eCommerce Integration Defined

eCommerce is a broad field encompassing many industries and types of software. To many people, this is a confusing term, since it is often used interchangeably with other, related words. In this article, we cut through the noise, clearing up what eCommerce is and what it means to integrate this into your business. We also discuss why this is important for your business success and how to go about the integration process.

What is eCommerce?

eCommerce is short for electronic commerce. Simply put, this is a system where goods and services and bought and sold using electronic systems, like the internet. To make sense of these transactions, some data, such as inventory and pricing information, travel along with the transaction data.

While eCommerce predates the internet (it started in the 1980s), it has, of late, become almost entirely dependent on the internet. Features like group buying, private sales, and social commerce form part of eCommerce as the field continually evolve. Both small and large businesses use eCommerce to supply the demand for retail convenience – people want to purchase things 24/7 from the comfort of their living room, and they want things to work well.

To this end, businesses use a wide range of websites and website models to fuel online shopping. The downside is that these websites often don’t integrate well with other, existing processes, and inventory management software packages.

What is eCommerce Integration?

Linking your online shop or retail website to your inventory system, order management and accounting systems is essential for success today. Customers should know whether or not the item they want to buy is in stock, refunds should go through seamlessly regardless of the channel the customer used and your CRM systems should have a full and complete view of the customers order history.

Sure, you could manually update all this information, but that would take an inordinate amount of time and resources. The information on your website would then also be constantly out of date, exasperating customers and staff alike. Alternatively, you could link your retail website to the back-end accounting and inventory system. This accounting system is better known as ERP (enterprise resource planning) software – there are also a wide variety of software packages on the market to this end.

Proper integration of all these systems allows for full automation, resulting in an update on all systems, i.e. bi-directional data flow. Here, inventory levels update automatically at each step in the process: when the product is sold on the eCommerce website, when the product leaves or enters a warehouse, and when the entire transaction is complete. Initially, these updates occurred in batches, once or twice daily. Recently, however, advances in technology allows for real-time or near-real-time data flow, keeping your site up to date, to the minute.

We work with companies all the time trying to solve this problem. The scope varies dramatically depending on the specific needs, but consider this recent example.

The customer operates three different websites one on Shopify, one on BigCommerce and another using WooCommerce on their own server. They also sell through several different marketplaces. They have an Amazon Seller Marketplace Account, an eBay account and Lazada. All have different requirements for integration. Further complicating matters are the different payment systems and methods applied from each channel. And finally to make matters worse, all inventory is shipped from a third-party warehouse vendor or 3PL.

Lastly, your bank, accountant and shareholders need a consolidated view of this information in a proper accounting system.

To say the least, doing this right is hard.

When eCommerce integration allows for real-time updates, the pricing, inventory, order and shipping information available to staff and customers are up-to-date, easing the process flow. The added benefit is that this is all handled automatically, decreasing the need for staff on hand to complete transactions.

Why is eCommerce Integration Important?

Often, businesses rely on a variety of different packages for their eCommerce websites, business operations, and ERP systems. Too often, these software packages can’t communicate with each other, hampering the integration process. Here, staff members suffer exasperation as they untangle the mass of conflicting messages. Their task is figuring out what was sold, at what price, and what’s left in the inventory. This disconnect severely hampers business flow and thus the profit margins and customer experience.

Customers Want a Seamless Experience

Customers expect a seamless experience in brand interaction, regardless of the type of interaction they choose. They expect the information on your website to be accurate and up to date, and they expect smooth sailing in purchasing your goods or services. This is where eCommerce integration enters the picture. If customers have a disjointed experience with your brand, fuelled by systems that can’t talk to each other, they are unlikely to return or recommend the brand to others.

With proper integration, your eCommerce, business operations, and ERP systems “talk” to each other in real-time, resulting in accurate, up-to-date information displaying on all your platforms, both front-end, and back-end. Here, customers know whether the goods or services they require, are available and when to expect delivery. With correct pricing information, your bottom line is protected as well.

