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Integrating Complex Systems for Experience-Driven 
Commerce 
Nov 2014
@drewzie
Elastic Path is the leading independent enterprise 
experience-driven commerce platform 
2000 
founded in Vancouver, Canad...
Digital Transformation Through Experience-Driven Commerce
§ Cortex API integration 
and Live Authoring 
components for Adobe 
Marketing Cloud 
§ Proven Core Commerce 
designed fo...
GO GO GADGET COMMERCE
Topics 
Content + Commerce 
Complexity Trends 
The API World 
Distributed Data 
Personalized @ Scale 
Onward
Content + Commerce 
Trends and Insights
Marketing
Why is brand! 
so important?!
This text is a solid grey
Because people don’t buy things, 
they buy experiences. 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Con...
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath
What is Starbucks 
doing right? 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit ...
ü Creating an experience ! 
ü Converging digital and 
physical " 
ü Focus on the power of 
mobile 
ü Leveraging data f...
Modern consumers have 
high expectations
Unfortunately the majority of today’s brand 
experiences leave much to be desired…
2004!
2014!
THE STOREFRONT IS
Digital customer experiences are disjointed
Digital customer experiences are disjointed
Commerce And Content: The Perfect Couple Or A Tumultuous Affair? 
by Peter Sheldon and Stephen Powers, November 19, 2013 
...
Commerce And Content: The Perfect Couple Or A Tumultuous Affair? 
by Peter Sheldon and Stephen Powers, November 19, 2013 
...
What is the cost of 
this approach? 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSum...
§ 89% have switched business to 
a competitor due to poor 
customer experience! 
§ Accenture estimates there is 
$5.9 tr...
By 2025, millennials will make up 
75% of the global workforce 
So what?!
• Nearly 85% of millennials say they 
research purchases online before 
buying" 
• 73% of millennials are willing to use 
...
Most companies 
aren’t keeping up
§ 89% of retailers don’t offer mobile payment options ! 
§ 73% of retailers don’t offer mobile coupons ! 
§ 92% of reta...
We are in the age of 
contextual commerce
Right content &! 
experience! 
Right format! 
Right device! 
Deliver the most relevant 
content based on: 
Location! 
Devi...
We are in the age of 
in-store mobile use
While Most Transactions Still Take Place in a Physical Store… 
Digital Influences 
© 2014 Adobe Systems Incorporated. All ...
Retail Store of the Future
What does it take to create a 
great brand experience? 
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Conf...
IT
Commerce And Content: The Perfect Couple Or A Tumultuous Affair? 
by Peter Sheldon and Stephen Powers, November 19, 2013 
...
GO GO GADGETS! 
Binoculars 
Brella 
Coat 
Copter 
Cuffs 
Hands 
Legs 
Arms 
Neck 
Skates 
Springs 
Flower 
Ears 
Lanyard 
...
COMMERCE&LUMAscape & & & &" 
Daily Deal Sites 
Publisher Deals Realtime 
White Label Solutions Daily Deal Aggregators Seco...
THE FULL-STACK DEVELOPER IS 
http://techcrunch.com/2014/11/08/the-rise-and-fall-of-the-full-stack-developer/
Monolithic Web App 
Web Apps 
App 
Server 
Backend 
Services 
Sites 
CQ5 
Backend 
Services 
CC-­‐BY-­‐SA 
-­‐ 
h*p://www....
API-adapted Web Apps 
Consumption focused 
Web Apps 
App 
Server 
Backend 
Services 
Other 
Apps 
API 
Sites 
AEM 
Backend...
API-adapted SOA 
Other 
Apps 
API 
ESB 
Exposure focused 
Web Apps 
App 
Server 
ESBAPI 
Internal 
Services 
Other 
Apps 
...
API First 
Web Apps 
App 
Server 
Security 
Orchestration 
App 
Servers 
Mobile 
Apps 
API 
In-Store 
Apps 
ESB 
Backend 
...
Customer Portal 
Social Community 
Store Locator 
Systems Cross/Up-of Sell Innovation 
Analytics 
Systems of Differentiati...
