Best Headless CMS for Agencies: Sanity vs Payload vs Storyblok

When it comes to selecting the best headless CMS for agencies, a thorough evaluation should consider more than just developer experience. Factors like project handover, editor training, billing ownership, and long-term margin sustainability are crucial in determining which platform ultimately succeeds or fails. For a more developer-focused comparison, see my general guide on headless CMS options for Next.js projects.

In my analysis, Sanity emerges as the preferred choice when clients will own the account and desire a customized editing experience. Payload tends to be the optimal solution for agencies who want complete control over hosting and wish to avoid per-seater pricing for numerous smaller sites. Conversely, Storyblok shines when the client is a marketing team that prefers editing directly on the page, and the agency is comfortable with training around Storyblok's component-based model.

Regarding hosting, Sanity offers a managed content backend with the Studio either deployed by the agency or Sanity itself. Payload requires agencies to host both the app and database. Storyblok, meanwhile, manages the content and visual editor within a client's account space. However, the frontend components must stay synchronized with Storyblok's component library, requiring developers to understand both elements during future maintenance.

From an operational standpoint, Sanity projects exist within an organization's account, with the project created under the client's organization. This simplifies the handover process, primarily involving permission adjustments and documentation. The Studio, which is built using React, should also be handed over along with the repository and deployment targets. Remember to account for essential items such as tokens, CORS origins, and webhooks, which are often overlooked during handover.

Payload, on the other hand, involves handing over an entire application, including hosting, databases, file storage, environment variables, backups, and an upgrade path. This comprehensive handover can be advantageous if the client has in-house technical expertise, as it allows them to maintain full ownership of the CMS infrastructure. However, for clients without technical personnel, either retaining control of the system or investing time into training them becomes necessary.

Storyblok presents the simplest handover scenario among the three. Content and the visual editor reside within a space under the client's account, making the transition relatively straightforward. Nonetheless, agencies must ensure that the Storyblok component definitions and the frontend React components remain in sync to prevent future integration issues.