With eCommerce integration, shipping addresses are also updated automatically. The customer types in their own delivery address, which is then used across the entire purchasing process. You no longer have human error entering in to misspell addresses, resulting in late deliveries and frustrated customers. Integration allows for automatic shipping notifications, enabling customers to track deliveries from when they ordered to when the package arrives at their door.

Another benefit of proper integration is in handling returns. This is especially relevant for online fashion retailers – customers often change their minds and return products. Traditionally, this was a nightmare for online retailers, since the return process was handled manually. Integration automates even this process, saving time for your employees and simplifying the process for the customer.

Saves Time and Money

Integration has the added benefit of real-time sales tracking and statistical analysis. Since the process is fully automated, you no longer have staff members cranking away at the hidden machinery, updating inventories and tracking sales manually. For companies with large sales volumes, this process was traditionally a full-time job for entire teams of people. These teams are now free to do work of greater value to your company, saving both time and money. Automation is the way of the future. With automation, you have the added benefit of eliminating human error, something that often occurs when entering data manually.

Manage Increased Sales Volumes Easily

Since eCommerce integration allows for automatic updates on all your linked systems, you save time on data entry. In the past, an uptick in sales meant hours in front of a screen, manually keying in sales figures and finding mistakes to match up your online and actual inventories. With the automatic updates resulting from proper integration, you will know exact inventory levels in real-time. When merchants experience an increase in sales volume, they know immediately and can thus act immediately if needed. This integration also prevents overselling, which is a definite benefit to the merchant.

An uptick in sales used to mean a mad dash to get more inventory, as you only know that you’re running low on a product when it’s already too late. Proper integration adds a buffer, buying you time to supplement inventory levels if needed. Real-time access to this data shortens your staff members’ reaction time as well.
Often, increased sales volume are the result of extended marketplaces. This often happens when you add an additional website to your eCommerce arsenal. With proper integration, you can do this without losing operational efficiency. Your customers won’t even know the difference.

Online Retail is on the Rise

According to eMarketer, global retail eCommerce sales could account for as much as $4 trillion at the end of 2020. This staggering amount accounts for 14.6% of the forecasted retail spending of the year. Of course, these numbers might change dramatically in light of the current COVID-19 pandemic. According to news reports, online spending is on the rise with the increase of social distancing measures and the advent of the touch-free economy. Getting your business in line with the latest market trends is essential to stay ahead of the pack.

How do I Integrate eCommerce?

eCommerce integration, if done right, is a smooth process with minimal disruption to the workflow and other business operations. Here, two or more systems that can’t work together are “taught” to work together, facilitating bi-directional data flow. For this to work smoothly, minimizing the effect on your customers and staff members, you need the right people on the job. Industry experts, such as the teams from APIworx, understand your concerns regarding integration, and they know the challenges you face without integration.

Before lifting a finger to integrate your current systems, you need to understand where you’re headed. This will help clarify which system and solutions are needed for successful integration. Our team has the relevant experience to make this happen with minimal disruption to your current systems and optimal performance of the integrated system.

For new businesses, this road is far simpler, since they can factor in eCommerce integration from the get-go. There are many “all-in-one” software packages available that allow for integration across all aspects of a growing business. Here, choosing the right solution for your business is simpler and potentially less expensive than after-the-fact integration options.

In Closing

eCommerce is on the rise, taking over market share at a rapid rate. To keep up with current and future global demands, eCommerce integration is essential for all online retailers. For new businesses, this integration is simple, since they can choose an all-in-one software package to help them on their way. Established businesses that are not yet integrated, have a more challenging road ahead of them. For them, finding the right integration solution is essential – that’s where APIworx can help.

We were excited today to see the strategic relationship evolve between our two partners Brightpearl ( and Sage Intacct ( APIWORX has been a partner of both organizations now for some time and believes in the ability of both companies to service our mutual customer base. APIWORX already offers dedicated integration products for Brightpearl ( and Sage Intacct ( We are excited to see how this new partnership evolves our relationship and our ability to support our customers even more effectively!

