Adobe Acquires Magento Commerce for $1.7 Billion

Deal helps company integrate commerce into its Experience Cloud

Magento had $150 million in revenue in 2017. Adobe
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Adobe has acquired Magento Commerce for $1.68 billion.

The Magento Commerce Cloud—which includes digital commerce, order management and predictive intelligence—will enable Adobe to integrate commerce into its Experience Cloud to enhance B2B and B2C shopping experiences, including industries like consumer-packaged goods, retail, wholesale, manufacturing and the public sector.

In addition, Magento’s partners provide thousands of prebuilt extensions, including payment, shipping, tax and logistics, which Adobe said gives businesses the ability to quickly ramp and iterate their commerce capabilities.

On a conference call, Adobe president and chief executive Shantanu Narayen said, “Commerce is an integral part of the end-to-end customer experience. … [Consumers] expect every interaction to be shoppable.”

Brad Rencher, executive vice president and general manager of digital experience at Adobe said of the deal, “As we looked at our current portfolio, we saw an opportunity to add a next-generation commerce capabilities to Experience Cloud.”

Magento customers include Canon, Helly Hansen, Paul Smith and Rosetta Stone. Joint Adobe-Magento customers include Coca-Cola, Warner Music Group, Nestlé and Cathay Pacific.

Magento chief executive Mark Lavelle will continue to lead the team as part of Adobe’s Digital Experience business, reporting to Rencher.

Magento did not respond to a request for comment.

John Murphy, executive vice president and chief financial officer at Adobe, said Magento had $150 million in revenue in 2017.

@lisalacy Lisa Lacy is a senior writer at Adweek, where she focuses on retail and the growing reach of Amazon.