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Adobe to acquire Magento for $1.68 B

Adobe announced today that it was acquiring Magento for $1.68 billion. The purchase gives Adobe a missing Ecommerce platform piece that works in B2B and B2C contexts and should fit nicely in the company’s Experience Cloud.

It should also help Adobe compete with Salesforce, which offers its own marketing, sales and service offerings in the cloud and bought Demandware for more than $2 billion in 2016 to provide a similar set of functionality.

Brent Leary, who owns CRM Essentials and keeps a close on the intersection between marketing and CRM, says this fills an obvious hole in Adobe’s Experience Cloud. “Now they have an offering that allows them to close the loop with consumers, who are able to finalize a digital transaction that started online with digital marketing tools Adobe already offered,” Leary explained.

Leary also sees this deal bringing Microsoft and Adobe, who have already announced partnerships in the past closer together. “But maybe even more interesting may be how this may further the relationship Adobe has with Microsoft. As they also are missing an Ecommerce piece to their customer engagement platform,” he pointed out. Leary speculates this could lead to an even deeper relationship between the two companies as they are each battling Salesforce.

Magento was founded in 2008 and purchased by eBay in 2011 in a deal reported to be just $180 million. The company went private again in 2013 with help from Primera Funds. Today the company sold for almost $1.7b. That’s a heft increase in value since that 2011 purchase.

This story is developing. More to come.

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