Magento and Adobe: This is what is going to change after the acquisition

During MagentoLive Europe hosted on Tuesday 9th and Wednesday 10th of October in Barcelona, Magento and Adobe took the main stage in order to address the recent takeover by Adobe and the consequences of the integration of Magento Commerce into the Adobe Experience Cloud.

European Momentum

Magento experiences enormous growth and momentum in Europe,” said Brian Green, Magento’s Head of Sales EMEA during the keynote at MagentoLive Europe in Barcelona. “About 25% of total growth comes from Europe, as do 30 out of 50 top development contributors, 11 out of 20 Magento Masters, 60% of all Magento certifications and 51% of all Magento certified individuals.” Clearly, the US-based platform giant is stoked about the potential of the European continent, which is also due to the active community. CEO Mark Lavelle adds: “The European developer community is the most energetic, prolific and outspoken one in the world!”. This momentum also results in an impressive list of companies headquartered in Europe, including Seat, Costa, Gabor, Rossignol, and Jaguar.

“Magento is about the people and the commitment of making our customers better. Innovation drives us, leveraging the hundreds of thousands of developers and many partners that contribute to our business. Adobe embraces this for 100%.”
Mark Lavelle, CEO of Magento.

Magento: "Adobe embraces who we are" 

This is the first Magento event after the integration with Adobe. “The integration of Magento into the Adobe Commerce Cloud is a treasure trove of capabilities for the Magento Communities,” said Lavelle. However, he made sure to address concerns of many that fear that Magento’s community-focused Open Source identity will vanish after the takeover. “Magento is about the people and the commitment of making our customers better. Innovation drives us, leveraging the hundreds of thousands of developers and many partners that contribute to our business,” he explained, adding: “Adobe embraces who we are, they embrace this for 100%.”

What is not changing 

While Magento affirmed that Adobe was not going to change the nature of the company, it stressed the importance of moving forward. “Adobe has accelerated every single aspect of what we are working on in the past few months,” said Mark Lavelle. He emphasized once again that the ecosystem was the driving force behind Magento. The company is actively pursuing initiatives such as the Tech Programme and the Innovation Lab.

What is changing

According to Lavelle, today’s commerce success is all about winning the customer journey: “Digital transformation is an imperative of our world that every business has to take seriously. You need the right content, targeted and constantly relevant while respecting the customers’ privacy. Any touchpoint is an opportunity to engage a customer. Nowadays, we don’t buy anymore, we engage in experiences.” The integration with Adobe will set them both apart from the competition by enabling them to make every experience personal (Adobe) while making every moment shoppable (Magento).

Create, manage, measure... Monetize!

Adobe CEO Shantanu Narayen said that Adobe traditionally helped companies to create content, and later embarked on a journey to utilize data in order to also facilitate business intelligence. “We were able to help our customers to create, manage and measure, but then we wanted to monetize it. We needed a partner with a diverse ecosystem, covering companies of all sizes and a broad spectrum of capacities.” That is how Adobe chooses Magento. Narayen stresses that Adobe recognizes the ‘treasure of the Magento Ecosystem’ and is by no means planning to downsize on that aspect “we want to harness and continue this potential,” he stated. Magento’s VP of Commerce and Products, Jason Woosley, added: “Magento is right at home with Adobe and in great company.”