This is an area that most business owners might struggle to understand, but it is truly such an important aspect to your success on web in 2018 and forward.
If you have used Spotify, you might remember updating your iPhone to iOS11 and being unable to use the music controls in the Control Centre because Spotify had not integrated their play menu into the iOS yet. This little tweak, is something that matters so, so much. Integration is becoming more and more sophisticated, think of your business or sales process as a race engine. If it's not producing enough power, there are things you can tweak and alter to improve its effectiveness. Over time, integrations have been tested and put to use. Now we are able to start our car and unlock all the doors at the click of a button thanks to an integration with the engine and a remote button.
Think of the things that your site's user is doing at the same time they use your site, how can you make that experience a little bit smoother...a little more friction-free?
Simply having the ability to integrate things such as music into the Control Centre, created a friction-free experience for users trying to manage music while still in a task.