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Headless Commerce
Shopify Development
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ARTICLE #33
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Shopify Hydrogen: Is it the future of headless commerce?
Headless Commerce
Shopify Development
Headless CMS
Future of E-commerce
E-commerce Innovations
Headless Commerce
Shopify Development
Headless CMS
Future of E-commerce
E-commerce Innovations
Written by:
14 min read
Updated on: May 27, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Shopify has done it again with Hydrogen—some call it the next big leap in headless commerce, while others see it as rocket fuel for ambitious online retailers. This innovation arose in direct response to the rising demand for headless commerce solutions, offering a fresh way to design custom storefronts within the Shopify ecosystem.
If you are weighing whether this tech could propel your brand to new heights, you are in the right place. Below, we’ll unpack exactly what Shopify Hydrogen is, why it’s making waves, and how merchants can harness it for powerful results.
Shopify has done it again with Hydrogen—some call it the next big leap in headless commerce, while others see it as rocket fuel for ambitious online retailers. This innovation arose in direct response to the rising demand for headless commerce solutions, offering a fresh way to design custom storefronts within the Shopify ecosystem.
If you are weighing whether this tech could propel your brand to new heights, you are in the right place. Below, we’ll unpack exactly what Shopify Hydrogen is, why it’s making waves, and how merchants can harness it for powerful results.
What is Shopify Hydrogen?
What is Shopify Hydrogen?
It is a React-based framework designed to create custom storefronts for Shopify shops. Think of it as a direct competitor to popular tools like Gatsby, Nuxt, or Next.js. While it’s relatively new, it holds a strong advantage: it was developed by Shopify itself, so it integrates neatly with Shopify’s powerful backend.
Hydrogen equips developers with the basic structure, components, and tools needed to build quick, personalised, and engaging shopping experiences. The idea is to give merchants the freedom to shape their online stores without the usual frontend constraints. Developers get a frictionless path to adopt a headless approach, while still relying on Shopify’s robust commerce functionality.
Currently, Shopify Hydrogen is an open-source project that invites developers to enhance the framework over time.
It is a React-based framework designed to create custom storefronts for Shopify shops. Think of it as a direct competitor to popular tools like Gatsby, Nuxt, or Next.js. While it’s relatively new, it holds a strong advantage: it was developed by Shopify itself, so it integrates neatly with Shopify’s powerful backend.
Hydrogen equips developers with the basic structure, components, and tools needed to build quick, personalised, and engaging shopping experiences. The idea is to give merchants the freedom to shape their online stores without the usual frontend constraints. Developers get a frictionless path to adopt a headless approach, while still relying on Shopify’s robust commerce functionality.
Currently, Shopify Hydrogen is an open-source project that invites developers to enhance the framework over time.
Why is Shopify Hydrogen a game-changer for retailers?
For businesses thinking about switching to headless commerce, Shopify Hydrogen might appear to be Shopify’s tactical move—an answer to brands that once looked beyond the Liquid theme, integrating other headless systems while keeping Shopify purely for checkout. Many of these brands flirted with alternative e-commerce platforms like Commerce Tools or BigCommerce.
With Hydrogen, Shopify keeps them within its own ecosystem, offering an in-house approach to building modern online stores with fewer headaches. Essentially, it streamlines a process that used to demand multiple third-party tools:
Frontend Framework (e.g., React, Vue.js, or Angular)
Headless CMS (e.g., Sanity.io, Contentful, or Prismic)
Hosting Platform (Netlify or Vercel)
Now, the recipe can look like this:
Hydrogen for the JavaScript framework
Contentful or Sanity.io through native integration
Oxygen for deployment and hosting
It’s a notable leap forward, but many wonder if it can surpass—or at least match—existing solutions in the headless commerce space.
For businesses thinking about switching to headless commerce, Shopify Hydrogen might appear to be Shopify’s tactical move—an answer to brands that once looked beyond the Liquid theme, integrating other headless systems while keeping Shopify purely for checkout. Many of these brands flirted with alternative e-commerce platforms like Commerce Tools or BigCommerce.
With Hydrogen, Shopify keeps them within its own ecosystem, offering an in-house approach to building modern online stores with fewer headaches. Essentially, it streamlines a process that used to demand multiple third-party tools:
Frontend Framework (e.g., React, Vue.js, or Angular)
Headless CMS (e.g., Sanity.io, Contentful, or Prismic)
Hosting Platform (Netlify or Vercel)
Now, the recipe can look like this:
Hydrogen for the JavaScript framework
Contentful or Sanity.io through native integration
Oxygen for deployment and hosting
It’s a notable leap forward, but many wonder if it can surpass—or at least match—existing solutions in the headless commerce space.
