Magento Meets the Enterprise

lodgeflumpInternet and Web Development

Jun 26, 2012 (4 years and 11 months ago)

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Magento Meets the Enterprise
Dr. Utz Westermann
Meet Magento Event
Leipzig, Germany, June 1
st
2010
Magento + Enterprise = ?
3
© 2010 Optaros, Inc. All rights reserved.
Magento + Enterprise = ?
Enterprise Licensing and Support

Advanced features


enhanced CMS


page cache module


improved search (Solr)


content staging support


auditing


strong data encryption


customer / catalog
segmentation


private sales


reward points, store credits



Subscription License Model


commercial license


augments Magento’s open-
source development model


end-to-end product support
with SLA


warranty & indemnification


yearly server-based license fee
4
© 2010 Optaros, Inc. All rights reserved.
Magento + Enterprise = ?
Maturity and Recognition

Commercial Recognition


Magento dubbed “Emerging Player to Watch”
(Forrester Wave B2C: Commerce Platforms,
Q1/2009)


Magento will be featured in next Forrester
Wave report
Open-Soure Awards


Amongst “Best of Open Source Enterprise
Applications (E-Commerce)”
(Info-World OSS Best Of Open-Source Awards
2008)


Winner 2008 “Best New Project” Award
(sourceforge.net)
5
© 2010 Optaros, Inc. All rights reserved.
Magento + Enterprise = ?
Integration Capabilities

Ability to integrate with
enterprise procresses / apps

Integration points



Magento core includable as PHP library


extensible SOAP web service API


extensible XMLRPC API


event hook system


relational database


available extension modules


BridgeConnect: SAP, Intuit, Sage,
MS Dynamics, … ERP / CRM
connection


Dataflow file import/export
framework


dedicated order file import / export


catalog file import export





… and yes, PHP can call web services
Magento + Enterprise = ?
In the following: ? = Scalability
to cutting edge e-commerce strategy / technology trends
towards the cloud
towards content and community
Magento + Enterprise = Scalability
to cutting edge e-commerce strategy / technology trends
towards the cloud
towards content and community
8
© 2010 Optaros, Inc. All rights reserved.
Scalability to e-Commerce Trends
Social Network Integration

Background


blogs & social networks 4
th
most
popular global online activity


67% of global online population
visit social networks regularly
Ideas


provide customers additional
information on products from
blogs or social network posts


allow customers to show off or
discuss products on social
networks


allow shopping from within social
network (i.e.., Facebook)
Examples


Charlotte Russe “Shop By Outfit”
facebook app


Facebook Connect Social Shopping
extension module by Optaros
Implementation with
Magento



social networks usually offer client-side
integration points via JavaScript widgets


simple integration in
Magento
templates


Facebook
apps run within
iframes



use
Magento’s
MVC framework to produce
Facebook
views on store
9
© 2010 Optaros, Inc. All rights reserved.
Scalability to e-Commerce Trends
Shoppable Content

Idea


make people shop outside product
detail pages


allow people to directly make a
purchase while consuming teasing
content by adding “add-to-cart”
buttons


videos


magazines
Examples


LonnyMag (magazine)


Net-A-Porter (magazine, videos)
Implementation with Magento


shoppable content usually rich media
technology (e.g., Flash, JavaScript)


clean product URLs allow for easy
linking to product pages


category landing pages can be
content blocks that contain rich
media
10
© 2010 Optaros, Inc. All rights reserved.
Scalability to e-Commerce Trends
Checkout Process Optimization

Background


79% of retailers said that enhancing
checkout is top priority (Shop.org
State of Retailing 2009)


optimizing checkout can reduce
abandonment rates by 20% (Rue La
La)
Ideas


single page checkout


combine shopping cart with checkout
Examples


Rue La La (single page checkout)


Wrangler (single page checkout +
shopping cart)
Implementation with Magento


enterprise edition features single page
checkout module


MVC framework enables creating and
integrating any kind of checkout UI
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© 2010 Optaros, Inc. All rights reserved.
Scalability to e-Commerce Trends
Quick View Modals

Ideas


allow customers to quickly view
product details while browsing
product list without closeing the list


enable add to cart from preview


implement AJAX quick view
widgets
Examples


Rue La La
Implementation with Magento


MVC framework implementation of
AJAX controllers


JavaScript part of AJAX can be
embedded in view templates
12
© 2010 Optaros, Inc. All rights reserved.
Scalability to e-Commerce Trends
Enhanced Product Detail Pages

Background


50% of retailers said that they want to
add alternative images of products


31% want to add zoom fabric
swatches
(Shop.org State of Retailing 2009)
Ideas


provide customers with detailed
product information to build trust


alternate images, zoom, swatches


real time inventory concerning
selection


ratings & reviews


forums, blogs
Examples


Zalando (ratings, reviews, zoom)


