[Head-to-head comparison]
Contentful vs Payload
Contentful vs Payload for structured content, compared across editing, modeling, localization, governance, hosting, APIs, cost and migration.
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By Kalle Bertell
Direct answer
Choose Contentful when the content backend should stay vendor-managed and editors work in structured entries with field-level locales. Choose Payload when the team will run the CMS, admin and database as a TypeScript app. Contentful’s visual canvas needs a Studio license. Payload’s on-page visual editor is an enterprise feature, while iframe live preview is in the MIT app. The deciding requirement is who operates the content backend.
Choose Contentful when
Managed content backend
Contentful runs the APIs, editor and CDN. The team hosts the website, not the content platform.
Field locales on entries
Localized fields live on one entry. Separate entries or spaces remain available when markets must publish independently.
Scripted content models
CLI migrations and environment merges move content-type changes without editing production by hand.
Choose Payload when
Owned content database
Documents stay in the database the team operates. Leaving does not depend on a vendor export of a hosted space.
One TypeScript application
The config generates the admin, REST routes and GraphQL. Developers deploy that Next.js app with the database they choose.
Locales without a listed cap
Locales are configured per field, with fallback on by default. The docs state no limit on how many you add.
Consider neither when
Visual editing on the base plan
Contentful’s canvas needs Studio, and Payload’s on-page editor is enterprise. A page builder included on the plan you will buy may fit better.
No operator for either model
Contentful removes backend operations but stays vendor-hosted. Payload needs a Node host, database and file storage. Neither is a hosted page builder with no app to maintain.
Identity before the contract is clear
Payload SSO is an enterprise feature. Confirm Contentful SSO, SCIM and the uptime SLA on the plan you will buy before identity is a launch requirement.
Criterion-by-criterion comparison
Marketer autonomy
Both editors work in a form developers shape. Extra layout freedom is a separate product or config change.
Contentful
Entry editing; page assembly is extra
Editors can update structured fields, references and localized values in the web app. Assembling pages from design-system components depends on Studio setup and the role granted to that editor.
Plan considerations: Free spaces include administrator and editor roles. Custom roles that narrow publishing or locales require Premium.
View sources (3)
- Contentful live preview: Side-by-side preview needs a content preview; live updates and inspector mode need the SDK.
- Contentful Experiences: Describes the drag-and-drop canvas, registered design-system components and field-level locales.
- Contentful space roles: Lists default roles and states that custom, translator and freelancer roles require Premium.
Payload
Admin follows the config developers ship
Editors create and publish documents in the generated admin, including blocks once those blocks exist. Changing fields, validation or who can publish means a config change.
View sources (2)
- Payload blocks field: Stores mixed blocks, such as a page builder, each with its own schema in config.
- Payload access control: Documents collection, global and field access functions, including locale-specific checks.
Choosing between them
Editors update structured fields and locales in the hosted app. Layout still depends on Studio and the granted role.
Editors use the generated admin, including blocks that already exist. Field and publish changes ship as code.
Have a marketer finish one page change in each admin and list every step that still needs a developer.
Content modeling
Contentful models reusable hosted entries. Payload models collections, relationships and blocks in application code.
Contentful
Content types, fields, references and rich text
Teams model entries with up to 50 fields, rich text and references to other entries. The same model can be edited in the web app or changed with the management API and CLI migrations.
Plan considerations: Premium cross-space references allow three reference fields per type and cap how many entries can be linked.
View sources (3)
- Contentful data model: Defines spaces, content types and up to 50 fields, including rich text and entry references.
- Contentful references: Describes one-to-one and one-to-many entry references, including Premium cross-space references.
- Contentful import and export: CLI export and import cover entries, assets, models and roles. Version history is not migrated.
Payload
Collections, fields and mixed blocks in code
The config defines collections, globals, relationships and blocks that editors can reorder. That same config generates the admin and the APIs.
