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.<p>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.<p>Check it out on github: <a href="https://github.com/swellstores/origin-theme" rel="nofollow">https://github.com/swellstores/origin-theme</a>