Another Magento Imagine that gave us lots of eCommerce innovation, tech talks and networking opportunities has just finished. Adobe quickly became an important part of the Magento world, and so did Progressive Web Apps. What happened during these three intensive days in Las Vegas? Here’s our recap of the most important news for the Magento-based eCommerce.

Magento Imagine, an annual gathering of the Magento community, took place on May 13-15, 2019 in Las Vegas. Divante, being a long-lived Solution Partner with Magento, joined this event to share its experience in large-scale Magento projects as well as Vue Storefront, a PWA solution compatible with Magento Commerce.

Magento Imagine: Progressive is here…

Progressive Web Apps were one of the buzzwords during last year’s Magento Imagine, and so they were this year. This maturing technology is seen as the future of mobile shopping, and no wonder… it is ultra-fast, reliable and it replaces desktop pages, mobile pages and mobile apps with one-code base.

Magento itself hosted a lot of workshops and key notes about progressive web apps and PWA Studio. James Zetler is doing absolutely fantastic job explaining the genesis and use cases of PWA for eCommerce. 

Another company who has a big impact on educating the market is of course – Google. It is a natural for them to promote PWA as they are actually developing this and giving us many tools to measure the performance of the sites. Moreover, in times when mobile traffic is overtaking desktop, Google simply wants to provide mobile users with possibility best UX and PWA is doing exactly that. Chris Sater from Google had a great key note about PWA and the business benefits it has for eCommerce market.

What’s more, PWA technology is about to grow with extreme speed. As Gartner predicts, by 2020, progressive web apps will have replaced 50% of general-purpose, consumer-facing mobile apps. This is great news for anyone who has already decided to add a PWA to their eCommerce and turn it into a strong advantage on the market.

Slide from Magento Imagine 2019 (source)

We are witnesses to a major shift in eCommerce. Things like PWA, voice-commerce and AI will change the way we understand the shopping experience for years to come. If you are not paying attention today, you could be out of business tomorrow.” – Grzegorz Bandurowski, Magento Tribe Master at Divante

Enrich your eCommerce with a progressive web app. Start now >

Magento 2019 Roadmap

The growing popularity of PWAs is also reflected in Magento’s roadmap where it is the key technology to unlock the potential of mobile commerce, create superior user experiences and accelerate B2B and B2C sales.

Along with PWA technology, in the following year, Magento will focus on expanding sales and delivery across the world. With omnichannel innovations like Magento Order Management with Multi-tender and Exception Management, and extended regional support, online stores will be able to manage orders and shipments everywhere.

Further, Magento’s priority is Commerce Intelligence, which aims to enable intelligent experiences, uncover insights and employ better measurements. Magento-based stores can now enjoy it with product recommendations powered by expanded dashboarding, notifications and data in MBI, and Adobe Sensei which is an essential AI & Machine Learning tool. With Adobe Sensei you can gather data about shoppers’ behavior and deliver contextually and personally relevant product recommendations at key locations during the shopping experience.

Adobe for Magento Commerce

Another big portion of good news was announced by Adobe. After acquiring Magento in 2018, everyone wondered how the integration process will proceed and now it looks like Adobe has engaged all of their forces in the Magento community.

“After the acquisition by Adobe, there were plenty of rumors. Magento moving upmarket, the end of the Open-Source (formerly Community) version of Magento… While some of those things are happening, one of the main messages during the event was the ongoing commitment of both Magento and Adobe to Open Source, as well as the SMB market. This was repeated during keynotes, the various breakout sessions, but was also visible in the presence of the Community Engineering team and the various new projects Magento is starting on Github.” – Sander Mangel, CTO at Vue Storefront

With this event, Adobe introduced a bunch of features and extensions for Magento Commerce. Let’s see what they’ve done.

Integration with Amazon Sales Channel

It removes the entry barriers for retailers trying to set up on Amazon and expand their customer reach. This integration opens bi-directorial data flow, including catalog and product information and starts offering products with multiple Amazon accounts and regions. The integration is available on Magento Marketplace.

Integration with Google Shopping ads Channel

With it, Magento-based stores can be directly integrated with Google Merchant Center and Google Ads to manage advertising campaigns and reporting across the Google network from their Magento admin panel. This introduces a great way to target new audiences and gain a competitive advantage for customers attention.

Integrations with Adobe Experience Cloud

Last but not least, Adobe opened up access to some of the powerful tools available in Adobe Experience Cloud. This includes enterprise access to Adobe Analytics, which helps us to understand behaviors of shoppers and build a well-adjusted user experience.

Read more about Adobe integrations and extensions for Magento here.

These new-to-Magento Commerce features from Adobe allow us to open businesses to whole new markets and they provide new opportunities to reach, compete for and convert customers.

With the Adobe acquisition – Magento got a serious boost over the past year. All of the features planned for Magento Commerce, as well as Adobe Products integrated with it, give such a big advantage to all businesses based on either Commerce or Cloud versions. It’s amazing how both ecosystems are coming together to give this big and outstanding experience for all of the end Customers!” – Małgorzata Walankiewicz, Magento Tribe Master at Divante

The strength of Magento

Magento has more than 360k developers actively enhancing this solution, thanks to whom this eCommerce platform can innovate faster than anyone thought possible. The company has always been and will always be focused on the community gathered around it. This is its strength, and luckily Adobe is respecting this vast and diverse community. Gary Specter, Magento’s VP, underlined the importance of cooperation and the power of community.

The bond between Adobe and Magento is tightening. And so, in 2020, Magento Imagine and Adobe Summit will take place alongside each other.


After all is said and done, Magento Imagine is just the coolest event there is :) With its community, the personalities of the people involved and all of the smiles, regardless of whether you are there for business or just to have fun, regardless of if you a Merchant or an Adobe Partner – you’ll find your place there.

See you next year!

Aleksandra Kwiecień

Marketing and content manager. Passionate about new technologies that make our everyday life easier, and people who create them. Leader of the eCommerce Trends 2020 report, editor of Divante blog (2018-2020), and reports for eCommerce experts, incl. The New Architecture and PWA Book | LinkedIn

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