Adobe delivers industry leading enhancements to Magento Commerce — opening up new opportunities for commerce customers

Customer ExperienceDigital Marketing

This week at both Adobe Sum­mit and across the pond at Magen­to Imag­ine 2019, we are excit­ed to be announc­ing a range of new fea­tures and inno­va­tions to Magen­to Com­merce designed to open up whole new mar­kets and oppor­tu­ni­ties for our cus­tomers to sell online. The ecom­merce mar­ket con­tin­ues to grow apace as more indi­vid­u­als get con­nect­ed and online shop­ping becomes the pre­ferred chan­nel. In 2018, the Euro­pean B2C ecom­merce mar­ket was pre­dict­ed to reach a whop­ping €602bn; the oppor­tu­ni­ty is sim­ply enor­mous, and grow­ing.

How­ev­er, as cus­tomers increas­ing­ly demand bet­ter, faster, and more seam­less expe­ri­ences, many com­merce busi­ness­es are not quite mea­sur­ing up to expec­ta­tion. In fact we found that 45% of con­sumers in the UK, Ger­many and France say that they have aban­doned an online bas­ket because the pur­chase process was too time con­sum­ing or com­pli­cat­ed. This is why we are par­tic­u­lar­ly excit­ed about our announce­ments today – they have been designed to make sure that we are giv­ing our cus­tomers every oppor­tu­ni­ty to reach, com­pete for and con­vert cus­tomers.

One of the major new capa­bil­i­ties includes inte­gra­tion with Ama­zon Sales Chan­nel. In 2017, it was esti­mat­ed that a third of online spend in the UK alone went through Ama­zon, this new fea­ture will now allow retail­ers to seam­less­ly expand their offer­ing into the Ama­zon Mar­ket­place, reach­ing vast new audi­ences. We’re also announc­ing an inte­gra­tion with Google Shop­ping ads Chan­nel, the num­ber one dri­ver to retail sites,  so that cus­tomers can more eas­i­ly man­age and com­pete for eye­balls on their adver­tis­ing cam­paigns.

It doesn’t stop there, we’re also open­ing up inte­gra­tions into some of the pow­er­ful tools avail­able in Adobe Expe­ri­ence Cloud, includ­ing the enter­prise-grade capa­bil­i­ties of Adobe Ana­lyt­ics to bet­ter under­stand shop­ping behav­ior. Plus, we’re enhanc­ing the abil­i­ty to update site con­tent quick and eas­i­ly and giv­ing more options for retail­ers to get start­ed with cred­it and deb­it card trans­ac­tions. Com­bined, these new capa­bil­i­ties will dri­ve the abil­i­ty to cre­ate seam­less shop­pable expe­ri­ences for cus­tomers across chan­nels and plat­forms.

Tak­en all togeth­er, the updates to Magen­to Com­merce announced today accel­er­ate our vision and strat­e­gy to empow­er com­pa­nies of all sizes with the capa­bil­i­ties to make every brand inter­ac­tion per­son­al and every expe­ri­ence shop­pable. We know that the retail sec­tor con­tin­ues to go through huge dis­rup­tion, so we have focused on how we can help our cus­tomers dri­ve real rev­enue and prof­it across chan­nels.

Of course, with Magen­to Com­merce now pow­er­ing Adobe Com­merce Cloud, these advanced com­merce capa­bil­i­ties are also avail­able with­in Adobe Expe­ri­ence Cloud, serv­ing the needs of glob­al B2C and B2B com­pa­nies to sup­port mul­ti­ple brands, sites and coun­tries and to deliv­er seam­less com­merce expe­ri­ences.

