On October 9, 2018, at the MagentoLive Europe user conference in Barcelona, Adobe Systems Inc. has made two big Magento Ecommerce announcements since its acquisition of Magento for $1.68 billion in June. This company said that they are incorporating Magento’s e-commerce platform in their marketing suite. This will enable customers who are using Adobe marketing services to add a shopping cart to their digital presences. A new version of Magento – Magento 2.3 is also introduced by Adobe at the conference. Going to be released by the end of 2018, Magento 2.3 is promised to be jam-packed with new impactful features.
Add shopping functionalities to marketing channels
Errol Denger, the director of commerce program and strategy, Adobe Enterprise Commerce said that the company has integrated Adobe Experience Cloud and Magento into one package. With this package purchased, the marketers using Adobe Experience Cloud can add shopping functionality to their marketing channels such as blogs, social networks, etc.
Adobe says it handles more than 233 trillion transactions each year and works with 80 of the largest 100 U.S online retailers. Being recognized as one of the most preferred e-commerce platforms, Magento supports more than $155 billion in gross merchandise volume annually. There are numerous famous brands which have their sites powered by Magento such as Canon and Rosetta Stone. According to Denger, the integration of these two platforms will boost store sales volume. For example, the retailers can livestream its runaway event and allow shoppers to purchase outfits models are wearing directly from the video.
“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”. “The innovations we are bringing to market enable companies of all sizes and across industries to make every experience shoppable.” says Mark Lavelle, senior vice president of commerce, Adobe and former CEO of Magento.
Magento 2.3 and new features
At the conference, Adobe also announced that they will roll out the latest version of Magento- Magento 2.3 by the end of this year with new updates including:
- Asynchronous API
- Declarative Database Schema
- Multi-source inventory
- Page Builder
- Message queue
- PHP 7.2
- Cache Management ACL
Full details about the updates are provided in this post: Magento 2.3 release: What are new features to expect?
Magento 2.3 commerce also enables a new payment option, PayPal (powered by Braintree), which gives users ability to accept shopper’s payments through Magento. This means they will no longer have to find and implement payment processor themselves.
Interestingly, retailers who are using the current version of Magento can upgrade to Magento 2.3 for free, says John Stockton, senior director of product at Magento Commerce.
Magento is “fully integrated into the Adobe workforce experience”
“We’ve integrated product management teams and our services and deliver teams” Denger says. “But we’re maintaining the Magento brand because it’s such a powerful brand” he also adds.
Adobe has been a strong market which focus mostly on more large-sized business. Since its acquisition of Magento, Adobe is extending its targeted audience to small and medium-sized companies who want the same robust marketing, analytics and commerce offering as larger players.
Adobe claims that in the future, they will continue their work to extend further Adobe and Magento commerce capabilities. Those capabilities, as Denger said, are destined to “making every moment personal and every moment shoppable”.