[ericingram]

Thanks @tejasmanohar! It's been a great personal journey and now global team effort to get Swell here. For the HN community, what really makes Swell interesting is that it's build on a fully customizable API schema, which enables you to create custom endpoints (content models) that are deeply integrated with all the standard ecommerce functionality you'd expect from a modern SaaS platform. That's what makes Swell fundamentally an infrastructure, and the foundation of the product.

On top of that, we want to make adopting Swell easy and approachable for everyone, not just developers, so we've created a concept called "headless themes" which is a complete store frontend that we host for you, or you can host yourself on Netlify/Vercel. It's essentially a custom app, but works out of the box as an ideal starting point for the long term growth of an ecommerce brand. The key point is that it's integrated with a theme editor/customizer so that admins can control content and other important aspects of their storefront, as enabled by developers. We're standardizing official themes on Vue/Nuxt.js, because we think it's the most accessible and well documented framework, but themes can be built with React or any future framework that comes around.

Check it out on github: https://github.com/swellstores/origin-theme