Under the partnership, Sage will make a minority investment of approximately £17 million ($23m) into the business and take a seat on Brightpearl’s board. Together, Sage and Brightpearl will help retail and e-commerce customers take advantage of best-of-breed cloud finance and retail management solutions, supporting them on their digital journey.

The partnership with Brightpearl is consistent with Sage’s broader strategy to invest in complementary high growth cloud-based software applications.

With its global headquarters in Bristol, UK and the US headquarters in Austin, Texas, Brightpearl helps 1,000 retail customers to streamline and automate their retail operations across order management, CRM, fulfilment, retail accounting inventory, and warehouse management as they scale and grow. The company, which has partnerships with organisations like Shopify, eBay and Amazon, has seen the number of online firms joining its platform grow by 75% in the last quarter of 2020.

Lee Perkins, Chief Operations Officer at Sage, said: “As retail businesses from across the globe recover from the impact of Covid-19, trading online has gone from being a ‘nice-to-have’ to a ‘must-have’ for retailers. Digitising back office operations is a critical step towards transitioning to online commerce – and through investing in high growth, cloud solutions like Brightpearl, we are committed to supporting our customers to not only make that switch quickly and easily, but to also grow and compete”.

Derek O’Carroll, CEO, Brightpearl, said: “We are delighted to build this new relationship with Sage to further support our retail customers and accelerate the strong presence that Sage and Brightpearl have in the UK and US. Brightpearl’s solution brings significant benefits by automating retail processes so global merchants can save time and deliver outstanding and rapid end-to-end customer experiences. This investment will allow us to expand the platform and provide even better service, increase our product innovation and our fabulous team globally.”

Sage led the round investing approximately £17 million ($23m) out of a total of £25 million ($33m) raised in this Series C round, with existing shareholders including Cipio Partners, Notion Capital and Verdane investing the further £8 million ($10m). Pagemill Partners, a division of Duff & Phelps, served as the financial advisor to Brightpearl on the transaction.

API Integration

Today, optimization and elimination of eCommerce bottlenecks requires an understanding of complicated
digital landscape and processes. Whether its user behavior, technological changes,
or preconceived consumer expectations, eCommerce platforms can face numerous
bottlenecks that could halt the growth rate.
That said, the continuous adaptability to interactive environments and the relentless
boost in internet users has paved the way for a new age of eCommerce growth. It is
uncharted territory for startup eCommerce platforms that have to resolve a variety
of bottlenecks to stay competitive.
Availability and Functionality Bottlenecks
Once you move past the foundational infrastructure of an eCommerce site, there
are particular functionality bottlenecks that shoppers often run into:

eCommerce Bottleneck #1 – JavaScript Errors
Primarily, there is (almost) always something wrong on the eCommerce front-end
side. Though mostly, the nature of JavaScript errors is mainly due to the non-
availability of logs. However, to eliminate this bottleneck, assess the shoppers’
exceptions and experiences in respective browsers to get a complete picture of
JavaScript errors. You can categorize troubleshooting errors by channel, transaction,
name, or other customized elements that you might deem necessary.

eCommerce Bottleneck #2 – Non-existent Error Alerts
Often, eCommerce businesses don’t have a reliable setup to receive error alerts.
Hence, you get a limited total number of metrics, which makes integration of other
features not as flawless as your expectations. Ideally, you should have a dedicated
alert system to notify you about different types of errors.
It is vital to understand that setting up error notification alerts on your eCommerce
platform’s valuable clicks and user flows can make all the difference. The error
alerts refer to crucial click paths throughout the broken aspects of your website.

eCommerce Bottleneck #3 – Non-validation of Essential Transactions
No validation of key transactions leads to extraneous bottleneck functionality issues
for an eCommerce platform. You could practically stimulate user interactions and
traffic (i.e., checkout and browse-to-purchase) to make sure all systems are
functional before a product sale or launch. Your objective is to detect and cut
customer-centric issues in infrastructure layers and your site’s underlying backend.

