One key point is that an API can be driven by a relatively small team.
Yet an API has a disproportionate impact on the business, and this impact scales with low marginal costs.
This can be an especially effective strategy for retailers that might live in world of thin margins, limited resources, and the constant pressure of the peak holiday season.
For more on Keith's retail API experience, we commissioned him to write a Retail 2.0 API Strategy whitepaper discussing Retail API opportunities, challenges of launching with tight resources, and best practices.
You can download the whitepaper here.