Headless Commerce: Shopify Hydrogen vs Next.js Commerce vs Custom
Headless commerce promises a fast, conversion-optimized storefront on top of a flexible commerce backend. Three architectures dominate the conversation. Here's where each wins.
Key takeaways
- Shopify Hydrogen: best when your commerce platform is Shopify and you want a fast Remix storefront. Tight integration, fast time-to-market.
- Next.js Commerce: best when you want flexibility on backend (Shopify, BigCommerce, Saleor, Commerce.js, Medusa). Strong React ecosystem fit.
- Custom (Next.js + Medusa or Saleor or custom): best when your commerce logic genuinely doesn't fit a platform. Highest ceiling, highest cost.
Why this matters
The storefront decision compounds for years. Picking Hydrogen because everyone else uses Hydrogen, then realizing you needed Saleor's flexibility, means a re-platform. Pick once, pick right.
Shopify Hydrogen
A Remix-based framework purpose-built for Shopify storefronts. Direct integration with Shopify Storefront API, server-side rendering, edge-friendly via Oxygen hosting.
Wins when: You're on Shopify (Plus or Standard), you want maximum performance, you want first-party tooling for cart, checkout, customer accounts.
Watch out for: Tied to Shopify (good if you're not leaving). Remix-based; team needs Remix familiarity.
Next.js Commerce
Vercel's framework example for headless commerce. Pluggable backends: Shopify, BigCommerce, Saleor, Medusa, Commerce.js, Swell.
Wins when: You want React/Next.js, flexibility to swap commerce backends, deployment on Vercel/Cloudflare.
Watch out for: It's a reference implementation, not a turnkey product. Expect engineering investment.
Custom (Next.js + Medusa/Saleor/Commerce.js)
You pick a backend (Medusa for self-hosted JS, Saleor for GraphQL Python, Commerce.js for headless SaaS) and build the storefront on Next.js (or any framework).
Wins when: Your commerce model is non-standard (subscription-heavy, marketplace, complex pricing, B2B with quotes/contracts).
Watch out for: Highest cost, slowest time-to-market. You're committing to ongoing engineering ownership.
Cost rough order
- Hydrogen: 4-10 weeks initial build, low ongoing engineering
- Next.js Commerce on Shopify: 6-12 weeks, low ongoing engineering
- Custom (Medusa/Saleor): 12-24 weeks initial, moderate ongoing engineering
What we recommend
Are you committed to Shopify? → Hydrogen. Want flexibility but a platform-managed backend? → Next.js Commerce with Shopify or BigCommerce. Have genuinely custom commerce needs (B2B, marketplace, subscription)? → Custom with Medusa or Saleor.
FAQs
Hydrogen on Oxygen vs Vercel? Oxygen is purpose-built; Vercel is more general. Comparable performance.
Can we mix? Yes, Shopify backend with non-Hydrogen storefront is common.
What about Sanity for content? Excellent companion to any of these for content-heavy commerce.