a-service (SaaS) e-commerce platform that empowers merchants of all sizes to build, innovate and grow their businesses online. 

Advanced Search:

Algolia helps merchants deliver personalised and relevant shopper experiences using AI-powered, advanced site search and discovery.

Product Information Management (PIM):

Akeneo PIM is a cloud-based solution that helps retailers manage product information across all sales and e-commerce channels.

Content Management Systems (CMS):

WordPress is a CMS built to manage blog articles and facilitate content creation from contributors using a widely used system that powers 40% of the internet.

Builder is a headless CMS with a complete no-code visual editor that allows editors to drag and drop to create pages and content with their data and code components.

Marketing Automation:

Klaviyo offers an SMS and email marketing software platform that automates campaigns for e-commerce merchants.

The dotdigital platform is an omnichannel marketing solution for B2C, B2B, and NFP marketers.

Customer Support:

Gorgias is a help desk (help centre or customer support) for e-commerce stores that allows a customer service team to manage support and customer service in one place.

Reviews and User Generated Content:

Yotpo is an e-commerce marketing platform with advanced solutions for customer reviews, visual marketing, loyalty, referrals, and SMS marketing.

Reviews.io gives merchants the tools to collect and manage reviews across a range of third-party platforms.

Stock Availability and Store Locator:

Localisr enables the store locator functionality, allows users to find their nearest store, check stock availability, manage click & collect and link their online store with Google My Business – all in one.

The JAMM.™ Product Roadmap

Our roadmap includes technologies that cater for more e-commerce use cases. This includes structured CMS systems Contentful and GraphCMS, Comestri PIM, SearchSpring for advanced search and merchandising. 

We will also build custom integrations as clients require them.

Register your interest on the form below and one of our product specialists will get in touch to see how our JAMM.™ technology can enhance your customer’s e-commerce experience.