Welcome!

@CloudExpo Authors: Ed Featherston, Elizabeth White, Kevin Benedict, Pat Romanski, Liz McMillan

Related Topics: @CloudExpo, Mobile IoT, Agile Computing

@CloudExpo: Blog Post

Your eCommerce Shoppers Are Going Global. Are You Ready? | @CloudExpo #Cloud

It's hard to get away from the fact that eCommerce is a large and growing force in our economy

You may want to ask yourself if you really have a good understanding of where your customers are shopping. Digital marketers are known to cuddle up with Google Analytics as they crawl into bed at night just to explore these trends. Are you doing the same? Because as more of your customers visit you from other parts of the world, you'll have to do a little bit more to make sure they all have a great experience on your site.

Here's a mind-blowing statistic for you: Take all the stores and retail outlets in the world - basically anywhere someone can buy something. Then, add up all the money that those stores earn collectively. How much of that do you think came in over the Internet?

This year, it's expected that 7.3% of all that money was from online sales. And in just a few years, that number will be 12.4%.

Think about that - about one out of every 10 dollars (or euros, or yen...) that consumers will spend over the next few years will be spent online. And this money is being spent by about 40% of worldwide Internet users, which means more than one billion online shoppers. That makes a crowded Black Friday at Walmart seem like nothing.

It's hard to get away from the fact that eCommerce is a large and growing force in our economy - not just here in the U.S., but around the world.

A Worldwide Boom
As you unpack the numbers, they reveal some interesting trends about eCommerce in different parts of the world. For example, this year it's expected that overall, eCommerce will grow by 25%. However, that's happening at different rates in different regions of the globe. In Asia-Pacific, where it's growing the fastest, the growth rate for eCommerce is projected to be a staggering 35.2%, while in North America the growth rate will only be 14.3%.

Of course, a newer market is going to grow faster than a more mature market. So it's interesting to look at growth alongside online sales projections overall:

  • China: $672.01 billion (42.1%)
  • U.S.: $349.06 billion (14.2%)
  • U.K.: $99.39 billion (14.5%)
  • Japan: $89.55 billion (14.0%)
  • Germany: $61.84 billion (12.0%)
  • France: $42.60 billion (11.1%)
  • South Korea: $38.86 billion (11.0%)
  • Canada: $26.83 billion (16.8%)
  • Brazil: $19.79 billion (17.3%)
  • Australia: $19.02 billion (9.3%)

Now, some of these countries have a larger population than others, so of course that's going to factor into how much is being spent. When you look at how much is being spent by each shopperon average, you see that growth may be slower in the U.S., but volume is not. Consumers in the U.S. are starting to spend big on the Internet. As the market matures over time, people become more comfortable with larger purchases.

So what does this all mean for you? What about your site?

You may want to ask yourself if you really have a good understanding of where your customers are shopping. Digital marketers are known to cuddle up with Google Analytics as they crawl into bed at night just to explore these trends. Are you doing the same? Because as more of your customers visit you from other parts of the world, you'll have to do a little bit more to make sure they all have a great experience on your site.

If Your Site Sucks, Shoppers Leave - at Home or on the Go
If consumers start shopping on a site or exploring content and the page doesn't load quickly enough, they give up. They find somewhere else to buy the thing they wanted to buy.

You are a consumer. You know you've done this too.

It's as easy as re-typing a search term again, but this time you click the second link that Google sends your way. In fact, 60% of web users leave a website and go to a competitor's site if it takes more than five seconds to load the page. And 88% of web users won't come back to that site if they assume it'll be slow.

Of course it's not just the web. These days, 85% of web users expect that a page will load just as fast on their mobile device as it does on a computer. That expectation is really important because mobile devices aren't just the exception anymore, especially over the holidays (which are coming up fast). People travel; they use their phones to place orders so that gifts are ready when they get home. They shop on their devices while they are shopping in stores. The mobile device matters - it directly impacts revenue.

