Using GraphQL: A Modern Approach to Data Handling in Web Development

At Kiwi Commerce, we’re always on the lookout for technologies that make web development faster, more flexible, and more scalable. One of the standout tools gaining serious momentum in recent years is GraphQL.

Originally developed by Facebook, GraphQL has changed the game when it comes to how we handle data in web apps. Unlike traditional REST APIs, GraphQL gives developers full control over the data they request—making websites and applications quicker, lighter, and much easier to manage.

In this guide, we’ll explore how GraphQL is used across various headless CMS platforms and frontend frameworks, and why it’s quickly becoming a go-to for modern web builds.

What Exactly is GraphQL?

GraphQL is a query language for APIs—and instead of retrieving fixed data from multiple endpoints like with REST, it allows developers to ask for exactly what they need, all in a single request.

This results in:

• Faster load times
• Less redundant data
• Cleaner code
• And an overall more efficient development process

It’s a smart, streamlined way to fetch and manage content—especially for websites that need to stay light on their feet.

GraphQL in Headless CMS Platforms

The move to headless architecture has opened up endless possibilities in web development—and GraphQL is at the centre of it all. Here’s how it integrates with some of the most popular CMS platforms on the market:

1. WordPress + WPGraphQL

Traditional WordPress sites rely on REST APIs, but the WPGraphQL plugin changes the game. It enables developers to query posts, pages, users, and even custom content types—all with one powerful GraphQL request.

If you’re exploring a move to a headless setup, our headless WordPress guide covers everything you need to know.

2. Contentful

With native GraphQL support, Contentful allows developers to query specific pieces of content like articles, images, and metadata in a lightweight and efficient way. Perfect for content-heavy sites that need performance and precision.

3. Strapi

Strapi is a favourite for custom builds—and with its GraphQL plugin, it gives developers the flexibility to query content types, relationships, and even user permissions. Great for eCommerce platforms and projects with unique content models.

4. Sanity.io

Sanity.io blends structured content with a real-time collaboration interface, and its GraphQL integration lets developers fetch exactly what’s needed for any frontend experience.

5. Ghost

Ghost is all about publishing—and with GraphQL support, developers can seamlessly query blog posts, authors, tags, and more to create dynamic, high-performance publishing platforms.

GraphQL in Frontend Frameworks

GraphQL isn’t just for CMSs—it works beautifully with modern frontend frameworks, enabling real-time updates and smoother user experiences.

1. React

React pairs perfectly with GraphQL using tools like Apollo Client or Relay. You can fetch data for individual components—so you’re never loading more than what you need.

2. Next.js

Next.js offers server-side rendering (SSR) and static site generation (SSG), both of which work seamlessly with GraphQL. This combination is ideal for sites that balance performance and dynamic content.

3. Gatsby

Gatsby uses GraphQL as its core data layer, pulling in content from CMSs, APIs, or files at build time. It’s a go-to for fast, SEO-friendly static sites—and a popular choice for brands looking to optimise page speed and search rankings.

4. Vue.js

Vue developers can use the Vue Apollo library to integrate GraphQL, which simplifies API management and makes it easier to handle dynamic content.

5. Nuxt.js

Nuxt.js, the Vue-based framework with SSR capabilities, also works hand-in-hand with GraphQL. It’s perfect for projects that need a balance of speed, SEO, and content flexibility.

Why We Use GraphQL at Kiwi Commerce

We often recommend GraphQL for client builds—especially those with complex data relationships or performance goals. Here’s why:

• Efficiency: Only request the data your app actually needs
• Reduced Load: Minimise network calls and improve performance
• Flexibility: Tailor your queries for total control over the data structure
• Real-Time Functionality: Tools like Apollo support subscriptions for live data updates

For our clients, this means better user experiences, faster load times, and scalable platforms that grow with your business.

Final Thoughts

GraphQL isn’t just another trend—it’s a smarter, more efficient way to build modern web applications. Whether you’re using headless WordPress, custom platforms like Strapi, or frontend frameworks like React and Vue, GraphQL gives developers (and businesses) a clear advantage.

If you’re looking to future-proof your website or improve how your content is managed and delivered, now’s the perfect time to explore what GraphQL can offer.

Want to learn more about how colour, content, and performance work together in design? Check out our post on how colour impacts your website design—a deep dive into the psychology behind effective web experiences.

Need help building a GraphQL-powered website or migrating to a headless CMS?
Let’s talk. Kiwi Commerce is here to help you build smarter.