SingPost provides an end-to-end ecommerce solution including digital marketing, warehousing, delivery, returns and regional customer care. They have over 200 ecommerce clients and 12 logistics centers across more than 220 countries. Their fully integrated proprietary enterprise platform was built to scale on AWS cloud infrastructure allowing clients to rapidly deploy ecommerce applications globally or locally.

1. SingPost End-to-End eCommerce Solution
Marcelo Wesseler
SVP, Singpost eCommerce
July 18, 2013

2. Delivery &
Returns
Digital
Marketing
Warehousing
Solutions
Regional
Customer
Care Platform
eCommerce
Technology
Managed
End-to-End
eCommerce
Solution
Warehousing
Solutions
Delivery &
Returns

3. Traditionally a mail provider
$2.2 billion market cap.
A+ Credit Rating*
12
Logistics
Centers
3
Call
Centers
220+ countries
via Mail Delivery & Courier
Driving
eCommerce
In Asia
HQHQHQHQ
*Rating report by Standard & Poor
200+ eCommerce Clients
via Logistics

4. South-East Asia Market Trends
Marketing Technology

5. eCommerce
Technology
Fully integrated proprietaryproprietaryproprietaryproprietary enterprise
grade platform built to scale
Customer
Site User
Experience
Integrated
Control
Panel
Order
Management
System
Warehouse
& Delivery
Management
System

6. adidas.com.sg, my, th, ph & id
• Reliable, Scalable and Secure
• Flexibility and low upfront investment
• Global but still local
• Local payment methods
• Platform for growth
Full implementation in less than 3 months – Thanks AWS!

7. Architecture
• Suite of pre-built services allow rapid
building and deployment of applications
• Multi AZ Architecture
• 60 - EC2
• 10 - RDS
• 150,000 - S3 Objects
• Chef deployment
• eCommerce Platform: Own
• Middleware: MuleSoft
• OMS & Fulfillment: Supplizer/Own
• Marketing: ExactTarget, SiteOlytics.com ,
Gigya

8. Database
Tier
Database
Tier
Service
Tier
Service
Tier
OM
Tier
OM
Tier
Caching
Tier
Caching
Tier
Frontend
Tier
Frontend
Tier
Availability Zone Availability ZoneManagement
SES
SQS
CloudWatch
S3
CloudFront
Architecture
• Suite of pre-built services allow rapid
building and deployment of applications
• Multi AZ Architecture
• 60 - EC2
• 10 - RDS
• 150,000 - S3 Objects
• Chef deployment
• eCommerce Platform: Own
• Middleware: MuleSoft
• OMS & Fulfillment: Supplizer/Own
• Marketing: ExactTarget, SiteOlytics.com,
Gigya

9. AWS based analytics
OptimizedAWS experience with Trusted AdvisorMarketing Effectiveness & Cost

10. Why AWS
• Global but still Local
• Scalability
• Security
• Affordability & Flexibility
10

11. Key Learnings & Summary
• Build a modular architecture
• Prototype & Fail Fast, you can now afford it
• Localize & Standardize
• Analyze, analyze, analyze & act!