Advances in commerce are on my mind today for several reasons. First, I am attending the RAMP Advanced Commerce & Mobile Retail Services Summit. Second, Layer 7 just announced an exciting new partnership with Elastic Path, the first commerce platform to unify the commerce experience through a common API access point. And finally, I have noticed a recent surge of demand for Layer 7’s API and identity capabilities to deliver new omni-channel, hyper-local functions to retailers, consumer marketers and payment/credit providers. It’s clear that eCommerce is undergoing a sea change.
Mobile devices and social media have multiplied the number of touch-points available for engaging buyers. The line between retail and “eTail” has grown blurry as location increasingly defines all shopping experiences. Big Data now makes it possible for marketers to tailor promotions to every shopper, based on buying history and inferred intent. And API-driven architectures provide a way to tie all online channels, data sources and cloud services together in an event-driven, context-aware network that can engage buyers wherever they are.
All these elements assembled together suggest a new era of personalized commerce. This will place the buyer back at the center of a commerce universe of disparate data, mobile, cloud and social elements that will converge to deliver him or her a more exact shopping experience tailored to his or her choice preferences at that point in time and that place in space.
For Layer 7, this convergence of trends that puts the shopper at the center of an API-connected ecosystem plays to two particular strengths. Firstly, it leverages Layer 7′s leadership in networking enterprise, mobile, social, cloud and partner services via APIs. Secondly, it cements a concept of enhanced identity, where a fuller user profile can be built around an ID to deliver a more complete view of that subject. Both will be essential for delivering on the vision of highly-personal commerce that spans online channels, is location-aware, leverages multiple data sources and can determine a context-specific action across mobile, payment and Web services.