Just because you know your site is zippy in Toledo doesn't mean that your users in Quebec City, Frankfurt, or Singapore see the same thing. There is a lot of variation around the world between datacenters, carrier networks, and general Internet infrastructure.

Geo-Realism from the Cloud
Geo-realism means adapting your load testing and performance monitoring so that it mimics the user experience from different regions around the world. You shouldn't be doing all your load testing from server banks in the room next to your application's datacenter. You shouldn't even be running them from the next town over.

The best way to ensure that your load tests are geo-realistic is by using the cloud.

The cloud isn't for everything of course. As your team builds the app, you will naturally develop a suite of load testing scenarios for core testing that you run from an easily controlled location. You conduct unit tests with these, get rid of bottlenecks, and assess baseline performance of your app at the component. But at some point you need real system tests.

That's when you string together those components into a number of realistic scenarios. For example:

  • User logs in, browses through items, selects an item, checks out.
  • User logs in, confirms tracking information for a recent order
  • User logs in, finds a recent order, prints a return ticket

You package these scenarios up and push them out to load generators in the cloud. You'll want these generators distributed around the world in a variety of different locations and datacenters. The cloud lets you scale this infrastructure up and down as needed without having to configure new machines and network devices. That's the beauty of the cloud - you quickly get worldwide scale for your scenarios.

Using the cloud, you run your tests and gather your metrics. You can study these results to see how behavior differs throughout the world. This may lead you to reconfigure how you do load balancing, modify your caching capabilities, or potentially deploy entirely new supplementary datacenters. The point is: you now know how users around the world are interacting with your site.

It doesn't stop there.

You can also conduct synthetic user monitoring from the cloud. This is an activity that's managed in Operations as part of the ongoing performance management effort. You take the same transactions that were run by your distributed load generators and re-use them as live performance tests. Synthetic users are created around the world, executing these tests regularly using the cloud. They run against your production app while it's in use, and they measure the site experience that users are actually exposed to. You can feed those metrics back to Operations and to Testing, giving you a steady stream of data that doesn't depend on impacting real users.

Conclusion
With the continued growth of global eCommerce shoppers, having a global view of your app's performance is more important than ever. Use the cloud to create geo-realistic load tests and performance monitoring profiles that will give you confidence your users are having a great experience, no matter where they are browsing from.

Finally, get ready - it's going to be a wild holiday shopping season!

Photo Credit: Nicolas Raymond

More Stories By Tim Hinds

Tim Hinds is the Product Marketing Manager for NeoLoad at Neotys. He has a background in Agile software development, Scrum, Kanban, Continuous Integration, Continuous Delivery, and Continuous Testing practices.

Previously, Tim was Product Marketing Manager at AccuRev, a company acquired by Micro Focus, where he worked with software configuration management, issue tracking, Agile project management, continuous integration, workflow automation, and distributed version control systems.

