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Content-Driven eCommerce Uniting content richness with commerce robustness The Sylius & Sulu Symphony

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Hi, I’m Johannes Wachter @wachterjohannes – Employee of the first minute – Master of Science in Engineering (MSc) – PHP, Symfony, React, SQL, Redis, Elasticsearch, … – Open source enthusiast – Lecturer at the University of Applied Science in Dornbirn – Father of two little girls and a passionated woodworker [email protected] https://github.com/wachterjohannes

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– Standard eCommerce – Simplified processes – Minimal content management – Content-Driven eCommerce (Content-Commerce) – Custom-Commerce Categories of eCommerce projects

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– Standard eCommerce – Content-Driven eCommerce (Content-Commerce) – Balanced integration – SEO optimization – Custom-Commerce Categories of eCommerce projects

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– Standard eCommerce – Content-Driven eCommerce (Content-Commerce) – Custom-Commerce – Tailored solutions – Complex workflows Categories of eCommerce projects

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Content-Driven eCommerce – Historical – Content & commerce in Silos – Content: information, entertainment, … – Commerce: transactional – Convergence emergence

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Content-Driven eCommerce – Historical – Convergence emergence – Advent of social media & tech advancements – Emerging blend of content and commerce

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The Journey – Editorial content – Combined with matching products – Added value for the customer – Increased sales

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Benefits – Engagement – Attracts and retains – Encourages more purchases – Personalization – Product recommendations – Higher conversion rates – Community Building – Creates spaces for shared interests – Fosters loyalty and encourages

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Examples bergzeit.co.uk – Engagement – Expert advice and guides – Product reviews and buying guides – Personalization – Not explicitly available – Community building – Sharing mountain sports and outdoor adventures experiences

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Examples ecoenclose.com – Engagement – Showcasing companies leading towards a circular economy – Personalization – Custom printing and design solutions – Community Building – Creation of the "EcoAlly Community"

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Examples boneco.com/de/s450 – Engagement – Detailed product information and features – Personalization – Not explicitly available – Community Building – Not explicitly available

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Content-Commerce Future – Data Analytics – Drives insightful understanding of consumer behavior – AI and Machine Learning – Automates processes and augments personalization – Augmented/Virtual Reality (AR/VR) – Facilitates immersive shopping experiences

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Sulu + Sylius – Sulu – Sophisticated content architecture – Sylius – Customer-specific eCommerce processes – Sulu + Sylius – Flexible, scalable, and efficient – Addresses complexities of digital commerce landscape +

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Sylius is… – eCommerce Platform – Full-Stack Symfony – Extensible and customizable – Extendable by many Plugins – Adaptable for PIMs/ERPs – Multi-Channel

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Sulu CMS is… – Enterprise content management platform – Built full-stack on the Symfony framework – Made for businesses – Intuitive UI with great UX – High performance – 100% Open Source

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Different Types of vehicles

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Bicycles Everyone can ride them, many can repair it. Different Types of vehicles

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Cars Many can ride them, some can repair it. Bicycles Everyone can ride them, many can repair it. Different Types of vehicles

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Trucks Need a special driving- license, must be configured to your needs. Cars Many can ride them, some can repair it. Bicycles Everyone can ride them, many can repair it. Different Types of vehicles

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Supertanker Need highly specialized staff, expensive and very complex. Trucks Need a special driving- license, must be configured to your needs. Cars Many can ride them, some can repair it. Bicycles Everyone can ride them, many can repair it. Different Types of vehicles

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Supertanker Need highly specialized staff, expensive and very complex. Trucks Need a special driving- license, must be configured to your needs. Cars Many can ride them, some can repair it. Bicycles Everyone can ride them, many can repair it. Market position

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When to use Sulu – Complex brand and corporate websites – News and media platforms – Social and collaborative sites – Custom eBusiness solutions – Handling external data resources – Headless data & content provider – Speed is a critical success factor

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mofakult.ch

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Facts & Figures – Where they come from? – Magento 1.9 launched 6 years ago – Very slow and unmaintainable – New EU-Regulations are hard to implement – ERP was a plugin in Magento – Outcomes – Integrated System – Specialized processes for the operator – Modern and responsive Design – Page speed from seconds to milliseconds – Facts – 100k unique visitors per month – 75k page views per day – Up to 600 orders per day – Google Search result performance: 2.4M impressions, 117k clicks (since launch) – Over 70% mobile users

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Architecture – Content Delivery – Sulu providing API for Angular SSR. – Fine-grain Varnish HTTP-Cache invalidation – Commerce Facet – Backend Backbone – Data Synchronization – Resulting Ecosystem

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Architecture – Content Delivery – Commerce Facet – Sylius as headless E-Commerce system – SSR managing carts and checkouts through Sylius – Backend Backbone – Data Synchronization – Resulting Ecosystem

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Architecture – Content Delivery – Commerce Facet – Backend Backbone – ERP system for product data and orders – Data Synchronization – Resulting Ecosystem

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Architecture – Content Delivery – Commerce Facet – Backend Backbone – Data Synchronization – Product data sync from ERP to Sylius, then Sylius to Sulu – Asynchronous push of orders and customer data from Sylius to ERP – Resulting Ecosystem

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Architecture – Content Delivery – Commerce Facet – Backend Backbone – Data Synchronization – Resulting Ecosystem – Flexible, scalable, and efficient Content-Commerce solution

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Challenges and Solutions – Synchronisation – ERP -> Sylius -> Sulu – 16,5k Products (performance speed) – Cache invalidations for stock, … changes – Same domain setup – Multiple systems with different Domains – Causing CORS errors – Independence between the systems in case of failures – Message queue that retries until it works – User informations – Using JWT token in Sulu to identify the user – E.g. User Created Content

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Key Takeaways – Separate Content/Commerce – A clean cut and proper caching reduces the load of the server – Try to reduce http hops where possible – Prioritize important product Changes – E.g. price or stock – Process as fast as possible – System Complexity – Headless systems with multiple applications – Complexity increases with every system added – SSR application rebuild lots of features of the CMS – ERP implementations are complex by design

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Collaboration – Collaborative Effort – Fusonic, Sylius, Sulu, Commerce Weaver, AllFront and Polynorm – Roles and Contributions – Pivotal roles in different project aspects – Team Synergy – Smooth execution of integration – Resulting Solution – Enterprise grade Content-Commerce solution

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sulu.io Thank you!