Adobe unveils integrations and products with Magento for SMBs and enterprise

Steven Loeb · October 9, 2018 · Short URL:

Magento was acquired by Adobe for $1.68B in May of this year

In May, Adobe announced that it had acquired Magento Commerce for $1.68 billion and, at the time, the company said it would be adding Magento Commerce Cloud into the Adobe Experience Cloud, "delivering a single platform that serves both B2B and B2C customers globally."

Essentially, what that meant is that the acquisition would help Adobe to expand its platform further into small and medium sized businesses, while also continuing to serve enterprise clients. 

On Tuesday, the company revealed that the two clouds have now been integrated, as well as more about what will mean for Adobe customers. The company broke down some of the new capabilities into two categories: how it will help customers in the SMB space and then how it will help customers in the enterprise space.

For small and medium sized businesses, the new integration will come with new products to help them market to their clients, including one called New PageBuilder, which is a drag-and-drop editing tool for site content.

Magento is also integrating with the Adobe Experience Manager, for "full cross-channel content creation, distribution, and lifecycle management."

"Today’s online marketers want to play a more direct role in the development of the online site experience, and demand access to powerful content creation tools that allow them to continuously design, test and launch new site content," Adobe wrote.

Adobe also announced the Magento Progressive Web Applications (PWA) Studio, which is meant to help merchants develop a mobile commerce channel, along with the launch of Magento Payments, which allows those businesses to accept payments from customers through alternative payment services and digital wallets.

In addition, Magento has been integrated with Amazon Sales Channel "to allow merchants to seamlessly sync Magento stores to expand reach and efficiently promote, sell and fulfill across channels," and with Adobe Launch, to help merchants analyze commerce data.

For customers in the enterprise space, meanwhile, in addition to integration of its Experience Cloud and Magento's Commerce Cloud, Magento has also integrated with Adobe Target, the company's testing and targeting tool.

Magento customers will also be able to take advantage of the predictive analytics in Adobe Analytics, which will allow them to more proactively monitor and analyze customer data, so they can "find patterns and predict future customer behaviors to detect potential challenges like special shipping requirements or inventory shortages and better convert opportunities."

Magento, which was founded in 2008, has customers that include Canon, Helly Hansen, Paul Smith and Rosetta Stone, as well as Coca-Cola, Nestlé and Cathay Pacific, which are also customers of Adobe. 

Prior to its acquisition, Magento had raised $272.5 million in venture funding, including a $250 million round in January of last year from Chinese investment firms Hillhouse. The round out the company’s valuation at more than $700 million.

Since being acquired, Magento has become part of the Adobe’s Digital Experience business, with CEO Mark Lavelle continuing to lead the reporting to executive vice president and general manager Brad Rencher.

Note: VatorNews had an in depth interview with Loni Stark, senior director strategy and product marketing at Adobe and Peter Sheldon, senior director of Strategy at Magento. That interview will be running later this week.

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