Every Moment is Shoppable: Why Adobe's Magento Acquisition Matters

The software market for omnichannel retailers become a whole lot more interesting this week.

Adobe formally announced that it has entered into a definitive agreement to acquire commerce platform Magento Commerce for $1.68 billion, and it's big news in the realm of software.

The addition (and eventual integration) of Magento (specifically its Magento Commerce Cloud solution) with the Adobe Experience Cloud will essentially make it possible to deliver a single platform to serve both B2B and B2C customers globally and do so in a way that can effectively bring together digital commerce, order management and predictive intelligence in order to create more seamless and useful shopping experiences.

Adobe is, far and away, the current leader in designing and delivering digital experiences through content and data. What they don't/didn't have is a direct presence in the commerce and retail space. The Magento acquisition changes that completely.

"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, executive vice president and general manager, Digital Experience, Adobe. "Embedding commerce into the Adobe Experience Cloud with Magento enables Adobe to make every moment personal and every experience shoppable."