Why Adobe Commerce is the platform of choice for many businesses


Adobe’s innovative roots in graphic design and photography underpinned its move into the world of ecommerce and it remains a leader in the Gartner Magic Quadrant for Digital Commerce year after year.  

In 2018 Adobe added one of the world’s favourite ecommerce platforms, Magento, to its digital ecosystem as part of the Adobe Experience Cloud.

What is Adobe Commerce?  

Building on the existing popularity and success of the combination of Adobe Experience Manager and Magento Commerce the platform was renamed Adobe Commerce in April 2021. It brings together tools and technologies from both to create unified digital experiences, effectively combining a hub for content creation with leading ecommerce technology. 

It is a comprehensive business to consumer (B2C) and business to business (B2B) ecommerce platform and powerful content management system (CMS). Teams from different locations can work together to create product and marketing content easily with consistent branding and personalization across all your digital channels. 

Sites can be launched quickly, with integration to back office systems, in-built B2B functionality, and personalization tools. They can work alongside the Adobe Sensei suite of AI-driven business solutions for marketing, advertising, and analytics. 

Why businesses choose Adobe Commerce 

Customer experience (CX) has become one of the top differentiating factors for your brand. It must be excellent at every touchpoint throughout your customers’ journey with you. Adobe Commerce offers many tools to create and maintain outstanding CX, including: 

Product recommendations  customer data and insights can be used to deliver relevant recommendations in response to preferences and search behaviorThe product recommendation function allows you to set different rules depending on the product selection generated or the purchasing behavior of your customersYou can also test and preview product recommendations. 

Live search – when your site navigation isn’t intuitive or efficient, you can easily miss opportunities. The live search function can help your customers to find the products they are looking for with ‘search-as-you type results’ to provide fast personalized search experiences that will improve over time. If your website already has the product recommendation feature, the live search function can be implemented using the same product catalog metadata. The function can also provide reports on search queries to help you understand what your customers are looking for. 

B2B functionality – worldwide, B2B ecommerce is expected to grow by more than 18% each year until 2028. To be successful in this expanding market you need to offer a personalized CX that helps your buyers to make decisions with confidence. Adobe Commerce offers robust out-of-the-box B2B ecommerce functionality including:


  • Account management – customer accounts can be easily created, and buyer roles defined, along with shipping options, and approval workflows.
  • Self-service – your processes can be streamlined with self-service ordering, credit, quotations, and invoice tracking.
  • Multi-channel sales – a single interface allows you to manage multiple channels and brands and there’s built-in support for marketplace extensions.
  • Large catalogs – from the dashboard you can manage over a million products and thousands of categories and provide segment-specific catalogs with customized price lists and promotions.
  • Fast ordering – CSV files can be uploaded, orders can be placed using stock keeping units (SKUs), or customers can simply copy previous orders.
Why Adobe Commerce is the platform of choice for many businesses


Flexibility – you can decouple your customer experience from your back office systems for headless integrations, allowing you stay fully focused on CX. There is support for both REST (Representational State Transfer) and GraphQL application programming interfaces (APIs). Increasingly the focus of Adobe is to support the global headless trend through the development of their headless Venia storefront.

Personalization – eight out of 10 customers are more likely to do business with a company that offers highly personalized experiences. With Adobe Commerce personalization can be delivered with dynamic content, promotions, and pricing for your customers based on their location, order history, or wish lists, for example.

Why Adobe Commerce is the platform of choice for many businesses


Content management – as you would expect, the intuitive WYSIWYG (what you see is what you get) page builder allows you to create new pages quickly using familiar Adobe interfaces. You can produce customized landing pages, FAQs, and product pages easily and quickly using ‘drag and drop’ elements without the need for additional coding.

Adobe Sign – some transactions still need a signature and printing documents to sign, scan and return causes a bottleneck in digital transactions. Integration with Adobe Sign supports e-signatures for contracts, waivers, and warranties as part of the checkout process.

Ordering – your customer service team can access order details quickly and can be authorized to make updates and changes on behalf of customers including returns and refunds.

Work with Adobe experts

Williams Commerce has a team of fully-certified Adobe Commerce and Magento specialists. They understand how to build a system to suit your business needs and know how to get the best from Adobe Commerce. Collectively they have decades of experience with a varied portfolio of businesses. Williams Commerce is an Adobe Gold partner with a specialization in Adobe Commerce for EMEA thanks to our proficiency and ability to deliver the highest standards for our clients.

Speak with one of our experts to discover more about the benefits of Adobe Commerce for your customer-focused business.


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