API integrations: what you can connect to your website
Every manual step between your site and another system is delay and lost enquiries. APIs remove the human from the middle.
What an API is
An API is an agreed way for two programs to exchange data without a person involved: your site asks a courier for a delivery price, pushes a lead into CRM, checks a payment status.
A webhook is the reverse: the external service notifies you of an event. Knowing which direction you are using tells you where the bottleneck will be.
What to connect first
CRM, so an enquiry becomes a deal with its source and UTM tags attached. Telegram, so a manager is notified within a second — in Uzbekistan this beats email notifications outright because Telegram is always open.
Then SMS confirmations, delivery services for pricing and tracking, payment providers, and analytics events for end-to-end attribution.
Resilience and key safety
Third-party services go down and slow down. The site must keep working regardless: save the enquiry to your database first, push it onward in the background with retries, and always set a timeout.
Keep API keys on the server in environment variables, never in client code or a repository — a key exposed in public JavaScript is found by scanners within a day.