Amazon AWS Singapore Summit - Southeast Asia eCommerce

SingPost End-to-End eCommerce Solution

Marcelo Wesseler

SVP, Singpost eCommerce

July 18, 2013

Delivery & Returns

Digital Marketing

Warehousing Solutions

Regional

Customer

Care Platform

eCommerceTechnology

Managed

End-to-End

eCommerce

Solution

Warehousing Solutions

Delivery & Returns

Traditionally a mail provider

$2.2 billion market cap.

A+ Credit Rating*

12Logistics

Centers

3Call

Centers

220+ countriesvia Mail Delivery & Courier

Driving

eCommerce

In Asia

HQHQHQHQ

*Rating report by Standard & Poor

200+ eCommerce Clientsvia Logistics

South-East Asia Market Trends

Marketing Technology

eCommerceTechnologyFully integrated proprietaryproprietaryproprietaryproprietary enterprise

grade platform built to scale

Customer

Site User

Experience

Integrated

Control

Panel

Order

Management

System

Warehouse

& Delivery

Management

System

adidas.com.sg, my, th, ph & id

• Reliable, Scalable and Secure

• Flexibility and low upfront investment

• Global but still local

• Local payment methods

• Platform for growth

Full implementation in less than 3 months – Thanks AWS!

Architecture

• Suite of pre-built services allow rapid building and deployment of applications

• Multi AZ Architecture

• 60 - EC2

• 10 - RDS

• 150,000 - S3 Objects

• Chef deployment

• eCommerce Platform: Own

• Middleware: MuleSoft

• OMS & Fulfillment: Supplizer/Own

• Marketing: ExactTarget, SiteOlytics.com , Gigya

Database

Tier

Database

Tier

Service

Tier

Service

Tier

OM

Tier

OM

Tier

Caching

Tier

Caching

Tier

Frontend

Tier

Frontend

Tier

Availability Zone Availability ZoneManagement

SES

SQS

CloudWatch

S3

CloudFront

Architecture

• Suite of pre-built services allow rapid building and deployment of applications

• Multi AZ Architecture

• 60 - EC2

• 10 - RDS

• 150,000 - S3 Objects

• Chef deployment

• eCommerce Platform: Own

• Middleware: MuleSoft

• OMS & Fulfillment: Supplizer/Own

• Marketing: ExactTarget, SiteOlytics.com, Gigya

AWS based analytics

Optimized AWS experience with Trusted AdvisorMarketing Effectiveness & Cost

Why AWS

• Global but still Local

• Scalability

• Security

• Affordability & Flexibility

10

Key Learnings & Summary

• Build a modular architecture

• Prototype & Fail Fast, you can now afford it

• Localize & Standardize

• Analyze, analyze, analyze & act!