What is a third-party integration?

A third-party integration is the attachment of an application programming interface (API) between two apps so they can work together to provide a service.

In ecommerce, for example, you may want to connect your online store to an email marketing platform so that you can promote your products to different types of buyers. A third-party integration is what makes it possible to connect online store browsing behaviour to email campaigns, among other things.

How third-party integrations work

To connect your ecommerce platform with other apps, you’ll most likely use one of two options:

  1. Pre-built connectors and open APIs, which require developer resources
  2. Integration-as-a-service (iPaaS), which is more lightweight and less bespoke but requires fewer developer resources 

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, or you can build an integration using APIs. This allows you to sync data across platforms and use the survey data to improve and personalise your marketing messages.

How to enable a pre-built integration

Third-party integration steps will vary depending on the platforms you want to connect, but they usually include the following:

  1. Access the API key: Most platforms will require an API key to establish a connection. The API key is a unique identifier (typically a long string of letters and numbers, such as 1234abcd5678efgh) that allows one platform to communicate with another securely. You can usually find this key in the account or developer settings of the platform you’re looking to integrate.
  2. Enter the API key: Once you’ve obtained the API key, navigate to the integration or connections section of the platform you’re integrating with. Look for a field to enter the API key, paste it there, and adjust any necessary settings, like data syncing frequency or permissions.
  3. Test the connection: Run tests to make sure all features are working correctly, and that data is flowing smoothly between platforms. For example, if you’re connecting an ecommerce platform with an email marketing platform, create a test transaction to ensure order details are passed along to the marketing platform for future campaigns. Check for proper data flow, such as accurate customer names, order numbers, and product details.
  4. Monitor and update: After the initial setup, it’s important to regularly monitor the integration to make sure it’s functioning correctly. Check for any errors, such as data not syncing or unexpected delays, and review the logs of both platforms for issues. Depending on the platform, checking weekly or after significant platform updates is a good rule of thumb. 

Tips for successfully building a third-party integration

  1. 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. 
  2. Form a small integration team: Integration platforms can be complex and have a steep learning curve. It’s important to hire a developer or systems integrator who will be responsible for mastering the platform’s use and managing integration-related processes.
  3. 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. You can do more with your existing tech stack: As companies grow, they run into new problems that need new solutions. Third-party integrations allow you to address those problems with your existing software.
  2. You’ll save time not building in-house solutions for everything: Third-party integrations eliminate the need to build software in-house, meaning you’ll save a ton of time (and money) when you need to solve certain problems with software.
  3. Your data can work together to make more revenue: Without integration, your data is scattered across platforms and hard to review as a whole. By consolidating your audience data, integrations allow you to do more and make more money with that data.

Klaviyo integrations can help you scale your ecommerce business

Access over 350 pre-built integrations with Klaviyo, such as:

  • Typeform
  • Google Ads
  • Stripe
  • Shopify
  • Meta

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

Additional resources