Trends that are making this simpler 
REST – Representational State Transfer 
Hypermedia 
SDKs 
API Orchestration
LEVEL 3 REST 
LEVEL 2 REST 
LEVEL 1 REST 
NO STANDARDS 
NO EXAMPLES 
NO FRAMEWORKS 
SOAP / RPC 
obscure, proprietary 
PROV...
HATEOAS 
Hypermedia As The Engine Of Application State 
…or, links and types 
Developers know three things: 
1. Root URL 
...
UXP 
Client libraries 
Static API 
SKU 
Product 
Cart 
Shipping 
Payment 
Order 
Customer 
Browse 
Search 
Add to cart 
Ch...
Dynamic API 
UXP 
UXP 
CMS / CEM 
Dynamic response 
Item 
Product 
Price 
Media 
Cart 
Order 
Purchase 
Response Authorize...
SDKs
SDKs 
50% of time spent on commerce integrations went towards rebuilding 
SDK features 
Java IO + For Loops 
JAX-RS 
Sprin...
API Orchestration 
Experience APIs vs One-size fits all APIs
API Orchestration
Distributed Data
Death to Data Sync 
Systems of Record 
Catalogs 
Prices 
Shoppers/Users 
Profile 
Addresses 
Payments 
Transactions 
User ...
Systems of Record 
Assets 
Catalogs 
Prices 
Shoppers/Users 
Profile 
Addresses 
Payments 
Transactions 
Orders 
User Inte...
Don’t be a Data Hoard(er) 
APIs Expose Data: Embrace distributed data 
Open your data 
Identity Management shouldn’t be yo...
Personalization @ Scale
Personalization @ Scale
What’s Next – Challenges for 2015 
Unified Administrations – Admin APIs via the Touch UI 
Identity Management 
Mobile Comm...
developers.elasticpath.com
Evolve 2014   integrating complex systems for experience driven commerce
Evolve 2014   integrating complex systems for experience driven commerce
Evolve 2014   integrating complex systems for experience driven commerce
Evolve 2014   integrating complex systems for experience driven commerce
Evolve 2014   integrating complex systems for experience driven commerce
Evolve 2014   integrating complex systems for experience driven commerce
Evolve 2014   integrating complex systems for experience driven commerce
Evolve 2014   integrating complex systems for experience driven commerce
Evolve 2014   integrating complex systems for experience driven commerce
Evolve 2014   integrating complex systems for experience driven commerce
Evolve 2014   integrating complex systems for experience driven commerce
Evolve 2014   integrating complex systems for experience driven commerce
Evolve 2014   integrating complex systems for experience driven commerce
Evolve 2014   integrating complex systems for experience driven commerce
Evolve 2014   integrating complex systems for experience driven commerce
Evolve 2014   integrating complex systems for experience driven commerce
Evolve 2014   integrating complex systems for experience driven commerce
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Evolve 2014 integrating complex systems for experience driven commerce

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Completing complex integrations to build experience driven commerce, presented in the technical breakout session at the recent Adobe developer conference Evolve 14 by Andrew Lau, Product Manager at Elastic Path Software

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Evolve 2014 integrating complex systems for experience driven commerce

  1. 1. Integrating Complex Systems for Experience-Driven Commerce Nov 2014
  2. 2. @drewzie
  3. 3. Elastic Path is the leading independent enterprise experience-driven commerce platform 2000 founded in Vancouver, Canada over $6.5 billion customer revenue created annually 150+ customers 100% MRR growth #1 commerce blog 150+ professionals Recognized as a “major player”
  4. 4. Digital Transformation Through Experience-Driven Commerce
  5. 5. § Cortex API integration and Live Authoring components for Adobe Marketing Cloud § Proven Core Commerce designed for experience-driven selling § Ready to grow with Extended Commerce solutions from trusted partners § Enterprise Integration Framework for connections to other business platforms
  6. 6. GO GO GADGET COMMERCE
  7. 7. Topics Content + Commerce Complexity Trends The API World Distributed Data Personalized @ Scale Onward
  8. 8. Content + Commerce Trends and Insights
  9. 9. Marketing
  10. 10. Why is brand! so important?!
