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Maximizing eCommerce ROI: APIs Are Critical to Your Business

Priyanka Tiwari

This is part 4 of the 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.

Start with Part 1: Maximizing eCommerce ROI with Synthetic Monitoring

Start with Part 2: Maximizing eCommerce ROI - Understanding the Latest Trends

Start with Part 3: Maximizing eCommerce ROI in the Age of the Customer

The concluding post of this series will talk about the significance of APIs and the importance of measuring what you want to manage.

You are as strong as your weakest link.

We talked a lot about the outside in perspective on the performance: the external factors that can hamper your applications' perceived performance, but what about the most critical components of your web and mobile apps? I'm talking about APIs. Internal, external or 3rd party; APIs are most critical to your business.

The APIs you consume bring data and services to your applications, drive traffic and accelerate internal projects. Since one API can affect many applications or application components, API failures often are the most critical failures. Granted that the providers of APIs will work on monitoring and improving the performance of the APIs, but as a consumer, it's your responsibility too. Why? Because to your end users, it all looks the same. They won't know if it's your code or some 3rd party's. If a 3rd party API ill-performs or breaks down, your entire application will get bad rating and/or the users will abandon it.

On the other side of the API economy are API providers. The APIs you provide bring you revenue, increase footprint and open a path to innovation. Google maps, Amazon advertisement, Flickr, Twitter etc. APIs get more than 10s of billions of calls every day; they are significant revenue generators for these companies. Expedia quoted that 90% of its revenue comes from API business. In 2013, Salesforce generated 50% of its $3B revenue via APIs. A majority of the critical components of eCommerce applications are powered by APIs. Allow me to reuse the eCommerce ecosystem image we saw in the first post of this blog series.


Let's say you are the provider of payment processing API or add-to-cart 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 hitting the bottom line. You can be an API consumer, a provider, or most likely both. If you are dealing with APIs, you have to monitor them proactively.

Tip: Consumer of APIs, a provider or most likely both, you should monitor your APIs proactively to check if they are available, performing well and returning correct data at correct places.

You can't manage what you can't measure

Did I save the best tip for the last? Maybe I did. It's as simple as this; you cannot manage what you cannot measure. Up-down monitoring is good, but it's certainly not enough. Poor performance of the website or application is as critical as unavailability. Don't just monitor the landing pages, but proactively identify and monitor performance of all critical conversion paths. Focus on the user experience metrics search as time to first paint and above the fold. And most importantly, monitor critical user transactions such as sign ups, checkouts, forms etc.

The first step in the performance optimization process is understanding and analyzing the performance. When writing functional scripts, make sure you capture the actual user transactions to get as close to the end user as possible. Using web transaction recorders seems like the best choice to ensure that all dynamic components of the applications are measured and monitored.

eCommerce is the extension of your business, your brand and your reputation. Having an available, functional and high performing eCommerce presence is extremely vital to maintain and grow customer loyalty and brand equity.

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

The Latest

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Businesses that face downtime or outages risk financial and reputational damage, as well as reducing partner, shareholder, and customer trust. One of the major challenges that enterprises face is implementing a robust business continuity plan. What's the solution? The answer may lie in disaster recovery tactics such as truly immutable storage and regular disaster recovery testing ...

IT spending is expected to jump nearly 10% in 2025, and organizations are now facing pressure to manage costs without slowing down critical functions like observability. To meet the challenge, leaders are turning to smarter, more cost effective business strategies. Enter stage right: OpenTelemetry, the missing piece of the puzzle that is no longer just an option but rather a strategic advantage ...

Amidst the threat of cyberhacks and data breaches, companies install several security measures to keep their business safely afloat. These measures aim to protect businesses, employees, and crucial data. Yet, employees perceive them as burdensome. Frustrated with complex logins, slow access, and constant security checks, workers decide to completely bypass all security set-ups ...

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In the early days of the cloud revolution, business leaders perceived cloud services as a means of sidelining IT organizations. IT was too slow, too expensive, or incapable of supporting new technologies. With a team of developers, line of business managers could deploy new applications and services in the cloud. IT has been fighting to retake control ever since. Today, IT is back in the driver's seat, according to new research by Enterprise Management Associates (EMA) ...

In today's fast-paced and increasingly complex network environments, Network Operations Centers (NOCs) are the backbone of ensuring continuous uptime, smooth service delivery, and rapid issue resolution. However, the challenges faced by NOC teams are only growing. In a recent study, 78% state network complexity has grown significantly over the last few years while 84% regularly learn about network issues from users. It is imperative we adopt a new approach to managing today's network experiences ...

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Maximizing eCommerce ROI: APIs Are Critical to Your Business

Priyanka Tiwari

This is part 4 of the 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.

Start with Part 1: Maximizing eCommerce ROI with Synthetic Monitoring

Start with Part 2: Maximizing eCommerce ROI - Understanding the Latest Trends

Start with Part 3: Maximizing eCommerce ROI in the Age of the Customer

The concluding post of this series will talk about the significance of APIs and the importance of measuring what you want to manage.

You are as strong as your weakest link.

We talked a lot about the outside in perspective on the performance: the external factors that can hamper your applications' perceived performance, but what about the most critical components of your web and mobile apps? I'm talking about APIs. Internal, external or 3rd party; APIs are most critical to your business.

