User.com REST API Docs

# E-commerce Integration

Integrating your e-commerce platform with User.com transforms isolated shopping data into actionable customer intelligence. Every product view, cart addition, and purchase becomes a signal you can act on—triggering abandoned cart emails, personalizing recommendations, segmenting high-value customers, and understanding buying patterns across your entire catalog.

This guide walks you through a complete integration, from your first tracking call to advanced order management.

# Before you start

Before writing any code, you need to prepare basic assumptions and decide on key identifiers and data structure.

# The basics

Registered and active User.com application

You need an active User.com environment to sync the data to. For development and testing, ask the User.com team for a dev/test environment—we provide it for our customers without additional costs. Remember to configure the same data structure in every environment.

Public REST API Token generated

Generate the REST API Token in the workspace settings (Settings → App Settings → Advanced → Public API). Please note that it's a 64-character token (do not confuse it with the appKey which is a 6-character front-end token). Remember to implement additional security measures, like IP whitelisting and setting appropriate scopes.

For detailed instructions on creating and managing API keys, including security features like the API Shield, see: How to create and manage API keys (opens new window).

Data structure defined and configured

Define the data model in the User.com application. Remember that some attributes are available as standard attributes, but most contact/deal-order/product/event attributes need to be defined as custom attributes. Remember to define proper data types for the attributes—for example, order_paid_at should be a datetime to use proper filtering capabilities.

# Key decisions

Read the Key Decisions guide to make critical choices about:

  • User ID strategy — How you'll identify users across all touchpoints
  • Product ID strategy — How you'll track products consistently across all data sources
  • Deals (orders) pipeline — How granularly you want to track order progress

These decisions affect how you implement nearly every feature in this guide.

# What this guide covers

A complete e-commerce integration requires both frontend and backend components working together, sharing a common User ID to build complete customer profiles.

# Frontend integration

Frontend integration captures real-time signals of customer intent—which products they view, what they add to cart, and when they're ready to convert.

You'll implement:

# Backend integration

Backend integration handles authoritative transaction data on your servers—completed orders, marketing consent compliance, and bulk operations.

You'll implement:

Both layers are essential—frontend tracking captures the customer journey in real-time; backend integration captures authoritative transaction data. Even headless architectures and mobile apps follow this pattern.

# What you'll be able to do

After completing this integration, you'll have:

  • Real-time behavioral tracking: Every product view, cart action, and purchase automatically recorded
  • Customer profiles with purchase history: Full visibility into what each customer has bought and browsed
  • Automation triggers: Events that can fire abandoned cart sequences, post-purchase flows, and win-back campaigns
  • Segmentation data: Attributes like total spend, purchase frequency, and product affinity for targeted marketing
  • Revenue attribution: Connect marketing campaigns to actual purchases

# Next steps

Start with Key Decisions to make foundational choices about User ID, Product ID, and order pipeline. Then move to either frontend or backend integration based on your technical setup.

If you're already running the User.com JavaScript SDK on your site, skip ahead to Product catalog sync to ensure your catalog is synced before tracking product events.

← Key decisions →