View sources (2)
- Payload blocks field: Stores mixed blocks, such as a page builder, each with its own schema in config.
- Payload REST API: Generates CRUD routes from collections, including depth, locale and where queries.
Choosing between them
Use it when the same entry must be referenced from many pages and channels.
Use it when collections and reorderable blocks should generate the admin and the APIs together.
Model one shared item and one campaign page in both, then see which shape matches how the site reuses content.
Workflow and governance
Contentful workflows and custom roles follow the space plan. Payload drafts are configurable, and approvals are enterprise.
Contentful
Roles and releases depend on the plan
Workflow count depends on the plan, and a Starter space lists workflows as unavailable. Custom roles are Premium, and Launch lists specific paid plans for grouped releases.
Plan considerations: Confirm current plan names. The Launch page still lists Team and Enterprise alongside Lite and Premium.
View sources (4)
- Contentful workflows: Says workflows are available only on specific plans and limits one workflow to 20 steps.
- Contentful space roles: Lists default roles and states that custom, translator and freelancer roles require Premium.
- Contentful pricing: Free column and Starter quotas include two locales, API caps and no Starter workflows.
- Contentful Launch app: Groups entries into releases and lists Team, Lite, Enterprise and Premium as eligible plans.
Payload
Drafts and access are code; approvals are enterprise
You can enable versions, drafts, autosave and scheduled publish, then restrict drafts with access functions. Approval workflows are described on the enterprise page.
Plan considerations: Localized draft status is documented as beta. Test it before relying on per-locale publishing.
View sources (3)
- Payload versions: Stores version history, diffs, restore, draft visibility and scheduled publishing when enabled.
- Payload drafts: Drafts require versions and can autosave or schedule publish and unpublish events.
- Payload enterprise: Lists visual editing, SSO, publishing workflows and vendor or self-hosted enterprise deployment.
Choosing between them
Workflow count and custom roles follow the plan. Confirm Launch if grouped releases are required.
Versions, drafts, autosave and schedules can be enabled in config. Approval workflows are an enterprise feature.
Write the approval path you need, then mark which steps exist on the Contentful plan and which need a Payload enterprise agreement.
Localization and multisite
Both can localize fields. Contentful caps locales by plan. Payload’s docs state no locale limit.
Contentful
Field locales, with other structures optional
Field-level locales are built in. Entry, content-type and space copies support independent publishing, and those separated approaches do not get straightforward fallback.
Plan considerations: The free plan lists two locales. Translator roles require Premium, and locale-based publishing is described as an Enterprise-space feature.
View sources (3)
- Contentful localization strategies: Explains field, entry, content-type and space localization, including fallback limits of separated models.
- Contentful space roles: Lists default roles and states that custom, translator and freelancer roles require Premium.
- Contentful pricing: Free column and Starter quotas include two locales, API caps and no Starter workflows.
Payload
Field locales in config, with fallback
Locales are listed in the Payload config and enabled per field. Fallback is on by default, and the docs state no limit on how many locales you add.
Plan considerations: Per-locale publish status is a beta option and is off unless you enable it.
View sources (1)
- Payload localization: Configures locales in code, with fallback on by default and no documented locale cap.
Choosing between them
Field locales suit shared entries. Translator roles are Premium, and locale-based publishing is described as an Enterprise-space feature.
Locales are listed in config and enabled per field, with fallback on by default. Per-locale publish status is beta.
Count the locales you will launch with, then test whether each market can publish independently on that plan or config.
Developer experience
Contentful scripts changes to a hosted model. Payload is the application developers deploy.
Contentful
CLI migrations, environments and management APIs
Developers script content-model changes, merge environments and call management APIs. The team still owns the frontend, the Live Preview SDK and any custom editor extensions.
View sources (4)
- Contentful import and export: CLI export and import cover entries, assets, models and roles. Version history is not migrated.
- Contentful Merge app: Compares content-type changes between environments and can export a migration script.
