Adobe Buys Magento Commerce Platform
Adobe said this week it will acquire the Magento Commerce platform for $1.68 billion.
Adding the Magento Commerce Cloud will let Adobe operate one platform that serves both business-to-business and business-to-consumer customers. Magento's platform combines digital commerce, order management and predictive intelligence into a unified platform to enable shopping experiences across an array of industries.
Adobe is known for designing and delivering digital experiences through content and data to enable the consistent, personal, intuitive experiences that consumers demand. Commerce is integral to this experience to offer shoppable interactions on web, mobile, social, in-product or in-store.
Magento brings the Adobe Experience Cloud digital commerce enablement and order orchestration for both physical and digital goods across industries, including consumer packaged goods, retail, wholesale, manufacturing and the public sector.
The Magento partner ecosystem provides pre-built extensions such as payment, shipping, tax and logistics. This flexibility offers businesses the ability to quickly ramp up and iterate their commerce capabilities for business needs.
“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, Adobe's executive vice president and general manager for digital experience. “Embedding commerce into the Adobe Experience Cloud with Magento enables [us] 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 Magento chief executive officer Mark Lavelle. “We’re excited to join Adobe and believe this will be a great opportunity for our customers, partners and developer community.”
Adobe and Magento share joint customers including Coca-Cola, Warner Music Group, Nestlé and Cathay Pacific. Lavelle will continue to lead the Magento team as part of Adobe’s digital Experience business, reporting to Rencher. The transaction is expected to close during the third quarter of Adobe’s 2018 fiscal year.
Adobe was ranked among the top 10 solution providers for consumer experience management in CGT's Readers' Choice Survey for 2018. Magento earned a spot in the top 10 for Digital Commerce.