Why unifying app, CMS and account surfaces matters
Keeping the frontend and Payload backend inside the same Next.js app reduces infrastructure drift and lets teams ship faster with fewer seams between content and product.
Draft-readyFoundations
Main Arguments
One routing system for both public and product-facing pages
Direct server-side access to data without extra orchestration layers
Shared component primitives across marketing, dashboard and admin-adjacent flows
Why It Matters
Fewer deploy-time mismatches
Lower complexity for auth and localization
Faster iteration on early product phases