It's an exciting time for brands and consumers as web3 changes the digital experience. During this transition, brands need a game plan so that every piece falls in place.
But you can't just flip a switch to web3.
Web3 APIs are the key to bridging the gap between web2 and web3. They equip brands to leverage new web3 technologies and connect them to existing web2 infrastructure. Over time, brands can scale their transition based on innovation, customer needs, and adoption.
Together, we'll define what web3 APIs are and what makes them different, the types of data to expect, and some challenges you should consider.
What is a web3 API?
An API, or application programming interface, is a set of protocols that allow two or more software platforms to "talk" to each other. A web3 API is the same thing but with the added power to also “talk” to the blockchain simultaneously.
APIs in web2 vs. web3
APIs in web2 involved independent apps working together for the user's benefit.
For example, one of the most popular APIs you use today is when you log in to a store or website using your Google, Facebook, or similar credentials. That website uses your email or social account's API to verify your account and log you in.
Users enjoy these APIs because of their convenience. Instead of someone dealing with a dozen different accounts, they can just log in with their Gmail or Apple ID.
Web2 APIs are all over the internet, like how a CRM might connect with a third-party online shop or email marketing platform. And while these benefits have helped create a smooth universal web experience, they have yet to carry users over to web3.
The difference is the blockchain
Web3 APIs allow brands to build physical and digital touchpoints that “talk” to each other using the blockchain as the data reference point instead of a centralized integration service.
This makes any two services “interoperable” without any work on an integration: They're simply reading and writing data according to the same protocol.
For example, if you drop an NFT (a digital, ownable asset) collection, your customers can purchase the digital artwork. If they want to feature their ownership on another app, that app can connect to the blockchain for verification (which was initially established with your marketplace).
In 2022, Twitter (now X) launched the NFT profile picture feature. Users could connect their wallets through Twitter (a web3 API feature), which proved blockchain ownership.
Web3 APIs help eliminate go-betweens by directly connecting the user's app to blockchain communications. This creates a smoother experience that supports web3's passionate base, valuing ownership, privacy, and direct access to resources.
Blockchain's accuracy and real-time public data prevent many security and fraud risks in traditional web2 settings. Though not immune to scams and fraud, it provides a better alternative to web2. Partnering with Mojito gives you a secure, fast, and user-friendly web3 experience.
Data you can query with a web3 API
Why should web3 APIs matter for a large brand? And what would that look like?
If brands want to evolve with their customers, they must embrace web3. A modern web3 API system equips brands to leverage the complex actions required in the web3 ecosystem. There's much to account for between blockchain activities, smart contracts, and other moving pieces.
Fortunately, brands can use their existing web2 infrastructure combined with platforms like Mojito to meet web3 needs—particularly the ability to collect missing data.
For example, companies should consider the following realities:
1. Brands are running out of data
It's getting harder for brands to access the data they need from their customers. Consider legacy methods like email open rates, social media engagement, and more. Big Tech is limiting the data brands have access to, like how Apple has made it more difficult for tools like Google Analytics to get data from Safari.
As data restrictions continue to trend, brands will only have a fragmented version of the analytics they now use.
As a result, companies need to find a way to control their process to gather necessary data without depending on the few in charge.
2. Customers are interacting elsewhere
Thanks to the rise of virtual experiences, hybrid events, digital ownership, and other online innovations, customers continually demand web3 solutions. And they will hang out in the web3 ecosystem whether their preferred brands have jumped in or not. As they interact and engage on the web, they share valuable data for brands.
Companies can utilize web3 to understand their customer behavior online and track how those customers interact with the brand.
Brands can use web3 API technologies to connect onchain experiences like assessing interest in community memberships or tracking attendance and purchasing behavior at events.
3. Brands can get back to the big picture
Both of these points bring us to the whole picture. Web3 APIs unite offchain and onchain experiences to create a complete (and more accurate) picture of customers.
"Web3 wallets are the new cookies…" — Salesforce SVP Marc Mathieu
Brands can track movement in the web3 ecosystem and what's happening in traditional online settings. Mojito creates a seamless experience with the CRM and tools you already use. Data doesn't have to be fragmented and can instead become a pillar to grow sales, increase customer engagement, and build a thriving, loyal community.
When brands integrate web3 APIs with their existing stack, they can expect many types of onchain and offchain data. We've seen that the most impactful method to utilize different types of data is through Mojito's Dynamic NFTs.
While NFTs are digital assets recorded on the blockchain, Dynamic NFTs help create a living experience rich in data.
NFTs hold "metadata" and can reference nearly unlimited content, code, and raw data. When consumers connect their wallets to websites or apps, the brand can learn what assets they own and analyze the metadata.
In most cases, NFT creators would freeze this data after minting it. This was partly because creators and brands wanted to ensure that these non-fungible products would never change.
And that was reasonable, considering that when you buy a pair of white shoes, you don't expect them to turn bright pink in the morning. People want to know the long-term value of what they buy.
But finally, the Dynamic experience has changed how we can leverage the metadata.
What if the value was the change? Creators began experimenting with the idea that art can change over time and even get influenced by internet activity. It created an entirely new digital class of assets and a living, intimate art experience. For brands, it’s an entirely new way to understand customers.
One of the most famous examples of this experimentation is Bitcoin Volatility Art by Matt Kane, which changes daily based on the past 24 hours of Bitcoin trading activity.