The APIs you consume bring data and services to your applications, drive traffic and accelerate internal projects. Since one API can affect many applications or application components, API failures often are the most critical failures. Granted that the providers of APIs will work on monitoring and improving the performance of the APIs, but as a consumer, it's your responsibility too. Why? Because to your end users, it all looks the same. They won't know if it's your code or some 3rd party's. If a 3rd party API ill-performs or breaks down, your entire application will get bad rating and/or the users will abandon it.

On the other side of the API economy are API providers. The APIs you provide bring you revenue, increase footprint and open a path to innovation. Google maps, Amazon advertisement, Flickr, Twitter etc. APIs get more than 10s of billions of calls every day; they are significant revenue generators for these companies. Expedia quoted that 90% of its revenue comes from API business. In 2013, Salesforce generated 50% of its $3B revenue via APIs. A majority of the critical components of eCommerce applications are powered by APIs. Allow me to reuse the eCommerce ecosystem image we saw in the first post of this blog series.


Let's say you are the provider of payment processing API or add-to-cart 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 hitting the bottom line. You can be an API consumer, a provider, or most likely both. If you are dealing with APIs, you have to monitor them proactively.

Tip: Consumer of APIs, a provider or most likely both, you should monitor your APIs proactively to check if they are available, performing well and returning correct data at correct places.

You can't manage what you can't measure

Did I save the best tip for the last? Maybe I did. It's as simple as this; you cannot manage what you cannot measure. Up-down monitoring is good, but it's certainly not enough. Poor performance of the website or application is as critical as unavailability. Don't just monitor the landing pages, but proactively identify and monitor performance of all critical conversion paths. Focus on the user experience metrics search as time to first paint and above the fold. And most importantly, monitor critical user transactions such as sign ups, checkouts, forms etc.

The first step in the performance optimization process is understanding and analyzing the performance. When writing functional scripts, make sure you capture the actual user transactions to get as close to the end user as possible. Using web transaction recorders seems like the best choice to ensure that all dynamic components of the applications are measured and monitored.

eCommerce is the extension of your business, your brand and your reputation. Having an available, functional and high performing eCommerce presence is extremely vital to maintain and grow customer loyalty and brand equity.

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

The Latest

According to Auvik's 2025 IT Trends Report, 60% of IT professionals feel at least moderately burned out on the job, with 43% stating that their workload is contributing to work stress. At the same time, many IT professionals are naming AI and machine learning as key areas they'd most like to upskill ...

Businesses that face downtime or outages risk financial and reputational damage, as well as reducing partner, shareholder, and customer trust. One of the major challenges that enterprises face is implementing a robust business continuity plan. What's the solution? The answer may lie in disaster recovery tactics such as truly immutable storage and regular disaster recovery testing ...

IT spending is expected to jump nearly 10% in 2025, and organizations are now facing pressure to manage costs without slowing down critical functions like observability. To meet the challenge, leaders are turning to smarter, more cost effective business strategies. Enter stage right: OpenTelemetry, the missing piece of the puzzle that is no longer just an option but rather a strategic advantage ...

Amidst the threat of cyberhacks and data breaches, companies install several security measures to keep their business safely afloat. These measures aim to protect businesses, employees, and crucial data. Yet, employees perceive them as burdensome. Frustrated with complex logins, slow access, and constant security checks, workers decide to completely bypass all security set-ups ...

Image
Cloudbrink's Personal SASE services provide last-mile acceleration and reduction in latency

In MEAN TIME TO INSIGHT Episode 13, Shamus McGillicuddy, VP of Research, Network Infrastructure and Operations, at EMA discusses hybrid multi-cloud networking strategy ... 

In high-traffic environments, the sheer volume and unpredictable nature of network incidents can quickly overwhelm even the most skilled teams, hindering their ability to react swiftly and effectively, potentially impacting service availability and overall business performance. This is where closed-loop remediation comes into the picture: an IT management concept designed to address the escalating complexity of modern networks ...

In 2025, enterprise workflows are undergoing a seismic shift. Propelled by breakthroughs in generative AI (GenAI), large language models (LLMs), and natural language processing (NLP), a new paradigm is emerging — agentic AI. This technology is not just automating tasks; it's reimagining how organizations make decisions, engage customers, and operate at scale ...

In the early days of the cloud revolution, business leaders perceived cloud services as a means of sidelining IT organizations. IT was too slow, too expensive, or incapable of supporting new technologies. With a team of developers, line of business managers could deploy new applications and services in the cloud. IT has been fighting to retake control ever since. Today, IT is back in the driver's seat, according to new research by Enterprise Management Associates (EMA) ...

In today's fast-paced and increasingly complex network environments, Network Operations Centers (NOCs) are the backbone of ensuring continuous uptime, smooth service delivery, and rapid issue resolution. However, the challenges faced by NOC teams are only growing. In a recent study, 78% state network complexity has grown significantly over the last few years while 84% regularly learn about network issues from users. It is imperative we adopt a new approach to managing today's network experiences ...

Image
Broadcom

From growing reliance on FinOps teams to the increasing attention on artificial intelligence (AI), and software licensing, the Flexera 2025 State of the Cloud Report digs into how organizations are improving cloud spend efficiency, while tackling the complexities of emerging technologies ...