  11. 11. This text is a solid grey
  12. 12. Because people don’t buy things, they buy experiences. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  13. 13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath
  14. 14. What is Starbucks doing right? © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath
  15. 15. ü Creating an experience ! ü Converging digital and physical " ü Focus on the power of mobile ü Leveraging data for personalization! © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath
  16. 16. Modern consumers have high expectations
  17. 17. Unfortunately the majority of today’s brand experiences leave much to be desired…
  18. 18. 2004!
  19. 19. 2014!
  20. 20. THE STOREFRONT IS
  21. 21. Digital customer experiences are disjointed
  22. 22. Digital customer experiences are disjointed
  23. 23. Commerce And Content: The Perfect Couple Or A Tumultuous Affair? by Peter Sheldon and Stephen Powers, November 19, 2013 37 v
  24. 24. Commerce And Content: The Perfect Couple Or A Tumultuous Affair? by Peter Sheldon and Stephen Powers, November 19, 2013 38 v
  25. 25. What is the cost of this approach? © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath
  26. 26. § 89% have switched business to a competitor due to poor customer experience! § Accenture estimates there is $5.9 trillion "put at play" from switching brands ! © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath
  27. 27. By 2025, millennials will make up 75% of the global workforce So what?!
  28. 28. • Nearly 85% of millennials say they research purchases online before buying" • 73% of millennials are willing to use mobile devices to interact with brands’ loyalty programs" • 75% would switch brand if offered mobile discounts while shopping
  29. 29. Most companies aren’t keeping up
  30. 30. § 89% of retailers don’t offer mobile payment options ! § 73% of retailers don’t offer mobile coupons ! § 92% of retailers don’t have integrated loyalty programs across channels!
  31. 31. We are in the age of contextual commerce
  32. 32. Right content &! experience! Right format! Right device! Deliver the most relevant content based on: Location! Device! Environment! Visitor Profile!
  33. 33. We are in the age of in-store mobile use
  34. 34. While Most Transactions Still Take Place in a Physical Store… Digital Influences © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 55% 50% 2014 2015 60% 2016 2017 2018 ~60% All retail transactions 52% 54% 56% 58% 59%
  35. 35. Retail Store of the Future
  36. 36. What does it take to create a great brand experience? © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit #Elasticpath
  37. 37. IT
  38. 38. Commerce And Content: The Perfect Couple Or A Tumultuous Affair? by Peter Sheldon and Stephen Powers, November 19, 2013 53 v
  39. 39. GO GO GADGETS! Binoculars Brella Coat Copter Cuffs Hands Legs Arms Neck Skates Springs Flower Ears Lanyard Flaps Hat Doff Periscope Tie Magnets Mallet Parachute Respirator Siren Skis Teeth Wind Sail Radar Pulley Flashlight Laser Pen Screwdriver Drill bit Snow gun Corkscrew Water Pistol Whistle
  40. 40. COMMERCE&LUMAscape & & & &" Daily Deal Sites Publisher Deals Realtime White Label Solutions Daily Deal Aggregators Secondary Market Coupon Aggregators Analytics E-mail Commerce Community ©"LUMA"Partners"LLC"2014" Flash Sale Sites Platform Social Enablers Daily Deal Data / Analytics Fulfillment / Distribution SaaS Social Commerce Subscription/Push Affiliate Mktg Exchanges Marketplaces / Auctions Price Storefront / Comparison Cart Order Mgmt Payment-Specific Home Beauty Travel CRM E-Commerce Implementation Mobile Commerce Performance MARKETE R CONSUME R Denotes acquired company Denotes shuttered company
  41. 41. THE FULL-STACK DEVELOPER IS http://techcrunch.com/2014/11/08/the-rise-and-fall-of-the-full-stack-developer/
