Adobe adds SMB-friendly features to its Magento commerce platform

Last spring, Adobe bought open source commerce platform Magento, and in October it integrated the acquisition into its Experience Cloud.

This week, the marketing tech firm unveiled enhancements to Magento that are intended to aid small and mid-sized businesses (SMBs):

After a pilot test, the Amazon Sales Channel is now available for all Magento merchants.

Previously, some Magento partners offered extensions to the Amazon sales functions, but the new Channel now lets Magento-using merchants quickly integrate their catalog with that retail giant, and manage sales on Amazon from the admin dashboard in Magento.

Merchants can now also create Magento Commerce-branded stores for selling on Amazon, enabling native integration with Amazon Pay and fulfillment and such features as one-click checkout.

Adobe Director of Strategy Peter Sheldon told ClickZ via email that this is Adobe’s first offering that lets merchants build their own Amazon store. The main difference from other store-creation tools on Amazon, he said, is “the deep integration” that allows rapid porting of product info to Amazon, instant access to functions like Amazon Pay, and rapid deployment of the store.

A new Adobe solution, called Google Shopping ads Channel, allows management of advertising across the Google network to be handled within the Magento admin dashboard.

Google Smart Shopping ad campaigns can be created, so that marketers can set a daily budget and let the platform’s machine learning handle the products to advertise, the amount to bid, whom to target and which ad creative to employ.

The Shopping ads Channel also enables control through Magento of a Google Merchant Account for setting up a website, along with creating shipping/tax rules and conforming of a Magento catalog to Google requirements.

Previously, Sheldon noted, Magento merchants used third-party marketplace extensions to connect a Magento store to either the Merchant Center or Google ads, but not both at the same time.

The existing Magento Order Management now has new functions, like multi-tender payment workflows and more granular permissions.

And a new drag-and-drop editing tool, PageBuilder, allows faster page building than previously.

Additionally, there is now quicker integration with Adobe’s tag management solution to facilitate the flow of data between Magento Commerce and Adobe Analytics.

PayPal’s Braintree payment gateway is also now integrated with Adobe’s Progressive Web Applications (PWA) Studio, enabling faster deployment of debit and credit transactions. Adobe added the PWA Studio to Magento in January. PWAs are browser-based, fast interactive experiences that offer mobile app-like experiences, but without the need to download and maintain an app.

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