eCommerce Bottleneck #4 -SLAs (Service-level Agreements)
Several eCommerce platforms fail to track uptime accurately. Therefore, build the
foundational uptime for your eCommerce website with SLA reports. These reports
will help you keep an eye on cumulative uptime (daily, monthly, or annually)
cadence. It will also make it easier to communicate the data to stakeholders, team
members, customer base, or business partners.
Speed Bottlenecks
Now that you are aware of the functionality bottlenecks, your next move is to
ensure your platform is not slow and eliminate low bounce rate:

eCommerce Bottleneck #5 – Front-end Load Speed
The most common bottleneck is arguably the slow loading speed on your
eCommerce platform. The right course of action would be to pinpoint the slowest
page loads and check the top bottlenecks throughout the shopping experience.
Leverage histograms and percentiles to paint an analytical picture of what is going
through your customer base. If you use obsolete tech tools, you won’t be able to
analyze an individual set of pages with skew averages. Furthermore, execute a
customized targeting of your website’s most vital pages (i.e., payment or shopping
cart) to concentrate your efforts on the pages that have a high impact on speed.

eCommerce Bottleneck #6 – Non-optimized and Unconfirmed Front-end Code
Sluggish front-end execution can become a nightmare for an eCommerce platform.
Mostly, it happens due to blocking JavaScript or non-optimized AJAX calls. If you
want to triage these problems, you need to confirm that your minor or significant
alternations improve the overall shopping experience. You can review historical data
to identify bottlenecks and instantly quantify your engineering-based improvements
with an unbiased and unprejudiced approach.

eCommerce Bottleneck #7 – Non-configured Apdex score
Apdex score is an industry-standard that measures the satisfaction of online users
with your website’s pre-defined response mechanism. It offers an overview of
eCommerce businesses to look at their shoppers’ satisfaction level through a
straightforward SLA solution.
eCommerce platforms cannot have an “ignorance is a bliss” mindset. You need to
be aware of numerous users’ satisfaction parameters that may impact the future
growth rate. Therefore, set up the right Apdex threshold to compare the
responsiveness of your customers’ expectations. Subsequently, you can improve
the current benchmark of your shoppers’ satisfaction.

eCommerce Bottleneck #8 – Mismanaged Page Bloat
One of the common reasons for slow load speed is related to the burgeoning web
page size. Whether its images or media, the bloated index can cause a lot of issues.
You need to make a comparative analysis throughout session traces to find out the
time it takes for shoppers to load pages (i.e., asset loading and executing of
JavaScript). You need to review the bloated index issues right down to individual

eCommerce Bottleneck #9 -Slowness from Third-Party JavaScript
The mismanaged index is not the only cause of bloated pages. Integrated SEO tags
or third-party APIs such as payment gateways, ERP databases, tracking, analytics,
and social parameters can also result in bloated pages.
To avoid these performance bottlenecks, you might have to disable features that
impact website performance, breakages, or delays. Simultaneously, find out the
right third-party JavaScript culprit. Consequently, you will be able to get the value of
stacks instead of the incurred cost of page load.

What about Mobile eCommerce Bottlenecks?
Alternatively, many metrics can affect the mobile compatibility of your eCommerce
platform. Whether its users’ shopping experience or quality of service level, make
sure the availability of mobile app comes with tracking without unexpected
Apart from mobile slowness, crashes, or errors, make sure to evaluate crash
occurrences. You will need a crash analysis to find the crash occurrences over a
short or extended period. A powerful analytical tool can filter high-crash
occurrences down the last detail. Also, segment the individual and collective
customer’s crashes.

Whether it is a functional, speed, or mobile eCommerce bottleneck, there are long-
term consequences for the platform’s performance and growth in the foreseeable
future. Realistically, the growth rate of an eCommerce platform is not synonymous
with optimizing everything.
Every eCommerce model ultimately has to bear the burden of a few bottleneck
issues. The solution, however, is not to opt for short-term or quick solutions.
Instead, devise a practical strategy targeted towards specific bottlenecks that
hinder the growth most.
The key to maintaining your contemporary eCommerce growth depends on how you
utilize resources that would eventually create more opportunities for a huge scale-
up. From identifying bottlenecks to executing strategy, everyone has to be on the
same page to increase growth chances.

