The ecommerce industry continues to expand year on year. It's never been easier for companies - whether they be small, large or multinational - to 'set up shop' and start selling their products in minutes. Similarly, consumers are able to browse and purchase items with the click of a button and all of this is largely down to the many ecommerce platforms available in the market today.
Typically, off-the-shelf ecommerce solutions offer features such as product catalogue management, shopping cart functionality, secure payment processing and order management tools. For many organisations, these standard features are sufficient and provide everything they need to operate. However, that's not always the case. For companies with complex operations, unique workflows or specialist requirements, they may need to be able to integrate with other third party systems and this is not always possible through off-the-shelf platforms. However, with bespoke integrations - it is!
There are many reasons why ecommerce companies choose to integrate their platform with other systems. Here, we will take a look at some of the most common:
Many companies want the ability to access data from their suppliers systems. Whilst some off-the-shelf solutions offer third party integrations, they are limited in what they can access and also who they can integrate with. This could be logistics providers, manufacturing providers or their outsourced customer service teams and there are a myraid of reasons why ecommerce organisations want to do this including:
Inventory Syncing – By syncing the data from a suppliers inventory with their own, the ecommerce business will be providing transparency to it's clients, avoiding stock shortages and not promoting products they don't have access to.
Automated Order Fulfilment – Integrating with manufacturing or logistics suppliers can allow for automated order fulfilment - placing orders directly with suppliers when a client has made a purchase - which means faster processing and a reduction in the admin associated with placing orders.
Enhanced Customer Support – Ecommerce companies often outsource their customer support functions. By integrating their ecommerce store with their customer support suppliers, agents can access customer data in real time and view a customers history leading to a much better customer experience.
Reduced Admin Burden – By integrating with suppliers systems, ecommerce businesses can reduce the need for manual data entry across multiple systems.
Similarly, integrating with their own existing systems is another common requirement for ecommerce businesses. Again, this may be possible through an off-the-shelf solution but the integration options are likely to be limited. CRMs, Accounting Software and ERP systems are all examples of systems companies can integrate their ecommerce platforms with - and for good reason:
Centralised Data – Having multiple different systems that hold different types of data can make the order process incredibly disjointed and labour heavy. Having all that data synced in one central repository ensures data is accurate and up to date, can provide opportunities for automation and means data is not having to be manually entered multiple times.
Inventory Management – As with external integrations, if an ecommerce company has an in-house system for their inventory management and/or order management, by integrating their platform they can ensure stock levels are kept up to date on their store and their clients aware of any limitations or delays.
Financial Accuracy – By integrating an ecommerce platform with their accounting software, companies are able to ensure financial accuracy, consolidation and up to date figures for decision making and forecasting.
Reporting & Insights – Reporting is a universal requirement for most businesses and by integrating an ecommerce platform with internal reporting and analytics tools such as Power BI or Tableau, organisations are able to access real time data on sales, marketing and other performance metrics as well as being able to pull off reports at the click of a button.
As we have stated above, off-the-shelf ecommerce integrations can work for businesses with standard processes who need to integrate with other off-the-shelf systems. However, they often lack flexibility, scalability and customisation capabilities for companies with nuanced requirements. Bespoke integrations ensure consistent connectivity between ecommerce platforms and internal or external systems which helps to optimise efficiency, open the door to automation and provide an all round better user experience whether that be for employees or customers. Let's take a further look at some of the reasons why you might opt for a bespoke integration over off-the-shelf.
Off-the-shelf integrations are built to appeal to the masses rather than to a singular entity which means they are generally not suitable for nuanced or complex processes and workflows that are outside of the norm. On the other hand, bespoke integrations ensure full compatibility with existing systems regardless of the complexity because they are built from scratch and thus, can take these nuances into account in the design.
Use Case - A fashion retailer might require an integration between their ecommerce platform and their custom CRM system in order to provide personalised recommendations based on the customers purchase history. An off-the-shelf integration is highly unlikely to be able to make this connection between the systems because the CRM is bespoke. However, a custom integration can not only integrate these systems but also specify what information needs to be shared in order for the company to make the actual recommendations i.e. the purchase history.
By opting for a bespoke integration, higher levels of efficiency are much more likely. With off-the-shelf integrations, workarounds or manual interventions are often required because these integrations are built to facilitate the exchange of certain data in a certain format in order to appeal to as many organisations as possible. When a company requires different data, in a format that suits their individual organisation it can be difficult if not impossible to achieve this. However, bespoke solutions are designed to fit your specific needs only and thus, companies get an integration that works exactly as their specific requirements and theirs alone dictate.
