Adobe Launches Commerce Cloud That Connects Ecom Data To Ad Products

Adobe launched a cloud product suite for retail and ecommerce technology services on Monday.

The Adobe Commerce Cloud is the fourth Adobe cloud offering, joining the Experience, Advertising and Analytics clouds. The core of the new commerce package is the Magento ecommerce platform Adobe acquired a year ago for $1.68 billion, that’s now been integrated with Adobe’s other cloud products.

“There’s now a shared infrastructure that allows Adobe Commerce Cloud to pass data back and forth through seamless APIs and a shared backend system,” said Peter Sheldon, Adobe’s senior director of strategy, who came to the company with the Magento deal.

For instance, the Magento tech that manages pricing and inventory for ecommerce merchants now connects directly to optimization and measurement capabilities in other Adobe cloud suites. One key product this enables is ad targeting and attribution based on ecommerce transactions.

The conversion tracking data is particularly compelling for large enterprise brands, Sheldon said. And Adobe Commerce Cloud can pick up a lot of early traction with large brands because Magento’s client base is mostly smaller or startup ecommerce merchants, similar to a company like Shopify. There’s a “strong cross-sell” for existing Adobe retail or manufacturing customers with assets in any other Adobe cloud to add commerce to their package, he said.

The new commerce suite will also include technology to manage sales and advertising on Amazon and for Google Shopping Channel, the ad platform’s shopper marketing portal.

The Commerce Cloud doesn’t take any marginal fees, as an ad product would – it’s passing the media buys to Google, Amazon or Adobe’s separate ad tech, Sheldon said.

“What both those tools are about is having an out-of-the-box solution to disintermediate the need to work with an expensive managed service like ChannelAdvisor or an external agency,” he said.

 

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