Check out APIWORX to help get rid of your integration bottlenecks!

Application Programming Interfaces

Enabling businesses to embed software capabilities of other platforms within their own websites and applications, APIs or Application Programming Interfaces have facilitated new business models across almost every industry. It allows companies to link to and customize existing platforms, resources and algorithms to create new services and gain new customers. Here are four ways that you can use APIs to your website or apps:

  1. API as the Product. An API becomes your main product when it is your primary source of revenue. It means it is not merely an extension of what you are offering. Two great examples are Skype and Amazon Web Services.
  2. API Projects the Product. Through this API integration, your partners, mobile applications and third parties can get to experience your product. Take for instance Spotify and eBay.
  3. API Promotes the Product. Application Programming Interfaces can also be used to advertise your product through various channels. It allows third parties to access data used to generate interest in your offering. Some examples include Vimeo, Netflix and
  4. API Powers the Product. APIs can be used to power products by serving as a channel to get new value into the business. It continuously receives new content that makes up part of your service. Popular APIs for this include Facebook, Twitter and YouTube.

Connected digital platforms improve our daily lives in many ways. Social media profiles are used to log on websites and applications and share activity data from Smart devices like Fitbit. APIs make all these possible, including powering third party payments while shopping online. Essentially, they deliver a request to the provider you are requesting from and bring back a response to you.

Application Programming Interfaces (APIs) offer a number of benefits, including:

  • Increased revenue
  • New partnerships
  • New business models
  • Improved time to market
  • New distribution channels
  • Access to new markets
  • Reduced costs
  • Improved control over resources
  • Competitiveness
  • Improved brand recognition
  • Distinguishable from competitors

How do Application Programming Interfaces work? Say you open up a weather application on your Smartphone. The apps need to get information from a source, right? Apple or Samsung could scrape off the data from a weather site, but APIs has a more standardized approach for requesting information. They are the heroes that fetch your weather information for you! Learn more about API integration here.

API Integration

The term API integration as a service is fairly new. It is a secure and reliable solution that allows you to connect applications across various web services and organizations. It also allows you to deploy integrations without the need to install new software and hardware, or create a custom code. Many technological trends are driving the rise of API integration as a service. Here are three of them:

  • The Cloud. The cloud has already replaced the computer and other physical storage systems in keeping personal content. We can now access services and our personal preferences from this technology – making it the center of our digital lives.
  • Internet of Things. Basically, the Internet of Things (IoT) is connecting any device with an on/off switch to the Internet. It is a giant network of connected things – such as cellphones, wearable devices and almost anything you can think of.
  • Big Data. Big Data is now moving from a personal aspect to an enterprise level. Many organization are already abandoning the idea of a single enterprise data warehouse that contains all information. They are moving towards multiple systems.

The advances in technology are generating, sharing and storing enormous amounts of data across various types of organizations and applications. Data is becoming more disconnected between cloud applications and the website. Here’s when an integration solution becomes a business saver.

Several companies offer API integration as a service, including APIworx. APIworx creates high quality API integration across your internal and external systems to get the best results. Our customized API solutions and integrations provide you with real-time advantage and integration between traditionally disparate unintegrated systems. Designed as a global company, we have cloud-based employees from various locations around the world.

Here are three reasons why you should get API integration as a service from APIworx:

  • Superior customer care. At APIworx, we understand that APIs are your new business. That’s why we are here to expose your systems, make them available and support them like any mission critical system.
  • Direct connection. We directly and securely connect to your internal systems and your cloud systems, so we can provide you with a seamless API-based workflow across your extended application ecosystem.
  • Cloud-based and infinitely scalable. APIworx applications leverage the best technology of the world’s largest cloud infrastructures. We deliver unlimited scalability, uptime and low cost.