Use Case - A wholesale distributor might need an integration between their ecommerce platform and an inventory management system that updates stock levels in real time across multiple sales channels. An off-the-shelf solution may only sync inventory once an hour and only be able to update stock levels on their Shopify store leaving out their warehouse. This could lead to overselling and/or delays in order fulfillment. A bespoke integration, however, can be developed to provide instant stock updates on all their sales platform ensuring accurate availability and a great customer experience.
As businesses grow and evolve so do their operational needs. Bespoke integrations can be designed with future ambitions in mind, allowing it to accommodate new functionalities that might be needed when an organisational change happens, integrate with third-party applications the company does not yet use or adapt to expected increased transaction volumes without any disruption to existing workflows. This flexibility is crucial for businesses looking to scale efficiently.
Use Case - A subscription based service might require a custom integration between their ecommerce platform and a billing system that can handle different pricing models, discounts and renewals. A ready built solution may not accommodate the company’s unique subscription structure whereas a bespoke integration can be designed to evolve with changing business models.
Another unique aspect of many organisations today are their security requirements. There is no one size fits all and standards differ wildly across industries. Ready built integrations may not always meet industry specific security standards or compliance requirements which can of course, potentially expose businesses to data vulnerabilities. Bespoke integrations can be developed with stringent security protocols that meet the exact requirements of a business and furthermore, comply with relevant regulations. Encryption, access controls and audit controls are all examples of security measure that can be incorporated into a bespoke integration.
Use Case – A financial services company handling sensitive customer data integrates their ecommerce platform with a secure payment gateway. A custom integration ensures that all transactions adhere to the required industry security standards, reducing the risk of fraud, non-compliance fines and reputational damage.
Successful ecommerce integration requires more than just connecting different systems so they can communicate - it needs a strategic approach that accommodates and accounts for all of the technical intricacies. A key aspect of this is choosing the right integration method - API integrations (Application Programming Interfaces) take a central role these days but there are alternatives including webhooks, middleware and direct database connections.
Starting with the most common - APIs are the backbone of modern system integrations, enabling applications to communicate and share data in real time. There are different kinds of APIs that can be utilised depending on the integration requirements including but not limited to RESTful APIs (most simplistic), SOAP APIs (most secure) or GraphQL (most flexible). Through a custom API integration, businesses can create tailored integrations that allow for harmonious interaction between their ecommerce platform and third-party systems such as payment gateways, CRM software, inventory management systems and logistics providers.
Webhooks are another integration option which offer a lightweight and efficient way to enable real time communication between systems. Unlike APIs which require frequent requests for updates, webhooks send data automatically when a specific predetermined event occurs i.e. - new information is added to a CRM and the web hook then automatically sends this data somewhere.
Middleware solutions ultimately act as the go between for different systems. They allow communication and data translation between applications that do not support direct integration. Middleware is especially useful when businesses are looking to integrate multiple systems that have different data formats or communication protocols. These solutions can include enterprise service buses (ESBs) and integration platform as a service (iPaaS) tools and can be used to connect both cloud based and on-prem applications.
For businesses that require fast integration between systems, direct database connections can provide an efficient way to read and write data directly between different databases. This approach minimises latency and allows systems to operate in near real time although it does require careful management to maintain data integrity and ensure security. These connections are particularly useful for internal systems where APIs might not be available or indeed necessary.
Integrations can be absolutely crucial in the world of ecommerce if companies are to achieve optimum performance. They can significantly improve efficiency, reduce manual labour and the errors and resource drainage that comes with it and ensure companies are able to adapt and evolve with ease in the future. Here are some of the key features integration can give businesses access to -
Bespoke integrations can ensure companies keep their inventories up to date across all of their different channels - websites, warehouse systems, CRM systems and finance systems to name a few examples. Off-the-shelf integrations often do not provide access to inventory syncing across all of these different channels or indeed, at all.
Receive order > View order > Call supplier > Place order > Check email confirmation > Pass confirmation to client...Just no. Using a bespoke integration can automate order processing from end to end including placing orders with suppliers, passing orders to a warehouse, sending relevant customer comms and many other laborious tasks that are time intensive.
It's quite rare these days for ecommerce companies to do all of their marketing, selling and payment processing through one platform. Online marketplaces such as amazon, social media sites that allow selling such as facebook and supplier portals are all common channels ecommerce organisations need to integrate with. Off-the-shelf systems may provide the ability for limited integration with platforms that provide an open API such as Amazon or Facebook but not supplier portals that may be custom.
By choosing to integrate an ecommerce platform with internal systems such as CRMs, businesses can take advantage of their data by using it to provide a personalised experience based on past order history and previous communications and support communications. Other features such as one click checkouts can also add to the customer experience via integration with payment systems and as touched on above, automated custom comms for important updates on shipping can further increase satisfaction.