  42. 42. Monolithic Web App Web Apps App Server Backend Services Sites CQ5 Backend Services CC-­‐BY-­‐SA -­‐ h*p://www.slideshare.net/apigee/why-­‐apis-­‐are-­‐not-­‐soa Storefront EP Backend Services
  43. 43. API-adapted Web Apps Consumption focused Web Apps App Server Backend Services Other Apps API Sites AEM Backend Services CC-­‐BY-­‐SA -­‐ h*p://www.slideshare.net/apigee/why-­‐apis-­‐are-­‐not-­‐soa Mobile Apps Sling API Storefront EP Backend Services Mobile Apps SOAP API
  44. 44. API-adapted SOA Other Apps API ESB Exposure focused Web Apps App Server ESBAPI Internal Services Other Apps Sites AEM Internal Services CC-­‐BY-­‐SA -­‐ h*p://www.slideshare.net/apigee/why-­‐apis-­‐are-­‐not-­‐soa Other Apps ESBAPI Storefront EP Internal Services
  45. 45. API First Web Apps App Server Security Orchestration App Servers Mobile Apps API In-Store Apps ESB Backend Services CC-­‐BY-­‐SA -­‐ h*p://www.slideshare.net/apigee/why-­‐apis-­‐are-­‐not-­‐soa Sites AEM EP Mobile Apps API Platform In-Store Apps ESB Backend Services Security Orchestration
  46. 46. Customer Portal Social Community Store Locator Systems Cross/Up-of Sell Innovation Analytics Systems of Differentiation Systems of Record Mobile eCommerce Applications (m-commerce) Websites / Mobile Versions of Full Retail Site Mobile SMS Kiosks Websites / Mobile versions of Full Retail Site Product Reviews Shopping Cart Catalogue Management Site Analytics Image Management Customer Account Management ERP Systems Fraud Management Distributed Order Management Payment Processing Warehouse Management Master Data Management The Pace Layering Model
  47. 47. Trends that are making this simpler REST – Representational State Transfer Hypermedia SDKs API Orchestration
  48. 48. LEVEL 3 REST LEVEL 2 REST LEVEL 1 REST NO STANDARDS NO EXAMPLES NO FRAMEWORKS SOAP / RPC obscure, proprietary PROVIDES: Resources, Verbs, Endpoint Links NEED TO KNOW: Nothing PROVIDES: Resources, Verbs NEED TO KNOW: Data Shapes, Endpoints PROVIDES: Resources NEED TO KNOW: Actions, Data Shapes, Endpoints REST & Hypermedia
  49. 49. HATEOAS Hypermedia As The Engine Of Application State …or, links and types Developers know three things: 1. Root URL 2. Content-types of the resources 3. Relationships between resources Developers do not know the URLs
  50. 50. UXP Client libraries Static API SKU Product Cart Shipping Payment Order Customer Browse Search Add to cart Checkout Calculate cost Process order Look up fulfillment Check authentication Log history Platform Object Model and Schema UXP Client libraries CMS / CEM Client libraries commerce.catalog commerce.order commerce.fulfillment commerce.history
  51. 51. Dynamic API UXP UXP CMS / CEM Dynamic response Item Product Price Media Cart Order Purchase Response Authorizer Commerce Resource Library Dynamic response Dynamic response Resource Resolver Resource Linker GET POST GET POST GET POST
  52. 52. SDKs
  53. 53. SDKs 50% of time spent on commerce integrations went towards rebuilding SDK features Java IO + For Loops JAX-RS Spring Rest Templates
  54. 54. API Orchestration Experience APIs vs One-size fits all APIs
  55. 55. API Orchestration
  56. 56. Distributed Data
  57. 57. Death to Data Sync Systems of Record Catalogs Prices Shoppers/Users Profile Addresses Payments Transactions User Interactions
  58. 58. Systems of Record Assets Catalogs Prices Shoppers/Users Profile Addresses Payments Transactions Orders User Interactions
  59. 59. Don’t be a Data Hoard(er) APIs Expose Data: Embrace distributed data Open your data Identity Management shouldn’t be your competency
  60. 60. Personalization @ Scale
  61. 61. Personalization @ Scale
  62. 62. What’s Next – Challenges for 2015 Unified Administrations – Admin APIs via the Touch UI Identity Management Mobile Commerce Gadgets
  63. 63. developers.elasticpath.com

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