API seeks LTRs

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Explains the different types of commerce contexts and how to build an API to enable the most lucrative context

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  • Use and acceptance of the internet has changed
  • Upsells, sidesells, autoadds, interstitials
  • Ebay!
  • API seeks LTRs

    1. 1. API Strategy 2013API seeks LTRsMatt BishopSenior Product ArchitectElastic Path Software@MattBishopL3
    2. 2. Elastic Path is a proven leader in digital commerce• 160 global employees with over 200 customers in 13 countries• Publisher of GetElastic, the world’s #1 ecommerce blog• Relentless focus on customer success – zero failed projects since founding SOFTWARE & GAMING MEDIA & PUBLISHING TELECOM & CSP DIRECT TO CONSUMERLeading enterprises run their online businesses with Elastic Path Commerce Everywhere © Copyright 2012, Elastic Path Software Inc. All rights reserved.
    3. 3. Everyone Has A Virtual Reality• Everyone has multiple touchpoints • Phones, tablets, laptops, PCs, TVs • All are just windows into their online existence• Everyone has a Social Identity • Facebook news feeds replace phone calls• Everybody trusts the Internet • Nobody uses Eudora any more • Nobody reads the EULA © Copyright 2012, Elastic Path Software Inc. All rights reserved.
    4. 4. Two kinds of Commerce Contexts• Self-Directed • Groceries, clothes, cars, TV sets, games• Relational • Subscriptions, finance, renovations • Lucrative, but rare• People only buy in the right context • The Offer only succeeds if the context is right • Do you buy on a whim, on the internet? © Copyright 2012, Elastic Path Software Inc. All rights reserved.
    5. 5. Web Storefront is a Self-Directed Context Goals: • Top-of-fold SEO • Upsells, sidegrades, addons • Jack up the AOV Assumptions: • They found you on Bing • They’re never coming back © Copyright 2012, Elastic Path Software Inc. All rights reserved.
    6. 6. Web Storefront: Over-optimized Experience Big Company web store • Hero Banners • Partner Offers • Featured Items • Lots of Whatever © Copyright 2012, Elastic Path Software Inc. All rights reserved.
    7. 7. API Ecommerce Enables Relational ContextsGoals:• Intellectual Offering• Trust-based LTRAssumptions:• Delighted customers come back• They tell their friends © Copyright 2012, Elastic Path Software Inc. All rights reserved.
    8. 8. But How?1. Identify your intellectual offering • Benjamin Moore sells color, happens to come in cans • Best Buy sells proximity and security • Disney sells happy children2. Determine possible contexts • Can your offering be relationalized? • Can it be surfaced on mobile touchpoints? • Can it be injected into partner contexts? © Copyright 2012, Elastic Path Software Inc. All rights reserved.
    9. 9. Open API: extend offerings into partner’s contexts © Copyright 2012, Elastic Path Software Inc. All rights reserved.
    10. 10. An API is the key• APIs move your offerings into the new contexts • Much harder to build new UI storefronts • Cannot keep up with all the touchpoints• APIs are the only extender that works • The only mechanism to present the unified virtual reality people expect © Copyright 2012, Elastic Path Software Inc. All rights reserved.
    11. 11. Good APIs are Hard (but they don’t have to be)• Make the API Easy • The API is the new UI • Needs to be rock-solid over time • JSON, Hypermedia Controls, Level 3 REST• Treat the API consumer as your business partner • You succeed if they succeed © Copyright 2012, Elastic Path Software Inc. All rights reserved.
    12. 12. Thank you!Matt Bishop@MattBishopL3matthew.bishop@elasticpath.comhttp://www.elasticpath.comhttp://www.getelastic.com © Copyright 2012, Elastic Path Software Inc. All rights reserved.

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