What is a third-party integration?

Third-party integration involves using an API (application programming interface) to connect a platform with other apps or services.

In ecommerce, for example, the goal of a third-party integration is to complement your platform with the other platforms’ features and data and create a seamless user experience for you and your customers. 

How third-party integration works

Unlike built-in features, third-party integrations need a bit more setup. To connect your ecommerce platform with other apps, you often use a special cloud-based delivery service called an integration-as-a-service (iPaaS). This model helps different platforms work together smoothly, even if they weren’t designed to connect directly.

While it takes an extra step, third-party integration gives you the flexibility to connect a wide range of apps without needing complex, resource-heavy processes.

For example, if your marketing automation platform doesn’t directly connect with a survey tool you want to use, a service like Zapier (an iPaaS provider) can bridge the gap. It enables you to sync data across the platforms and use the survey data to improve and personalize your marketing messages.

How to integrate platforms or enable integration

The process of third-party integration varies, but it usually includes the following steps:

  1. Choose a platform: Find a platform that has complementary features and is compatible with your integration provider.  
  2. Access the API key: Next, obtain the application programming interface (API) key of the platform you’re looking to connect.
  3. Connect the platforms: Enter the API key into the integration platform and adjust the settings.
  4. Test the connection: Run tests to make sure all features are working correctly, and data is flowing smoothly between platforms.
  5. Monitor and update: Check for errors and updates regularly and adjust the settings to make sure the integration works hiccup-free.

To enable custom integrations to your users, you’ll:

  • Set up an account with the integration provider.
  • Give users access to API keys.
  • Define triggers and actions.
  • Offer documentation and support.

Tips for successful third-party integration

Here are some basic guidelines to follow when implementing custom integrations:

  1. Research platforms thoroughly: Make sure the integration solution you choose is reliable and secure. Check out the benefits of each and read customer reviews. Ideally, the platform should offer extensive documentation and support. That way, you can set up and resolve issues quickly.
  2. Start small and expand later: When working with a provider for the first time, start with one or two integrations to test the product and customer service before committing to larger projects. If you go all in and realize it’s not the right fit, switching to another vendor will be hard.
  3. Form a small integration team: Integration platforms can be complex and have a steep learning curve. It’s important to select a few skilled developers who will be responsible for mastering the platform’s use and managing integration-related processes.
  4. Use a monitoring tool: In case of any errors, it’s useful to have a monitoring tool that streamlines their resolution, syncs updates, and facilitates communication between parties.

The benefits of third-party integration

  1. Higher scalability: Pre-built integrations are highly reliable but can take months of hard work. Since building every integration natively is impossible, third-party integrations present an efficient solution. They enable you and your users to integrate any platform without worrying about development costs.
  2. Time-saving: No matter the type of integration, it can automate your repetitive and mundane tasks. Integrations remove the unnecessary back-and-forth between platforms, freeing up your time for more important work.
  3. No data silos: Without integration, your data is scattered across platforms and hard to review as a whole. By consolidating all your customer data, integration helps you make better marketing and business decisions.
  4. Client retention: Integration enables users to enhance your product with their favorite software and adapt it to their workflow. As a result, they’ll be more satisfied and likely to renew their contract.

Klaviyo—a marketing automation platform fitting for any tech stack

Klaviyo lets you access over 350 native integrations and many more via its flexible API. Klaviyo integrates with many well-known platforms, including:

  • Typeform
  • Google Ads
  • Stripe
  • Shopify
  • Meta

For example, if you integrate it with Typeform, Klaviyo will detect when someone fills out a form and add them to a specific email list. It can also pull in the name of the completed form and the data that the user submitted. Embed a form into your emails to streamline completion and increase response rates. 

Klaviyo can centralize and sync customer data from across your entire tech stack. With all your data in one place and neatly organized, you’ll have a deep understanding of your audience and create impactful, personalized marketing messages that drive growth.

Sign up for Klaviyo and unlock a world of marketing integration possibilities.

Additional resources