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Anatomy of an E-Commerce Site

This presentation examines the technical components supporting the Chefs Catalog web site and the choices and challenges created when integrating third party systems into an ASP.NET web form site.

Joe Wirtley

on 10 January 2011

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Transcript of Anatomy of an E-Commerce Site

best practices NOT! our practices Anatomy of an
E-Commerce Site http://www.chefscatalog.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. business purpose technical platform and integration choices and challenges ASP.NET, .NET v1.1 MS SQL 2000 MVC? In 2004? webforms it is! CommercialWare Order management and fulfillment iSeries (AS/400)
MQ Source Code
(business not technical) MQ and DB2 Integration iPhrase Now Micros Retail Now IBM Omnfind Discovery Edition SOAP over HTTP Python Skins
iPhrase Batch push catalog from DB2 (CommercialWare)
To iPhrase MQ Queues
Order status
Address changes iPhrase HTTP Queries MS SQL and DB2 Caching Personalization versus performance
Portlets triggered by business rules
Rotate items on home page recommentaions
Business Rules
Cache using a hash of parameters Primary repository of
Catalog data
Order data
Account data Pricing
Messaging patterns http://www.chefscatalog.com/catalog/search.aspx http://www.chefscatalog.com/category/cookware.aspx E4X International shipping
Multiple currencies Faceted search
Guided navigation
Business rules Export catalog data
Import currency exchange data
Import orders via FTP Flash checkout We send HTTP message with
cart contents
shipping information
success and failure URLs POX over HTTP http://WirtleyConsulting.com @JoeWirtley

Joe@WirtleyConsulting.com They return
Session ID
URL to embed in flash player Product recommendations
Business rules Baynote Recommendations Skins versus API again International currencies Export catalog/site data Javascript Observer POX over HTTP JavaScript
API Asynchronous
Pages Baynote Recommendations iPhrase Search Caching
Pages Baynote Search Social Search
Business rules iPhrase Search Baynote Recommendations Baynote Search Customer reviews and ratings
User Stories Bazaarvoice Import review data JavaScript embedded reviews Fluid Experience Amazon List of variations - MS SQL
Most popular color - Baynote
Variation configuration - Fluid Integration Challenge http://www.chefscatalog.com/product/24688-le-creuset-casserole-petite.aspx http://www.amazon.com/b?ie=UTF8&marketplaceID=ATVPDKIKX0DER&me=A3UGMDAW3F220B&isPopup= http://www.chefscatalog.com/product/24688-le-creuset-casserole-petite.aspx HttpContext.Current AddOnPreRenderCompleteAsync
RegisterAsyncTask Up to 5.8 million page views in a month
Over 60% of revenue from web
100-200 employees
1.5 Web Developers Check to see if execution needs to happen or result is cached.
Used to be lazy execution. Baynote Recommendations iPhrase Search Digby Mobile sales Export catalog data SOAP web services CommercialWare
Digby Cheetah
Channel Intelligence
Google Analytics
Cardinal Commerce Recommendations
Search Amazon
Google checkout
Full transcript