- Contentful API basics: Separates delivery, preview, management, Images and GraphQL APIs, including separate EU hosts.
- Contentful live preview: Side-by-side preview needs a content preview; live updates and inspector mode need the SDK.
Payload
One TypeScript app for admin, API and data
Developers own the Next.js app, config, migrations and deployment. Editors inherit the admin that config generates, including custom components the team chooses to build.
View sources (2)
- Payload production deployment: Says Payload runs anywhere Next.js runs, and that you still provide a database and file storage.
- Payload REST API: Generates CRUD routes from collections, including depth, locale and where queries.
Choosing between them
CLI migrations and environment merges change content types. The team still owns the frontend and preview SDK.
Developers own the Next.js app, config, migrations and the admin that config generates.
Decide whether schema changes after launch should hit a hosted API or a repository the team deploys.
APIs and extensibility
Contentful exposes hosted delivery, preview and management APIs. Payload generates REST and GraphQL from one config.
Contentful
Delivery, preview, management, GraphQL and webhooks
Published content uses the delivery and GraphQL APIs, drafts use the preview API, and the management API plus webhooks cover writes and events. EU customers have separate API hosts.
View sources (2)
- Contentful API basics: Separates delivery, preview, management, Images and GraphQL APIs, including separate EU hosts.
- Contentful webhooks: Webhooks call a public endpoint for selected content events from the web app or management API.
Payload
REST, GraphQL and a local API from one config
Collections generate REST routes and a GraphQL endpoint. Queries can filter, select fields and populate relationships to the depth you request.
View sources (2)
- Payload REST API: Generates CRUD routes from collections, including depth, locale and where queries.
- Payload GraphQL API: Exposes a GraphQL API from the same config, by default at /api/graphql.
Choosing between them
Published content uses delivery and GraphQL, drafts use preview, and writes and events use the management API and webhooks.
Collections generate REST routes and GraphQL, including filters and relationship population to a chosen depth.
Call the published and draft reads you need, including one relationship-heavy query, before choosing the API style.
Hosting and operations
Contentful operates the content platform. Payload runs only where you deploy the app and database.
Contentful
Managed AWS platform; frontend stays with you
Contentful runs the content APIs, editor and CDN on AWS, with US or EU residency options. Your team still hosts the website, builds and application runtime.
View sources (1)
- Contentful backup and hosting: Names AWS US and EU regions, CDN delivery, encryption, daily backups and no self-hosting offer.
Payload
You run the app, database and files
Payload deploys anywhere Next.js runs, including Vercel or your own servers. The database, permanent file storage and email provider remain your responsibility.
Plan considerations: Enterprise agreements can include Payload hosting. The documented default is to host the app yourself.
View sources (2)
- Payload production deployment: Says Payload runs anywhere Next.js runs, and that you still provide a database and file storage.
- Payload get started: States the MIT license, self-hosting on Node.js, and enterprise SSO, hosting and visual editing.
Choosing between them
The vendor runs the APIs, editor and CDN on AWS. You still host the website.
You choose the Node host, database, file storage and email provider. Enterprise agreements can include Payload hosting.
Name the team that will patch, back up and restore the content database. If that team does not exist, do not choose Payload.
Security and governance
Contentful documents assurance for its managed platform. Payload’s compliance follows the host you run.
Contentful
ISO 27001 and SOC 2; controls vary by plan
Documented assurance includes ISO/IEC 27001:2022, SOC 2 Type 2, encryption and daily backups on AWS. Confirm SSO, SCIM, embargoed assets and the uptime SLA on the plan you will buy.
Plan considerations: Custom roles are Premium. EU residency is a documented customer option with separate API hosts, not the default US regions.
View sources (3)
- Contentful security: States ISO/IEC 27001:2022, SOC 2 Type 2, SOC 3, PCI DSS SAQ A and TISAX assurance.
