打造雲通路加速新零售轉型.pdf

© 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Modernizing existing Retail Ecommerce system
HC Lo, Solutions Architect
Modernizing Ecommerce Architectures

Retailers face challenges in ecommerce
Apparel ecommerce site
was down on Black Friday
for a few hours losing
potentially hundreds of
thousands in sales and
creating a poor experience
for its consumers
Athletic apparel sites was
down after the company
kicked off their Black
Friday sale on Thursday
morning with problems
persisting for hours
Consumers saw error
pages with from a Large
Big Box retailer website
occurring as early as
Wednesday before
Thanksgiving and
continuing through
Thanksgiving
Large DIY Retailer was
down for maintenance on
Black Friday with
consumers commenting on
social media that they were
going to their competitor

Challenges continue as more consumers shop online
3.8%
Increase in holiday
spending, estimated to hit
$1,035,000,000,0001
In 2019
59%
of online shopping will occur
on a mobile phone vs a
desktop and shoppers will
only wait 3 seconds for a
mobile site to load
3X
Consumers are 3 times more
likely to post a negative
review after a bad
experiences3
1 - SAP – Real-time Analytics: The Path to Intelligent Retailing
3- https://www.anodot.com/blog/macys-black-friday-failure-industry-wide-problemand-avoided/

With lasting impact on Retailers
“On average retailers lose $250,000 per incident on Black Friday/Cyber Monday or
$40,000 per incident outside the holiday season1
”
1 - https://www.anodot.com/news-item/anodot-ai-analytics-retail-gain-online-retailers-millions-otherwise-lost-revenue/
2 - https://www.retailtouchpoints.com/features/news-briefs/site-outages-plague-walmart-j-crew-lowe-s-best-buy-office-depot-during-black-friday-weekend
3 - https://blog.wiser.com/infographic-omnichannel-retail-customer-experience/?utm_content=77083013&utm_medium=social&utm_source=twitter
4- https://www.anodot.com/blog/macys-black-friday-failure-industry-wide-problemand-avoided/
5 - https://www.webchanakya.com/wp-content/uploads/2016/11/1.png
”Technical ecommerce issues on Black Friday effected 3.6 Million Shoppers and
cost retailers $9,000,000 in lost sales2
”
“A poor experience will encourage 70% of shoppers to checkout somewhere else3
”
“Consumers are up to 3x more likely to post a negative review after a bad
experience4
”
“87% of consumers say that the would trust a friends recommendation over a
review5
”

Retailer need to modernizing systems to meet these challenges
• Lift & Shift their on-premises ecommerce applications
• With significant positive outcomes for Retailers
Scalable
Easily scale
applications up or
down depending on
need or demand
1 - https://www.anodot.com/news-item/anodot-ai-analytics-retail-gain-online-retailers-millions-otherwise-lost-revenue/
Secure
Cloud security is the
highest priority at
AWS, Retailers
determine who can
access their data
and applications
Cost Effective
See up to a 58%
savings by using
AWS to run your
business
applications1
Reliability
AWS provides a
highly reliable
environment with
systems like EC2 that
has SLA commitment
of 99.99%
The same principles to modern ecommerce application to almost all ecommerce applications
Future Proof
As-is migration followed
by Microservices and
containerization,
leveraging AWS services
to expedite the
processes.

What to consider when Lift & Shift
• Speed- How much time do you
have to rehost or to redo?
• Budget- Do you have funding to
redo everything or limited to
changing a hosting provider?
• Functionality- Do you expect to
get new features when migration
completes?
• Skills- Have you had your staffs
trained or hired to be productive
using new technologies?
• https://aws.amazon.com/blogs/enterprise-strategy/6-strategies-for-migrating-applications-to-the-cloud/

Typical ecommerce architecture
Entry Points
Shoppers Load
Balancer
Front-end
Servers
Applications
Servers
Database
Mobile
Desktop
Datacenter

Principles for Lift & Shift
Guiding Principles
• Highly available
• Reliable
• Scale
Modernize the database components
• Move to open-source (where possible)
• Use a managed database
• Move away from Datacenters to Multi A-Z deployments
• Use more read-replica

What to Lift & Shift
• Single region on a par with on-premise data
center
• Single Availability Zone (AZ) per environment to
provide resilience
• AWS RDS Oracle with Bring-Your-Own-License
(BYOL) licensing term* with managed database
service
• AWS Content CloudFront (CFN), Elastic Load
Balancer (ELB), and Route 53 to provide reliable
and cost effective way of managing content
delivery for optimized user experience
*Oracle Licensing Considerations
https://docs.aws.amazon.com/whitepapers/latest/oracle-database-aws-best-practices/oracle-licensing-considerations.html

Migrate and free-up IT resources
Reduce infrastructure costs with resilience
Use existing staff for higher-value work
Create momentum to grow new skills and processes
Invent and iterate with flexible resources

Continuous Improvement and Optimizations
Lift & Shift
True TCO
comparison
Typical TCO comparison
On-Premises Instance
Right-Sizing
Improved
Elasticity
Measure,
Monitor,
Improve
Optimized
Server
Instances
Storage
Optimization
Serverless
Architecture
Managed
Services
True AWS
Optimized

Case Studies

AWS Case Study: Sainsbury’s
In the UK 7% of all
grocery shopping is
done online, v’s <5%
in the US.
7%
The UK is the 3rd
largest online
grocery market,
behind South Korea
and Japan.
3rd
The UK generates
$14.6B in annual
grocery sales.
$14.6B
More than 1,500
physical stores.
1,500
The business is
more than 100 years
old.
>100 Yrs
More than $3B in
online grocery sales
and more than
$33bln revenue in
total.
>$3B
The UK
Online
Grocery
Market
Key
Grocery
Customer

