With the rise of ecommerce and ease of global shipping, shoppers cross physical and geographical boundaries for the best deals during seasonal promotion like Black Friday in US, Singles Day in China. With these new challenges, running a ecommerce platform providing great user experience for worldwide customer become the job zero for all the sellers. In this session, we will cover best practices for being able to handle those traffic spikes. We will also share experiences gained from Amazon.com and one of the biggest "flash sale" case. We also have customer sharing on the managing a multi-tenant ecommerce platform at scale.

1. © 2016, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Dickson Yue, Solutions Architect
June 17, 2016
Ignite e-Commerce growth with AWS
Digital Innovation & e-Commerce Track

2. “Every 100ms delay
costs. 1% of sales”

3. Amazon Route 53 is designed to automatically route your users
to the optimal location depending on network conditions
54 edge locations
DNS
: myshop.com ?
: myshop.com ?
: myshop.com ?

4. Choose a region near to the majority of your customers to
reduce data latency in your applications
54 edge locations
12 regions

5. Distribute content to end users with low latency, high data
transfer speeds with CDN - Amazon CloudFront
54 edge locations
12 regions
Serve from edge
Serve from origin

6. To further optimized for China user experience, provision
a separate stack for China for the best performance
54 edge locations
12 regions
Serve from edge
Serve from origin

7. Security
PCI compliance
SSL certification

8. Every customer gets the same AWS security founda7ons
AWS maintains a formal control environment
• SOC 1 (SSAE 16 & ISAE 3402) Type II (was SAS70)
• SOC 2 Type II and public SOC 3 report
• ISO 27001, 9001 Certifications
• Certified PCI DSS Level 1 Service Provider
• FedRAMP Certification
• HIPAA and MPAA capable
AWS Founda+on Services
Compute Storage Database Networking
AWS Global
Infrastructure Regions
Availability Zones
Edge Loca+ons

9. PCI Compliance service
Auto Scaling
AWS CloudFormation
Amazon CloudFront
AWS CloudHSM
AWS CloudTrail
AWS Direct Connect
Amazon DynamoDB
AWS Elastic Beanstalk
Amazon Elastic Block Store (EBS)
Amazon Elastic Compute Cloud (EC2)
Elastic Load Balancing (ELB) Amazon
Elastic MapReduce (EMR)
Amazon Glacier
AWS Key Management Service (KMS)
AWS Identity and Access Management
(IAM)
Amazon Redshift
Amazon Relational Database Service
(RDS)
Amazon Route 53 Amazon SimpleDB
Amazon Simple Storage Service (S3)
Amazon Simple Queue Service (SQS)
Amazon Simple Workflow Service (SWF)
Amazon Virtual Private Cloud (VPC)
Services that support the processing, storage, and transmission of credit card data
by a merchant or service provider have been validated as being compliant with
PCI standards. These services include:

10. Standardized Architecture for PCI DSS
http://docs.aws.amazon.com/quickstart/latest/accelerator-pci/welcome.html

11. Standardized Architecture for PCI DSS

12. Amazon Certification Manager
Amazon Confidential
• Provision SSL/TLS certificates
from Amazon for use with AWS
resources
• Elastic Load Balancing
• Amazon CloudFront
distributions
• AWS handles the muck
• Key pair and CSR generation
• Managed renewal and
deployment
• Domain validation via email

13. SSL Negotiation Policies provide selection of ciphers
and protocols that adhere to the latest industry best
practices
Optimized for balance between security and client
connectivity, as testing with Amazon.com traffic
SSL on ELB & CloudFront

14. Mobile Commerce
http://www.verifi.com/wp-content/uploads/2015/03/Verifi_State-of-
Mobile_FINALweb.pdf
Goldman Sachs predicts that mobile
commerce will account for almost half of all
e-commerce by 2018
http://www.pwc.com/gx/en/industries/retail-consumer/global-total-retail.html

15. 6X
6X ?
visits
resources

16. Amazon
Route 53
User
Amazon
CloudFront
Magento
RDS Master
(Multi-AZ)
Elastic
Load
Balancer
RDS Slave
(Multi-AZ)
Magento
Availability Zone Availability Zone
Backup
Storage
Static website
*.html, *.js *.css
*.jpg *.mp4
S3
Magento
Admin
Private
subnet
Office
VPN

17. Amazon
Route 53
User
Amazon
CloudFront
Magento
RDS Master
(Multi-AZ)
Elastic
Load
Balancer
RDS Slave
(Multi-AZ)
Magento
Availability Zone Availability Zone
Backup
Storage
Static website
*.html, *.js *.css
*.jpg *.mp4
S3
Redis
Read Replica
Redis
Master
Magento
Admin
Private
subnet
Office
VPN

18. Amazon
Route 53
User
Amazon
CloudFront
Magento
RDS Master
(Multi-AZ)
Elastic
Load
Balancer
RDS Slave
(Multi-AZ)
Magento
Availability Zone Availability Zone
Backup
Storage
Static website
*.html, *.js *.css
*.jpg *.mp4
S3
Redis
Read Replica
Redis
Master
RDS Read
Replica
RDS Read
Replica
MagentoMagento
Magento
Admin
Private
subnet
Office
VPN

19. Promotion at scale
Flash Sale
Pre-Order
Thanksgiving-Black Friday weekend
Cyber Monday
Single’s day

20. Challenge
10X
customers
Some
robots

21. Promotion at scale
Amazon
DynamoDB
Web
DMZ
public subnet
Cache
Private
private subnet
CDN
Edge
Lambda
CDN
Edge
WAF
WAF
X
• Bad request 4xx 5xx
• Rate limit
• SQLI XSS
Static website
*.html, *.js *.css
*.jpg *.mp4
S3

22. Simulation
Amazon
DynamoDB
Web
DMZ
public subnet
Cache
Private
private subnet
CDN
Edge
Lambda
CDN
Edge
WAF
WAF
X
• Bad request 4xx 5xx
• Rate limit
• SQLI XSS
Static website
*.html, *.js *.css
*.jpg *.mp4
S3
@200km/s
@60km/s
jmeter
jmeter

23. Regular monthly
• Monthly ~750 hrs
• Web 1X traffic
• C4 large X 4 instance
• Cost
• 4 X 750
• = 3000 instances hrs
TCO
Flash sale
• Once off 12 hrs
• Web 10X traffic
• C4 large X 40 instance
• Cost
• 40 X 12
• = 480 instances hrs
10X traffic 16% monthly cost

24. AWS Platform For eCommerce
App
Backend
API
Gateway
Lambda
CDN
CloudFront
Mobile
Apps
Analytics
RedShift
Data
Storage
S3
Machine
Learning
Machine
Learning
DynamoDB
AWS Global Infrastructure APN Partner Solutions
Kinesis
Mobile
Push
EMR
Mobile
Analytics
Device farm
Cache
Memcache
Redis
Web
Load
balancer
Compute
Auto
scaling
Networking
DNS
Virtual
private
network
RDS
MySQL
RDS Oracle
AWS WAF
Technical
Support
Solutions
Architects
Partner
Ecosystem
Support

25. Remember to complete
your evaluations!

27. DNS
User
CDN
Magento
RDS DB
Backup
Storage
S3
Magento
Admin
Office
VPN Private
subnet
Public
subnet
Availability Zone
Private
subnet

28. Demand
Q1 Q2 Q3 Q4
1X Users
3X Users
6X Users
Time
Demand
On premise
AWS
AWS