Kelly Goetsch - eCommerce in the Cloud: Bringing Elasticity to eCommerce
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Is your eCommerce solution ready for the cloud? This practical guide shows experienced and aspiring web architects alike how to adopt cloud computing incrementally, using public Infrastructure-as-a-Service and Platform-as-a-Service. You will learn how to marshal as much capacity as you need to handle peak holiday or special-event traffic.
Written by eCommerce expert Kelly Goetsch, this book helps architects leverage recent technological advances that have made it possible to run an entire enterprise-level eCommerce platform from a cloud.
- Explore cloud service models: Infrastructure-as-a-Service, Platform-as-a-Service, and Software-as-a-Service
- Learn about public, hybrid, and private cloud deployment models
- Understand the impact of omnichannel retailing on platform and deployment architectures
- Build an auto-scaling solution that can quickly add or subtract hardware in response to real-time traffic
- Re-apply what you already know about security to the cloud
- Run a single eCommerce platform from multiple data centers, including several forms of multi-master
- Build a hybrid solution or deploy your entire platform to the cloud
- Learn application and deployment architecture for cloud native through legacy eCommerce platforms
- Use Software-as-a-Service for eCommerce, including Content Delivery Networks and Global Site Load Balancing services
Kelly Goetsch: author's other books
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Among all enterprise workloads, ecommerce is unique because of the extreme variability in traffic. The chart in ]
The amount of hardware required varies substantially over the course of a month, day, or even hour, yet provisioning a production environment to 500% of annual peak for the entire year is common. A large US retailer recently sold $250 million online over a seven-day period, yet their CPU utilization, which is their bottleneck, never topped 15%.
Having spent my career deploying large ($1 billion+/year in annual revenue) ecommerce platforms and later building the technology under these platforms, I am always struck by the fear-driven inefficiencies and fashion-driven dogmatism that permeates every aspect of our trade. Aside from being wasteful, the real problem is distraction from your core business. We are at a juncture in history where a fundamental change is required. We can do better than the status quo.
Cloud computing, having matured over the past decade, is now to the point where it can finally be used for large-scale ecommerce. Cloud offers the promise to scale up and down dynamically to match your real-time needs. You pay for only what you need and you can use as much as you want. The cloud vendor deals with all of the work that goes into building infrastructure, platforms, or services, allowing you to focus on your core business. It just makes so much sense, is what most people say about the combination of ecommerce and cloud, yet Are you crazy? is what most people say when you actually propose its use.
In this book, Ill show you how cloud computing, particularly public Infrastructure-as-a-Service, is evolutionary from a technology standpoint and revolutionary from a business standpoint. Using what you already know, Ill show you how you can quickly and incrementally adopt cloud computing for any ecommerce platforms, whether packaged or custom and new or legacy. Cloud computing is firmly on the right side of history, and I hope youll join me in exploring how it can be applied to the most challenging of use cases: ecommerce.
Software-as-a-Service ecommerce offerings are not in the scope of this book.
This book is for architects and aspiring architects who wish to learn more about cloud computing and how the top ecommerce vendors can leverage the cloud. While the first chapter focuses on the current state of ecommerce, the remainder of the book focuses on the architecture required to use the cloud for ecommerce. The principles contained within are also easily applied to other transactional web applications. If you can deploy a large-scale ecommerce platform in a cloud, you can deploy anything.
This book is organized into three parts.
In .
In .
In discusses how to serve an entire platform from the cloud.
The following typographical conventions are used in this book:
Constant width Used for program listings, as well as within paragraphs to refer to program elements such as variable or function names, databases, data types, environment variables, statements, and keywords. Constant width bold Shows commands or other text that should be typed literally by the user. Constant width italic Shows text that should be replaced with user-supplied values or by values determined by context.This element signifies a tip or suggestion.
This element signifies a general note.
This element indicates a warning or caution.
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This book is the direct result of people who have invested in mefrom my family to the hundreds of people who have helped me in some way throughout my career. I am perpetually humbled by peoples capacity for selfless acts of kindness.
Specifically, Id like to thank my uncle, David Kroening, for introducing me to technology at an early age; my early mentor, Guy Morazain, for introducing me to ecommerce and launching my career; and Mohamad Afshar, for encouraging me to write this book and for mentoring me on the business side of technology.
Id also like to thank my reviewers Mark Scarton, Devon Hillard, Vaskin Kissoyan, Scott Van Ummersen, Andy Powers, Leo Dolan, Jags Krishnamurthy, and Glen Borkowski for keeping me honest and for providing insights that have shaped this book.
Finally, Id like to thank my amazing wife, Melissa. Its only with her support that I was able to write this book and am able to focus on my career. Shes the best.
[] Data courtesy of Akamai Technologies, 2013.
We are in the midst of an ecommerce-driven revolution in retail. Prior to the mid-1990s, ecommerce didnt exist. Today, business-to-consumer (B2C) ecommerce is a $1 trillion per year business worldwide,[] of retail sales in the US are now influenced by ecommerce. Emerging markets like Brazil, Russia, India, and China offer nearly limitless growth potential.
For the purposes of this book,
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