How does Shopify Hydrogen work?
Shopify’s team recognised that modern online shoppers demand speed and personalisation, but combining those elements can slow websites to a crawl. Hydrogen aims to tackle this by offering a suite of technologies that power lively, user-focused online shops without turning page loads into a slog.
1. The Framework
Hydrogen includes a plugin called Vite, supporting server-side rendering and hydration middleware. It’s basically a set of building blocks for your store that balances performance with a better shopping journey.
2. UI Components
Hydrogen also supplies pre-made components, utilities, and hooks integrated with Shopify. Many are built on Shopify’s data models, linking smoothly with the Storefront API or other third-party data sources.
3. Starter Template
If you are short on time (or patience), you can jump-start a project using Shopify’s ready-made template. No fiddling with blank setups—just install, customise, and head off to the races.
The outcome? A fast, flexible store that can wow customers, all while leaning on Shopify’s robust backend.
Shopify’s team recognised that modern online shoppers demand speed and personalisation, but combining those elements can slow websites to a crawl. Hydrogen aims to tackle this by offering a suite of technologies that power lively, user-focused online shops without turning page loads into a slog.
1. The Framework
Hydrogen includes a plugin called Vite, supporting server-side rendering and hydration middleware. It’s basically a set of building blocks for your store that balances performance with a better shopping journey.
2. UI Components
Hydrogen also supplies pre-made components, utilities, and hooks integrated with Shopify. Many are built on Shopify’s data models, linking smoothly with the Storefront API or other third-party data sources.
3. Starter Template
If you are short on time (or patience), you can jump-start a project using Shopify’s ready-made template. No fiddling with blank setups—just install, customise, and head off to the races.
The outcome? A fast, flexible store that can wow customers, all while leaning on Shopify’s robust backend.
Why Shopify Hydrogen is the future of headless commerce?
Hydrogen has turned the standard approach to online store development on its head by merging advanced speed, customisation, and the reliability of Shopify’s backend. Let’s see what sets it apart:
1. Site performance optimisation
A headless commerce setup separates the frontend from the backend, allowing lightning-fast page speeds. With Hydrogen, many stores report loading times dropping from seconds to milliseconds. That means better Core Web Vitals, a more user-friendly shop, and an easier path to personalising pages without bogging down your server.
2. SEO advantages
When you manage your site’s frontend, you can refine everything, from open-graph data to meta titles. Rather than using the default URLs like /collections or /products, Hydrogen lets you customise your URL structure to suit your SEO strategy.
3. Freedom and flexibility
Think of Hydrogen as your blank canvas. Since it’s decoupled from the backend, you can shape the UI however you like, using page-builder tools, your favourite design techniques, or even dynamic content blocks. The frontend and backend connect via an API, so you can update the look of your store without risking a meltdown on the data side.
4. Personalised commerce experience
Traditional e-commerce platforms can stall advanced personalisation efforts. With Hydrogen, your content management system and front end exist independently. That opens new doors for tailoring product displays and marketing campaigns—especially when you combine Hydrogen with Oxygen’s hosting environment.
5. Faster frontend development
Hydrogen offers a stable base, design templates, and reduced complexity—less reliance on third-party tools or complicated custom code. You can hop on the headless commerce train without investing endless time and money.
6. Scalability
Pre-Hydrogen, a big spike in traffic often meant slower load times. Now, Shopify Oxygen’s global hosting solution keeps site performance consistent even under heavy pressure. No need to integrate external hosting providers, no need to juggle multiple dashboards.
Hydrogen has turned the standard approach to online store development on its head by merging advanced speed, customisation, and the reliability of Shopify’s backend. Let’s see what sets it apart:
1. Site performance optimisation
A headless commerce setup separates the frontend from the backend, allowing lightning-fast page speeds. With Hydrogen, many stores report loading times dropping from seconds to milliseconds. That means better Core Web Vitals, a more user-friendly shop, and an easier path to personalising pages without bogging down your server.
2. SEO advantages
When you manage your site’s frontend, you can refine everything, from open-graph data to meta titles. Rather than using the default URLs like /collections or /products, Hydrogen lets you customise your URL structure to suit your SEO strategy.
3. Freedom and flexibility
Think of Hydrogen as your blank canvas. Since it’s decoupled from the backend, you can shape the UI however you like, using page-builder tools, your favourite design techniques, or even dynamic content blocks. The frontend and backend connect via an API, so you can update the look of your store without risking a meltdown on the data side.
