Last week we had the opportunity to participate in Magento Live Europe. It was two busy days in Barcelona where we found out what’s new in the world of digital commerce. MLEU hosted the biggest innovators in eCommerce. Read more about it below!


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The acquisition of Magento by Adobe

This is another major Magento event this year in which our team took part (apart from this we joined countless Meet Magento conferences). Earlier this year, just after Magento Imagine 2018 in Las Vegas, we were all surprised by Magento entering a partnership with Adobe. To check the status our team started their stay with Partner Summit, a meeting dedicated for Magento Partners.

After the acquisition of Magento by Adobe it seems that there will be no major changes at this time. The Magento brand is staying on the market and it will support open source solutions. Like Mark Lavelle – CEO of Magento said:

“Here’s what’s not going to change: our commitment to our customers, our commitment to our partners, and our commitment to our developer community.”

Adobe and Magento will continue to accelerate advanced purchases. They intend to innovate in eCommerce and provide an open platform for the dynamic ecosystem of programmers and partners.

Adobe Experience Cloud & Magento Commerce Cloud

At Magento Live Shantanu Narayen the CEO of Adobe Systems and CEO of Magento talked about the history of the partnership and what we can expect as a result of these changes. Adobe unveiled its vision and strategy.

Adobe is integrating Magento Commerce Cloud into Adobe Experience Cloud. The integration between these two focuses on combining the content management, personalization, and analytics capabilities of Experience Cloud with Magento Commerce Cloud.

Thanks to this integration, users of Magento Commerce Cloud will get access to Adobe Experience Manager, Adobe Target and Adobe Analytics. Adobe Experience Manager allows large brands to create attractive shopping experiences and manage them through each point of contact during the customer’s journey.

Integration with Adobe Target – using Adobe Sensei, enables companies to optimize and deliver contextual store experiences in order to increase customer loyalty and more effective competition.

When it comes to Adobe Analytics, also based on Adobe Sensei, it helps companies to monitor and analyze customer data and recognize patterns. Thanks to this, it will be possible to anticipate future customer behavior.

Magento 2.3 timeline

The new release of Magento will take a little longer than everyone expected, but in the end, it is worth waiting to see what Magento will present. One of the updates includes integrations with Amazon and Google, which means that now it will be possible to synchronize Magento stores with Amazon and integrate their product catalog with Google Merchant Center and Google advertising channels for Google Shopping campaigns.

“Glad to hear that Magento 2.3 will be finally released in November 2018 – I’m really excited to test it with our Clients. I am a little worried that we will still have to wait for Page Builder GA till Q1.2019 – this means that Magento 2.3 will be not fully featured as announced previously. I think the biggest news was that Magento Commerce Cloud will be now a part of Adobe Experience Cloud – it was foreseeable but still, I think it’s the beginning of really big announcements and changes in the way Magento Commerce will evolve over the next few years.” – Grzegorz Bandurowski, Magento Tribe Master at Divante

Strategic Road Map

The Strategic Road Map is mainly focused on the integration of Magento Commerce with Marketing Tools from Adobe. It is nothing more than creating one set of tools for the entire Customer Journey. These actions offer many possibilities.

Magento Innovation Labs

In Spain, Magento officially presented new initiative – Innovation Labs. MIL is a portal presenting the early stages of implementing new technologies on the Magento eCommerce platform.

Innovations Lab allows promoting the creative development work of our global community. The main intention of MIL is to uncover and promote experimental, early-stage implementations of emerging technologies on the Magento platform.

What are the requirements?

  • It must be built on Magento 2
  • It’s only available for Magento – Exclusive to Magento
  • Exist in a live demo
  • A front-end implementation – focused on customers

Magento Innovations Lab will allow a significant improvement in online shopping in Magento.


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These two days resulted in numerous lectures, workshops, case studies and keynotes. One of the invited guests was the frontman of the heavy metal band Iron Maiden, Bruce Dickinson himself!

The Divante team presented Vue Storefront, the PWA storefront – the ultrafast, offline ready solution for all Magento stores. Vue Storefront enables progressive web apps and solves problems with traffic overloads and the necessity of developing apps for web browsers, iOS or Android.

This year’s event brought together innovators from the eBusiness industry, who shared their valuable knowledge with us. It has been a great event and a great pleasure to participate.

Thank you to the Magento community!

Ola Mazur

Junior Editor at Divante eCommerce Software House | LinkedIn | Twitter

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