Browsing a bit through the doc I believe this is targeted to developers that build "apps" that online merchants can (buy and) use on their e-commerce website.
I agree with alex: a sample app would probably make it more clear!
advice from someone ina similar area: STARTER app not SAMPLE app. The former gives your clients a starting point to build production applications; the later is usually some throw-away sample code that quickly goes stale and causes nothing but support headaches. By extension, you will need to dedicate ongoing resources to keep this up to date; that's what you expect of your clients, so I hope you enjoy dog food!
