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Anatomy of an

E-Commerce Site

  • Up to 5.8 million page views in a month
  • Over 60% of revenue from web
  • 100-200 employees
  • 1.5 Web Developers

best practices

NOT!

our practices

patterns

business purpose

technical platform and integration

choices and challenges

ASP.NET, .NET v1.1

MS SQL 2000

MVC? In 2004?

webforms it is!

Now Micros Retail

Primary repository of

  • Catalog data
  • Order data
  • Account data
  • iSeries (AS/400)
  • DB2
  • MQ
  • Pricing
  • Promotions
  • Messaging

MQ and DB2 Integration

Now IBM Omnfind Discovery Edition

SOAP over HTTP

Python

ASP.NET

CommercialWare

iPhrase

Batch push catalog from DB2 (CommercialWare)

  • To MS SQL
  • To iPhrase

MQ Queues

  • Orders
  • Order status
  • Address changes

iPhrase HTTP Queries

MS SQL and DB2

  • Export catalog data
  • Import currency exchange data
  • Import orders via FTP

POX over HTTP

We send HTTP message with

  • cart contents
  • shipping information
  • success and failure URLs

They return

  • Session ID
  • URL to embed in flash player
  • AddOnPreRenderCompleteAsync
  • RegisterAsyncTask

Export catalog/site data

Javascript Observer

POX over HTTP

Import review data

JavaScript embedded reviews

Export catalog data

SOAP web services

Amazon

Fluid Experience

Digby

  • CommercialWare
  • iPhrase
  • Baynote
  • Mobile sales
  • Cheetah
  • Channel Intelligence
  • Google Analytics
  • Foresee
  • UMG
  • Cardinal Commerce
  • Recommendations
  • Search

http://www.amazon.com/b?ie=UTF8&marketplaceID=ATVPDKIKX0DER&me=A3UGMDAW3F220B&isPopup=

http://www.chefscatalog.com/product/24688-le-creuset-casserole-petite.aspx

  • Amazon
  • Google checkout
  • PayPal
  • E4X
  • Fluid
  • BazaarVoice
  • Omniture
  • Digby

Bazaarvoice

  • Customer reviews and ratings
  • User Stories

Integration Challenge

http://www.chefscatalog.com/product/24688-le-creuset-casserole-petite.aspx

  • List of variations - MS SQL
  • Most popular color - Baynote
  • Variation configuration - Fluid

iPhrase

CommercialWare

  • Order management and fulfillment
  • Faceted search
  • Guided navigation
  • Portlets
  • Business rules

http://www.chefscatalog.com/catalog/search.aspx

http://www.chefscatalog.com/category/cookware.aspx

Source Code

(business not technical)

Skins

versus

API

Baynote Search

  • Social Search
  • Business rules

Caching

E4X

  • International shipping
  • Multiple currencies

Personalization versus performance

  • Portlets triggered by business rules
  • Rotate items on home page recommentaions
  • Business Rules
  • Cache using a hash of parameters

http://WirtleyConsulting.com

Since 1979, CHEFS catalog is a trusted name for the best in kitchen products. From the beginning CHEFS quickly became the leading catalog retailer of top-quality cooking equipment at exceptional values, both for home chefs and cooking enthusiasts.

@JoeWirtley

Joe@WirtleyConsulting.com

http://www.chefscatalog.com

Flash checkout

Baynote Recommendations

  • Product recommendations
  • Business rules

Baynote Search

Asynchronous

Pages

iPhrase Search

Baynote Recommendations

Caching

versus

Asynchronous

Pages

Skins versus API again

International currencies

HttpContext.Current

Baynote Recommendations

Check to see if execution needs to happen or result is cached.

Used to be lazy execution.

iPhrase Search

JavaScript

versus

API

iPhrase Search

Baynote Recommendations

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