Adobe Buys Magento: What This Means for B2B ecommerce

adobe magento b2b ecommerce

Last week, Adobe bought Magento for $1.68 billion.

What for?

To target B2B ecommerce and provide customers with a more brand-focused ecommerce experience.

With the acquisition, Adobe hopes to “capture a bigger slice of the digital-commerce industry from Inc. and Oracle Corp.” says a recent Bloomberg post.

According to a statement released by Adobe:

The addition of the Magento Commerce Cloud will enable commerce to be seamlessly integrated into the Adobe Experience Cloud, delivering a single platform that serves both B2B and B2C customers globally.

So what does this mean for B2B ecommerce?

Let’s first take a look at both Adobe’s and Magento’s current situation and advantages, and then see how their marriage will benefit ecommerce.


Here’s where Adobe currently stands, as well as some of its most distinct advantages.

1. Product applicability in theory and practice for B2B customers.

Not only does Adobe bring brand essence to life in a digital channel through their Adobe Experience Manager (AEM) tool, they’ve helped create a 360 degree view of the customer.

They’ve helped their customers:

  • Cultivate social relationships that were before only available in a direct selling mode
  • Harvest opinions and brand advocates that weren’t reachable without social media and digital interactions
  • Employ native Artificial Intelligence to use marketing data, customer data, and digital analytics to constantly optimize the experience and drive deep insights

Not to mention, they’ve personalized every touchpoint, gathering data to enhance relationships through relevant content, products, and real-time solutions for:

  • Buyers
  • Sellers
  • Direct consumers
  • Corporate buyers
  • Everyday users (plant managers, truck drivers, service mechanics, machine operators, etc.)

2. Market strength in B2B companies leading digital transformation.

This especially applies to companies that have implemented Adobe AEM and have an experience-focused brand website.

3. B2B companies that are on the Adobe platform are the gold standard in their particular industries.

Adobe’s AEM helps businesses “design, anticipate, and deliver rapidly adaptable experiences across web, mobile, in store, and any end point in the customer journey.”

4. B2B companies that have implemented a user experience-first approach are on the forefront of digital transformation.

These businesses are more likely to move to an omni-channel approach, adopt a digital-first mindset, implement ecommerce, and employ advanced marketing techniques. This will help optimize their businesses to drive efficiency, sales, and retention.

It will also enable them to move from simple products (single skus, no configuration) to highly configurable solutions (including product, services, support, etc.).

5. Highly supportive of its technology community.

Adobe supports its technology community to innovate and complete the vision that will be custom for each industry-leading company.


While it was traditionally used as a departmental solution for simple products getting to market, Magento’s new B2B ecommerce edition has improved stability and provides features for B2B companies looking to get started in ecommerce.

It offers:

  1. Easy-to-use tools that can be dispersed throughout the organization.
  2. A very strong partner network that supports features and functions to ultimately create a symbiotic ecosystem, drawing on strengths from both the core company and its partners.
  3. A new, rich and complex feature set that will support the experience-driven brand ecommerce that is at the core of the Magento essence.

Acquisition Benefits

This acquisition will create a dominant force under a single platform. The open-architecture mindset and experience-driven mentality will be a game changer for companies looking to be the leaders in their respective industries.

Moreover, there are some hidden winners in the combination of two marketing-focused companies. Most notably, the user experience is at the forefront of the solution, and B2B companies stand to benefit the most from this.

This isn’t just a simple marriage of two fast-growing companies that have been focusing on B2C websites and shopping carts, this is a marriage of ideology, creating a brand destination for experiencing a digital interaction like no other.

The union of these two companies will help complete a new definition of the customer journey. B2B buyers and sellers alike can now interact with a brand essence in an omni-channel fashion while transacting, growing sales, and increasing retention.

Mark Bartlett

Mark Bartlett

Mark Bartlett is a practitioner of eCommerce and digital transformation, with more than 20 years of experience. With his blend of industry and commerce category expertise, Mr. Bartlett helps FPX continue to modernize the way businesses buy and sell across all channels through FPX’s enterprise CPQ solution.

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