The New Experience of Magento Imagine

Brent W. Peterson
May 20 · 4 min read

This was my 9th Magento Imagine event and it was unlike any other in Magento’s history. This was the first year in which Adobe played a major role at the event since it officially acquired Magento, and attendees finally got to see the exciting developments that are resulting from this partnership. In fact, the overarching theme of Imagine 2019 was to help business professionals “Expand the Experience” for their customers. Here’s my summary:

New Capabilities for Merchants

In order to help small and medium-sized business owners deliver excellent customer service across multiple channels throughout the entire shopping journey, some updates were made to the Adobe Experience Cloud. New integrations with Amazon Sales Channel and Google Shopping Ads will make it easy for ecommerce professionals to determine their target markets and attract new customers. Sellers can start selling their products on Amazon and launching marketing campaigns on Google, all by simply utilizing their Magento Admin dashboard.

These powerful tools can help ecommerce professionals expand their reach and connect with a greater audience in the most streamlined way possible. Lastly, they’re accessible for anyone using the Magento platform, as the Amazon Sales Channel and Google Shopping Ads extensions are available for free within the Magento Marketplace.

Experience-Driven Commerce

Powered by Magento, the Adobe Commerce Cloud aims to provide what it describes as “experience-driven commerce,” as opposed to “enterprise-driven commerce.” Ecommerce merchants often struggle with connecting with their customers across multiple platforms and understanding user behaviors, and they may miss out on sales because of it. The solution to keeping up with modern consumers is to employ cutting-edge technologies that allow business owners to gain useful insights, while also providing their customers with a quick, enjoyable shopping experience.

With the Adobe Commerce Cloud, merchants can sell on multiple platforms and channels, accurately segment customers, create customized experiences for every shopper, efficiently update products and prices, and much more. Meanwhile, shoppers will be happy to have access to features like one-click purchasing options, mobile-optimized sites, and personalized suggestions based on their past history and behaviors. All of this is possible with the machine-learning capabilities and artificial intelligence of Adobe Sensei.

PWA Studio

Mobile commerce has been growing exponentially over the past few years, and professionals from Magento and Adobe believe the trend will continue to grow stronger in 2019 and beyond. Having mobile-optimized websites is one of the top priorities for ecommerce sellers today, but it can be difficult to make that digital transformation for a number of reasons. Magento launched its Progressive Web App (PWA) Studio back in October to help merchants easily build apps for their online shops, and according to Senior Manager of Product Management Eric Erway, new features and capabilities are on the horizon.

Along with Adobe, Magento hopes to improve PWA by increasing marketplace support, creating a Magento app for developers, and adding Page Builder to the PWA Studio. Customers accessing the website from their mobile device will soon have the option to view suggestions based on their shopping history, create wish lists, access coupon codes, see more products, and build credit and loyalty. In addition, the integration of Braintree from Paypal can help shoppers and merchants feel at ease when completing transactions.

Go Global with Inventory Management

Magento Order Management allows businesses of all sizes to take their business into the global marketplace with ease. Magento Order Management lets ecommerce merchants fulfill orders, view total inventory, order products, and provide stellar customer service. With full API coverage, Page Builder, a scalable platform, and a staging feature, managing orders and products will no longer be a time-consuming or frustrating process. Customers will see an “endless aisle” of products, and you will never have to worry about being out of stock of your best-selling items.

What’s Next?

At the Imagine 2019 event, the VP of Commerce Product and Platform for Adobe, Jason Woosely, said that the Magento and Adobe integration is going even better than he had expected. Woosely stated, “As we near the 1-year anniversary of the acquisition, we are well ahead of our integration goals. We’re driving greater value for our stakeholders, accelerating our product roadmap, leveraging Adobe’s scale to serve more customers across every industry, and advancing our mission of using technology to connect and empower more merchants than ever before.”

Senior VP of Strategy and Growth for Adobe, Gloria Chen, said, “Magento has brought many strengths to Adobe family. We are committed to nurturing and building on these strengths — the platform, the community, and the SMB market.” She spoke highly about Magento’s tight-knit community of developers who are passionate about delivering high-quality services to online shoppers everywhere, and she said that it is this dedication that will allow companies of all sizes to succeed in the online marketplace. Chen also announced that transformations are coming in Adobe Creative Cloud… so stay tuned!

You can find me on Twitter or at the next Magento event.

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Follower of Christ, Husband, Father, Magento Evangelist, Runner, Would be willing to quit my job to be a full time running coach.

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