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Maximizing eCommerce ROI with Synthetic Monitoring

Priyanka Tiwari

This is Part 1 of a multipart blog series explaining trends in eCommerce as a result of underlying trends in technology and how ecommerce providers can maximize ROI with the help of proactive performance monitoring.

eCommerce is growing at 17% per year. Last year, the US holiday season rang up more than $600 billion dollars in revenue, and online and eCommerce generated $102 billion of that. But unfortunately eCommerce is stereotyped as an online version of the retail industry. It is much more than that. In 2013 Gartner produced a report laying out various industries by their eCommerce potential. Retail, wholesale, travel and entertainment made it to the top. No surprises there. But some were surprised by seeing traditional industries such as mining, agriculture, government, education etc. on there.


A lot has changed in the past two years; the not so eCommerce-y industries have come a long way in terms of online presence. Those who don't provide online shopping see the offline sales are being influenced by the online presence. We've seen feed manufacturers, steel distributors, and even utility providers using eCommerce to expand the geographical reach. Automotive and aerospace go the eCommerce way in the aftermarkets. All things said, eCommerce is relevant across all industries and it's growing at an exponential rate.

Everyone who provides eCommerce understands the significance of website or mobile application performance and how it directly hits the bottom line. And those who are new to eCommerce have started realizing the monetary consequences of page loads and bounce rates. When Amazon was down in 2013, they lost more than $60K per minute. BestBuy faced a huge social media backlash when shoppers couldn't use Bestbuy.com during holiday season. On the flip side:

"By reducing page load time to 1.2 seconds from whopping (!) 6 seconds, Shopzilla saw 12% increase in revenue"

"AutoAnything.com increased conversion rates by 9% by cutting down the load time by half."

You get it; poor eCommerce performance directly hits your bottom line. No matter what industry you are in, you should be monitoring your websites, web applications and mobile applications to ensure that your customers and end users can do what they wish to do.

Poor eCommerce is no different than going to a physical store, and seeing that it's closed or only few checkout lanes are open and there is a huge line. What do you do if it takes too long? You switch the lanes or you go to a different shop. That other lane in the eCommerce world is a different website, a different eCommerce store, maybe a competitor.

eCommerce Ecosystem

Modern eCommerce heavily relies on external and third-party components for critical functionalities such as search, cart and payment etc. And how can we forget the online advertising and social media plugins that bring traffic? Last holiday season, more than 30% of eCommerce traffic was routed by social media plugins. Companies that provide the following important eCommerce functionalities via plugins, APIs, applications or tools are important players in the eCommerce ecosystem.


If your company is part of the eCommerce ecosystem, the enormity of the eCommerce opportunity and growth applies to you! Google maps, PayPal, Elasticsearch, Evernote, Flickr get more than billion calls every day. Expedia quoted that 90% of its revenue comes from API business. In 2013, Salesforce generated 50% of its $3B revenue via APIs. Let's say you are the provider of payment processing API. It is your responsibility to ensure that your API is available 24x7, performing per your consumer's requirements and is returning right data at the right places. A poor performing API slows down the adoption, results in poor rating and reduced brand equity, finally reducing revenue.

As an eCommerce provider or part of the eCommerce ecosystem, you can leverage the entirety of eCommerce opportunity with proactive monitoring.

In the upcoming parts of this blog series, we will cover the trends in eCommerce as a result of trends in technology, the special case of peak season and how you can maximize the eCommerce ROI with proactive performance monitoring.

Read Part 2: Maximizing eCommerce ROI - Understanding the Latest Trends

Priyanka Tiwari is Product Marketing Manager, AlertSite, SmartBear Software.

The Latest

Like most digital transformation shifts, organizations often prioritize productivity and leave security and observability to keep pace. This usually translates to both the mass implementation of new technology and fragmented monitoring and observability (M&O) tooling. In the era of AI and varied cloud architecture, a disparate observability function can be dangerous. IT teams will lack a complete picture of their IT environment, making it harder to diagnose issues while slowing down mean time to resolve (MTTR). In fact, according to recent data from the SolarWinds State of Monitoring & Observability Report, 77% of IT personnel said the lack of visibility across their on-prem and cloud architecture was an issue ...

In MEAN TIME TO INSIGHT Episode 23, Shamus McGillicuddy, VP of Research, Network Infrastructure and Operations, at EMA discusses the NetOps labor shortage ... 

Technology management is evolving, and in turn, so is the scope of FinOps. The FinOps Foundation recently updated their mission statement from "advancing the people who manage the value of cloud" to "advancing the people who manage the value of technology." This seemingly small change solidifies a larger evolution: FinOps practitioners have organically expanded to be focused on more than just cloud cost optimization. Today, FinOps teams are largely — and quickly — expanding their job descriptions, evolving into a critical function for managing the full value of technology ...

