• May 21, 2018
  • By Leonard Klie, Editor, CRM magazine and SmartCustomerService.com

Adobe to Acquire Magento Commerce

Adobe will acquire Magento Commerce for $1.68 billion and plans to roll Magento Commerce Cloud into the Adobe Experience Cloud, delivering a single platform that serves both B2B and B2C customers globally. The Magento Platform brings together digital commerce, order management and predictive intelligence into a unified commerce platform.

Magento brings to Adobe Experience Cloud digital commerce enablement and order orchestration for both physical and digital goods across a range of industries, including consumer packaged goods, retail, wholesale, manufacturing, and government. The Magento Platform is supported by a community of more than 300,000 developers. The Magento partner ecosystem provides thousands of pre-built extensions, including payment, shipping, tax, and logistics.

Many industry insiders note that the acquisition signifies the growing importance of commerce to the overall customer experience and the blending of B2B and B2C commerce. 

"Adobe's acquisition of Magento Commerce continues to demonstrate how integral commerce is to the customer experience. Similar to the Salesforce acquisitions of Demandware and CloudCraze, we continue to see customer experience platform providers recognize that an integrated customer journey includes a rich shopping experience, says Scott Webb, president of Avionos, which partners with Adobe, Salesforce, and CloudCraze. "These providers are also recognizing the need to unify both B2B and B2C commerce capabilities to enable a more holistic and seamless approach to the customer experience that reaches across multiple touch points. It's important for businesses to own the e-commerce experience and the customer from end-to-end, and not outsource or give up margins. This move is Adobe doing just that." 

"Adobe is the only company with leadership in content creation, marketing, advertising, analytics, and now commerce, enabling real-time experiences across the entire customer journey," said Brad Rencher, executive vice president and general manager of digital experience at Adobe, in a statement. "Embedding commerce into the Adobe Experience Cloud with Magento enables Adobe to make every moment personal and every experience shoppable."

"Adobe and Magento share a vision for the future of digital experiences that brings together Adobe's strength in content and data with Magento's open commerce innovation," said Mark Lavelle, CEO of Magento, in a statement. "We're excited to join Adobe and believe this will be a great opportunity for our customers, partners, and developer community."

Upon close, Magento's Lavelle will continue to lead the Magento team as part of Adobe's Digital Experience business, reporting to Rencher.

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