In this episode of Talk Commerce, host Brent Peterson sits down with Dave Malda, a data integration expert from iPaaS.com, at the Ecom Forum in Minnesota. The conversation explores how integration platforms are becoming essential infrastructure for e-commerce businesses. Dave breaks down the technical aspects of iPaaS technology and explains why modern online retailers can’t afford to operate without proper data integration systems. This episode provides valuable insights for business owners looking to scale their operations and eliminate manual data entry bottlenecks.
Key Takeaways
- Integration platforms as a service (iPaaS) serve as middleware that sits in the cloud and moves data between different business systems automatically
- The hub-and-spoke architecture differs from traditional point-to-point connectors, making it easier to scale integrations across multiple platforms
- Businesses processing more than 250 orders per month typically start experiencing pain points that require automated integration solutions
- Manual data entry creates delays in customer communications and increases the risk of errors when staff members are unavailable
- Retail businesses can capture in-store customer data and push it to marketing platforms like Klaviyo to enable ongoing customer engagement
- The shift toward headless and composable commerce makes iPaaS systems imperative for modern e-commerce operations
- Organizations with three or more systems to integrate represent the sweet spot for iPaaS solutions
About Dave Malda
Dave brings extensive experience in e-commerce integration and data management to his role at iPaaS.com. Based in Canada, he works with businesses across North America to implement integration solutions that eliminate manual processes and enable growth. His expertise lies in helping organizations understand how middleware technology can transform their operations by connecting various systems including e-commerce platforms, ERPs, point-of-sale systems, and marketing automation tools. Dave’s approach focuses on practical implementations that deliver immediate value while providing the flexibility to scale as businesses grow.
Episode Summary
The conversation begins with Dave explaining what iPaaS actually means for business owners who might not be familiar with the acronym. He describes it as an integration platform as a service that functions as middleware sitting in the cloud. The primary function involves moving data back and forth between different business systems without manual intervention.
Dave uses a common e-commerce scenario to illustrate the concept. “A very popular use case in the e-commerce space is say Shopware or Big Commerce or Shopify orders into NetSuite or Dynamics 365,” he explains. The system eliminates manual entry of order data by automating the entire process. This simple example represents one of the most requested integrations in the e-commerce world.
What sets iPaaS.com apart from competitors involves the underlying architecture. Dave describes it as a hub-and-spoke system rather than traditional point-to-point connections. Data flows into a central hub where it becomes accessible to any connected integration or spoke. This design makes it significantly easier to dial integrations up or down as business needs change.
Brent draws an analogy to help clarify the concept, describing iPaaS as central plumbing for data. It provides CTOs and technical leaders with a control center where they can manage how data moves throughout their entire technology stack. The platform handles webhooks, data pulls, and pushes between systems, functioning as an appliance that ensures everything communicates properly.
The conversation shifts to customer experience and why integration matters beyond just internal efficiency. Dave points out two critical moments in every online purchase. “The first thing I look for is that email, okay, the purchase has been made, congratulations. The second thing I look for is where’s my tracking number, right?” When these communications rely on manual processes, delays become inevitable. Staff absences due to illness or vacation can create gaps where orders go unprocessed or customers don’t receive timely updates.
Dave identifies a specific threshold where businesses typically recognize the need for integration platforms. Organizations processing more than 250 orders per month start feeling the pain of manual data entry. While this volume isn’t massive, it’s substantial enough that manual processes become unsustainable. At this point, iPaaS solutions deliver immediate return on investment by eliminating bottlenecks and reducing errors.
Beyond order processing, Dave introduces another valuable use case that many retailers overlook. Brick-and-mortar stores collect customer information at checkout, but without proper integration, that data remains trapped in the point-of-sale system. “You have people coming in, buying a Tilly hat, buying a Hawaiian shirt, and they walk out the door and you may never speak to them again,” Dave notes. By integrating POS systems like NCR Counterpoint with marketing platforms like Klaviyo, retailers can capture customer emails and phone numbers, then segment and target those customers with relevant campaigns throughout the year.
Brent emphasizes how the evolution toward headless commerce and composable architecture has made iPaaS technology imperative rather than optional. Modern SaaS platforms often lack built-in customization options for integrations. E-commerce owners need external integration platforms to ensure their various systems work together seamlessly. This represents a fundamental shift from how e-commerce operated even five to ten years ago.
Dave reflects on how integration approaches have evolved over the past decade. Previously, businesses built custom in-house integrations, created elaborate spreadsheet workflows, or relied on manual import and export processes. While these methods technically work, they put companies at a significant disadvantage. The modern approach involves evaluating available platforms, selecting one that fits specific business needs, ensuring cost-effectiveness, and choosing solutions that scale as the business grows.
The discussion touches on competitive landscape and market positioning. Dave acknowledges that numerous players exist in the integration space, many of whom excel at what they do. However, iPaaS.com’s sweet spot involves businesses needing to connect three, four, five, or eight different systems rather than just two endpoints. “When it’s Shopify to NetSuite to Pymcor to, you know, add in the system, that’s where we really shine,” Dave explains. Organizations with complex technology stacks benefit most from the hub-and-spoke architecture that iPaaS.com provides.
Brent mentions that lower-cost entry points exist in the integration market, making it accessible for smaller businesses to begin automating workflows. This democratization of integration technology means companies don’t need massive budgets to start benefiting from automation. Getting early experience with integration platforms prepares businesses for future growth and more complex integration needs.
The conversation wraps up with Dave providing multiple channels for reaching him. He maintains an active presence on LinkedIn and X, and he’s available via email at dave.malda@ipaas.com. This multi-channel accessibility reflects the modern business approach of meeting customers where they’re most comfortable communicating.
Final Thoughts
Integration platforms have moved from nice-to-have technology to essential infrastructure for e-commerce businesses. The shift toward composable commerce architectures means that companies must think strategically about how their various systems communicate. Manual processes create bottlenecks that limit growth and damage customer experience through delayed communications. Organizations processing significant order volumes need automated solutions that ensure data flows seamlessly between e-commerce platforms, ERPs, marketing tools, and other business systems. Dave Malda from iPaaS.com demonstrates that the right integration platform doesn’t just connect systems—it passes data through the organization with precision and reliability.
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