How APIs Enable the Seamless Integration of Content and Commerce

1. It’s The Experience, Stupid!
How APIs Enable the Seamless Integration
of Content and Commerce
Wednesday, 06. December 2017
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Dr. Roman Zenner

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3. Why Is Getting the Things We Love So Boring?
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4. Why Does Everybody Look the Same?
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Life Is About Great Experiences and Special Moments

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Introduction: Dr. Roman Zenner
• 15+ years e-commerce
experience: as author, lecturer,
consultant, journalist & project
lead
• Since autumn 2015 at
commercetools as Industry
Analyst & Content Writer

7. Cloud-Hosted Hundreds of
Releases/Year
140+
Commerce
Professionals
Making all
Touchpoints
Shopable
Leading Platform
for APIs and
Microservices
Munich, Berlin,
Durham,
Amsterdam
80+ Enterprise
customers
worldwide
Built for SPEED

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commercetools a Contender in Forrester’s B2C Commerce Wave
Recognized as 1 of 12 globally relevant platforms with a strong fit for modern Commerce
Key Takeaways:
• commercetools scored highest in:
• Emerging mobile touchpoints
• Microservices and service oriented
architecture
• Total cost of ownership
• Customers like its ability to deliver commerce
“à la carte“
• commercetools is a good fit for firms looking
to innovate on commerce

9. Our Clients

10. „Age of the
Consumer“
• Customers are sophisticated, well-
connected and perfectly informed
• Frictionless experiences
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11. “I see new touchpoints
everywhere!”
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12. "Voice" as the New Human-To-Machine Interface
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> 22 Millionen devices sold in 2017
https://www.forbes.com/sites/gilpress/2017/10/29/22-million-amazon-echo-smart-speakers-to-be-sold-in-2017-driving-us-smart-home-adoption/#1c51d65481a2

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Vorwerk: IoT in the Kitchen

14. Welcome to the Post-Webshop Era
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15. “Don‘t bother me!“
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LEGO: Information Siloes

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LUSH: Experience Drives Conversion and Sales
Abandoned carts: -16%
Digital orders: +64%
Website sessions: +75%

18. Beneath the Surface
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Broken User Experience & Information Silos
Marketers only control content, have no
access to the commerce experience
(campaigns, products, etc.)
IT controls infrastructure, product
related information and checkout
processes.
Commerce
platform
Information barrier
Brand page
Webstore
CMS

20. “We only need the right piece of software ...“
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21. Enter: Best-of-Breed
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22. Marketers own the Experience
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23. What is an API?
• Functionality
• Data
• SLAs

24. API-based Best-of-Breed in Full Swing
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25. PIM
Product
information
Pricing
Discounts
Inventory
Search
Categories
Reviews
Services Along the Customer Journey
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Customers
Authorization
Customers
Customer Groups
Cart & Checkout
Shopping cart
Discounts codes
Taxation
Shipping methods
Payment status
Order management
Orders
Channels
Stores
Store finder
Technical
Custom objects
Import/Export
Technical services

26. In Summary
1. Brands and retailers build
experiences to “stick out”
2. Attract new and keep old
customers
3. Build for new touchpoints
4. Rely on flexible APIs and Cloud
software delivery
5. Best-of-breed instead of suite

27. Fresh off the press
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http://go.bloomreach.com/api-led-
commerce-drives-next-gen-digital-
experiences.html
http://go.commercetools.com/API-Booklet

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29. www.commercetools.com
Office Munich
Adams-Lehmann-Str. 44
80797 Munich
+49 89 99 82 996-0
Office Berlin
Sonnenallee 223
12057 Berlin
+49 30 67 24 21-20
Durham, NC
American Underground | Crowe Building
406 Blackwell Street, Suite B034
Durham, NC 27701
+1 212 220 3809
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Thank you!

30. This document is created and owned by commercetools. The contents of this document are confidential and
intended solely for the addressee(s). If you are not an intended addressee, you must not disclose, copy, distribute
or take any action in reliance upon this document. If you have received this document in error, please notify
commercetools, http://www.commercetools.com.
Disclaimer
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31. We help our customers to be prepared
Commerce Platform
for all Devices /
Touchpoints
Never Upgrade –
new Features weekly
Built for fast Scale and
modern Business Models B2C / B2B / M2C ready
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Coverage and
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