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

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 johannes@sulu.io https://github.com/wachterjohannes

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Different Types of vehicles

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

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

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

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

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

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

mofakult.ch

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

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

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

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

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

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

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

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

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

sulu.io Thank you!