AN INTRODUCTION TO

SITECORE EXPERIENCE
COMMERCE

Rob Earlam
May 27, 2018

#sugcon
 What is e-
commerce?
“Digital commerce is the buying and selling of goods and
services using the Internet, mobile networks and commerce
infrastructure.”
Gartner
 E-commerce History

Can any one tell me what the first online purchase

was?

1971 1984 1994

© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
 Total worldwide e-commerce sales in trillions of US dollars
5

4.5
4.5

4 3.9

3.5 3.3

3 2.8

2.5 2.3

2 1.9

1.5
1.5 1.3

0.5

0
2014 2015 2016 2017 2018 2019 2020 2021

Shopify - 2017
 Indian e-commerce sales in Billions of US dollars
40
38

35

30

25
23

20
17

15

10

6.3

5 3.8

0
2009 2011 2014 2015 2016

Statista - 2018
 How is e-
commerce
changing?
“Gartner is seeing a shift in architecture from historical
"monolithic" digital commerce platforms with integrated UI
and product catalog functionality to a more flexible,
componentized architecture.”
Gartner
 E-commerce is changing!

© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
e-commerce done
badly
 Discounting woes!

© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
e-commerce done
right
 How to do things right!
With tight integration
+ Mike browses for hiking boots on your website.
+ Data collected via Mike’s opted-in social media
channels reveals he has an interest in hiking.
+ Commerce data reveals that Mike purchased a
lightweight vest from your website last week.
+ Marketing automatically sends Mike an offer for
boots, showcasing several pairs, as well as featuring
other products typically purchased by first-time
hikers.
+ Mike adds a pair of boots to his shopping cart but
fails to make the purchase.
© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
+ Within 24 hours, the system triggers an email to
Mike, reminding him of the abandoned cart with a
free shipping promotion.
+ Mike not only buys the boots, but purchases socks,
a flashlight, and a pair of waterproof pants, which
were recommended in the earlier offer.
+ But the interaction doesn’t end there. Three
months after Mike’s purchase, and with the snow
season approaching, marketing sends Mike an
email, prompting him to waterproof his new boots
and providing an offer for thermal hiking gear.
+ Marketing follows up with a brochure on “essential
winter hiking gear.”
+ Mike is impressed and buys snowshoes and poles.
 Who do you achieve this?

© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
 Sitecore
Experience
Commerce
 Sitecore Experience Commerce

Rich Features Simple Extensibility

Accelerated Development Integrated Platform

© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
 XC9 - Features

Shopping Cart Inventory Orders

The ability to add/remove/update Edit and control each Products Manage an order through its full
products stored in the cart inventory lifecycle.

Checkout Entitlements Pricing

Capture all of the necessary Entitlements track ownership and are Powerful pricing functionality to
information required to complete an used for things like Digital enable flexible, dynamic pricing for
Order Downloads your products

Shops Fulfillment Promotions

Create multiple online shopping Complete fulfillment management, Flexible & extendable promotions
experiences, defining currency, whether this is for digital or physical functionality.
language & payments for each. goods.

Catalog Payments
The ability to create and manage the Simple to integrate with 3rd party
catalog of items on sale in your payment providers.
shops.

© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
 XC9 - BizFX

Brand new
Merchandiser interface
+ Angular 4
+ Data Driven
+ Simple to extend
+ Federated Authentication
+ Micro-Service delivered UX

© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
 XC9 – Catalog & Inventory

Catalog and Inventory Schema Catalogs

Catalog Categories
Category

1 ∞
+ Catalogs – Categories – SellableItems
(Products)
∞ ∞
+ SellableItems can be added to
multiple Catalogs
Sellable Items
+ SellableItem based on schema.org ∞
Product schema ∞ Inventory
Inventory

∞
+ Variant support Variants
Inventory
Inventory
+ Multilingual Data Sets
Sets
1
∞ Inventory
Inventory
+ Extensibility via composition
© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
 XC9 – Customers & Orders

