Adobe Systems Inc. announced yesterday at its Imagine user development conference in Las Vegas several updates to its Magento ecommerce platform.
Adobe, which bought Magento in June 2018 for $1.68 billion, is adding Amazon.com Inc. integrations and Google Shopping ad tools, Jason Woosley, vice president, commerce product and platform at Adobe, told Internet Retailer in an interview.
The new Magento Amazon Sales Channel enables Magento merchants to more easily sell on Amazon by integrating their product catalog with the marketplace and enabling merchants to manage their Amazon listings from their Magento dashboard.
60% of Magento merchants already sell on Amazon, Woosley says. To use the feature, merchants add Amazon as a sales channel from their Magento admin page and then select which products they want to list on the marketplace. The feature includes a pricing module that helps retailers set prices for their products on the site. For example, it can tell a merchant that it is within 5% of the average price for a particular product being sold on Amazon. That could prompt a merchant to offer other incentives to stand out, such as free shipping, Woosley says.
A merchant also can tie the pricing feature to inventory. For instance, a merchant can set a trigger to increase the price it is selling the product for on Amazon by 5% if it has five SKUs or fewer of a particular item in stock. Sellers also can set product prices to adjust to the current Amazon Buy Box price or the lowest competitor price for an item without sacrificing set margins. The feature is available now for U.S-based merchants and will be available in Q3 for Europe, Middle East and Africa and in Q4 for Asia-Pacific-based retailers.
Amazon accounted for 40.3% of 2018 U.S. e-retail sales, according to Internet Retailer estimates. It also accounted for 45.9% of U.S. online retail sales growth and 20.8% of the growth in total U.S. e-retail sales, Internet Retailer says. Additionally, Amazon said recently that global marketplace sellers generated 58% of sales on Amazon and its stores in 2018, or $160 billion.
Amazon listings are one of the largest data sets of product information, Adobe says. With the new feature, Magento merchants can use this by syncing that Amazon information backward into their Magento catalog. For example, if a merchant sells a video game console but its Magento catalog listing doesn’t include the release date, Amazon Sales Channel will take that data from the Amazon page and add it to the merchant’s product information on its own ecommerce site.
Adobe also added integrations with Google advertising to Magento. Google Shopping Ads Channel for Magento Commerce integrates with Google Merchant Center and Google Ads so merchants can manage their Google Ad campaigns from their Magento account.
Through Magento, merchants can create a Google Merchant Center account and automatically claim and verify their website, set up shipping and tax rules, and conform their Magento catalog to Google’s requirements. Through the Magento admin dashboard, retailers also can create Google Smart Shopping campaigns that allow them to set a daily budget and let Google optimize the campaign for the highest conversions by automatically choosing which products to advertise, how much to bid, who to target and which ad creative to show. Merchants also can track the performance of their campaigns within Google Shopping ads Channel.
Adobe also added payment acceptance capabilities to the Magento PWA Studio. The progressive web app studio, announced in October, helps merchants and developers to create PWAs. A PWA is a set of design and technology standards that offer the look and feel of an app, but in a mobile website. Now, the PWA studio integrates with PayPal-owned Braintree for merchants to accept debit and credit card transactions.
Magento ranks No. 1 among ecommerce platform providers to the Internet Retailer 2019 Top 1000 with 140 clients. Additionally, many Top 1000 retailers use Adobe for a range of services, such as analytics (251 Top 1000 merchants). Adobe’s retail clients include adidas AG (No. 36 in the Top 1000) and Apple Inc. (No. 2). Magento clients include lingerie retailer Adore Me Inc. (No. 376) and apparel retailer Forever 21 (No. 280).
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