What does this mean for brands and data?
Brands can write data onchain from one touchpoint service (like checking into an event) that is legible through another (like an eCommerce store). They can utilize trigger events to capture touchpoints onchain. As a result, companies can unite data collection with remarkable customer experiences to identify invaluable insights.
Companies can get ahead right away:
Loyalty program benefits
Brands can create an onchain loyalty point program. Every time a customer interacts with your brand through a purchase, event, or membership community, their NFT metadata gets updated. They can redeem their points for rewards and benefits. Meanwhile, brands get a 4k picture of their customers' behavior.
Brands can offer incredible membership opportunities while collecting critical data. For example, they can sell an NFT digital pass that gives customers access to events. With the living metadata, they can maintain full access with a paid subscription. They can retain limited access if it expires and keep the asset as a digital owner.
Brands combine this dynamic experience with token-gating, which validates access to events, rewards, or opportunities with verified NFT owners.
Mojito's web3 API technologies involving Dynamic NFTs allow customers to interact in physical settings with digital rewards and ecosystems.
Imagine a brand holding an event with a contest to find hidden rewards. NFT owners can scan their findings in NFC-enabled places that connect them to their new win. The metadata can change based on time restraints, locations, winners, and more. The players' NFT metadata gets updated for an immersive community experience.
This is a massive opportunity for brands to identify their most passionate customers. Brands can also assess loyalty and how customers react to different campaigns.
These are only a few use cases, customer benefits, and brand opportunities you can capture with different data types. Mojito can unite and enhance your data so you can make better decisions and enhance the customer experience.
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Bridging web2 and web3: Integrating web3 APIs with traditional infrastructure
Ultimately, brands need to find a solution that provides the necessary web2 and web3 integrations for a top customer experience.
Brands need web3 APIs to avoid fragmented experiences throughout the web and integrate them. Otherwise, juggling a hundred different web3 factors and functions while doing the same for web2—and integrating all of them—leaves room for errors.
Your systems would struggle to talk to each other. And worse, your customers will hit a brick wall full of frustration and bad experiences.
That's why partnering with an enterprise web3 API solution like Mojito can facilitate this—a white-label platform will make all the difference for your brand. You can launch successful NFT drops and jump into web3 with your loyal customers. Mojito integrates web3 onchain activities with web2 offchain experiences thanks to our robust platform stack.
From digital to on-the-field customer experiences
Web3 and web2 need to work together to nurture sustainable scalability. It’s necessary as the internet evolves and serves as a bridge to get customers involved who have never used web3.
Mojito successfully introduced web3 when we built the infrastructure for the Tampa Bay Rowdies’ NFT drop.
The NFT is called the Rowdies Digital Pass. Owners join a unique membership community exclusive to season ticket holders. They use the pass and a QR code to receive gameday stadium discounts and perks.
Each digital pass has a unique owner onchain, identified by their wallet, which is the basis for creating interoperability between existing physical and digital touchpoints.
Not only has this been a successful launch for web3 users, but many Rowdies ticket holders have jumped into web3 for the first time.
As a result, 60% of season ticket holders claimed their digital passes, and 20% used them during the game for benefits. The team has received invaluable data and analytics from activity (like engagement, purchases during a game, and more). The remarkable experience and program has created a more passionate community that empowers its values for technology, experiences, and soccer.
Experiences like these are growing at a rapid pace. Brands and customers are excited about creating an intimate connection with each other linked to digital ownership and community experiences.
Security compliance with web3 APIs
Since many web3 APIs are connected to transactions, brands must work with platforms and APIs that keep security in mind.
Companies should partner with a marketplace and platform that upholds AML compliance, representing their ability to prevent fraud and security threats. Mojito, while AML compliant and a Merchant of Record, provides the necessary requirements to protect your brand and customers.
The platform should also have resilient protocols to confirm identities, oversee transactions, and minimize risks for customers. Security is pivotal to a web3 operation because web3 users hold trust, safety, and transparency as their ultimate priorities.
Reputable platforms not only handle everything you need for a successful web3 experience, but they also help protect you and your customers.
How Mojito helps brands securely & confidently utilize web3 APIs
If brands want to utilize web3 APIs, drop dynamic NFT collections, and build a platform that offers a user-friendly experience, they should consider Mojito.
Mojito is a high-end SaaS for luxury brands. It's an all-in-one web3 enterprise solution that scales with you and your customers. And it works with the tools you already use.
Mojito can help you lead the way and offer customers incredible opportunities to build community and participate in engagement experiences.
Those loyal customers will fuel brand growth, spread the word, and establish your company as part of web3’s future.
Mojito has it all:
- Diverse payment options for web2 and web3 (credit card and crypto)
- Digital wallets
- Authorized Merchant of Record
- Robust marketing stack built for customer loyalty
- Fast and secure eCommerce stack
- NFT marketplaces
- Immersive virtual experiences
- Powerful SDKs
- And more
Mojito can power your brand in web3, from NFT memberships with dynamic drops to exclusive brand rewards and events.
Cut down on the cost of switching providers—or How Web3 APIs Bridge the Gap With Web2 Infrastructures and managing different tech providers—to bring your vision to life. Mojito offers an all-in-one, white-label solution for any and all functionality you need.
Learn more today and try the demo to see how your brand can take advantage of web3.