Having a well integrated ecommerce system is crucial to ensuring it performs well for both business and customer. Let's take a closer look at some of the functionality that can help to ensure optimal, secure performance -
Payment Processing - Some form of payment processing is found on most ecommerce sites and making sure it is both seamless and secure is vital for customer trust and fraud prevention. By integrating multiple payment gateways with encryption and fraud detection, organises are ensuring safe transactions and demonstrating their own commitment to keeping their customers safe.
Customer Relationship Management (CRM) Integration - Having a way to consolidate customer data from multiple data sources allows businesses to ramp up their marketing efforts, making them more personal and relevant whilst providing better service by having the full background of every customer interaction to hand, knowing their preferences and what their previous experiences have been like.
Dynamic Pricing - This is not relevant for all ecommerce businesses but a handy tool for those that want to use a dynamic pricing model. This functionality allows pricing to automatically adapt in real time to demand, competitor pricing and customer behaviour which can ensure maximum products are sold and at the best price based on outside factors at that time.
Returns and Refund Automation - The returns process - a requirement consumers dread due to the fact many of these processes can be incredibly complex, difficult, time consuming and all around frustrating. Having a well structured return and refund process can really enhance customer satisfaction and also reduce operational overheads. Automating return approvals, refunds and inventory restocking ensures a better experience for all involved.
Understanding customer behaviour and business performance is crucial for future success. A solid ecommerce integration can provide businesses with advanced analytics, access to real time reporting and data visualisation tools. Through this, businesses can:
Monitor Sales Trends - Identify best selling products and understand seasonal fluctuations.
Monitor Inventory Levels - Prevent selling stock the business doesn't have and automate restocking.
Stay Informed of Customer Preferences - Gain insights into shopping behaviour to use in marketing strategies.
Measure Marketing ROI - Understand the effectiveness of advertising campaigns and promotions.
Predict Future Demand - Use data driven insights to forecast inventory and plan strategically.
As we have already alluded to above - ecommerce is an extremely busy, extremely competitive industry. In order to remain relevant, ecommerce organisations need to differentiate themselves and refrain from giving their customers a reason to shop around. One thing that can help retain customers in ensuring they have a fantastic user experience by making sure every engagement they have with the ecommerce platform is a good one. Let's take a look at some of the ways businesses can ensure their customers have a great experience every time -
Unfortunately, we're not referring to the crumbly type you have with a cuppa but digital cookies do serve a purpose that benefits both business and consumer. Businesses benefit through ensuring they comply with data regulations whilst customers are able to receive more personalised recommendations whilst remaining in control of their data.
At some point, we've all likely had to try and navigate a site that's so complex and unclear, we've given up and left instead. This is exactly the type of experience an ecommerce company does NOT want to provide it's customers and they can do through ensuring they have - A logical menu structure, powerful search functionality, breadcrumbs and internal links and clear call to action buttons.
Ecommerce customer bases are as diverse as they come. And so, it should be no surprise that they will do their shopping from different devices and browsers. Therefore, it's imperative that ecommerce stores are responsive in design, have optimised imagery and code, have been tested across all browsers and websites and they don't rely too heavily on third party scripts for performance improvements.
By providing a great UX and easy navigation, ecommerce businesses can create a user friendly shopping experience every time, improving customer retention and boosting conversions.
As ecommerce continues to evolve, businesses must stay ahead of emerging trends to ensure their survival. Let's take a look at what these trends might entail.
New technologies such as blockchain, augmented reality (AR) and voice commerce could be big disrupters in the ecommerce industry. These advancements offer even more secure transactions, immersive shopping experiences and improve voice command based shopping - all highly likely to be a big hit with consumers and so they have the potential to set new standards for digital commerce.
AI and machine learning are already a big part of ecommerce integration as we have have covered above. They can give businesses the capability to do a wide array of useful things such as automate some of their processes, personalise customer experiences and increase the ability to detect fraud.
The future is of course unknown but, if we were to hazard an educated guess - it will be more of the same! More opportunities for automation, a further increase in reliance on AI decision making (yes, we find it scary too) and even more weird and wonderful ways to make things more personalised for customers.
Bespoke ecommerce integrations offer an endless range of possibilities to businesses today. Orders that place themselves, inventories that match and user experiences that keep clients coming back for more are but a few examples of what can be achieved. So - if you're fed up of using workarounds, spending more time on admin than you ever thought possible and having customers complain when they try to purchaser stock that you don't actually have - now is the time to explore a custom built ecommerce integration that is built around your business, not the other way round.
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