Leveraging AWS to Prepare your eCommerce Platform for the Unexpected

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Leveraging AWS to Prepare your eCommerce Platform for the Unexpected

If you run or support an online retail platform, you are well aware of the perils of having to deal with high volume traffic during major sales or the holiday season, which can unfortunately lead to website crashes, frustrated customers and abandoned shopping carts. Every year, there are stories that surface of some major brand that has fallen victim to this cycle. Whether you have experienced this or not, there are ways to future-proof your eCommerce infrastructure to avoid this scenario. This blog covers the many aspects of planning, building, testing, and leveraging AWS to successfully build a scalable and highly available eCommerce platform.


Building a successful eCommerce platform on AWS begins with the planning. Selecting the technologies that will be used to implement, run and continuously deploy the infrastructure are the first steps as some technologies might be more difficult to replace than others after systems are customer facing. Discuss the pros and cons of native infrastructure management tools for example AWS CloudFormation versus a third party tool.

Building a pipeline will be crucial as it will provide you with a process to rapidly test and deploy hotfixes and improvements. You may be using bitbucket as your repository, if so perhaps consider bitbucket pipeline as it will be very quick to get running. You may also want to consider a native solution such as AWS CodePipeline as it will also eliminate the need to roll out additional infrastructure. Once you have answered these questions, you can begin to plan out the infrastructure.


Typically, there are three major layers to an eCommerce platform, all of which are imperative for a successful implementation.

First Layer

The first layer is the frontend, where you need to identify the content and how it is generated. Usually the content of an eCommerce platform is managed by software and is dynamically generated, then served by a web service on the fly. To ensure that the dynamically generated content is highly available, the front end systems should be managed by an autoscaling group in multiple availability zones (AZs) with a load balancer to evenly distribute traffic.

Through personal experience, more attention can initially be put into availability than scalability with a front end system when implementing a content delivery system (CDN). Using a CDN will significantly reduce the load on a front end server because it will take your dynamically generated content, and serve it statically from data centers across the globe ensuring that all customers will have a swift browsing experience.

Second Layer

The second major layer is the middleware, this is where all the data processing such as API calls will take place. Through my experience managing eCommerce middleware, I can attest that this requires the greatest effort to implement correctly. Much thought will have to go into the scalability and availability of these systems. Much like the frontend, middleware applications must be autoscaling, highly available and load balanced to ensure they will handle unexpected load without causing application latency.

A very successful way that I have managed middleware systems is by running container workloads on auto-scaling groups. A major factor why this improves performance is because containers will scale much more quickly than an auto-scaling group. As a result when a container becomes unresponsive, it can be terminated and replaced in a matter of seconds versus auto-scaling groups which can take minutes. Every second counts when handling customer traffic. A customer may decide to drop off if they are having a poor shopping experience. A container based approach will also aid to accelerate your ability to push hotfixes and improvements.

Third Layer

The third and final layer of an eCommerce platform is the backend data layer which can often be a bottleneck. A relational database will always require some downtime to scale and therefore must be provisioned with the correct amount of resources so that they can handle unexpected traffic spikes. The major metrics to monitor are CPU, Memory, IOPS and Queue Depth.

For example, if Queue Depth has increased but the CPU Utilization remains stable, you will often need to inspect the Read/Write IOPS and consider increasing provisioned IOPS. The reason for this is that the read and write speed of the disk is not keeping up with the volume of queries to the database system. Another important thing to consider is identifying the slowest queries and tweaking them to improve performance, as tables are accessed, they will become locked to protect validity of data, ensuring that a query does not run for long will reduce queue depth and latency.


A successful eCommerce platform will require a reliable CI/CD pipeline so that urgent hotfixes and improvements can be deployed quickly and with zero downtime. Something to consider for the front end is the invalidation of static files on the CDN so that when dynamic content changes, it will be immediately reflected on the live site. Middleware containers will require a pipeline that will be responsible for building and storing container images for effective versioning of application changes.

Rolling updates can then be implemented to perform zero downtime deployments and are supported by most container management systems such as Kubernetes and Amazon ECS. The backend layer will often be deployed alongside the middleware to ensure database changes are made simultaneously with code changes. Finally, one of the most critical components of the pipeline that will happen at the end of the deployment is the testing.


An often overlooked component of an eCommerce platform, but arguably one of the most critical ones is load testing. This step is absolutely crucial simply because the platform will see changes many times a week, up to many times a day, and each of these changes can have an effect on the performance of the system.

A best practice recommendation is to build and routinely run load tests on the front and back end infrastructure in pre-production before releasing a build to production. The load tests should automatically take place after a deployment to pre-production, the results should be stored and compared to previous tests so that the effect of code and query changes are observed before making the decision to release to production.

These tests can be effectively used to identify the most susceptible components of the system and as well can be used to determine the max throughput. This throughput could be translated to the number of concurrent users on the system. Even the smallest changes can and should be tested when load tests are fully automated.


While there’s a lot more on the line during peak seasons like major holidays, online retail sales are not just a one-off occurrence that are tied to a specific day or time. With the right kind of planning and the proper infrastructure in place, your eCommerce platform will be able to meet the expectations of not just your IT team, but your end users as well, year round. We work closely with our retail customers to provide an overall better experience for the consumer. If you are looking for assistance with your retail infrastructure, please contact us.

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