Sainsbury’s Challenges
High
Operating
Costs
Didn’t
Scaled for
Peak
Environment
Contention
Always
Scale for
Peak
Hard to
Deliver
Change
Hard to
Deliver
Change
Brittle
Platform
Limited DR

Sainsbury’s Solution with AWS
Ground Up Re-
Architect
Oracle RAC to
RDS
Rapid PoC’s
7TB Migration of
Production Data

Sainsbury’s Outcomes
£1m+ saving a yearReduced Running Cost
70% decrease in key areas, leading to higher conversionTransaction Times
Added resilience - Zero major platform issuesIncreased Availability
Multiple releases a day vs once release per monthRate of Change
From months to hoursCreation of Environments
30% less resource being used for App and DBInfrastructure Capacity
3 AZs, across multiple physical locationsImproved Disaster Recovery
30% decrease in production defectsReduced Defects

AWS Case Study: The White Company
• The White Company makes stylish,
beautifully designed products, principally in
white. The company combines high quality
with affordable prices
• What started as a 12-page mail-order
brochure has grown into a multi-channel,
international business. Today, The White
Company is a leading U.K. retailer in bed
linen, home accessories, furniture, fragrance,
skincare, clothing, and more
• Over 50 stores through the UK
• Revenue of £188 M

The White Company’s Challenges
• Experienced issues during crucial shopping
periods that impacted website traffic,
customer experiences, and business
revenues
• Application didn’t scale at peak shopping
times
• Struggled to scale on premise
• Issues around speed and reliability

The White Company’s Solution with AWS
“Knowing the complexity of the
SAP Hybris solution, I was
incredibly surprised by the
painless nature of the migration
and cutover experience.”
Phil Burnett
Director of IT

The White Company’s Outcomes
The White Company saw a 65%
reduction in average customer
response times and a 44% uplift in
traffic. In addition, the company can
now accept four times the volume of
traffic (concurrent customers) to its site
without performance degradation.

AWS Case Study: Mydress
• Stated in 2014, Hong Kong-based MyDress
is an e-commerce site selling trendy items
• MyDress has 400,000 customers and offers a
wide variety of fashion items including shirts
and skirts, pants, shorts, scarves, accessories,
shoes, bags, and even lingerie, sourced from
over 200 brands
• In the last 3 years Men’s clothing was added

Mydress’s Challenges
• A distributed denial-of-service (DDoS) attack
on the collocated data center in rendered
MyDress inaccessible for four hours and led
to business falling by 52 percent
• This breach threatened MyDress’ plans to
grow at an average pace of 70 percent a
year
• Their ecommerce system wasn’t secure or
scalable

Mydress’s Solution with AWS
“With AWS, we don’t have to purchase
enough hardware to support our
demand peaks and have much of it
idle during our less busy periods. I
would estimate we have saved
HK$600,000 (US$77,350) by not
having to acquire up to three physical
servers.”
Edman Hung
IT Manager

Mydress’s Outcomes
• MyDress now has the scalability to support growth and the
elasticity to manage demand peaks that can increase traffic
by up to 100 percent
• The service running on AWS is secure enough to minimize
the risk of DDoS attacks compromising performance, and
the AWS architecture
• The business has recorded about 99.99% availability since
the move to AWS, assuring fashion designers and shoppers
that MyDress will be available anytime, from any location
with a web connection.

AWS Case Study: Lorex
• LOREX, a FLIR company, is a global leader in
selling security cameras and security camera
systems for homes and businesses
• Founded in 1978, with annual revenues over
$1 Billion, Flir Systems specializes in the
design and production of thermal imaging
cameras components, and imaging sensors

Lorex’s Challenges
• During the holiday shopping seasons,
customers came in droves, and within 15
minutes the traffic spiked over 800%. This
cause severe strain on the system
• Running in data centers, the Oracle
Commerce systems experienced issues
around reliability and scalability

Lorex’s Outcome
“We need to make sure we are prepared for growth.
Amazon Web Services provides us with the scalability
and reliability to achieve aggressive growth, without
damaging our customer experience.”
Sufi Khan Sulaiman
Director, E-Commerce and Digital

What to Lift & Shift for Oracle

• Single region and single VPC on a par with on-
premise data center
• Single Availability Zone (AZ) per environment (DEV,
TEST, STAGING) to provide good resilience on
environment loss
• AWS RDS Oracle with Bring-Your-Own-License
(BYOL) licensing term* with managed database
service
• AWS Content CloudFront (CFN), Elastic Load Balancer
(ELB), and Route 53 to provide reliable and cost
effective way of managing content delivery for
optimized user experience
• AWS CloudWatch for all server logs and monitoring
events
• AWS Simple Storage Service (S3) for archival and
static content origins
Non Production Workloads with Single Availability Zone
*Oracle Database Licensing Considerations
https://docs.aws.amazon.com/whitepapers/latest/oracle-database-aws-best-practices/oracle-licensing-considerations.html

• Single region and single VPC on a par with on-
premise data center
• Provide most resilience and high availability for
production workload
• 3rd party support to run production workload on
Oracle RAC*
• Become an enterprise support customer* to directly
work with AWS database service teams on database
performance tuning
*Oracle RAC with 3rd solution
https://aws.amazon.com/articles/oracle-rac-on-
amazon-ec2/
*AWS support plans
https://aws.amazon.com/premiumsupport/plans/
Production Workloads with Multiple Availability Zone

Ready to start building?
A Ecommerce Lift & Shift workshop with a AWS Retail specialists can help you with:
Devising an
implementation plan
Choosing the right
tools
Building your use
case

Thank you!

打造雲通路加速新零售轉型.pdf

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