eCommerce continues to expand at an unprecedented rate, but there are several challenges – such as cart abandonment and low conversion rates – which providers still need solutions for.
This need has led to the development of various Application Programming Interfaces (APIs), intended to enhance both the customer experience and the provider’s ability to target the aforementioned hurdles.
What’s an API?
An API is a code which allows two software programs to communicate with one other. In the context of eCommerce, APIs ease the shopper’s road to checkout, and transform customer data into actionable business intelligence.
According to API2Cart, the top five most popular APIs amongst eCommerce platform providers are:
These API integrations provide access and insight to shopping carts, which allow you to better target marketing and personalize the user’s checkout experience.
This technology could solve one of the biggest pain points of eCommerce providers – cart abandonment. Research shows that the average online shopping cart abandonment rate is 69.57%, suggesting many checkouts are off-putting for shoppers.
Cart API integration allows you to connect carts to your marketing platform and generate emails to remind shoppers they haven’t yet completed their transaction. This encourages the user to revisit your site and complete their purchase, helping to improve both conversion and customer experience simultaneously.
Location search technology
While cart API integrations are beneficial, something that is often overlooked is location search technology.
This kind of integration plays a key role in the checkout process, enabling location data verification to take place without the need for additional coding – the advantage being that it prevents inaccurate data from entering your MDM; data which could have the potential to cause issues further down the line.
An integration of this kind works using type ahead technology, which generates address predictions based on the first few characters typed by a customer. This reduces the margin for error, and results in accurate, usable data entering your MDM that can be used for personalized marketing efforts.
At Loqate, we offer a comprehensive integration to eCommerce providers which enables type-ahead technology to overcome the problems like cart abandonment. Our CapturePlus product enhances the checkout process further, ensuring only verified data becomes a record within MDM systems.