Earlier this year, Adobe completed its $1.6 billion acquisition of the leading ecommerce platform Magento. Adding Magento Commerce to its broader marketing suit allows Adobe to deliver an end-to-end digital experience platform including content creation, marketing, advertising, analytics and commerce for B2B and B2C businesses. Supported by a vibrant community and partner ecosystem, the market-leading commerce platform provides a high level of flexibility to enable shopping experiences that quickly scale for changing business needs. With Magento capabilities, Adobe aims at empowering businesses of all sizes to “make every moment personal and every experience shoppable”.
With the acquisition, Adobe is moving onto the next phase of solidifying the integration of Magento with its customer experience platform.
On October 9, Adobe and Magento made important announcements at MagentoLive Europe Conference in Barcelona, regarding Adobe’s key integrations after the acquisition as well as major updates to the Magento platform.
Adobe and Magento integration
First, Adobe is integrating Magento Commerce Cloud with its Experience Cloud to allow retailers to buy Magento and the Adobe Experience Cloud together in one package. That means users of Adobe Experience Cloud’s content management, personalization and analytics solutions can add shopping capabilities to their digital presences.
The integration with Magento Commerce has completed Adobe’s all-in-one solution for merchants to consistently deliver customer-driven experiences across a number of touchpoints. Its combined capabilities bring Magento to more enterprise companies, helping them gain a competitive edge by connecting with customers through access to Adobe technologies:
- Adobe Experience Manager: create and manage highly engaging shopping experience at every touchpoint across the customer journey.
- Adobe Target, powered by Adobe’s AI and machine learning technology Adobe Sensei: optimize and deliver personalized and contextual experiences that drive customer loyalty.
- Adobe Analytics, powered by Adobe Sensei: proactively manage and analyze customer data to anticipate customer needs, detect potential challenges and convert possible opportunities.
New Magento Commerce capabilities
In addition to taking a step further in the enterprise market with integration into Adobe’ product portfolio, Magento rolled out a number of advancements in the latest version of the platform to empower small and medium businesses:
Magento’s new drag-and-drop page builder is an intuitive visual editing tool for merchants to quickly create rich shopping experience without developer support. Taking advantage of the page builder, users can continuously design, test and publish new content on the fly. It provides marketing teams the agility to evolve and refresh content with minimal effort.
With mobile traffic continues to rise, merchants are looking to create high-conversion shopping experience on mobile. Magento Progressive Web Applications (PWA) Studio is a suite of tools for developers to build online stores with app-like experiences. Using its tool set, developers can create reliable, fast and engaging mobile experiences to boost conversion rates and increase engagement.
Keeping up with the rising adoption of alternative payment services and digital wallet, Magento payments leverage Paypal’s Braintree to streamline payment process so merchants can instantly accept a variety of payment methods in local currency. It eliminates the need to implement a payment processor while allowing merchants to manage operations from a single dashboard. Backed by industry-leading Fraud Guarantee, the new service provides risk management capabilities that ultimately improve conversion.
Magento Sales and Ad Channel
The new version of Magento Commerce enables merchants to reach new audience by syncing their Magento stores to Amazon Marketplace or Google Merchant Center. Its built-in Amazon Sales Channel give merchants the tools to seamlessly integrate their catalog with Amazon marketplace and manage products directly from Magento Admin Panel. With Magento Advertising Channel, merchants can create and advertise branded campaigns and manage their Google advertising from one single source. Magento and Ad Channel is designed to help businesses expand their reach, effectively sell and promote across multiple channels.
Stay tuned for more exciting news
Providing an end-to-end solution that drives growth across industries in both B2B and B2C markets is the core of the integration. Adobe unveiled that they have more projects in their product roadmap to further extend Magento commerce capabilities. With that said, we can expect more exciting announcements from both companies in the future.