Adobe's new commerce products
A fresh start for digital commerce
A New Era for Adobe Commerce – The Big Announcement at Adobe Summit 2025
From March 17 to 20, the Adobe Summit took place in Las Vegas - one of the most important conferences for digital marketing and customer experience management. Every year global innovators from marketing, technology, web development, design and e-commerce join Adobe to present the latest trends, technologies and best practices.
A central theme of this year's Summit was the launch of Adobe Commerce Optimizer and Adobe Commerce as a Cloud Service - two new products that fundamentally change Adobe's e-commerce offering. They are aimed both at companies that want to optimize their existing e-commerce platform and at those who want to switch to a modern and powerful commerce solution.
As an Adobe partner, we see this as a very positive development. At last, Commerce is being developed and operated using the same technologies and programming languages as the rest of the Adobe Experience Cloud. This means less technical complexity, easier integration and better scalability. In this article, we take a closer look at the new products and what they mean for digital commerce.
Von Magento to Adobe Commerce as a Cloud Service
In 2018, Adobe acquired the e-commerce platform Magento for 1.68 billion US dollars and integrated it into the Adobe Experience Cloud. Rebranded as Adobe Commerce, it added powerful commerce capabilities to Adobe’s digital experience portfolio.
But even then, questions arose: Was Magento truly a good fit for Adobe Magento’s foundation – an open-source, PHP-based architectur – stood in stark contrast to Adobe’s enterprise software, which is built on cloud-based, API-driven solutions. Additionally, Magento’s original target audience – small and mid-sized businesse – differed significantly from Adobe’s core enterprise customer base. It’s worth noting that Magento wasn’t even Adobe’s first choice; SAP Hybris and Demandware (acquired by Salesforce) were higher on the list.
Despite Adobe’s efforts to evolve Magento and integrate it into its ecosystem, its underlying technology remained separate from the rest of the Adobe Experience Cloud. Over time, it also became clear that Magento didn’t fully meet the demands of large enterprises – particularly in terms of scalability and seamless integration. Now, Adobe is taking a consistent and far-reaching: a complete reinvention of Adobe Commerce, built natively on the Experience Cloud’s modern technology stack.
Adobe Commerce as a Cloud Service and Adobe Commerce Optimizer
On March 18, 2025, Adobe introduced two groundbreaking innovations at the Summit:
Adobe Commerce as a Cloud Service
This new solution leverages cloud technology to provide businesses with a more flexible, scalable, and high-performance e-commerce platform. By shifting to a cloud-native architecture, companies can reduce infrastructure costs while significantly improving availability, security, and maintenance efficiency.
Adobe Commerce Optimizer
Adobe Commerce Optimizer offers the opportunity merchants to modernize existing e-commerce platforms while preserving investments in current infrastructures. It allows the redesign of key pages that have the greatest impact on customer experience and SEO—such as the homepage, content pages, category pages, and product pages—at a relatively low cost. Meanwhile, critical functions like shopping cart, checkout, order fulfillment, and customer accounts remain unchanged within the existing system.
Technologically, the Adobe Commerce Optimizer is powered by a combination of Adobe Commerce Storefront, Edge Delivery Services, and a catalog data middleware. The middleware seamlessly integrates with the existing platform, transforms catalog data, and delivers it to the new storefront. The result is a future-proof, high-performance commerce solution that maximizes flexibility while elevating the customer experience to the next level.
The Future of classic Adobe Commerce (Magento)
While Adobe Commerce as a Cloud Service represents the future of Adobe’s e-commerce strategy, the classic PaaS and on-premise versions will continue to be available. Adobe is focusing on gradual further development and offers companies a clear migration strategy towards a modern, cloud-based infrastructure.
For the foreseeable future, Adobe will maintain full support for existing PaaS and on-premise solutions, allowing companies to continue operating their current systems without immediate migration pressure. Regular security and quality updates will ensure platform stability and reliability.
At the same time, Adobe is gradually introducing new features as cloud-based services, creating touchpoints with cloud technology while maintaining compatibility with existing infrastructures. With an API-first strategy and Commerce Storefront, Adobe enables businesses to transition at their own pace – laying the foundation for a seamless, future-proof migration to a fully cloud-native commerce architecture.
Our Experience with the New Products
As an Adobe partner, we have been working with Adobe Commerce as a Cloud Service and Adobe Commerce Optimizer since January, gaining early insights into their capabilities. Our initial experiences confirm that these new solutions offer significant advantages across multiple areas:
- Faster Loading Times – Delivering the storefront “on the edge” results in 4x faster page load times, a 15%+ increase in organic traffic, and a 4–8% higher conversion rate, directly contributing to increased gross merchandise value (GMV).
- Scalability & Flexibility – Auto-scaling services with 99.9% availability efficiently handle up to 250 million SKUs and 30,000 price points per SKU, with rollouts completed in hours instead of days.
- Efficient Personalization – AI-powered content creation tools speed up A/B test deployment by 50 %, enabling more agile experimentation.
- Improved Conversion – AI-driven search boosts conversion rates by 7 %, while AI-powered product recommendations provide an additional 25% uplift.
- Optimized storefronts – The AI-powered WYSIWYG storefront editor enables content updates to be delivered up to 98% faster.
- Enhanced Time-to-Market – Instances can be set up within minutes using Cloud Manager, already a proven tool across various Adobe Experience Cloud products.
- Stronger Security – Built-in cloud infrastructure ensures automatic updates with the latest security patches.
- Faster Asset Creation – Firefly, combined with AEM Assets, enables automated generation of multiple asset variations in record time.
- Multi-Brand & Multi-Market Support – Support for an unlimited number of sites makes it easy to manage multiple brands and markets within a single instance.
- Seamless Integration – Starter Kits for Adobe Commerce enable quick and efficient connections to ERP, CRM, PIM, shipping, payment, and checkout systems.
Our early experience confirms that these innovations significantly enhance performance, efficiency, and scalability, making Adobe Commerce a more competitive and future-proof solution for modern e-commerce businesses.
Conclusion: A True New Era for Adobe Commerce?
With Adobe Commerce as a Cloud Service, Adobe is ushering in the next generation of its commerce solutions – moving away from a monolithic PHP application to a modern, cloud-native architecture. This shift enables better scalability, higher performance, and seamless integration into the Adobe Experience Cloud. While the previous solution primarily targeted SMEs, this new generation is designed for enterprise companies such as global retailers, large brands, and complex B2B stores that demand maximum scalability, performance, and deep system integrations.
At the same time, Adobe Commerce Optimizer provides a non-disruptive upgrade path for businesses looking to modernize their storefronts while preserving their existing commerce backends. It tackles key challenges like fast loading times, multi-brand/multi-market support, and personalized storefront experiences, ensuring that companies can optimize their platforms without a complete overhaul.
With these two new products, Adobe is expanding its commerce portfolio with flexible, API-first, and AI-powered solutions that provide businesses with a future-proof platform. This marks a true new beginning for Adobe Commerce – one that could reshape the competitive landscape of digital commerce.
If you’re already interested in exploring these solutions, reach out to us! As an Adobe partner, we have access to exclusive VIP programs, allowing selected companies to test and implement the new products before the official launch.
Another great opportunity to connect will be the Adobe Customer Experience Day 2025. Visit there our Info Pod, meet our experts, and discuss how Adobe Commerce as a Cloud Service and Adobe Commerce Optimizer can drive your business forward!