By Derek Choy, VP of Engineering
Not long ago, e-commerce was centralized around a few “megaplatforms,” like Amazon and eBay. But the constant advances in search technologies and the explosive growth of social media have changed all that. Now the world of e-commerce is a multitude of individual storefronts, exposed to current and prospective customers through search engines and social platforms like Facebook. Many traditional brick-and-mortar companies have online stores, and e-commerce merchants like Buy.com typically have multiple sales channels on top of their own storefronts.
In the past, online merchants tended to compete on price and unique product offerings. But improvements in supply chain management and product sourcing are eroding both of these factors as competitive differentiators. What draws customers now – and keeps them coming back – is a seamless customer experience.
All customer touch points (online storefronts, search engines, social media services) need to work together in perfect harmony to bring the right buyer to the right product from the right seller at the right time. And this requires a single platform that orchestrates communication between the various external and internal components that make up the end-to-end customer experience.
Integrating this complex, heterogeneous ecosystem is no simple task. Not all e-commerce components are cloud-enabled, and many communicate only through their own proprietary protocols. That’s why a SaaS based solution like the Aria Subscription Billing Platform is uniquely well-positioned to integrate seamlessly with any e-commerce platform.
We use industry-standard APIs to harmonize subscription management and recurring billing services with
e-commerce platforms such as Elastic Path, Oracle/ATG Web Commerce, IBM WebSphere Commerce among others. And that means the best possible experience for customers.