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ADOBE BUYS MAGENTO: ALL GOOD, OR NOT?

ADOBE BUYS MAGENTO: ALL GOOD, OR NOT?

Adobe announced on May 21 that it acquired e-commerce platform Magento for 1,68 billion dollar. It’s Adobe’s intention to add Magento Commerce Cloud to Adobe Experience Cloud, thereby offering a single platform for both B2B and B2C use.

The acquisition of Magento by Adobe is in line with the overall trend that content (Adobe) and commerce (Magento) are integrating. Customers nowadays expect a seamless user experience and every experience to be ‘shoppable’. In fact, Magento might have been lacking a bit of functionality on that side compared to its major competitors Woocommerce and Shopware.

COMMERCE MAKES SENSE FOR ADOBE’S EXPERIENCE CLOUD

At EMAKERS, we believe a consolidation in e-commerce platform technology will (need to) take place. With this move, the combination Adobe/Magento will have an almost immediate stronger enterprise offer to its joint customers like Coca-Cola or Nestle. And: Adobe is paying 1,7 billion dollar for Magento; you can expect that they are able to invest a similar amount for Magento’s further development.

Moreover, Adobe is a very strong partner and its Experience Cloud is performing very well with a 22% year-over year growth on subscription revenue. Its Q1 success was, according to Adobe, driven by its Analytics Cloud, Marketing Cloud and Advertising Cloud offerings, with emerging solutions such as Audience Manager, Campaign, Target and Media Optimizer solutions achieving strong results. We now can add Magento’s commerce capabilities to the mix.

IS THE ACQUISITION BY ADOBE MAGENTO’S LIFELINE?

Without any doubt, Magento will be able to benefit from Adobe’s advanced AI functionality (Adobe Sensei) too, starting from 2019. (The companies will operate independently until the acquisition is finalized, expected in fall 2018; an existing integration of Adobe / Magento however already exists within the Magento marketplace.)

However, in the long run existing Magento users might suffer from being part of the Adobe family. While Magento is clearly among the world’s strongest platforms, its users have been plagued by uncertainty in the past years. (First it was put aside by eBay, then it introduced Magento 2 which has experienced a much slower uptake than expected.) The acquisition will for sure have impact on Magento’s customers, although Adobe’s official FAQ on the acquisition states nothing will change until the acquisition is finalised.

Last, but not least: while Magento is open source in its core, Adobe is not. Contributors might re-evaluate if they want to be part of a new community, or rather move on to a next challenge (such as the Shopware platform). Content + Commerce sounds good, but might commercialize the community just a bit too much.

INSTAGRAM IS EATING THE WORLD

In an era where everybody is fighting against time, most consumers are guilty of swiping (product) images. That resulted in visual commerce to be among the most important trends for 2017.

TWINKLE 100 2017: ARE FOREIGN WEBSHOPS TAKING OVER THE NETHERLANDS?

At the Shopping Today conference in Utrecht In the Netherlands, the annual Twinkle 100 (an overview of the largest web shops), was published on Thursday September 21. With a turnover of 950 million euros, Bol.com leads the Twinkle 100 again. In 2016, Bol.com's sales (including its marketplace) increased by 200 million euros. The gap with its main e-commerce competitor CoolBlue, number 2 in the ranking, has become bigger.

The rise of Coolblue from place 4 to place 2 (from 377 to 615 million euros) was perhaps the most interesting development in the annual e-commerce list. CoolBlue has also grown faster than Bol.com. Wehkamp (540 million) has taken the third position in the list.

The Twinkle 100 (a collaboration between the Twinkle editors and the University of Amsterdam) only reports the turnover figures in the Netherlands. The Twinkle Retail 100, furthermore, only takes companies in account with a web shop of their own. For this reason, some marketplaces are excluded in the overview.

Zalando is now the biggest foreign player on the Dutch e-commerce market

Number four in the Twinkle 100 is Zalando with a turnover of 530 million euros.

Whilst five years ago the majority of the Twinkle 100 was realized by Dutch e-commerce companies, the revenue of foreign companies has grown by almost a thousand percent.

There are twelve foreign companies in the top 100 Retail, of which four in the top 10. Amazon is expected to become active on the Dutch market within one year.

Some other interesting facts from the Twinkle 100:

  • almost all players in the Twinkle100 have a dedicated mobile or responsive website and mobile app usage increased from 36 to 43 percent over the previous year;
  • more than half of the top 100 companies have digital stores as well as physical branches;
  • four of the top 10 players have next to their own store also a market place, namely: bol.com, Zalando, Amazon and Nextail / Blokker; Wehkamp is adding a market place to its web shop in 2017.
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