Order management functionality

+ Ability to track an order through its
lifecycle
+ Place orders on Hold or release them

Customer management functionality

+ See all interactions a customer has had
with your site
+ View all orders placed by a user and what
state they’re currently in
+ View all Entitlements that a customer has
purchased
© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
 XC9 – Pricing

Extensible, Dynamic Pricing Price Book Price Card Snapshot Sell Price

+ Create price books that contain price

Catalog Sellable Item List Price
cards for pricing flexibility across multiple
products or categories
+ Dynamic pricing varying by currency or
by date
+ Tiered pricing based on tiers and time
frame
+ Snapshot pricing sets a start and end
date to prices
+ Extend pricing functionality with plugins
© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
 XC9 - Promotions

Enhanced Promotion Qualifications and Benefits

+ Similar to pricing, promotions are stored
in Promotion Books that contain one or
more promotions
+ Promotion qualifications include:
Sitecore campaigns, channels, catalog
items, shopper profile attributes like
previous order history, state and more
+ Promotion benefits include: Order and
order line adjustments, benefits based on
order quantity, other products, free gift BizFx – Price Snapshiot
with purchase, adjustment of shipping
and other fulfillment fees

© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
Demo time!
“The… plugin architecture pattern… consists of two types of
architecture components: a core system and plug-in modules.
Application logic is divided between independent plug-in modules
and the basic core system, providing extensibility, flexibility, and
isolation of application features and custom processing logic. ”
(Software architecture patterns by Mark Richards - OReilly).

4
 Plugin Architecture Pattern

Plugin Plugin Plugin Plugin

Core Functionality
Plugin Plugin

Plugin Plugin Plugin Plugin

© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
 Application Footprint

Wish Lists Stores

Customer Fulfillment Orders

Entitlements

Gift Cards
Coupons Payments

Inventory Carts Pricing Tax

© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved. 9
 Extensibility Model

Composable Extensibility

Progressive Enhancement

Opt-in complexity

© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
 Accelerated Development

TIME TO MARKET
Linear Site
Production

User Experience
Capture and define the user experience
Visual Design
Create the visual design to satisfy the user experience
Parallel Site
Front End Development
Co-Production Develop themes/styles/layouts to implement visual design
Back End Development
Reuse, configure and/or build site renderings
Content Entry
Assemble site pages from renderings and add content.

© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
 What is SxA?

Drag and drop toolkit ~80 Pre-built components

Simplified page
architecture Cloud ready

Wire framing mode for

Grid Framework
building sites before design

Export, import visual Multi Tenancy

designs or live edit

Mobile first with responsive Headless capabilities

and adaptive options

© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
 What is SxA Storefront?

+ Out of the box Commerce

storefront built on top of
the Sitecore Experience
Accelerator
+ Adds 40+ commerce
specific components
+ Three sample themes

© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
 Commerce Renderings

Account renderings Login & profile

components
Cart renderings Shopping cart
components
Catalog renderings Product lists,
promoted products, navigation
Checkout renderings Confirmation,
billing and delivery
Orders renderings Recent orders,
history, order lines
Shared renderings Language selector,
search, top links

© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
Demo time!
 Why integration is so important?

Content Commerce
Manage and delivering content Consumers expect to be treated
at scale is a challenge across as if you know them, not just to
multiple systems be ‘sold a product’

Disconnected technology
fragments marketing

Data & Insights Omni-channel

Must keep brand experience
Difficult to aggregate data from relevant and fresh across myriad
different sources and analyze of channels and touch points
quickly

© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
 Why integration is so important?

Content Commerce
Manage, edit and deliver Fully personalize the end-to-end
personalized content at scale shopping experience

Data & Insights Omni-channel

Deliver experiences across the
Capture rich data and generate channels of today and tomorrow
actionable and insights with
machine learning

© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved.
Demo time!
Questions?
 Thank you to our Sponsors

© 2018 Sitecore User Group Conference India and its respective speakers. All rights reserved. 42