4. Personalised commerce experience
Traditional e-commerce platforms can stall advanced personalisation efforts. With Hydrogen, your content management system and front end exist independently. That opens new doors for tailoring product displays and marketing campaigns—especially when you combine Hydrogen with Oxygen’s hosting environment.
5. Faster frontend development
Hydrogen offers a stable base, design templates, and reduced complexity—less reliance on third-party tools or complicated custom code. You can hop on the headless commerce train without investing endless time and money.
6. Scalability
Pre-Hydrogen, a big spike in traffic often meant slower load times. Now, Shopify Oxygen’s global hosting solution keeps site performance consistent even under heavy pressure. No need to integrate external hosting providers, no need to juggle multiple dashboards.
What are the limitations of Hydrogen in Shopify?
Shopify Hydrogen is incredibly beneficial for several reasons, but there are some limitations too that can prove fatal setbacks to the solution of headless commerce.
Requires technical know-how
Traditional Shopify setups are famously straightforward, but headless commerce demands coding expertise and more advanced resources.
No built-in store preview
Liquid-based shops offer easy live previews, whereas Hydrogen requires developers to build a separate environment for that. Not exactly thrilling for non-technical teams wanting a quick look at store changes.
Limited app support
On a classic Shopify store, you can install thousands of third-party apps. But with Hydrogen, that’s still evolving. Adding certain features might mean coding custom “middleware,” which translates to higher development costs.
Shopify Hydrogen is incredibly beneficial for several reasons, but there are some limitations too that can prove fatal setbacks to the solution of headless commerce.
Requires technical know-how
Traditional Shopify setups are famously straightforward, but headless commerce demands coding expertise and more advanced resources.
No built-in store preview
Liquid-based shops offer easy live previews, whereas Hydrogen requires developers to build a separate environment for that. Not exactly thrilling for non-technical teams wanting a quick look at store changes.
Limited app support
On a classic Shopify store, you can install thousands of third-party apps. But with Hydrogen, that’s still evolving. Adding certain features might mean coding custom “middleware,” which translates to higher development costs.
From Hydrogen to Remix
Hydrogen and Oxygen show Shopify’s commitment to future-forward commerce. Yet they’re still a work in progress, and the developer community is actively shaping both tools. Shopify’s Hydrogen 2 marks a fresh leap, now based on the Remix framework (also React-based, but leaning on native web functionalities). This move signals Shopify’s dedication to refining Hydrogen into a serious powerhouse for online shops.
Hydrogen and Oxygen show Shopify’s commitment to future-forward commerce. Yet they’re still a work in progress, and the developer community is actively shaping both tools. Shopify’s Hydrogen 2 marks a fresh leap, now based on the Remix framework (also React-based, but leaning on native web functionalities). This move signals Shopify’s dedication to refining Hydrogen into a serious powerhouse for online shops.
Who should use Shopify Hydrogen?
So far, it’s best suited for:
Brands that crave distinctive user experiences (and have the resources to support them)
Medium to large e-commerce players seeking SEO or page-speed improvements
Companies grappling with advanced localisation needs
Organisations craving multi-channel presence (in-store, apps, etc.)
However, if your brand lacks a robust technical team or you are content with standard Shopify Liquid themes, Hydrogen might be a stretch right now. That could change as the framework evolves, but for smaller or less tech-driven shops, sticking with Liquid might be simpler.
So far, it’s best suited for:
Brands that crave distinctive user experiences (and have the resources to support them)
Medium to large e-commerce players seeking SEO or page-speed improvements
Companies grappling with advanced localisation needs
Organisations craving multi-channel presence (in-store, apps, etc.)
However, if your brand lacks a robust technical team or you are content with standard Shopify Liquid themes, Hydrogen might be a stretch right now. That could change as the framework evolves, but for smaller or less tech-driven shops, sticking with Liquid might be simpler.
Who is using Shopify Hydrogen?
As with any new technology, brands and agencies have approached Hydrogen cautiously. But a few have already seen success:
1. Allbirds
The sustainable footwear brand used Hydrogen to manage localised content and integrate store locators quickly. Their confidence in the framework proved to be a strong endorsement.
2. Kamp Grizzly
This independent agency relied on Hydrogen and Oxygen to produce a fluid, visually rich site. The key was combining brand storytelling with sharp performance.
3. Fashiontofigure
Known for trendy plus-size fashion, the brand’s site emphasises straightforward navigation and speed, made easier by Hydrogen’s structure.
