Adobe is integrating Magento’s e-commerce platform into its marketing suite and introduces a new version of Magento’s cloud e-commerce platform. It’s also launching Magento Payments with PayPal’s Braintree for payment processing.

Adobe Systems Inc. has been busy as of late. Last month, it announced plans to buy marketing automation company Marketo for $4.75 billion and in June it closed on its purchase of e-commerce platform Magento Commerce for $1.68 billion. And this morning at the MagentoLive Europe user conference in Barcelona, Adobe and Magneto made two announcements regarding the Magento acquisition, showing the companies are wasting no time adding Magento Commerce capabilities into the Adobe platform to help brands and retailers “make every moment shoppable.”First, Adobe said it is integrating Magento’s e-commerce platform into its marketing suite. That means Adobe customers using Adobe Experience Cloud’s marketing, advertising and analytics services now can add a shopping cart to their digital presences.

Adobe adds shopping capabilities

Retailers can buy Magento and the Adobe Experience Cloud together in one package, says Errol Denger, director of commerce program and strategy, Adobe Enterprise Commerce. “We’ve taken care of that primary integration between Experience Cloud and Magento.” With the integration, retailers and brands using Adobe to manage marketing online and offline can add shopping functionality to their blogs, rich media, social media and other marketing and advertising channels, he says.Magento ranks No. 1 among e-commerce platform providers to the Internet Retailer Top 1000 with 167 clients. Additionally, many Top 1000 retailers use Adobe for a range of services, including for analytics (263 Top 1000 merchants, No. 2 in the category) and rich media (117 Top 1000 merchants, No. 1 in the category). Adobe’s retail clients include Inc. (No. 66 in the Top 1000) and Apple Inc. (No. 2). Magento clients include lingerie retailer Adore Me Inc. (No. 308) and apparel retailer Charlotte Russe (No. 763). Denger says the integration also will help retailers drive omnichannel and store sales. For example, an apparel brand launching its new fall line could live stream its runway event and enable shoppers to purchase outfits models are wearing directly from the video either online or in a store, Denger says.

“Consumers expect every interaction with a brand to be contextual, intuitive and meaningful, but companies have struggled to consistently deliver personalized experiences across the myriad of touchpoints,” said Mark Lavelle, senior vice president of commerce, Adobe and former CEO of Magento, in announcing the news. “The innovations we are bringing to market enable companies of all sizes and across industries to make every experience shoppable.”

Magento Commerce 2.3

Adobe also announced at the conference the latest version of the Magento Cloud platform, Magento Commerce 2.3. Major updates include integrations with Amazon and Google. Merchants can now sync their Magento stores with Amazon and integrate their product catalogue with Google Merchant Center and Google advertising channels for Google Shopping campaigns.

  • Mobile tools: The Magento Progressive Web Applications (PWA) Studio enables merchants and developers to create PWAs. A PWA is a set of design and technology standards that offer the look and feel of an app, but on a mobile website. The technology implements several methods, such as using a service worker—a script that web browsers continually run in the background separate from a web page—to ensure a fast-loading site. Running as a background process allows the service worker to take on roles such as caching website content, such as images and the retailer’s logo, and allows the website to run quickly.
  • Payments help: The launch of Magento Payments, which uses PayPal-owned payment company Braintree for payment processing, helps merchants quickly accept payments from shoppers through Magento without having to find and implement a payment processor on their own.

Reference: Digital commerce 360



Amin Lalani is a subject matter specialist in Internet Retailer with several articles and research paper published so far. He has done M.Phil from IoBM in Marketing with emphasis on Internet Retailing. Besides academia he has various other certification like SAP, Google Analytic, Microsoft Small Business Solution Provider and more.

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