Enterprises are under pressure to scale AI quickly. Yet despite considerable investment, adoption continues to stall. One of the most overlooked reasons is vendor sprawl ... In reality, no organization deliberately sets out to create sprawling vendor ecosystems. More often, complexity accumulates over time through well-intentioned initiatives, such as enterprise-wide digital transformation efforts, point solutions, or decentralized sourcing strategies ...

Nearly every conversation about AI eventually circles back to compute. GPUs dominate the headlines while cloud platforms compete for workloads and model benchmarks drive investment decisions. But underneath that noise, a quieter infrastructure challenge is taking shape. The real bottleneck in enterprise AI is not processing power, it is the ability to store, manage and retrieve the relentless volumes of data that AI systems generate, consume and multiply ...

The 2026 Observability Survey from Grafana Labs paints a vivid picture of an industry maturing fast, where AI is welcomed with careful conditions, SaaS economics are reshaping spending decisions, complexity remains a defining challenge, and open standards continue to underpin it all ...

The observability industry has an evolving relationship with AI. We're not skeptics, but it's clear that trust in AI must be earned ... In Grafana Labs' annual Observability Survey, 92% said they see real value in AI surfacing anomalies before they cause downtime. Another 91% endorsed AI for forecasting and root cause analysis. So while the demand is there, customers need it to be trustworthy, as the survey also found that the practitioners most enthusiastic about AI are also the most insistent on explainability ...

In the modern enterprise, the conversation around AI has moved past skepticism toward a stage of active adoption. According to our 2026 State of IT Trends Report: The Human Side of Autonomous AI, nearly 90% of IT professionals view AI as a net positive, and this optimism is well-founded. We are seeing agentic AI move beyond simple automation to actively streamlining complex data insights and eliminating the manual toil that has long hindered innovation. However, as we integrate these autonomous agents into our ecosystems, the fundamental DNA of the IT role is evolving ...

AI workloads require an enormous amount of computing power ... What's also becoming abundantly clear is just how quickly AI's computing needs are leading to enterprise systems failure. According to Cockroach Labs' State of AI Infrastructure 2026 report, enterprise systems are much closer to failure than their organizations realize. The report ... suggests AI scale could cause widespread failures in as little as one year — making it a clear risk for business performance and reliability.

The quietest week your engineering team has ever had might also be its best. No alarms going off. No escalations. No frantic Teams or Slack threads at 2 a.m. Everything humming along exactly as it should. And somewhere in a leadership meeting, someone looks at the metrics dashboard, sees a flat line of incidents and says: "Seems like things are pretty calm over there. Do we really need all those people?" ... I've spent many years in engineering, and this pattern keeps repeating ...

Maximizing eCommerce ROI with Synthetic Monitoring

Priyanka Tiwari

This is Part 1 of a multipart blog series explaining trends in eCommerce as a result of underlying trends in technology and how ecommerce providers can maximize ROI with the help of proactive performance monitoring.

eCommerce is growing at 17% per year. Last year, the US holiday season rang up more than $600 billion dollars in revenue, and online and eCommerce generated $102 billion of that. But unfortunately eCommerce is stereotyped as an online version of the retail industry. It is much more than that. In 2013 Gartner produced a report laying out various industries by their eCommerce potential. Retail, wholesale, travel and entertainment made it to the top. No surprises there. But some were surprised by seeing traditional industries such as mining, agriculture, government, education etc. on there.


A lot has changed in the past two years; the not so eCommerce-y industries have come a long way in terms of online presence. Those who don't provide online shopping see the offline sales are being influenced by the online presence. We've seen feed manufacturers, steel distributors, and even utility providers using eCommerce to expand the geographical reach. Automotive and aerospace go the eCommerce way in the aftermarkets. All things said, eCommerce is relevant across all industries and it's growing at an exponential rate.

Everyone who provides eCommerce understands the significance of website or mobile application performance and how it directly hits the bottom line. And those who are new to eCommerce have started realizing the monetary consequences of page loads and bounce rates. When Amazon was down in 2013, they lost more than $60K per minute. BestBuy faced a huge social media backlash when shoppers couldn't use Bestbuy.com during holiday season. On the flip side:

"By reducing page load time to 1.2 seconds from whopping (!) 6 seconds, Shopzilla saw 12% increase in revenue"

"AutoAnything.com increased conversion rates by 9% by cutting down the load time by half."

You get it; poor eCommerce performance directly hits your bottom line. No matter what industry you are in, you should be monitoring your websites, web applications and mobile applications to ensure that your customers and end users can do what they wish to do.

Poor eCommerce is no different than going to a physical store, and seeing that it's closed or only few checkout lanes are open and there is a huge line. What do you do if it takes too long? You switch the lanes or you go to a different shop. That other lane in the eCommerce world is a different website, a different eCommerce store, maybe a competitor.

eCommerce Ecosystem

Modern eCommerce heavily relies on external and third-party components for critical functionalities such as search, cart and payment etc. And how can we forget the online advertising and social media plugins that bring traffic? Last holiday season, more than 30% of eCommerce traffic was routed by social media plugins. Companies that provide the following important eCommerce functionalities via plugins, APIs, applications or tools are important players in the eCommerce ecosystem.


