Adobe Systems Inc. finally has its own e-commerce software to provide 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 companies, it said today.
Adobe—long focused on providing technology for developing online content used for marketing and communications—now offers a way to deploy content directly integrated with its own e-commerce software as part of its Customer Experience Cloud.
Commerce is “integral to the customer experience—whether on the web, mobile, social, in-product or in-store,” Brad Rencher, Adobe’s executive vice president and general manager, said in a blog post today. “Integrating commerce into Adobe Experience Cloud enables Adobe to make every moment personal and every experience shoppable. 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 building targeted marketing campaigns based on customer interests. Magento software is also available as Magento Open Source, a free software 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 headed by Rencher, who directs strategy for the Adobe Experience Cloud.
Industry analysts say combining Magento and Adobe technology will help Adobe expand its market with midsized and large companies, but that Adobe has work to do in bringing Magento technology into a cloud-based software system.
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