Adobe-Magento Integrations Target Both Enterprise And SMB Retailers

Adobe has launched additional features for the Adobe Experience Cloud enabled by the integration of Magento Commerce Cloud. Adobe also released an update for the Magento platform designed to empower small and mid-market retailers (SMBs).

The integration of Magento with Adobe Experience Manager lets enterprise brands create and manage shopping experiences across every touch point throughout the customer journey. For instance, a fashion brand putting on a runway event could use the solution to stream the event in its stores, on laptops and through platforms such as Facebook. The experience also can be made shoppable, with different products featured throughout the show.

“What we’ve now done is integrated the Adobe Experience Cloud with Magento, starting with Experience Manager,” said Errol Denger, Director of Strategy and Product Marketing, Adobe Enterprise Commerce in an interview with Retail TouchPoints. “If you think about the old world, you’re just kind of creating content for the web site. Now, by using Experience Manager, this is truly an omnichannel delivery capability.”

The updated Adobe Experience Cloud also will use the Adobe Sensei AI and machine learning technology to offer improved personalization. The tool integrates the capabilities of Adobe Target to offer curated suggestions based on context in both in brick-and-mortar and online tailored to their specific element.


Additionally, Adobe Sensei will power Adobe Anlytics, which will help enterprise retailers proactively monitor and analyze customer data to find patterns and predict future customer behaviors. The solution also can measure the health of the business to prevent inventory shortages and other challenges.

SMBs Benefit From Multiple Solutions Using A Single Provider

The latest version of the Magento platform will incorporate community contributions to deliver a broad array of capabilities for SMBs under a single platform. One new capability is drag-and-drop web page building tools in PageBuilder, which will help retailers reduce the need for developer support by giving them more control over their online experience.

Magento also will offer tools to meet a range of other challenges, including:

  • Improved mobile experiences with Magento Progressive Web Applications Studio;
  • Streamlined payment and risk management through Magento Payments;
  • Integration with Amazon Sales Channel, as well as Google Merchant Center and Advertising Channels for Google Smart Shopping Campaigns;
  • Streamlined product information management and reviews; and
  • Improved analytics and optimization capabilities for enterprises through the integration of Launch by Adobe.

SMBs traditionally work with multiple solution providers to access all the tool they need, according to Peter Sheldon, Senior Director, Strategy at Magento. Bringing a broad variety of solutions under a single provider can reduce the burn of integration and simplify cost calculations, he stated.

“It’s really about delivering economies of scale and making life easy for the merchants,” said Sheldon. “Having a single provider, Adobe-Magento, that can bring to bear all these different solutions under one contract, one set of pricing in a cohesive, integrated suite brings a lot of advantages to merchants versus having to do lots of different vendor selections, and try to integrate lots of different disparate technology providers.”

The new tools and integrations have been released following Adobe’s acquisition of Magento for $1.68 billion. The merged platform serves both B2C and B2B customers.

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