Jumplife Case Study
Taiwan-based Jumplife, launched in 2013, operates Gamadian, an app-based virtual shopping mall that has been attracting mobile users since it was developed in 2014. After downloading the app to their smartphones, users can order popular snacks from Japan, South Korea, Taiwan, Thailand, and Indonesia. Since 2016, users have also been able to purchase snacks through a website. Part of the virtual mall’s appeal is that it follows snacking trends and regularly changes product lines to reflect the latest and coolest snacks across a total of 26 countries.
We were able to support 150% growth in business after a successful marketing campaign, thanks to our AWS infrastructure.”
As an e-commerce platform, Gamadian has to do two things really well: enable consumers to find what they’re looking for quickly, and pass customers through checkout without delay. While only slightly less critical, it is also important for the business to gather data on customer behavior so it can identify buying patterns and get ahead of any trends to help maximize sales. For this to happen, the IT infrastructure behind an e-commerce site needs to be highly available. It has to scale up automatically so consumers’ shopping experience is not affected during peak buying periods, and scale down automatically so Jumplife doesn’t incur the unnecessary expense of excessive capacity during non-peak periods.
For Jumplife, an on-premises infrastructure couldn’t deliver the performance and scalability it wanted for Gamadian. A cloud-based solution appeared to fit the business need, and Jumplife wanted to find a cloud-service provider with which it could develop a long-term relationship. The business looked for a provider that could continue supporting Jumplife as the number of app downloads expanded and the company’s site evolved.
Why Amazon Web Services
Jumplife selected Amazon Web Services (AWS) because the company felt AWS was more advanced than other cloud-service providers. “We created a very simple architecture as a proof of concept and found it was easy to use,” said Neo Hsiung, founder of Jumplife. Jumplife engaged with Amazon Partner Network (APN) Advanced Consulting Partner CKmates to assist in the proof of concept, with a successful adoption of Amazon Aurora, a MySQL-compatible database engine that provides the speed and availability of a high-end commercial database. CKmates also supported the business on a marketing campaign featuring Line, a popular service for phone and video calls and web chat. Jumplife began to build on its AWS solution, refining its infrastructure in line with AWS reference architectures for e-commerce platforms.
Jumplife created an e-commerce platform based on a two-tier architecture where web and application servers reside on an upper tier and databases reside on a lower tier. Incoming user requests hit the domain name service provided by Amazon Route 53 and pass through Elastic Load Balancing services before being parsed by web and application services running on Amazon Elastic Compute Cloud (Amazon EC2) instances. At the same time, product images are rendered with Amazon Simple Storage Service (Amazon S3) using Amazon CloudFront. To maximize platform performance, Jumplife makes use of Amazon ElastiCache for in-memory cache in the cloud. It also uses Amazon Relational Database Service (Amazon RDS) for Amazon Aurora.
Jumplife has been working with AWS since it launched the Gamadian virtual shopping mall. AWS provides the levels of performance and scalability Jumplife needs to support the continued growth of its e-commerce platform. “The number of our customers continues to rise,” says Hsiung. “We were able to support 150 percent growth in business after a successful marketing campaign, thanks to our AWS infrastructure.”
As part of its marketing campaign, Jumplife offered Line users downloadable stickers in return for adding Jumplife to their contacts list. The effectiveness of this offer prompted an upsurge in demand for the Gamadian app and a rise in visitor numbers to the website. “During the campaign, we saw sudden increases of 5,000 to 6,000 people on the platform,” says Hsiung. “We were able to cope with these peaks as a result of our AWS infrastructure, in particular Amazon Aurora and Amazon RDS. It gave us four to five times the performance of a standard relational database service.”
Today, Jumplife runs campaigns on Line and other social media platforms up to four times each month. “By working with AWS, we have the support we need to keep growing Gamadian. Our marketing strategy is evolving and we’re looking to deliver more cost-effective campaigns. We can continue this activity safe in the knowledge we have the IT behind us to support what we’re doing.”
For Hsiung, the engagement with AWS is long-term. Consumers are able to quickly find products on Gamadian and exit through checkout just as quickly. The platform is highly reliable and latency is low, registering just 81 milliseconds per minute. Jumplife’s long-term engagement with AWS will help the company address other issues as well. “Cost is a significant factor and we look forward to working with AWS to help us lower our operational costs while still delivering an excellent level of customer service,” he says.
Taiwan-based Jumplife, launched in 2013, operates Gamadian, an app-based virtual shopping mall that has been attracting mobile users since it was developed in 2014.
AWS Services Used
Amazon Elastic Compute Cloud (Amazon EC2) is a web service that provides secure, resizable compute capacity in the cloud. It is designed to make web-scale cloud computing easier for developers.
Elastic Load Balancing
Elastic Load Balancing automatically distributes incoming application traffic across multiple targets, such as Amazon EC2 instances, containers, IP addresses, and Lambda functions.
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Amazon Aurora is a MySQL and PostgreSQL-compatible relational database built for the cloud, that combines the performance and availability of traditional enterprise databases with the simplicity and cost-effectiveness of open source databases.
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Amazon Simple Storage Service (Amazon S3) is an object storage service that offers industry-leading scalability, data availability, security, and performance.
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Amazon Relational Database Service (Amazon RDS) makes it easy to set up, operate, and scale a relational database in the cloud.
Amazon CloudFront is a fast content delivery network (CDN) service that securely delivers data, videos, applications, and APIs to customers globally with low latency, high transfer speeds, all within a developer-friendly environment.
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Amazon Route 53
Amazon Route 53 is a highly available and scalable cloud Domain Name System (DNS) web service.
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Amazon ElastiCache offers fully managed Redis and Memcached. Seamlessly deploy, run, and scale popular open source compatible in-memory data stores.
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