This document discusses personalizing e-commerce websites on the modern web. It outlines how Netlify's serverless functions running on their edge network allow for personalization without compromising on performance, security, or scale. Personalizing content at the edge through functions enables localization, targeted content, A/B testing, and other features while maintaining fast load times and accessibility to backend services. Netlify presents a composable orchestration platform that connects all development tools, services, and code into one continuous deployment workflow.

1. Personalised E-Commerce on the Modern Web
Netlify
Henry Smith
Solution Engineer

2. BROWSER
CDN
LOAD BALANCER
WEB SERVER
APP LAYER
DATABASE LAYER
MODERN WEB - JAMSTACK
LEGACY APPROACH
BROWSER
EDGE
DATA FROM
HEADLESS CMS/DATABASE 3RD PARTY SERVICES
SERVERLESS
FUNCTIONS
BUILD TIME RUNTIME TIME
CODE FROM GIT
SITE GENERATOR
PRE-BUILT WEB
EXPERIENCE

3. Headless Orchestration
Composable Services
Composable Orchestration Platform
Netlify
CMS E-Commerce Search
Prismic
Optomisation Observability
Shopify Algolia
Cloudinary New Relic

4. IN MODERN WEB DEVELOPMENT
There are so
many pieces to
bring together
TEAM MANAGEMENT
COLLABORATION
GIT WORKFLOW
FRAMEWORKS
RUNTIME
BUILD TOOLING
MONITORING
INTEGRATIONS

5. Connect all your tools,
services, and code into
one workflow.
Run it all from the edge,
close to each user
Build sites, stores, and
apps in record time.
1 2 3
Connect Build Run
One Git-based workflow for all your code, tools, & services
One environment from dev to production.
Netlify
One workflow. One platform.
Netlify Web Development Cloud

6. E-Commerce on the Modern Web
WHY?
Speed Securit
y
SEO
Scale Velocit
y
Netlify

9. Personalisation by Numbers
71% of customers expect personalisation
(McKinsey)
of digital businesses are
investing in personalisation
(Forrester)
89%
report an uplift
from personalisation
(Econsultancy)
4 in 5
of companies experience a
rise in conversion rates after
personalising their website
(Econsultancy)
94%
Netlify

10. Personalise
Without
Compromise
Netlify
out

11. Location Matters
Client-Side Server-Side
Edge
✔ Simple
✔ Scalable
✗ Poor performance
✗ Content Flash
✗ Less secure
✗ Single channel
✔ Access to backend
✔ Major changes
✔ Secure
✔ Multi-channel
✗ Average performance
✗ Scale
✔ Performance
✔ Scalable
✔ Secure
✔ Access to backend
✔ Multi-channel
✔ SEO

12. Edge Functions
CDN
Origin
Netlify Functions
Client Request
Netlify

13. Edge Functions
CDN
Origin
Netlify Functions
V8 Deno Runtime
Fast execution and low latency
Suitable for:
▪ Localisation
▪ Suggest/Personalised content
▪ A/B Testing
▪ Redirects/Rewrites
▪ Authentication
JavaScript & TypeScript Support
Netlify

14. Netlify

15. Personalised E-Commerce on the Modern Web
Netlify
■ Improve conversions with Modern web architecture
■ Increase developer velocity
■ Build future proof stores using best in class tools
■ No compromise personalisation at the edge