New capa­bil­i­ties in Magen­to Com­merce include:

  • Expand cus­tomer reach: Ama­zon Sales Chan­nel effec­tive­ly removes the bar­ri­ers to entry for retail­ers try­ing to gain a foothold on Ama­zon by allow­ing them to quick­ly inte­grate their cat­a­log, estab­lish a bi-direc­tion­al data flow and start man­ag­ing list­ings from their Magen­to admin. By seam­less­ly inte­grat­ing their Magen­to store with mul­ti­ple Ama­zon accounts and regions, mer­chants can make their Magen­to Admin the cen­tral hub for all their Ama­zon mar­ket­place activ­i­ties, reduc­ing data silos, remov­ing oper­a­tional fric­tion, and elim­i­nat­ing addi­tion­al inte­gra­tion costs. The exten­sion is avail­able today for free down­load on the Magen­to Mar­ket­place for Magen­to Com­merce Pro and Magen­to Open Source 2.2.4 (and lat­er) cus­tomers.
  • Tar­get new audi­ences with a ful­ly inte­grat­ed, end-to-end Google adver­tis­ing solu­tion now gen­er­al­ly avail­able as a free exten­sion in the Magen­to Mar­ket­place. Google Shop­ping ads Chan­nel for Magen­to Com­merce and Magen­to Open source 2.2.4 and lat­er direct­ly inte­grates with Google Mer­chant Cen­ter and Google Ads to stream­line work­flow by man­ag­ing adver­tis­ing cam­paigns and report­ing across the Google net­work from the ease of their Magen­to admin.
  • Launch pow­er­ful behav­ioral ana­lyt­ics: Magen­to Com­merce cus­tomers look­ing to gain a more com­plete under­stand­ing of cus­tomer behav­ior can now eas­i­ly inte­grate Adobe Ana­lyt­ics using the Adobe Expe­ri­ence Plat­form Launch Exten­sion. This new devel­op­ment pro­vides brands with the capa­bil­i­ty to quick­ly deploy the tag man­age­ment required to enable the flow of data between Magen­to Com­merce and Adobe Ana­lyt­ics, in just min­utes. The exten­sion is one of the first com­mu­ni­ty-dri­ven projects that empow­ers brands to unlock the poten­tial of bring­ing the solu­tions togeth­er to dri­ve rich cus­tomer behav­ior insights.
  • Accel­er­ate time to mar­ket for high con­ver­sion mobile expe­ri­ences: Pro­gres­sive Web Appli­ca­tions (PWA) Stu­dio now inte­grates Brain­tree (from Pay­Pal) and makes it eas­i­er than ever for mer­chants, part­ners and devel­op­ers to get start­ed with deb­it and cred­it trans­ac­tions with a trust­ed gate­way. The inte­gra­tion trans­lates to faster time to mar­ket and low­er total cost of own­er­ship.
  • Expand glob­al inven­to­ry man­age­ment: Help­ing mer­chants realise their omnichan­nel aspi­ra­tions with Magen­to Order Man­age­ment by bring­ing new capa­bil­i­ties like mul­ti-ten­der pay­ment work­flows, excep­tion man­age­ment for pay­ments, more gran­u­lar roles and per­mis­sions, full API cov­er­age for omnichan­nel capa­bil­i­ties, microser­vices archi­tec­ture for improved scale and reli­a­bil­i­ty, and ful­ly ded­i­cat­ed stag­ing envi­ron­ment.
  • Speed up site con­tent updates: Pow­er­ful Page­Builder drag-and-drop edit­ing tool for site con­tent, enables mer­chants to cre­ate a best-in-class shop­ping expe­ri­ence 10 times faster with­out cre­ative lim­its or the need for devel­op­er sup­port. Now with the new Blue­Foot Con­tent Migra­tion tool, mer­chants who are using Blue­Foot on Magen­to 2.1.x or 2.2.x can quick­ly upgrade to Magen­to 2.3.1 with Page Builder 1.0.0 with­out los­ing their web­site con­tent.

For more infor­ma­tion on how we are empow­er­ing com­merce busi­ness­es of all sizes to make every expe­ri­ence shop­pable with Magen­to Com­merce and Adobe Com­merce Cloud, click here.


Customer Experience, Digital Marketing
Brian Green

Posted on 05-14-2019


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