If your company is part of the eCommerce ecosystem, the enormity of the eCommerce opportunity and growth applies to you! Google maps, PayPal, Elasticsearch, Evernote, Flickr get more than billion calls every day. Expedia quoted that 90% of its revenue comes from API business. In 2013, Salesforce generated 50% of its $3B revenue via APIs. Let's say you are the provider of payment processing API. It is your responsibility to ensure that your API is available 24x7, performing per your consumer's requirements and is returning right data at the right places. A poor performing API slows down the adoption, results in poor rating and reduced brand equity, finally reducing revenue.

As an eCommerce provider or part of the eCommerce ecosystem, you can leverage the entirety of eCommerce opportunity with proactive monitoring.

In the upcoming parts of this blog series, we will cover the trends in eCommerce as a result of trends in technology, the special case of peak season and how you can maximize the eCommerce ROI with proactive performance monitoring.

Read Part 2: Maximizing eCommerce ROI - Understanding the Latest Trends

Priyanka Tiwari is Product Marketing Manager, AlertSite, SmartBear Software.

The Latest

Like most digital transformation shifts, organizations often prioritize productivity and leave security and observability to keep pace. This usually translates to both the mass implementation of new technology and fragmented monitoring and observability (M&O) tooling. In the era of AI and varied cloud architecture, a disparate observability function can be dangerous. IT teams will lack a complete picture of their IT environment, making it harder to diagnose issues while slowing down mean time to resolve (MTTR). In fact, according to recent data from the SolarWinds State of Monitoring & Observability Report, 77% of IT personnel said the lack of visibility across their on-prem and cloud architecture was an issue ...

In MEAN TIME TO INSIGHT Episode 23, Shamus McGillicuddy, VP of Research, Network Infrastructure and Operations, at EMA discusses the NetOps labor shortage ... 

Technology management is evolving, and in turn, so is the scope of FinOps. The FinOps Foundation recently updated their mission statement from "advancing the people who manage the value of cloud" to "advancing the people who manage the value of technology." This seemingly small change solidifies a larger evolution: FinOps practitioners have organically expanded to be focused on more than just cloud cost optimization. Today, FinOps teams are largely — and quickly — expanding their job descriptions, evolving into a critical function for managing the full value of technology ...

Enterprises are under pressure to scale AI quickly. Yet despite considerable investment, adoption continues to stall. One of the most overlooked reasons is vendor sprawl ... In reality, no organization deliberately sets out to create sprawling vendor ecosystems. More often, complexity accumulates over time through well-intentioned initiatives, such as enterprise-wide digital transformation efforts, point solutions, or decentralized sourcing strategies ...

Nearly every conversation about AI eventually circles back to compute. GPUs dominate the headlines while cloud platforms compete for workloads and model benchmarks drive investment decisions. But underneath that noise, a quieter infrastructure challenge is taking shape. The real bottleneck in enterprise AI is not processing power, it is the ability to store, manage and retrieve the relentless volumes of data that AI systems generate, consume and multiply ...

The 2026 Observability Survey from Grafana Labs paints a vivid picture of an industry maturing fast, where AI is welcomed with careful conditions, SaaS economics are reshaping spending decisions, complexity remains a defining challenge, and open standards continue to underpin it all ...

The observability industry has an evolving relationship with AI. We're not skeptics, but it's clear that trust in AI must be earned ... In Grafana Labs' annual Observability Survey, 92% said they see real value in AI surfacing anomalies before they cause downtime. Another 91% endorsed AI for forecasting and root cause analysis. So while the demand is there, customers need it to be trustworthy, as the survey also found that the practitioners most enthusiastic about AI are also the most insistent on explainability ...

In the modern enterprise, the conversation around AI has moved past skepticism toward a stage of active adoption. According to our 2026 State of IT Trends Report: The Human Side of Autonomous AI, nearly 90% of IT professionals view AI as a net positive, and this optimism is well-founded. We are seeing agentic AI move beyond simple automation to actively streamlining complex data insights and eliminating the manual toil that has long hindered innovation. However, as we integrate these autonomous agents into our ecosystems, the fundamental DNA of the IT role is evolving ...

AI workloads require an enormous amount of computing power ... What's also becoming abundantly clear is just how quickly AI's computing needs are leading to enterprise systems failure. According to Cockroach Labs' State of AI Infrastructure 2026 report, enterprise systems are much closer to failure than their organizations realize. The report ... suggests AI scale could cause widespread failures in as little as one year — making it a clear risk for business performance and reliability.

The quietest week your engineering team has ever had might also be its best. No alarms going off. No escalations. No frantic Teams or Slack threads at 2 a.m. Everything humming along exactly as it should. And somewhere in a leadership meeting, someone looks at the metrics dashboard, sees a flat line of incidents and says: "Seems like things are pretty calm over there. Do we really need all those people?" ... I've spent many years in engineering, and this pattern keeps repeating ...