Headless CMS with Next.js: Contentful at Scale

Contentful + GraphQL + Next.js is a powerful stack for e-commerce — but content modeling decisions made on day one determine how painful updates become at month six.

For Othaim Markets, the priority was marketing velocity without redeploys. GraphQL let the frontend fetch exactly what each page needed; Contentful gave merchandising teams direct control.

Performance patterns: static generation where possible, selective revalidation for product pages, and GraphQL query batching to reduce waterfall requests under traffic.