IDCEE 2013: Building the next generation ecommerce platform lessons learned - Uwe Horstmann...
9
description
http://idcee.org/p/uwe-horstmann/ Uwe studied business administration at WHU – Otto Beisheim School of Management in Vallendar / Germany. He has been working with Berlin-based startup incubator Rocket Internet (mostly known for its ventures eDarling, Zalando and CityDeal / Groupon) since 2007. Since 2009 he served as its managing director, focusing primarily on international rollouts. He is also a judge in business plan competitions held by the Federal Ministry of Education and Research. He is a regular lecturer in Entrepreneurship at his alma mater WHU and a researcher in the same field embedded in his PhD studies at RWTH Aachen. At Project A Ventures, Uwe focuses on product management, internationalization and interim management. After having served with the United Nations in the war-torn regions of Eastern and Central Africa, he discovered his passion for humanitarian logistics and remains active in this field until today, working e.g. as a strategic consultant to Oxfam, trying to bring learnings from the private sector to the NGO space. Pic's are here: http://www.flickr.com/photos/idcee/sets/ More @ http://idcee.org Follow us on: YouTube: http://www.youtube.com/user/OfficialIDCEEChannel Facebook: https://www.facebook.com/IDCEE Linkedin: http://www.linkedin.com/groups/IDCEE-3940138 Twitter: https://twitter.com/idcee_eu Google+: http://gplus.to/idcee Flickr: http://www.flickr.com/photos/idcee/collections/
Transcript of IDCEE 2013: Building the next generation ecommerce platform lessons learned - Uwe Horstmann...
BUILDING THE NEXT GENERATION ECOMMERCE PLATFORM
@uwehorstmann
Yves & Zed – a shopping system that combines all the features we need with the performance we expect
2 Y&Z meets our standards better than any of-the-shelf or open source solution
Executive Summary
• Lightweight eCommerce platform for emerging and growing enterprises
• Highest and cache-free scalability
• Complete order-processing including flexible workflow management system
• Reliable information through integrated business intelligence system KPIs for sales and operations Integrated KPI library
Yves & Zed is a modern multi-purpose system
3Yves & Zed is a system for all transactional business models
Straight eCommerce
Shopping clubs
Marketplaces
Model Examples
Subscription models
1
2
3
4
Easily adoptable to various business
models
Y&Z designed for fast development
Where do we come from?
4Yves & Zed overcome the limitations of Magento
Alice & Bob
Advantages
• Easy to implement• Huge developer base (Recruiting)• Many features• Sufficient for medium sized
ecommerce businesses
Limitations
• Performance – scalability of architecture very limited
• Features – high complexity to develop customized features
• Order processing – often ERP system needed (expensive and hard to implement)
• Business intelligence – reporting features not very advanced
Yves & Zed
Yves & Zed
Business Intell.
Yves & Zed has a lightweight structure and is easy to work with for developers
5 Unlimited and cache free scalability through separation of front- and backend
Customers
Yves – Frontend
Yii-Framework Application:
•Very fast execution without html caching
•Easy to learn for developers
•Fast development
Zed – Backend
Zend-Framework Application:
Loose couples components:
•Order-processing with state-machine
•Customer management
•Voucher system
•Cart calculation
•etc.
Store-concept for localized shops
Webservice-calls
•saveOrder()
•registerCustomer()
Search-Engine(Solr)
Sessions(clustered
Memcache)
KV-Storage
(local Membase)
Database(MySQL with normalized structure)
Store-Sync
(ActiveMQ)
Read only
Push updates
Read only
Push updates
Share info
QRM propelR/W
Data Warehouse(PostgreSQL)
Webtrekk
External providers
Payment
Fulfillment
Logistics
ETL
Store concept enables code sharing between projects and ventures
6Updates of the Core are available for all attached shops
Shared code between ventures
Venture specific
Specific code for one venture
Venture specific
Venture specific
Core
Specific code for one store
Store DE
Store FR
Store PL
Store DE
Store AT
Store DE
Yves & Zed offer state-of-the-art features
7Range of features is steadily being increased
Orderprocessing
• Payment
• Logistics
• Return Handling / Dunning
Catalog• Flexible product types
• Multi-tree categories
• Search
Internation-alization
Data Warehouse
Marketing
Content Management
Web tracking• Tag management tool
• Individual tracking pixel creation
• Integrated uplinks to various providers
User & role management
• Role assignment
• User groups and privileges / rights mgmt
Cross-device capabilities
• Responsiveness to various screen sizes
• Framework for easy creation of device dependent CSS
Monitoring• Detection of of problems and monitoring
of system health
Mails• Full mailing functionality for automatic
transaction notifications
Customer admin
• Customer data/relations management
• Subscription management
• Translations
• Store concept
• Vouchers / coupons
• Data feeds
• Ad-hoc reporting
• Flexible Quebes
• Full operations and marketing KPIs
• CMS
• SEO
• URL redirection
Technical decisions lead to lightweight and highly scalable system
8Lean architecture with proven technologies
Separation Front- and Backend
• 100 > 10 > 1: from 100 visits, 10 convert to shopping cart, resulting in 1 sale (exemplary!)
• Through separation of front- and backend: 100 visitors only strain Yves and do not slow Zed
• Yves always up to date; each second data is updated from Zed (asynchronous)
PHP • High quality developers widely available at adequate salary
Proven technologies
• Use of fully tested and proven technologies (e.g. Solr, Zend framework)
Architecture • Flat tables in databases easy to read
Monitoring • Fast detection of problems and system health
Incorporated Date Warehouse enables data driven decision making
9
DWH
Marketing ToolsShop Back-End
CRM ToolsWeb Analytics
Import Data
Push Data
Reporting& Analysis
DWHs not only integrate different data sources but also push information
