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Headless Commerce with Adobe: Enterprise-Level CX

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Businesses are constantly looking for new ways to provide elevated customer experiences while using technology to support both internal and external operations. They want to innovate and scale their efforts quickly, without process disruptions or data jeopardization. That’s why more and more organizations are turning to a “headless” commerce approach to connect content touchpoints across web, social, IoT, and in-store channels without the constraint of back-end technology. 
After its acquisition of Magento, Adobe has taken large steps in establishing an end-to-end commerce solution that makes every experience “shoppable.” The best experiences of commerce, digital marketing, and experience management are integrated, to provide a truly headless commerce experience. The newest release of Adobe Commerce Cloud aims to do just that. 

Elevating Functionalities for B2B Businesses

The newest release of Adobe Commerce Cloud comes pre-integrated with Adobe Experience Manager (AEM), Magento Commerce, and Adobe Analytics. The combination of these platforms empowers businesses to tackle their commerce and content needs without developers. The new release has allowed Adobe to re-architect and re-engineer the integration path between these individual platforms to be more tightly integrated. 
In the past, users were restricted in their abilities by integration architecture, and relied heavily on developer involvement. Now, the program puts the power in the hands of marketers. Users can improve product browsing functionality on any page and can design pages more freely with the drag-and-drop module. They can bring the same experience to every page, transaction, and conversion point. The backend commerce functionality still exists as an independent Magento module, but as users continue down the integration path, the lines between AEM and Magento Commerce begin to blur. The tightly connected integration path expands functionality on the Magento side by allowing users to consume content from the AEM repository, and the modern frameworks drive additional commerce functionality on the front-end as well. Some of these capabilities include omnichannel integrations, integrated analytics, extensive management tools, flexible APIs, cutting edge progressive web app functionality, and additional microservices. 

Partnering to Build Better Commerce

Adobe’s path towards tightly integrated commerce functionality and headless commerce will no doubt create new and exciting commerce opportunities. Though the current offering is B2C focused, Perficient Digital is making strides to take the reference architecture and find ways to configure and deploy the Adobe Commerce Cloud for those in the B2B industry. For B2B businesses with more complicated transaction processes, it will be hard to find components that come out of the box that can handle such sophisticated commerce. There will be a need for additional functionality and customization. 
Would it be better to send shoppers to a cart page hosted on a commerce engine? Or is it more advantageous to rebuild cart functionality to have a more holistic Adobe platform integration? Our expertise with both Adobe and Magento platforms positions us to help our clients expand their commerce integration with content, introduce new integration opportunities, and be able to streamline processes to create excellent commerce experiences in the future. 

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Robert Sumner

Robert Sumner is a tenured Adobe Digital Marketing and Experience Maker with over 20 years' experience helping Fortune 500 companies improve customer satisfaction, drive organizational efficiencies, and increase revenue using proven digital marketing/ecommerce strategies. Robert specializes in the manufacturing and automotive industries.

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