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Magento in Motion: Adobe Officially Repositions Magento as Adobe Commerce Cloud at Summit 2019

In June 2018, Adobe acquired Magento. Magento was recognized as a market-leading solution for e-commerce, often going up against other top-tier solutions such as Shopify and Salesforce’s Commerce Cloud (formerly Demandware). The move was a strong play for Adobe: while Adobe Experience Manager was a recognized leader for web content management, its out-of-the-box capabilities for e-commerce left something to be desired. Magento closed these functional gaps in Adobe’s portfolio.

Post-acquisition, it was widely anticipated that Adobe would seek to tighten integration of Magento into its core Adobe Experience Cloud offerings. At Adobe Summit 2019, the firm highlighted many details of the path this integration will take. First and foremost, Adobe is formally launching the Adobe Commerce Cloud based on Magento. This rebranding was to be expected (and it’s likely that independent branding for Magento and Marketo – another Adobe acquisition – will be gradually phased out).

Adobe and Magento have both figured prominently in’s e-commerce category.

Adobe also highlighted that the Adobe Commerce Cloud will be tightly coupled with existing Adobe properties – chiefly, Analytics Cloud and Marketing Cloud. The former will allow marketers to better execute cross-channel and conversion analytics, while the latter will assist with crafting omnichannel commerce experiences with tailored content and product recommendations.

Taken in concert, the launch of Commerce Cloud is a smart play for Adobe that accelerates its position as an extremely compelling offering for enterprise-scale e-commerce. The primary point of reservation for many of our members at Info-Tech remains price point: Magento was often seen as a suitable offering for mid-market players, while Adobe is frequently cited as being focused mostly on large organizations with mature enterprise marketing processes. This perception may preclude Adobe Commerce Cloud from being considered by those looking for a “cheap and cheerful” solution.

Our Take

  • Adobe is a top-tier player for marketing enablement; the acquisition of Magento was a smart play that closed some of the gaps in out-of-the-box e-commerce within Adobe Experience Manager.
  • The launch of Adobe Commerce Cloud and its integration with Adobe Analytics Cloud and Marketing Cloud enhances the value proposition of the solution, particularly for enterprise use cases.
  • As with many Adobe solutions, we expect that Adobe Commerce Cloud will be a more compelling fit for large enterprises rather than SMB or mid-market players.

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