Rue La La (real time inventory)


Ocentric (see later)
Implementation with
Magento



quality imagery support included


zoom extension modules available


ratings & reviews support included


extension module system allows for
integrating other features
13
© 2010 Optaros, Inc. All rights reserved.
Scalability to e-Commerce Trends
Nontraditional Landing Pages

Ideas


Enhance visual appeal of site beyond


product lists


product detail pages
Examples


Levi Strauss
Implementation with Magento


category pages can be filled with
content blocks


any kind of rich media can be
integrated in shop UI
Magento + Enterprise = Scalability
to cutting edge e-commerce strategy / technology trends
towards the cloud

towards content and community
15
© 2010 Optaros, Inc. All rights reserved.
Magento Cloud Scalability
Magento on the Cloud

Why?


flexible, unbureacratic access to an
essentially arbitrary computing power


load-based up- and down-scaling


pay per hour, pay per use


geographically distributed deployment


(beyond-) enterprise-class hosting
providers (e.g., Amazon, Google)


top-notch world-wide computing centers


good monitoring & deployment tools


distributed backup mechanisms


large-scale data management services
(e.g., Amazon Relational DBService)


LAMP stack support
(Rackspace, Amazon EC2)

Where did we do it?


Fox Connect


36 Boutiques


all EC2

16
© 2010 Optaros, Inc. All rights reserved.
Magento Cloud Scalability
8 Lessons Learned

1. Use c1.medium Instance Type for
Magento nodes


CPU-focused instance type


1.7 GB RAM, 2 virtual cores, 350 GB
HD storage, 32 bit, moderate I/O
performance


outperforms standard large instance
type m1.large at half the cost


7.5 GB RAM, 2 virtual cores, 850GB
HD storage, 64 bit, high I/O
performance


performance tests


~ 12 req. / sec. for cachable page
content (home page)


~ 6 req. / sec. for data update
requests (add to cart)


gist:
use
the fine granularity offered by
cloud hosting
17
© 2010 Optaros, Inc. All rights reserved.
Magento Cloud Scalability
8 Lessons Learned

2. Use reverse-proxy / separate
http server for static content


no surprise here


keep static content requests away from
PHP app servers


images


CSS


JavaScript


put static content on separate web
servers optimized for static content
delivery


make separation explicit or hide behind
reverse proxy


use content delivery network for geo-
distributed applications


static content served close to the
viewer


reduced latency


many cloud providers already often
offer CDN services
(e.g., CloudFront)
3. Cache product catalog views


using Magento full page cache


or reverse-proxy (e.g, Varnish)


avoids PHP processing, DB hits


Problem: logged in users


often see session-specific content


wishlists, shopping carts, inventory
stat


cannot be cached by full page cache


Solution: custom caching development


we found an AJAX-driven approach
useful


serve session-specific content via
JavaScript widgets


use Magento full page cache page
for page frame including widgets


widgets pull in session-specific data
after page load to the user browser
18
© 2010 Optaros, Inc. All rights reserved.
Magento Cloud Scalability
8 Lessons Learned

4. Scale horizontally by adding
Magento servers


no surprise here


direct traffic through reverse-proxy
which balances load between Magento
nodes


the cloud advantage


web service APIs for provisioning
and starting / stopping nodes


act of minutes


simple to develop a monitor that
continuously checks the number of
nodes required for the experienced
traffic and scales the system
appropriately
5. Share
Magento
backend
caches between all nodes


avoid inconsistencies


avoid the need for sticky session
balancing


be able to react to appearing and
disappearing nodes


Magento
full-page cache in shared
database


replicated
memcached
for session data
19
© 2010 Optaros, Inc. All rights reserved.
Magento Cloud Scalability
8 Lessons Learned

6. Plan for disaster


cloud nodes fail more frequently than
traditional hardware nodes


avoid single point of failures


replicate database


use multiple Magento nodes and
load-balancing


keep stand-by instance for reverse-
proxy


cloud infrastructure offers tools to
implement this
7. Tune
database
to best
practice


no surprise here


Magento
is a database-heavy
application


establish
MySQL
master / slave setups
when database performance becomes
an issue


this facilitates query load-balancing


cloud infrastructure offers tools to do
this too
20
© 2010 Optaros, Inc. All rights reserved.
Magento Cloud Scalability
8 Lessons Learned

