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Adobe Commerce: Multi-Channel Commerce for B2B and B2C Customers

by Jesús Maceira, October 6, 2022

Ever since Magento changed its name to Adobe Commerce, there has been some confusion surrounding what's new that the platform offers merchants. In March 2019, Adobe announced the release of its Commerce Cloud enterprise edition. The acquisition of Magento laid the foundation for a cloud solution that is fully integrated with other tools in the Adobe ecosystem, such as Analytics Cloud, Marketing Cloud, and Advertising Cloud.

Many new features have also been added to the platform. As a dashboard to efficiently manage the company's e-commerce strategy and integration with the Amazon marketplace. Which allows users to sell on Amazon but manage things from the Commerce Cloud interface.

In this article we will share the most relevant aspects of Adobe Commerce that can be useful to improve or relaunch your ecommerce.

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What is Adobe Commerce?

According to the company itself, Adobe Commerce is an e-commerce platform that allows you to create multi-channel commerce experiences for B2B and B2C customers on a single platform. Under a modern approach, Adobe Commerce offers endless customization possibilities, being highly flexible, extensible and scalable.

Although many developers and merchants still call it “Magento Commerce”, the truth is that the platform changed its name after Adobe bought it for $1.6 billion in 2018, becoming its parent company.

Following the acquisition, Adobe Commerce is positioned as a highly advanced and feature-rich eCommerce development platform. Designed for online businesses that want to expand their growth and offer an unforgettable customer shopping experience. Enabling a full set of features to provide a seamless customer experience. It has become an omnichannel solution for B2C and B2B merchants looking for an enterprise edition.

If you choose to run on the Adobe Commerce Cloud, your ecommerce will benefit from enhanced security features and a faster website for your target audience. If something goes wrong, the customer support team is available 24/7.


Who uses Adobe Commerce?

The platform maintains a privileged position. Being used by the top 10,000 e-commerce websites worldwide. Companies like: Ford Motors, Coca-Cola, Procter and Gamble, Olympus or Jaguar Land Rover use it.

According to the StoreLeads report, there are more than 160 thousand online stores running on Adobe Commerce (Magento). Growing steadily in recent years. At the end of the third quarter of 2022, the growth of stores using Adobe Commerce has been 15% versus 2021.

According to the same report, businesses that use Adobe Commerce are mainly located in the United States (13.2%), the United Kingdom (7.3%), Germany (6.1%) and the Netherlands (5.3%).

Adobe Commerce Magento Top Countries

Source: StoreLeads.

Clearly, the data reflects that the companies using the platform are global in scale. Which can help you make a better decision if you are considering Adobe Commerce for your business. Although the platform is so versatile that it can work perfectly for companies of any size and industry, since the objective of both Magento and Adobe is to offer a very high level of service, regardless of the size of the business.

Reasons to decide to use Adobe Commerce

While small businesses are unlikely to use the platform, Adobe Commerce can be ideal for midsize merchants looking to scale quickly, especially in B2B and B2C models.

As we've said, the platform offers a wide variety of benefits to eCommerce sellers, ranging from the backing of an industry giant to exceptional flexibility, the freedom to choose payment processors, and more. Let's see below some of the reasons that can help you better understand the solution.

Support for global brands

Carrying the Adobe name already has a lot of explicit meaning. Both existing Magento 2 users and newcomers to Adobe Commerce can feel at ease. Adobe is a company that does not usually invest in technology acquisitions and then cancel them.

Large brands using Adobe Commerce can rest assured that the platform will benefit from experience and years of updates as well as further enhancements, continually increasing its value. Knowing that a core part of your tech stack is available for the long term is a huge plus. Especially for companies that have online stores large enough to really benefit from all that Adobe Commerce has to offer.

Open Source Flexibility and Scalability

While it is true that Adobe Commerce's core product is a cloud-based e-commerce platform, Adobe still offers the previously installed version of Magento absolutely free, branded as Magento Open Source.

Magento Open Source is a much more limited solution than Adobe Commerce and requires merchants to host and manage everything themselves. But the price is ideal, and the open source nature of the system makes it extremely flexible and scalable.

