APIs are a series of protocols that allow programs to interact with each other. They provide a framework for how this interaction occurs and what rules must be followed to happen successfully. APIs are essential to modern computing, and we use them every day without even realizing it.

The phrase “Application Programming Interface” can refer to a few things; it usually means “an interface exposed by an application that allows other applications to interact with it.” However, they can also refer to interfaces internal to an application, such as software libraries that let one part of an application talk to another part. 

An excellent example of this can be found in our cars: An API is the software libraries that control the brakes and allow the engine to communicate with them via messages sent over the onboard computer network.

Many websites rely on APIs to obtain information from other sources. For instance, when you search for something on Amazon, it shows you products from different vendors. This is because Amazon has an API that allows people who sell products on their site to make those products easily accessible through Amazon’s website. 

In addition, an API can be thought of as a waiter in a restaurant. When you sit down at a table, you don’t need to go into the kitchen and prepare your meal. Instead, you place an order with your waiter (the API), who then takes this order (your request) and delivers it to the kitchen (the application). The waiter then delivers the response back to you (the user). 

You don’t need to see how or where the food is prepared; you receive your food from the waiter when it’s ready. This concept of decoupling is what makes APIs so powerful — it allows for independent systems to communicate without requiring either system to understand how the other works ultimately.

APIs Are the Backbone of Digital-Driven Brands

When was the last time you heard about a digital-driven brand that wasn’t built on an API?

If you can’t remember, it probably hasn’t happened yet.

APIs are the backbone of digital-driven brands. They’re what keeps everything running smoothly and in sync. If a brand doesn’t have an API that works well, then it won’t grow or improve because it’ll be stuck in one place, unable to do any of the things it needs to do to expand its business.

APIs are everywhere in the digital world: How Google Maps knows where you are, how Spotify offers your friend suggestions on Facebook, and how Instagram lets you post photos directly from your camera roll. In short, they’re the backbone of digital-driven brands.

Why do you need to know about this?

To stay relevant, your business needs to be able to communicate with other services and platforms— how else will you let customers make reservations on OpenTable or order items from your store via Instagram? Having a solid API strategy is essential for any business that wants to compete in the modern world—an API connects your brand with others and lets people interact with it on their terms.

Without APIs, there’s no way for digital companies to keep up with their competitors— they have no way of improving their products or services on an ongoing basis. 

APIs Are the Foundation of Customer Experience (CX)

Do you know what makes a great digital customer experience?


As the internet and web applications have become more complex and dynamic, APIs have become the building blocks of customer experience (CX). APIs allow developers to create seamless experiences across various platforms, making it easier for consumers to get what they want.

This is especially true in the realm of modern CX. With more and more businesses creating apps and websites to meet consumer demands, the need to provide a unified experience across multiple devices has become essential.

APIs provide a way for developers to build applications that work on any platform. They make it easy for users to get the information they need without worrying whether or not their device will support it.

In today’s digital-first world, having a great CX is more important than ever before.

Customer experience is the sum total of interactions people have with your brand. It’s everything they say, feel, and do when interacting with you. It includes every step of their journey, from awareness to purchase. It’s also constantly evolving, as people’s preferences change over time.

Using APIs to create a unified experience means that you can deliver on all your promises as a brand. You can consistently provide high-quality products and services across channels and devices, and customers will love you!

APIs Drive Growth for a Digital Business

Are you a digital business that wants to take your revenue, customer acquisition, and retention to the next level? APIs can help.

APIs are at the core of most successful SaaS or digital retailers. That doesn’t mean you need to build your API (or, if you do, that it needs to be complicated), but it does mean you should think about how a third-party API can help drive growth for your business.

Digital businesses are increasingly discovering that APIs can be an important component in building a sustainable business model. For instance, one of the most common ways companies monetize with APIs is to open up their company’s data or infrastructure and let outside developers build on top of it. This has been hugely successful for companies such as Uber

The first step is figuring out what kind of API would best serve your needs. For example, if you’re a digital retailer looking to drive more traffic, an affiliate marketing API might make sense. Or maybe you want to tap into a source of customers who will drive repeat sales—if that’s the case, consider an email marketing API. If you have customers currently shopping on your site but not completing transactions, an incentive marketing API might be just the thing.

Whatever the case may be, APIs should become a core part of your strategy in today’s digital landscape—and they can help drive growth for your business in ways you might never have dreamed possible.

APIs Enable Digital Ecosystems

A digital ecosystem is a self-contained environment that gives people the tools to get their projects done. To illustrate, this could mean having access to a web browser, an email client, and a word processor—all in one place. They’re designed so that you can work without having to switch between different websites or apps or have to use other accounts for each thing you want to do.

Digital ecosystems are a big deal when completing projects on time and within budget. They take out the hassle of switching between accounts to focus on your job instead of figuring out how to make the tools you need work together.

And APIs? They’re what make digital ecosystems possible! By making it easy for developers to connect applications in meaningful ways, they allow people using these applications to focus on what matters: creating value through their work.

Whether working with other developers in an API sandbox or building a new app using your developer portal, APIs will help bring your ideas into reality.

APIs Are a Microservices Technology

In today’s world, we want convenience, and we want it now. This is why microservices are so important. They’re small, easy-to-use sets of code that allow your app to function in the way it needs to without getting all tangled up in large blocks of code.

Instead of integrating with one large block of code that does many things, microservices allow you to focus on the small parts of your app that make it unique!

Think about it: if you wanted to have an app that allowed people to send messages to each other, wouldn’t it be easier if you could use a small piece of code from another app instead of re-writing your messaging service? That’s what microservices allow you to do. And not only does this make life easier, but it also makes apps more reliable because they don’t have as many moving parts–they can rely on established microservices rather than building their services from scratch every time.

An Open API is Both Developer – and Business – Friendly

It’s developer-friendly because it enables the use of external integration tools. In other words, that means it takes less time to integrate with a new system when you’re using an open API!

It’s business-friendly because it encourages adoption by developers and businesses alike, ultimately leading to increased adoption rates in the long run.


We’re in the midst of an API revolution. 

We’re talking about companies like PayPal, Twitter, Facebook, and Spotify. And it’s not just them—many others have built their business around APIs, and you probably use at least a few of them every day.

The fact that so many strong brands have built their digital businesses on APIs should be evidence that they are the cornerstone of the digital era.

Share This Article