English version of my presentation @ Symfony Live Paris 2014

1. Symfony2 & eCommerce

2. 2
@fabien_gasser
 Presales consultant @ Smile
 Ex Project Manager @ SensioLabs
 Hobbies: rap music & eCommerce
Smile - Open source solutions
provider
 More than 60 projetcs > 250 men.days
 Magento, Drupal, Jahia, Liferay, Sf2, Spring…
 eCommerce
o > 10 millions of products managed…
o > 200 pages served per second
o Multi Store, Multi Merchant, Multi Channel,
Marketplace…

3. 3
Different eCommerce types
 B2C
o eShop:Unkut, Marketplace:Fnac, Chronodrive, Auchan Drive…
o Subscription:Birchbox
o Flash sales:Private journeys
 B2B with price negotiated for each customer:
o Managment of enterprises’ committees, cars sales…
 …
We should focus our strength on our business to create a
relationship with the customer and develop loyalty
 Alternative:Design an incredible product… without any competitor.

4. 4

5. 5
Product
catalog
PIM
Customers
CRM
Customer
account
Orders
Shopping
cart
Order
Manager

6. Symfony 2 & eCommerce

7. 7
« Symfony should become the standard as a PHP middleware »
 Symfony 2 as Middleware: an applicative glue
 Specific development mind the gap between the best softwares and customer
requirements.
o Respect functional areas

8. 8
Applications
Middleware
Database
Infrastructure
Orders
PIM
ERP
CRM
Sf2 Middleware
BIDAM
Customers
Product
catalog
Order
Manager
WebApp Borne Web
CMS
Search
Shopping cart Grid Checkout Merch Search

9. 9
Drupal
Leaphly
Vespolina
Sonata

10. 10
Even though it’s interesting to meet all
business requirements within the same
application
 !!! Difficult to maintain
 !!! Complex and unuseful business rules
 Changes on the solution core
Making e-commerce with a blogging
solution… No !
 Separation of concern : CMS / E-commerce / BI
Your e-commerce is not a business
intelligence tool : keep simple kpi on your
dashboard but use a real tool like Pentaho
or JasperSoft for your BI
We don’t do slides with Excel

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12. 12
Do smaller things and reduct the coupling of apps
 Core API
 Fine management of ACL through an oauth server for instance…
 Design applications by domain:Doing less but doing better
o Facilitate the update of a service / its maintenance / its availability
 Let‘s forget monolithic applications
o The applicative segmentation by controlers is not enough
 Why not considering a segmentation by functional domain ?

13. 13
Desktop Tablet Mobile
Search
CSS
HTML
Javascript
Resource
WebComponent
Comments
Panier
Recherche
Website
WebComponent
Middleware
API HATEOAS
Json-ld
ETL

14. 14
Representation
 Hateoas + HAL
 json/xml/messagepack
 Microformats
Stateless:Horizontal scalability
Security: SSL + token
Easy testing and automated
documentation NelmioApiBundle
Applicative versioning
Tip: Use Varnish to define frequency
of data update

15. 15
Redis:cache, session, queues
Empty Varnish cache / CDN when you modify a product information…
If you don’t have to calculate the catalogue, then save it within
Elasticsearch/SolR: scalable, API Rest
Get some alerts on services and data flows:New Relic, Monitoring…
Don’t be afraid to use third-party services:
 Prediggo, Compario, LiveFyre, Gigya…
The bundles
 Core:MSSecurityExtraBundle, StofDoctrineExtensionBundle, LiipCacheControlBundle,
MonologBundle, Symfony-cmf/Routing, TemplatedUriBundle
 API:JMSSerializerBundle, FosRestBundle, BazingaHateoasBundle, NelmioApiDocBundle,
BazingaFakerBundle

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17. 17
Repository
 Assets & pictures
Order Manager
Data flows
Clients
 CRM
Search and recommendation
CMS
Payment
Sale

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19. 19
Product management with Akeneo PIM
ERP
images
Third part data
source
Videos
PIM
Search
Enrich
Translate
Maintain
E-store
Mobile
POS
Print

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21. 21
Media management:
 KnpLabs/KnpGaufretteBundle:s3, MongoGridFS
 Sonata Media Bundle
 Thumbor:service intelligent de gestion d’images (Détections de visages, motifs)
Smart interface for media management ? Ckfinder ?
Mass processing with an asynchronous queue

22. 22
Order Manager system is the heart of your e-commerce
Create Finite State Machine thanks to the bundles
 github.com/yohang/Finite
 DoctrineStateMachineBundle
Manage various state for order, quote or cart
 A parralel task will check the state of the order to fire actions
 Manage easily actions around your orders: paiement notification or refund,
subscription system

23. 23
An e-commerce platform communicates with several third-parties
 ESB ERP CRM BI WMS DAM MARKETPLACE (lengow, mirakl…)
With different formalisms:
 SOAP REST EDI CSV...
 HATEHOAS Messapack for mobile applications
Organization of the database model
 Create services to manipulate your SOAP / REST exposed interfaces
MONITOR data flows !!!

24. 24
Create a unique base of clients and share it with applications
 User:
o FosUserBundle
o HWIOAuthBundle
o FosCommentBundle
o …
 SonataAdminBundle
Centralize the user events and follow the activity of users
 Real user monitoring / New Relic Insight

25. 25
Keep in contact with its clients: OroCRM
 Client segmentation
 Task and call back
 Sales processing
e-commerce oriented features
 Abandonned carts
 User monitoring

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27. 27
Search:
 Implementation of Elasticsearch or Solr to index the PIM and take the benefit of the
search engine
o API REST
o Search features
Recommendation: up sell, cross sell…
 Management of affinitiy with a product at every purchase or creatino of product list
to make a simple recommendation
 Design of business rules with ExpressionLanguage to associate a product
Implement third-party solutions such as: Prediggo, Fredhopper,
Compario…

28. 28
CMS & Merchandising: Drupal 8, Sulu CMF, Bolt
 Place CMS content to animate category pages
 Expert content, security of payments
 ESI / SSI / Hinclude / pjax / turbolinks
 Content as a Service / Data as a Service
Sulu.io
Pagekit

29. 29
Implementation of payment solutions
 Paiement: Integration of a monetic supplier
o PayumBundle
 Use a PSP – payment service provider: be2bill, paybox…
o Ease of inception in a new country
o Fraud management
o REST API
One-click payment Payment in 3 times
withouth fee
Payment at deliverySimple payment
Partial or total refund Cross-chanel payment Simple
aknowledgement

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200 pages / second and more…
 Prévoir un fallback sur les pages les plus consommatrices:une version dégradée
de l’application.
 Plan its stateless application in order to facilitate horizontal scalability
 Decoupling services and sites
 Ratchet ? WebRTC ?
Scalable hosting
 Cluster of databases and indexes
 On the fly creation:
o Docker, Serf, Mesos…
 Predictive auto-scaling (Scryer/Netflix) Traffic pattern:variable