As with Magento 2, Magento open source users can expand the core capabilities of their system using plugins found in a well-endowed plugin marketplace that is fueled by years of third-party development. The open source nature of the software and plugins makes it easy for a merchant to start small and add functionality only as the business grows and new needs arise.

Easy integration with Adobe products

The Adobe Suite is ubiquitous in the world of design. And many website builders and e-commerce companies rely on it as well. Many companies of different industries and sizes use products like: Adobe XD, InDesign, Illustrator, Photoshop and others to design and create their e-commerce sites.

But despite all the richness of features offered by Adobe products, the ability to sell with an integrated product was always lacking. Adobe Commerce allows native Adobe Creative Suite users to add that final capability to their toolset. Ultimately creating a very robust, fully integrated solution that feels familiar to what we already know as part of Adobe.

Greater freedom for payment processing

Adobe Commerce's main competitor, e-commerce giant Shopify, has one big drawback: a restrictive fee system. Shopify's strategy is to heavily drive users to its Shopify Payments system that competes with PayPal.

Users can use any payment gateway and gateway they want with a Shopify store, but using anything other than Shopify Payments results in a third-party transaction fee of up to 2% in addition to what the payment gateway charges selected. The result: transaction fees that could potentially approach 5% in total.

In this regard, Adobe Commerce offers native PayPal integration. But it also allows users to choose any payment processing provider they want, without adding penalty fees. That's a big problem for big box stores that do high-volume sales or sell big-ticket items.

Adobe Commerce and Magento Open Source users can integrate providers like NMI, Authorize.Net, Braintree and others. And unlike Shopify Payments or PayPal, they can also benefit from low-cost merchant accounts.

These are the most popular features of Adobe Commerce:

To sell anywhere

Customers will be able to buy where, when and how they want. With Adobe Commerce, you can easily connect shopping experiences across channels, add new brands and sites, expand into new geographies, and sell to both businesses and consumers, all from a single platform.

  • Multi-brand solution
  • Guaranteed mobile experience
  • Integrated B2B functionality
  • Headless Commerce
  • Amazon sales channel
  • Channel management

Management and delivery

Adobe Commerce enables you to personalize purchases and end-to-end shopping experiences at scale, delivering personalized promotions, seamless omnichannel fulfillment options, and the convenience of self-service. Which results in higher conversion rates and better average order values.

  • Powerful user experience
  • Page builder
  • Product recommendations
  • Real-time search
  • Inventory and order management
  • Store Fulfillment
  • PWA Studio
  • Customer account management
  • Shipping solutions


It's possible to have the control and flexibility you need to innovate and scale. Without sacrificing security. With a team of certified global integrators and a wide range of support resources, you can also reduce technical overhead while driving high-value business experiences.

  • Cloud delivery
  • Data management and storage
  • Optimized performance
  • Security
  • Extended capabilities
  • PCI Compliance
  • ERP integration

You can know all the features in detail at this link.

B2BStore Solution

As you have seen, the possibilities are very wide. In case you want to improve your B2B business model and want to take advantage of Magento's capabilities, it would be worth looking at the B2BStore option.

Specially developed for companies operating B2B models, B2BStore is a headless eCommerce platform, based on Magento Open Source and PWA Studio (React frontend).

B2BStore makes it easy for B2B retailers and manufacturers—in any industry—to not only sell online, but also: implement best-in-class e-commerce technologies, create custom features that help them achieve business goals, and get to market quickly with one process. to set up a store easily and with low development cost.

Now is your turn!

Understanding what Adobe Commerce is, knowing its main features and which brands are currently using the platform will surely help you make a better informed decision when considering using it for your business.

Whether you're starting a new business or looking to upgrade an existing one, Adobe Commerce has everything you need to support operations well into the future.

At Orienteed we specialize in the development of e-commerce stores for businesses on a global scale, in B2B, B2C and B2B2C models. Seeking first to understand the requirements of your business, the target audience, the vision of scalability and the challenges of the particular context of the company. To finally establish a strategic and implementation plan that takes your business to the next level, with reasonable costs and time.

If you need to further evaluate the best eCommerce solution for your business or need to migrate to a new platform, contact us today here.

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