Choosing between Sanity, Strapi, and Payload is one of the questions I get most often from teams starting a greenfield Next.js project. All three are legitimate headless CMS options in 2026, but they solve meaningfully different problems. This post is a direct comparison across the dimensions that actually matter in production: pricing, developer experience, schema modelling, image handling, and how hard it is to leave.
Pricing and hosting model
This is the sharpest difference between the three.
Sanity is fully managed SaaS. You pay per seat on the Growth plan (around $15/editor/month at the time of writing) once you exceed the free tier. The CDN, the Studio, the asset pipeline — all hosted by Sanity. There's no infrastructure to run.
Strapi is open-source and self-hosted by default. You run it on a VPS, Railway, Render, or your own Kubernetes cluster. The Community edition is free forever. Strapi Cloud exists and gives you a managed option, but most teams I've seen pick Strapi specifically because they want control over where data lives — data-residency requirements, GDPR, or just cost certainty at scale. If you have 50 editors, Strapi won't invoice you $750/month for seats.
Payload is also open-source and ships as a Node package that runs inside your own project. There's no separate Strapi-style server — Payload is your backend. It connects to MongoDB or Postgres (Postgres support matured significantly in v3) and exposes a REST and GraphQL API plus a generated Admin UI. Payload Cloud exists for managed hosting, but the local dev story requires zero external services.
Winner on cost at scale: Strapi or Payload — neither charges per-seat, and both can run on hardware you already own.
Winner for teams that don't want to run servers: Sanity.
Developer experience and schema modelling
All three define schemas in code, but the ergonomics differ.
Sanity schemas live in TypeScript files and feed directly into Sanity Studio. The type system is mature, TypeGen generates fully-typed GROQ query results, and the Studio renders your schema as a polished editing UI without extra configuration. The constraint is that Sanity's content lake is a proprietary document store — you don't own the database, and your data model is shaped by Sanity's document/field primitives.
// sanity/schemas/article.ts
import { defineType, defineField } from 'sanity'
export default defineType({
name: 'article',
type: 'document',
fields: [
defineField({ name: 'title', type: 'string', validation: r => r.required() }),
defineField({ name: 'body', type: 'array', of: [{ type: 'block' }] }),
],
})
Strapi schemas are defined either through a GUI in the Content-Type Builder or by editing JSON files in src/api/<name>/content-types/. The GUI is beginner-friendly but can produce messy diffs in version control. Teams that commit to code-first schema editing in Strapi end up with a solid workflow, but it takes discipline to avoid drift between local and production schema state. Relations in Strapi map to actual SQL joins, which is useful when you need to run arbitrary Postgres queries alongside the CMS.
Payload schemas feel the most like writing a database ORM. You define collections in TypeScript and Payload generates the Admin UI, REST endpoints, and database migrations automatically. If your team already knows Drizzle or Prisma, Payload's schema syntax will feel familiar. The tight Postgres integration means you can join CMS data with application tables in the same database — a real advantage for product teams building SaaS or e-commerce where content and business data coexist.
// payload/collections/Articles.ts
import type { CollectionConfig } from 'payload'
export const Articles: CollectionConfig = {
slug: 'articles',
fields: [
{ name: 'title', type: 'text', required: true },
{ name: 'body', type: 'richText' },
{ name: 'author', type: 'relationship', relationTo: 'users' },
],
admin: { useAsTitle: 'title' },
}
Winner on DX for content-rich sites: Sanity — TypeGen plus GROQ plus the Studio is a complete, opinionated stack.
Winner for Postgres-native product apps: Payload — you get a CMS and an application database in one.
Editor UX
This is where Sanity has a durable lead. The Studio is the most polished editing interface of the three. Real-time collaboration, document presence, Portable Text with inline components, image hotspot editing, and a structure builder for custom navigation — all are production-grade and have been refined over years.
Strapi's Admin UI is functional and non-technical editors can learn it quickly, but it feels like a form builder rather than a publishing tool. There's no equivalent to Portable Text; rich text relies on a Quill or Slate integration that varies by version.
Payload's Admin UI is impressive given how recently it was rebuilt in v3, but it's still primarily developer-facing. For content-heavy teams where editors work daily, the gap with Sanity is real.
Winner on editor UX: Sanity, and it's not close.
Image pipeline
Sanity's image CDN is one of the strongest arguments for the platform. Images are stored in the content lake and served via cdn.sanity.io with on-the-fly transforms: width, height, format (WebP/AVIF), quality, crop, and hotspot-aware focal cropping. Combined with next/image and a custom loader, you get automatic format negotiation and LCP-optimised delivery with minimal setup.
// lib/sanity-image-loader.ts
export default function sanityLoader({ src, width, quality }: ImageLoaderProps) {
return `${src}?w=${width}&q=${quality ?? 75}&auto=format&fit=crop`
}
Strapi stores uploads locally or in an S3-compatible bucket via a provider plugin. There's no built-in image transform pipeline — you either run your own (Cloudinary plugin is common) or handle transforms at the Next.js layer. More moving parts, more configuration.
Payload handles media similarly to Strapi: uploads go to disk or cloud storage, transforms require a plugin or an external service. The @payloadcms/plugin-cloud-storage covers S3, GCS, and Azure, but image optimisation is still on you.
Winner on image pipeline: Sanity — the built-in CDN with on-the-fly transforms removes an entire category of infrastructure decisions.
Lock-in and portability
This is the honest conversation clients avoid until it's too late.
Sanity stores content in a proprietary NDJSON document store. You can export all data via the API, and the format is readable, but your GROQ queries and schema primitives (especially Portable Text) don't map directly to any other CMS. Migrating away is a project, not an afternoon.
Strapi and Payload both use standard SQL or MongoDB. Your data lives in tables or collections you own. Moving from Strapi to Payload (or to a raw Postgres app) is a SQL migration, not a CMS-to-CMS content export. That's a meaningful difference if you're building something long-lived and want optionality.
Winner on portability: Strapi or Payload — you own the database.
When each one wins
Pick Sanity when editor experience and image delivery are the priority — marketing sites, editorial platforms, content-heavy agencies. The managed CDN, Studio polish, and TypeGen workflow justify the seat cost for most content teams.
Pick Strapi when data residency, self-hosting, or seat-count economics are non-negotiable. Enterprise clients with GDPR requirements and 30+ editors will often mandate self-hosted; Strapi is the most mature option in that lane.
Pick Payload when you're building a product app and want your CMS and application database in the same Postgres instance. Authentication, collections, and business data unified under one Node app, with a generated Admin UI included. It's the option that most blurs the line between CMS and application framework.
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