- Contentful backup and hosting: Names AWS US and EU regions, CDN delivery, encryption, daily backups and no self-hosting offer.
- Contentful space roles: Lists default roles and states that custom, translator and freelancer roles require Premium.
Payload
App-level controls; compliance follows your host
Payload documents HttpOnly cookie auth, CSRF checks and field-level access in the app you deploy. SSO is enterprise, and a SOC report depends on the host you choose.
View sources (2)
- Payload security: Describes HttpOnly cookie auth, field access control, CSRF checks and enterprise SSO.
- Payload SSO: Describes SAML and OAuth 2.0 sign-in as an enterprise feature.
Choosing between them
Documented ISO 27001 and SOC 2 Type 2 apply to the managed service. Confirm SSO and the SLA on the plan.
The app documents cookie auth, CSRF checks and field access. SSO is enterprise, and a SOC report depends on your host.
Send the security questionnaire to Contentful for the plan, and to the team that will host Payload, before treating either as approved.
Pricing and cost drivers
Contentful bills spaces, users and API use. Payload is MIT-licensed, then you pay infrastructure and enterprise extras.
Contentful
Spaces, users, API calls and add-on products
Free includes one Starter space, 10 users and hard API and bandwidth caps. Lite raises the user cap and can add one space; Premium prices spaces and users by contract, and Studio is licensed separately.
Plan considerations: Starter spaces list 25 content types, two environments, 10,000 records, two locales and no workflows. Confirm current overages before you budget.
View sources (3)
- Contentful pricing: Free column and Starter quotas include two locales, API caps and no Starter workflows.
- Contentful usage limits: Free allows 10 users and one Starter space; Lite allows 20 users and one purchased space.
- Enable Contentful Experiences: A Contentful Studio license enables Experiences in up to three spaces unless more are purchased.
Payload
MIT app; you pay hosting and enterprise extras
The CMS is MIT-licensed and free to run. Budget the Node.js host, database and storage, and ask sales if you need SSO, visual editing or Payload-operated hosting.
View sources (2)
- Payload get started: States the MIT license, self-hosting on Node.js, and enterprise SSO, hosting and visual editing.
- Payload enterprise: Lists visual editing, SSO, publishing workflows and vendor or self-hosted enterprise deployment.
Choosing between them
Free is a capped Starter space. Paid plans change users and spaces, and Studio is licensed separately.
The CMS is free to run. Budget the host, database and storage, plus sales if you need SSO or on-page visual editing.
Price the first year with the locale, user and API volumes you expect, including Studio or Payload enterprise if visual editing is required.
Migration and exit
Contentful moves a space through the CLI. Payload content already lives in the database you operate.
Contentful
CLI export and import; history is not copied
The CLI can export entries, assets, content types, roles, tags and webhooks, then import them into another space. Version history starts fresh, and your frontend, URLs and preview code still need a separate plan.
Plan considerations: Drafts are excluded unless include-drafts is set. Embargoed assets need the download and upload options.
View sources (1)
- Contentful import and export: CLI export and import cover entries, assets, models and roles. Version history is not migrated.
Payload
Content stays in the database you operate
Leaving means exporting the database you already run and replacing the admin, hooks and API usage in the application. REST can also read documents out of a running app.
View sources (2)
- Payload production deployment: Says Payload runs anywhere Next.js runs, and that you still provide a database and file storage.
- Payload REST API: Generates CRUD routes from collections, including depth, locale and where queries.
Choosing between them
The CLI can export entries, assets, types, roles, tags and webhooks. Version history is not copied.
Exit is a database export plus replacing admin hooks and API calls. REST can also read a running app.
Export a sample of entries, assets and locales from the current system and import it into a trial before you commit.
Marketing website fit
Contentful fits structured sites on a managed API. Payload fits campaign pages after the team owns the preview app.
Contentful
Fits structured sites when preview is funded
Marketing pages work when entries, references and a preview URL match the design system. Visual composition is practical only after Studio components and roles are set up.
