Adobe today announced the launch of its Commerce Cloud, the newest part of the company’s Experience Cloud. Unsurprisingly, the Commerce Cloud builds on the company’s $1.68 billion acquisition of Magento last May. Indeed, at its core, the Adobe Commerce Cloud is essentially a fully managed cloud-based version of the Magento platform that is fully integrated with the rest of Adobe’s tools, including its Analytics Cloud, Marketing Cloud and Advertising Cloud.
With this launch, Adobe is also extending the platform by adding new features like dashboards for keeping an eye on a company’s e-commerce strategy and, for the first time, an integration with the Amazon marketplace from which users will be able to directly manage within the Commerce Cloud interface.
“For Adobe, that’s really important because it actually closes the last mile in its Experience offering,” said Jason Woosley, Adobe’s VP of its commerce product and platform and Magento’s former VP of product and technology. “It’s no mystery that they’ve been looking at commerce offerings in the past. We’re just super glad that they settled on us.”
Woosley also stressed that this new product isn’t just about closing the last mile for Adobe from a commerce perspective but also from a data intelligence perspective.”If you think about behavioral data you get from your interactions with our content, that’s all very critical for understanding how your customers are interacting with your brand,” he said. “But now that we’ve got a commerce offering, we are actually able to put the dollars and cents behind that.”
Adobe notes that this new offering also means that Magento users won’t have to worry about the operational aspects of running the service themselves. To ensure that it can manage this for these customers, the company has tweaked the service to be flexible and scalable on its platform.
Woosley also stressed the importance of the Amazon integration that launches with the Commerce Cloud. “Love it or hate it,” he said of Amazon. “Either you are comfortable participating in those marketplaces or you are not, but at the end of the day, they are capturing more and more of the initial product search.” Commerce Cloud users will be able to pick and choose which parts of their inventory will appear on Amazon and at what prices. Plenty of brands, after all, only want to showcase a selection of their products on Amazon to drive their brand awareness and then drive customers back to their own e-commerce stores.
It’s worth noting that all of the usual Magento extensions will work on the Adobe Commerce Cloud. That’s important given that there are more than 350,000 developers in the Magento ecosystem, plus thousands of partners. With that, the Commerce Cloud can cover quite a few use cases that wouldn’t be important enough for Adobe itself to put its own resources behind but that make the platform attractive for a wider range of potential users.
By Frederic Lardinois