Adobe Systems Inc. finally has its own e-commerce software to deliver what it calls “experience-driven e-commerce.” It has completed its $1.68 billion acquisition of Magento, the open-source e-commerce software deployed by hundreds of thousands of businesses, it said today.
This is the future of e-commerce: experience-driven commerce.
Adobe, which has long focused on providing technology for the development of online content used for marketing and communications, now offers a way to deploy content directly integrated into its own e-commerce software as part of its Customer Experience Cloud.
Commerce is “an integral part of the customer experience, whether on web, mobile, social, in-product or in-store,” said Brad Rencher, executive vice president and general manager, Adobe. , in a blog post today. “Integrating commerce into the Adobe Experience Cloud allows Adobe to make every moment personal and every experience buyable. This is the future of e-commerce, experience-driven commerce.
Adobe says Magento Commerce Cloud, the licensed version of Magento software, will continue to be available as a separate product offering within Adobe Experience Cloud, which also includes software for developing content, managing customer data and create targeted marketing campaigns based on customer interests. Magento software is also available as Magento Open Source, a freeware formerly known as Magento Community.
Mark Lavelle, who was CEO of Magento Inc., will continue to lead the Magento software team within
Adobe as part of a group led by Rencher, who leads the Adobe Experience Cloud strategy.
Industry analysts say the combination of Magento and Adobe technologies will help Adobe expand its market among medium and large businesses, but that Adobe has work to do to integrate Magento technology into a cloud-based software system.
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