This session will review design principles and considerations when developing your e-commerce solution on AWS. Hear how Popsa, a machine learning start-up, built its e-commerce solution on AWS; and how AO.com, an online retailer of electrical goods, migrated a bespoke e-commerce platform into AWS. Discover what the cultural impact was, and what the future holds.

1. e-commerce on AWS
Simon Treacy
Enterprise Solution Architect
streacy@amazon.com

2. Why are retailers typically placing more attention
on e-commerce?
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.2

3. Current State of e-commerce
© Amazon.com Inc, and its affliliates. All rights reserved

4. Confidential – AWS Cloud Internal/Restricted/Highly Restricted 4
e-commerce Is About Keeping Pace With Fluid
Consumer Behaviours
Recommend
Serve
Use
Evaluate
Receive
Buy
Consider
Tuesday
11:00: Receive digital offer
12:50: Review e-commerce site
12:52: Check product ratings
Thursday
6:37: Research via search engine
7:50: Check consumer blog
Friday
7:26: Visit store to view product
7:38: Inquire with in-store associate
11:00: Post on social
12:50: Submit Product Rating
Saturday
12:50: read packaging
12:50: evaluate design
11:00: Call Contact Centre
12:50: Submit e-mail
Monday
9:00: Text confirmation
2:35: Receive shipment
Saturday
1:45: purchase on e-commerce site
1:46: receive x-sell offer
1:50: share on social

5. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Confidential and Trademark
Why do so many organisations
do e-commerce in the cloud?

6. Why are retailers increasingly wanting to place
e-commerce solutions on the cloud?
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.6
• Elasticity
• Agility
• Decomposing
• Microservices
servi
ce
servi
ce

7. Why are retailers increasingly wanting to place
e-commerce solutions on the cloud?
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.7
• Elasticity
• Agility
• Decomposing
• Microservices

8. Scaling basics
© Amazon.com Inc, and its affliliates. All rights reserved
Provisioned capacity
November
76%
24%

9. Why are retailers increasingly wanting to place
e-commerce solutions on the cloud?
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.9
• Elasticity
• Agility
• Decomposing
• Microservices

10. 3,000+
AWS Direct
Connect
AWS Elastic Beanstalk
GovCloud
Amazon CloudTrail
CloudHSM
WorkSpaces
Amazon Kinesis
Amazon
AppStream
Amazon SNS
Identity & Access
Management
Amazon Route 53
Amazon SWF
Redshift
Dynamo DB
CloudSearch
AWS Data
Pipeline
AWS Certificate Manager
AWS KMS
Amazon Config
Amazon RDS
for Aurora
WorkDocs
Directory
Service
CodeCommit
AWS CodePipeline
AWS Service
Catalog
CloudWatch Logs
Amazon EFS
Amazon API
Gateway
Amazon Machine
Learning
AWS Device Farm
AWS WAF
Elasticsearch Service
QuickSight
Import/Export Snowball
RDS for MariaDB
Amazon Inspector
AWS IoT
EC2 Container
Registry
Amazon
ElastiCache
AWS
CloudFormation
Mobile
Analytics
AWS Mobile Hub
AWS Storage Gateway
AWS OpsWorks
Elastic Transcoder
Amazon SES
EC2
Container Service
Amazon Cognito
AWS CodeDeploy
Glacier
Amazon WorkMail
Lambda
*As of 1 January 2017
© Amazon.com Inc, and its affliliates. All rights reserved

11. Pace of Innovation — New Capabilities Daily
516
24 48 61 82
159
280
722
LAUNCHES
2009 2010 2011 2012 2013 2014 2015 2016 2017
© Amazon.com Inc, and its affliliates. All rights reserved
1017
1400+
2008

12. Disruption to Long Standing Industries Happens
Quickly
Hotels Education & Training Gaming
Collaboration MatchmakingRetail
© Amazon.com Inc, and its affliliates. All rights reserved

13. Case Study
https://aws.amazon.com/solutions/case-studies/ocado/
“We want to buy into that goodness, so that we can
focus on those aspects of application security that
are local to us.”
Paul Clarke – CTO - Talking about AWS security
© Amazon.com Inc, and its affliliates. All rights reserved

14. Why are retailers increasingly wanting to place
e-commerce solutions on the cloud?
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.14
• Elasticity
• Agility
• Decomposing
• Microservices

15. © 2018 Amazon Web Services, Inc or its Affiliates. All rights reserved.
Retail cloud microservices

16. Why are retailers increasingly wanting to place
e-commerce solutions on the cloud?
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.16
• Elasticity
• Agility
• Decomposing
• Microservices

17. Some of our Retail customers

18. Case Study
© Amazon.com Inc, and its affliliates. All rights reserved
https://amzn.to/2mVyCmb

19. Thank You
© 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.19

48. When AO migrated to AWS

50. Who are AO?

51. Why Public Cloud?
• Continuing to survive and thrive on
Black Friday
• Leaner/more flexible cost model
• Increased agility, taking the next
step

52. Why AWS?
• Operational Stability
• Multi-Availability Zone Architecture
• Best service record at the time
• Value Proposition
• Cost optimisation options in our
hands
• Operational agility
• Idempotent infrastructure
• Infrastructure as code
• Reduced lead time to provision

53. What/How/When
• E-commerce platform
• Feb ‘17 – Aug ’17
• Partnered with Claranet
• Built out cloud competencies
• Terraform / No remote admin access to servers

54. What benefits realised?
üSuccessful Black Friday
üReduced provisioning lead time from months to minutes
üReplaced our pets with cattle
Halo Effects:
üHigher quality approach to infrastructure (dev-ops)
üCost optimisations
üMore architectural improvements

55. What benefits realised?
• From ~75 live changes/week
• To ~120 live changes/week
• 99.990+% availability (ours)
• 100% availability (AWS)
0
20
40
60
80
100
120
140
160
180
200
10/01 10/03 10/05 10/07 10/09 10/11 10/01 10/03 10/05 10/07 10/09 10/11 10/01 10/03 10/05 10/07
Deployments Median UCL LCL

56. What’s next?
• Re-architect some stuff for Lambda/Web API
• Spot instances for QA?
• RDS?
• Continuous Deployment
• Break up monoliths further