@CloudExpo Stories
No hype cycles or predictions of zillions of things here. IoT is big. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, Associate Partner at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He discussed the evaluation of communication standards and IoT messaging protocols, data analytics considerations, edge-to-cloud tec...
Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more business becomes digital the more stakeholders are interested in this data including how it relates to business. Some of these people have never used a monitoring tool before. They have a question on their mind like “How is my application doing” but no id...
Announcing Poland #DigitalTransformation Pavilion
Digital Transformation is much more than a buzzword. The radical shift to digital mechanisms for almost every process is evident across all industries and verticals. This is often especially true in financial services, where the legacy environment is many times unable to keep up with the rapidly shifting demands of the consumer. The constant pressure to provide complete, omnichannel delivery of customer-facing solutions to meet both regulatory and customer demands is putting enormous pressure on...
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, led attendees through the exciting evolution of the cloud. He looked at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering m...
CloudEXPO | DXWorldEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.
DXWorldEXPO LLC announced today that All in Mobile, a mobile app development company from Poland, will exhibit at the 22nd International CloudEXPO | DXWorldEXPO. All In Mobile is a mobile app development company from Poland. Since 2014, they maintain passion for developing mobile applications for enterprises and startups worldwide.
The best way to leverage your CloudEXPO | DXWorldEXPO presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering CloudEXPO | DXWorldEXPO will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at CloudEXPO. Product announcements during our show provide your company with the most reach through our targeted audienc...
@DevOpsSummit at Cloud Expo, taking place November 12-13 in New York City, NY, is co-located with 22nd international CloudEXPO | first international DXWorldEXPO and will feature technical sessions from a rock star conference faculty and the leading industry players in the world.
DXWorldEXPO | CloudEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.
With 10 simultaneous tracks, keynotes, general sessions and targeted breakout classes, @CloudEXPO and DXWorldEXPO are two of the most important technology events of the year. Since its launch over eight years ago, @CloudEXPO and DXWorldEXPO have presented a rock star faculty as well as showcased hundreds of sponsors and exhibitors!
22nd International Cloud Expo, taking place June 5-7, 2018, at the Javits Center in New York City, NY, and co-located with the 1st DXWorld Expo will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud ...
HyperConvergence came to market with the objective of being simple, flexible and to help drive down operating expenses. It reduced the footprint by bundling the compute/storage/network into one box. This brought a new set of challenges as the HyperConverged vendors are very focused on their own proprietary building blocks. If you want to scale in a certain way, let's say you identified a need for more storage and want to add a device that is not sold by the HyperConverged vendor, forget about it...
In his keynote at 19th Cloud Expo, Sheng Liang, co-founder and CEO of Rancher Labs, discussed the technological advances and new business opportunities created by the rapid adoption of containers. With the success of Amazon Web Services (AWS) and various open source technologies used to build private clouds, cloud computing has become an essential component of IT strategy. However, users continue to face challenges in implementing clouds, as older technologies evolve and newer ones like Docker c...
"MobiDev is a software development company and we do complex, custom software development for everybody from entrepreneurs to large enterprises," explained Alan Winters, U.S. Head of Business Development at MobiDev, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
The next XaaS is CICDaaS. Why? Because CICD saves developers a huge amount of time. CD is an especially great option for projects that require multiple and frequent contributions to be integrated. But… securing CICD best practices is an emerging, essential, yet little understood practice for DevOps teams and their Cloud Service Providers. The only way to get CICD to work in a highly secure environment takes collaboration, patience and persistence. Building CICD in the cloud requires rigorous ar...
"We're focused on how to get some of the attributes that you would expect from an Amazon, Azure, Google, and doing that on-prem. We believe today that you can actually get those types of things done with certain architectures available in the market today," explained Steve Conner, VP of Sales at Cloudistics, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Sanjeev Sharma Joins November 11-13, 2018 @DevOpsSummit at @CloudEXPO New York Faculty. Sanjeev Sharma is an internationally known DevOps and Cloud Transformation thought leader, technology executive, and author. Sanjeev's industry experience includes tenures as CTO, Technical Sales leader, and Cloud Architect leader. As an IBM Distinguished Engineer, Sanjeev is recognized at the highest levels of IBM's core of technical leaders.
As Cybric's Chief Technology Officer, Mike D. Kail is responsible for the strategic vision and technical direction of the platform. Prior to founding Cybric, Mike was Yahoo's CIO and SVP of Infrastructure, where he led the IT and Data Center functions for the company. He has more than 24 years of IT Operations experience with a focus on highly-scalable architectures.
JETRO showcased Japan Digital Transformation Pavilion at SYS-CON's 21st International Cloud Expo® at the Santa Clara Convention Center in Santa Clara, CA. The Japan External Trade Organization (JETRO) is a non-profit organization that provides business support services to companies expanding to Japan. With the support of JETRO's dedicated staff, clients can incorporate their business; receive visa, immigration, and HR support; find dedicated office space; identify local government subsidies; get...
Dion Hinchcliffe is an internationally recognized digital expert, bestselling book author, frequent keynote speaker, analyst, futurist, and transformation expert based in Washington, DC. He is currently Chief Strategy Officer at the industry-leading digital strategy and online community solutions firm, 7Summits.