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Marketing Executive

Jamie Gentile-Clarke

Managing Director

Matt Cooke

Website Manager

Nathan McEvoy-Swann

Head of Digital and CRM

Charita Chutoorgoon

Since our 2023 write-up, Sanity has become the content backbone for our headless Shopify builds. We keep the split clean: Shopify manages products and checkout, Sanity powers content and storytelling, Next.js brings it all together on a fast, 

Below is how we structure reusable sections and customise them so marketing teams move faster without turning every page change into a dev task.

Rather than creating bespoke templates for every page, we use a small library of reusable sections (think Hero, Product Grid, Rich Content, Image Banner, FAQ). Editors assemble pages from these building blocks, so layouts stay consistent and new pages can be created in minutes, not weeks. This approach keeps 

in our control while giving non-technical teams clear, focused fields to work with. It’s flexible where it should be (content) and consistent where it must be (design).

We tailor sections to a brand’s story: for example, a product page might include “How it’s made”, care guides, customer quotes, or brand heritage. These sections can also be reused across landing pages and category pages. By modelling the right fields up front, editors can tell richer stories without requesting new templates or layouts.

SEO is baked in from the start with lean, purposeful fields for metadata and structured data - no plugin bloat. That gives search engines the right signals and keeps the site fast.

Product-aware content (without duplicating data)

Shopify remains the single source of truth for products (titles, prices, variants, availability). Sanity handles the editorial layer curation, campaign context, and storytelling. Editors can either hand-pick products for a grid or reference a Shopify collection, and the site fetches live data at render time.

Pages are fetched from Sanity in a single query, then rendered by Next.js. When a section references products, we call Shopify’s Storefront API server-side so prices and availability stay up to date. With incremental revalidation, content and product changes go live quickly - no manual deployments.

On recent builds, marketing teams created seasonal landing pages the same day the campaign was signed off, reusing existing sections and only swapping content. Product grids pulled live inventory and pricing from Shopify, while Sanity managed the story and visuals. 

The result: quicker launches, fewer handoffs, and a more cohesive customer journey.

If you publish simple content a few times a year, a theme-based Shopify site may be enough. Headless shines when content velocity, brand storytelling, and multi-surface consistency matter and when you want to avoid a backlog of template requests. Reusable sections give editors speed and keep engineering focused on the platform, not one-off pages. By letting Shopify own products and Sanity own content stitched together with Next.js, you get a storefront that moves at the pace of your marketing while staying fast, consistent, and scalable.

Wattbike

the human-led tech-enabled ecommerce agency

One year with Sanity: Building better workflows for headless shopify