View sources (3)
- Contentful data model: Defines spaces, content types and up to 50 fields, including rich text and entry references.
- Contentful live preview: Side-by-side preview needs a content preview; live updates and inspector mode need the SDK.
- Contentful Experiences: Describes the drag-and-drop canvas, registered design-system components and field-level locales.
Payload
Fits when the team will own the stack
Blocks and live preview can support campaign pages after the frontend URL and block components exist. The team keeps owning that app after launch.
View sources (2)
- Payload blocks field: Stores mixed blocks, such as a page builder, each with its own schema in config.
- Payload live preview: Renders the frontend in an iframe and sends document changes with window.postMessage.
Choosing between them
Entries and a preview URL can run a marketing site. Visual composition waits on Studio components and roles.
Blocks and iframe preview can support campaign pages once the frontend URL and block components exist.
If editors must rearrange sections every week, fund Studio or Payload’s enterprise visual editor, or pick a page builder.
Visual editing and preview
Contentful’s canvas is a Studio add-on. Payload’s on-page editor is enterprise, and iframe preview is in the MIT app.
Contentful
Live preview; visual canvas needs Studio
Side-by-side preview works after a preview URL is configured. Live updates, click-to-field editing and drag-and-drop Experiences need the relevant SDK, and Experiences also need a Studio license.
Plan considerations: A Studio license enables Experiences in up to three spaces unless additional spaces are purchased.
View sources (3)
- Contentful live preview: Side-by-side preview needs a content preview; live updates and inspector mode need the SDK.
- Contentful Experiences: Describes the drag-and-drop canvas, registered design-system components and field-level locales.
- Enable Contentful Experiences: A Contentful Studio license enables Experiences in up to three spaces unless more are purchased.
Payload
Iframe preview; visual editing is enterprise
Live preview loads your frontend in the admin and posts each change to that frame. The separate visual editor is named as an enterprise feature, not as part of the MIT app.
Plan considerations: The open-source website template lists Live Preview. Enterprise materials add on-page visual editing.
View sources (3)
- Payload live preview: Renders the frontend in an iframe and sends document changes with window.postMessage.
- Payload get started: States the MIT license, self-hosting on Node.js, and enterprise SSO, hosting and visual editing.
- Payload enterprise: Lists visual editing, SSO, publishing workflows and vendor or self-hosted enterprise deployment.
Choosing between them
Fits teams that will license Studio and connect live preview for a hosted canvas.
Fits teams that will wire iframe preview themselves, or buy enterprise for on-page editing.
Build one page in each admin and note whether editors can select a section on the page without a paid visual product.
Recommendations by use case
[Marketing website]
Prefer Contentful unless you own the app
Contentful fits structured marketing pages on a managed backend. Choose Payload when the team will maintain the Next.js admin and preview. Visual layout is paid on both.
[Structured content platform]
Favor Contentful for shared entries
Contentful references suit entries reused across channels. Payload collections fit when that model should live in the application and database you deploy.
[Multilingual multisite]
Check locale caps first
Contentful locale counts and translator roles follow the plan. Payload documents no locale cap, but per-locale publish status is beta. Test that boundary.
[Ecommerce]
Favor Contentful for linked entries
Contentful references suit product and campaign entries on a managed API. Payload fits when those collections must live in the database the team operates.
[Enterprise governance]
Validate the contract and the host
Contentful can show ISO 27001 and SOC 2 for the managed platform. Payload SSO is enterprise, and assurance follows your host. Match both to the questionnaire.
[Small team]
Choose operations you can keep
Contentful removes content-backend operations and bills the space. Payload is free to run only if someone will patch the app, database and storage.
[Self hosted control]
Payload if the backend must be yours
Payload runs the CMS, admin and database on infrastructure you choose. Contentful states that hosting the platform yourself is not offered.