8. Rely on value-added
infrastructure services


basic cloud offerings usually comprise


command line tools


web service APIs

for


provisioning of nodes


monitoring


deploying and operating a Magento
application based on this usually
requires scripting and tool development


we found using administration /
monitoring workbenches for cloud
computing a worthwhile investment




e.g., Rightscale
Magento + Enterprise = Scalability
to cutting edge e-commerce strategy / technology trends
towards the cloud
towards content and community
22
© 2010 Optaros, Inc. All rights reserved.
Scalability to Content & Community
Convergence of the 3Cs

Some Statistics


83% of shoppers are interested in sharing
information about their purchases with friends


74% are influenced by opinion of others in social
networks


67% are willing to spend more money based on
recommendations


77% are influenced by the content quality of
product descriptions


79% never purchase product without complete
product information
(various sources, including:
e-tailing group, InternetRetailer, National Retail
Federation)
Consequence: break up traditional silos


e-commerce platforms


content management systems


social networks
23
© 2010 Optaros, Inc. All rights reserved.
Scalability to Content & Community
Convergence |
Examples


SEO blogs on product information generate
organic search traffic to blog/product page
with 1 click to buy


RSS and Twitter followers increase
frequency and volume of return visits to
pages that generate impulse purchases


Product/company fans creates SEO user
generated content that increases traffic,
return visits, and conversion rates


Product/company fans creates SEO user
generated content that increases traffic,
return visits, and conversion rates
24
© 2010 Optaros, Inc. All rights reserved.
Scalability to Content & Community
OCentric |
3C - SaaS
OCentric is


an open-source component assembly


centered around Magento


hosted on the cloud


offered as tailorable SaaS
3C features beyond Magento


blogs integrated with product catalog (SEO)


discussion forums on products


Facebook social shopping


content syndication to partner sites


affiliate stores

| S
torefront


| Content and community features

| Enterprise Search

| Affiliate applications

| Site analytics

| Multivariate Testing
25
© 2010 Optaros, Inc. All rights reserved.
Architecture
Scales
on-demand
0
0
Virtual Machine
(Rightscale)

Syndication,
Affiliates
(OView)
PHP|Symfony
Storage
(Rightscale)
MySQL
replication

Commerce
(Magento)
PHP
Content &
Community
(Drupal)
PHP
Commerce Integration
Payment
Gateway

Custom User Interfaces

PHP, JQuery
Financials
Product master
Web Services feeds

Fulfillment
Content Integration
Digital Assent
Management
Content
Feeds
Content
Repository

Web Services feeds

Scalability to Content & Community

OCentric |
Architecture
26
© 2010 Optaros, Inc. All rights reserved.
Scalability to Content & Community

OCentric |
User Experience

User Experience can be completely custom or start with best
practice templates and modify from there
Boutique
Brand
Search
SKUs
100s
1,000s
100,000s
Design
Experiential
Blended
Functional
27
© 2010 Optaros, Inc. All rights reserved.
Scalability to Content & Community

OCentric |
SEO Blogs
Search Engine Optimized


get traffic to your shop
without AdSense by
publishing interesting
blog content about
products


Keywords: Title of blog
equals title of page
giving fullest weight to
highly searched
keywords


Meta data: Enter
description, meta tags
when blog is created
28
© 2010 Optaros, Inc. All rights reserved.
Scalability to Content & Community

OCentric |
Relate Products to Blogs
Product Association


Search: Auto-search for
related product during
blog creation.


Product Catalog: Select
from hierarchical product
catalog
29
© 2010 Optaros, Inc. All rights reserved.
Analytics


Traffic: Track growth of
organic search traffic


Conversion: Track
conversion funnels for
organic search traffic
Scalability to Content & Community

OCentric
|
Track Performance
30
© 2010 Optaros, Inc. All rights reserved.
Scalability to Content & Community

OCentric |
Syndicate Content
Embed Content on Partners


Any type of content: text, rich
media, video, etc.


Auto-scales on hosted service
Content Management


Control content on each partner
site directly through a browser
interface CMS system
Analytics


Full visibility into interaction on
page with content
31
© 2010 Optaros, Inc. All rights reserved.
Scalability to Content & Community

OCentric |
Affiliate Store
Affiliate


Instead of just an html ad,
place selected items that
can be added to a cart –
checkout occurs on
ecommerce site


Similar to Amazon aStore


Higher click throughs,
conversion rates
32
© 2010 Optaros, Inc. All rights reserved.
Scalability to Content & Community

OCentric |
Social Shopping
Social Shopping


Access Facebook social
graph on product detail
page


Share “great find” with
friends


Ask friends for advice to
improve conversion rate


Drive traffic to the
product detail page from
Facebook
Does Magento meet the Enterprise’s needs?
The answer may depend on your interpretation of the term
In any case, Magento offers a great e-commerce platform

- that scales well towards innovative e-commerce trends

- that fits cloud computing and SaaS models

- that can converge community & content & commerce