It has been a dramatic few months for Magento Commerce. Adobe completed its $US1.68 billion acquisition of the business in June 2018, with the e-commerce platform adding new capabilities to the Adobe Experience Cloud.

With Magento Commerce in its portfolio, Adobe can provide digital commerce, order management and predictive intelligence-powered e-commerce for businesses of any size.

The transaction comes amid maturing expectations from businesses of what e-commerce can deliver for them. According to Ian Kinsella, Head of Commerce Sales, APAC & Japan, Adobe, businesses are moving away from seeking platforms merely to support storefronts and provide flexibility to represent their brands as they wish. They now want high-quality support and a great experience — in many cases working directly with a provider.

“Going back three years, Magento Commerce in Australia and New Zealand was almost entirely represented by partners,” Kinsella says. “[However, now,] customers are expecting Magento to have a lot more skin in the game, or Adobe to have more skin in the game. Our customer organisation is playing a much more important role in our engagements.

“We’ve invested heavily in that organisation and now have a cross-functional team of salespeople, solution consultants, system architects, marketing, partner managers and customer success representatives.”

According to Kinsella, Magento Commerce helps customers increase their chances of a successful e-commerce deployment by providing implementation services during the critical stages of projects. These services include code audits and involvement in technical architecture discussions with partners and customers.

Meanwhile, the Adobe acquisition will help businesses that want to provide an experience encompassing every touch-point on a buying journey — whether that journey originates on a smartphone, social media or other channel, he says.

Ian Kinsella, Head of Commerce Sales, APAC & Japan, Adobe,

He also acknowledges, that not surprisingly,  customers are asking questions about the effect of the Adobe acquisition — particularly on integration of the Magento and Adobe portfolios and how they can provide enhanced shoppable experiences for visitors to their websites.

“There has already been much work done on an all new integration framework which uses microservices to integrate Magento with the broader Adobe Experience Cloud, allowing Magento customers to know more about visitors, what their decision drivers are and how to progress their experience to drive action rather than showing them the same content or experience to everyone. We expect to see some exciting examples of customers in APAC who have implemented this in the coming year.”

Magento Commerce, its partners and customers are now preparing for MagentoLive at the ICC Sydney on 12 and 13 February 2019. “We’re looking to address the objectives of a range of attendees,” says Kinsella.

“We have customers attending who are using Magento Open Source, our free e-commerce platform, and are looking to upgrade to Magento Commerce Cloud Pro or Magento Commerce On-Premise.”

“We also have customers coming who may be considering upgrading from Magento Commerce 1 to Magento Commerce 2.

“Likewise there are a lot of Adobe customers and partners who may be curious about what this additional piece — Magento Commerce — can do for their business.”

Kinsella says he is excited about prospects for the year ahead, especially given the more collaborative relationship brands are looking for between e-commerce and marketing technologies. “We are seeing a lot of integration as Magento Commerce is embedded into the broader Adobe Experience Cloud — including target, analytics and experience manager that provide personalised content marketing and an overall enhanced shopping experience,” he says. 

“Our mantra around experience-driven commerce through Magento Commerce plus Adobe is a key differentiator for us versus other providers in the market.”

Artificial Intelligence

Adobe is also focusing heavily on AI and machine learning through Adobe Sensei to improve marketing opportunities for businesses.

“We’re already undertaking builds with some large, strategic businesses that want the power of content, commerce and AI to optimise experiences,” says Kinsella. “We are seeing use cases involving simulations of what kind of content needs to be curated for particular types of customers at any given time.

“I spoke to a customer last week who was looking for a solution that would help a business respond to inventory not being consumed by making recommendations about how to re-market or come up with a rapidly curated campaign targeting a segment of customers who have shown previous interest in the product and may be more responsive to a personalised promotion that drives them to the site.”

MagentoLive is on at the ICC Sydney on 12 and 13 February 2019. Visit this website for details.

About this author

Andrew Birmingham is the director of Which-50 Digital Intelligence Unit of which Magento is a corporate member. Our members provide their insights and expertise for the benefit of the Which-50 community. Membership fees apply.

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