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