#martech

Magento: An Adobe company.

Magento is acquired by Adobe. What does this mean for the e-commerce community.

In May this year, Adobe acquired Magento for $1.68 billion. 

The larger platform companies out there like Adobe, SAP and Oracle have been trying for years to own the complete digital customer experience market from start to end. Providing support for marketing, commerce, data management, personalization, content creation and more.

Adobe was lacking an e-commerce platform. After multiple failed attempts at acquiring other e-commerce platforms, this acquisition comes as no surprise.

The addition of the Magento Commerce Cloud will enable commerce to be seamlessly integrated into the Adobe Experience Cloud, delivering a single platform that serves both B2B and B2C customers globally. The Magento Platform brings together digital commerce, order management and predictive intelligence into a unified commerce platform enabling shopping experiences across a wide array of industries.

In my opinion, this is where it gets a bit messy.

The functional overlap between the two platforms is huge – from content workflows and editing, page building, SEO, user management, themes and many more. The competing functionality between the two solutions will make for a poor developer experience and for a poor merchant experience.

The amount of innovation taking place in the martech landscape is astonishing. It would be impossible for any one company to have the best product suite across the many categories. The only way to get around this hurdle is integration. This is what they hope to achieve.

Open Source

I think one of the biggest things to watch in this acquisition is whether or not Adobe adopts Magento’s open source nature. Although it has been lacking in the past years, Magneto has made a huge effort to rekindle its open source community in recent years. It would be a shame to see this go to waste. Adobe has typically been open source “second” whereas Magento has been open source “first”.  My hope is that these Open Source efforts continue now that Magento is part of Adobe. If they do, its an amazing win for the Open Source community.

Magento Commerce is a leading provider of cloud commerce innovation to merchants and brands across B2C and B2B industries. In addition to its flagship digital commerce platform, Magento Commerce boasts a strong portfolio of cloud-based omnichannel solutions that empower merchants to successfully integrate digital and physical shopping experiences. Magento Commerce is the #1 provider to the Internet Retailer Top 1000, the B2B 300 and the Top 500 Guides for Europe and Latin America. Magento Commerce is supported by a vast global network of solution and technology partners, a highly active global developer community and the largest eCommerce marketplace for extensions available for download on the Magento Marketplace. More information can be found at www.magento.com.

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Liam Trimble

Hailing all the way from New Zealand, Liam brings a unique kiwi twist to the world of marketing. An extensive background in customer-focused jobs gives him his edge when it comes to knowing what the customer wants.

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