If there is one thing true about the ecommerce universe, it’s that things are always changing. The straightforward headline, “Adobe to Acquire Magento Commerce” demonstrates just that.
While the announcement wasn’t all that surprising (most people who were in the know anticipated that Adobe would follow in the footsteps of Oracle and Salesforce by adding a commerce side to their business), the impact could be massive, depending on what your role is with the two companies.
If you’re a seller on Magento, you probably have a lot of questions about how the acquisition will affect your business. To help you understand the deal, we’ll take a deeper look at what the Adobe acquisition means for Magento sellers.
About Magento and Adobe
Before we get into the details of the deal, we need to know the players. The Magento platform was launched in 2007 by Roy Rubin. In 2015, the platform was improved, and launched the new Magento 2.0 with a better layout, new structure elements, and fewer time-consuming tasks. It is now one of the most popular open source ecommerce platforms among online retailers.
Adobe was founded in 1982 by John Warnock and Charles Geschke. While many people still think of Photoshop and PDFs when they hear Adobe, it’s actually grown into the leading company in designing and delivering digital experiences to its customers through data and content. It entails three platforms, Adobe Experience Cloud, Adobe Creative Cloud, and Adobe Document Cloud. The integration of the three is supposed to provide customers with everything they need to design and deliver exceptional digital experiences.
What Will the Impact on Ecommerce Look Like?
Adobe’s acquisition of Magento will open new possibilities for innovation in the ecommerce industry and improve the customer experience – maybe more than ever before. The goal of the acquisition is to merge the Adobe Experience Cloud with the Magento Commerce Cloud to deliver one united platform to both B2B and B2C customers, with enhanced personalization and customer experience overall.
There aren’t yet any specifics on what the new platform will look like or how the current Magento platform will change. But, we can speculate on some of the new capabilities that the combined platform is likely to include.
- More personalization – With Adobe’s expertise in creating and designing digital experiences, you will likely see customer journeys with robust, personalized experiences across all channels in a single platform.
- Cohesive shopping experiences – This will allow customers to perform transactions anytime, anywhere with unified fulfillment and consistent customer engagement to the ecommerce store.
- Common layout – Single tenancy control provides online sellers with the freedom to create distinctive digital branding.
- Unmatched business and innovation agility – The new platform will provide its customers’ marketing and sales departments with real-time personalization, insights and analytics while also testing innovations to stay ahead of the curve.
The new platform will enable Magento sellers to design and deliver a consistent, transformative customer experience across all their sales channels. Adobe’s experience and success with design and visual content, combined with Magento’s ecommerce capabilities, promises optimal opportunities for ecommerce merchants to positively transform their businesses.
Final Thoughts on the Adobe-Magento Acquisition
It’s likely most platforms that provide services for small and mid-sized businesses that serve Magento sellers will be happy to see Magento join with the enterprise-centered Adobe. It may mean more business for them, as the pricing impact is yet to be seen. It’s foreseeable that the license costs for existing Magento customers will increase significantly, forcing some smaller businesses to move to other platforms.
Will this purchase prove to be beneficial for all customers, not just the Enterprise ones?
It’s hard to say. However, the acquisition has already had an effect on the competitive landscape. Some competitors saw an almost immediate drop in their stock prices when the announcement was made.
One thing is for sure, the union of Adobe and Magento will definitely play a big part in the future of ecommerce. Mostly a positive change which will address the whole spectrum of design and advertising needs of online businesses. We just hope they don’t raise prices too much and make it harder for the smaller players to stay with them.