With APIworx, you don’t have to deal with software or hardware. You don’t need programming or any technical skills to use the service. We’ll do it all for you. We have pre-built integrations to the best systems and a wide selection of online service providers. Our solutions automate various types of repetitive business and social tasks. Learn more about us here.


Integrating useful APIs in your website helps you get valuable data, share it with your consumers and be informed with important events. It also improves user experience. In the new world, your APIs are your business. Exposing your systems and making them available in the most secure way is what you need. APIs allow you to do almost anything that you can imagine online. And, there are hundreds of them to choose from. Some are better than others, and some are definitely more useful.

  • Facebook. Facebook APIs are great time savers. They allow you to sign in to many applications and websites using your Facebook ID. They also allow your app to read and write data to Facebook. Other offers lets you work with Credits, Ads, Chat and other legacy APIs that are no longer actively supported.
  • Twitter. Following Facebook afterward, Twitter APIs and social media campaigns are also intertwined into its business model. They allow you to create applications that interact virtually with any Twitter feature.
  • YouTube. YouTube has 2 APIs available – Player and Data. The former allows you to have an embedded player that you can customize within Flash or HTML. The latter lets your application perform operations available in YouTube, such as uploading videos.
  • PayPal. Operating a worldwide online payment system, PayPal API allows you to easily and securely accept mobile and online payments. It enables your customers to make PayPal and credit card payments in just a few clicks.
  • QuickBooks. QuickBooks API makes your customers’ lives easier. It helps connect and integrate QuickBooks data with other business applications easily and quickly.
  • MailChimp. MailChimp allows you to send millions of emails every day without hassle. Easily sync your data, import content from various sources and keep track of your revenue in just a few clicks. It is the ideal API integration for data-driven emails, such as targeted e-commerce and personalized messages.
  • FedEx. Take advantage of the peace of mind associated with successful transport. Use FedEx API shipping integration to locate the best rates, track shipments and estimate transit time. You can also save time by automating processes like exchanging information between sources.  

Do you need integration with these applications? We’ve got your back. APIworx offers direct, cloud-based integration and API solutions for these applications tailored to your needs. We handle all the tasks involved in accepting and processing up to hundreds of thousands of API calls. We integrate tightly with your systems, so you can run APIs without servers. We also create REST APIs that you can use to call publicly available services through your system’s available API. To check out more of our integrations, click here.

cloud APIs

The Cloud has become an important part of various industries in recent years and in the new world, your APIs are your business. That’s why finding ways to integrate applications and other workloads into the cloud using APIs is also paramount to success. However, there are four major Cloud APIs to choose from. Which is the right model for you and how can you operate an API to the cloud?

There are many ways to integrate into an infrastructure, and each has its own fundamental components.

  • PaaS APIs (Platform as a Service APIs) – These Cloud APIs are designed to give access and functionality for a cloud environment. They allow you to integrate with messaging systems, databases and storage components.
  • IaaS APIs (Infrastructure as a Service APIs) – These Cloud APIs help control specific cloud resources as well as their distribution. They can also be used in network configurations and workload management.
  • Cloud Provider & Cross-Platform APIs – For greater cloud versatility, providers offer generic HTTP and HTTPS integration. Cross-platform APIs provide access to resources from different cloud providers and platforms, saving you a lot of time and development energy.
  • SaaS APIs (Software as a Service APIs) – These Cloud APIs help connect the application layer with the cloud and underlying IT infrastructure. These application APIs create a cloud application extension for your environment.

Choosing the right platform is important for your organization. For your environment to function well, you may also need to use multiple platforms. Whatever you decide, make sure to plan the deployment carefully and that all elements can interoperate and perform compatibly.

APIworx build and manage customized API solutions and integrations, giving you real-time advantage and integration between unintegrated systems. We are dedicated to making cloud integration simple and easy for you. If you want to operate seamlessly in the cloud, use our managed API to manage your business across all your applications seamlessly. Check out a few of our integrations here.