4. Goodnature
This pest-control brand built a user-friendly site that helps visitors quickly locate the items they need. By harnessing Hydrogen, they kept page load times low and user satisfaction high.
5. SKIMS
The shapewear and loungewear company turned to Hydrogen for quick page loading and an appealing interface. While there’s still room for UX improvements, their success highlights the framework’s potential.
As with any new technology, brands and agencies have approached Hydrogen cautiously. But a few have already seen success:
1. Allbirds
The sustainable footwear brand used Hydrogen to manage localised content and integrate store locators quickly. Their confidence in the framework proved to be a strong endorsement.
2. Kamp Grizzly
This independent agency relied on Hydrogen and Oxygen to produce a fluid, visually rich site. The key was combining brand storytelling with sharp performance.
3. Fashiontofigure
Known for trendy plus-size fashion, the brand’s site emphasises straightforward navigation and speed, made easier by Hydrogen’s structure.
4. Goodnature
This pest-control brand built a user-friendly site that helps visitors quickly locate the items they need. By harnessing Hydrogen, they kept page load times low and user satisfaction high.
5. SKIMS
The shapewear and loungewear company turned to Hydrogen for quick page loading and an appealing interface. While there’s still room for UX improvements, their success highlights the framework’s potential.
Will Hydrogen replace Liquid Shopify?
Liquid remains Shopify’s template language, well-suited for typical store setups that blend static and dynamic content. It’s simpler, though not as flexible.
Hydrogen, on the other hand, is a React-based framework that focuses on building headless storefronts. It supports deeper customisation and advanced performance. While it won’t immediately push Liquid aside—especially for brands that enjoy a straightforward approach—Hydrogen might become the go-to for more ambitious or design-conscious merchants over time.
Liquid remains Shopify’s template language, well-suited for typical store setups that blend static and dynamic content. It’s simpler, though not as flexible.
Hydrogen, on the other hand, is a React-based framework that focuses on building headless storefronts. It supports deeper customisation and advanced performance. While it won’t immediately push Liquid aside—especially for brands that enjoy a straightforward approach—Hydrogen might become the go-to for more ambitious or design-conscious merchants over time.
Frequently Asked Questions
What is Shopify Oxygen?
Shopify Oxygen is a hosting service that runs your Hydrogen-built storefront directly on Shopify’s servers. It replaces the need for third-party hosting platforms, simplifying deployment and often resulting in better compatibility and support.
Do you need Shopify Plus for Hydrogen?
No. Hydrogen is open-source and available to any Shopify user. However, you do need Shopify Plus to host your Hydrogen app on Oxygen.
How much does Shopify Hydrogen cost?
The framework itself is free and open source, as is Oxygen. Yet hosting your store on Shopify’s servers at no extra cost typically requires a Shopify Plus plan. Keep in mind that any external APIs or third-party services might charge their own fees.
Wrapping Up
Shopify Hydrogen is making waves in headless commerce, offering a quicker, more creative way to build online stores—particularly for tech-savvy brands. Its success hinges on factors like developer experience and each brand’s unique requirements, but the potential is there to shape the next generation of e-commerce.
If you are excited by the idea of blazing-fast sites, refined user experiences, and flexible setups, Shopify Hydrogen could be well worth exploring. Keep an eye on the framework as it evolves—especially with the leap to Remix—because it just might become a cornerstone of modern online retail.
Frequently Asked Questions
What is Shopify Oxygen?
Shopify Oxygen is a hosting service that runs your Hydrogen-built storefront directly on Shopify’s servers. It replaces the need for third-party hosting platforms, simplifying deployment and often resulting in better compatibility and support.
Do you need Shopify Plus for Hydrogen?
No. Hydrogen is open-source and available to any Shopify user. However, you do need Shopify Plus to host your Hydrogen app on Oxygen.
How much does Shopify Hydrogen cost?
The framework itself is free and open source, as is Oxygen. Yet hosting your store on Shopify’s servers at no extra cost typically requires a Shopify Plus plan. Keep in mind that any external APIs or third-party services might charge their own fees.
Wrapping Up
Shopify Hydrogen is making waves in headless commerce, offering a quicker, more creative way to build online stores—particularly for tech-savvy brands. Its success hinges on factors like developer experience and each brand’s unique requirements, but the potential is there to shape the next generation of e-commerce.
If you are excited by the idea of blazing-fast sites, refined user experiences, and flexible setups, Shopify Hydrogen could be well worth exploring. Keep an eye on the framework as it evolves—especially with the leap to Remix—because it just might become a cornerstone of modern online retail.
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