International market leaders, merchants, retailers, developers and solution architects gathered at MagentoLive Europe — Adobe’s digital commerce event — to get the latest insights and updates on its growing Magento eCommerce platform.

MagentoLive – Europe was held Oct. 22-23 in Amsterdam and featured guest speakers and a chance to collaborate with some of the world’s most respected eCommerce professionals.

According to Gary Specter, Adobe vice president and global head of commercial business, the company has made several strides with Magento since acquiring the platform. He shared that Magento has grown 40% year over year.

Magento serves customers of all sizes — from startups to the enterprise level. It has gained a solid reputation for its flexibility, speed, and choice, Specter said.

1. The complete customer journey continues to be Adobe’s focus

Adobe President Paul Robson told spectators the company’s mission is to change the world through digital experiences. Magento enables digital competitiveness, allowing merchants to deliver an amazing customer journey and experience.

Jason Woosley, vice president of commerce for Adobe, reinforced Magento’s position as the leading B2B platform, citing its native B2B capabilities, suitability for huge catalogs, improved admin usability and more.

In particular, such assets can be put to work for subscription-based products, providing enhanced experiences for customers and higher ROIs for businesses.

Woosley also spoke about the Omnichannel Order Management feature that allows businesses to integrate their brick-and-mortar and online commerce efforts.

“One feature I find particularly exciting for Magento merchants is Omnichannel Order Management,” said Igor Krasnykh, who attended MLEU. He is the CEO and founder of a tech company that provides solutions for automating processes between Magento and the Salesforce CRM platform.

“Magento is already offering native integrations with Amazon and Google in North America and is looking to cover more regions and add channels, such as Instagram, Facebook Marketplace, eBay and Walmart in the coming year,” he said.

2. Amazon remains a key player

Helmut Reider, CEO of Wunderman Thompson Commerce, left merchants with many tips about improving their presence on Amazon, such as focusing on A+ content, adding product comparison tables and using the banner area to represent their brands. He stressed that brands not actively selling on Amazon may find it worth considering, as it is a powerful visibility tool.

“At MagentoLive Europe 2019, I was able to attend a session with Helmut Reider who spoke about what it takes to win on Amazon. Did you know that a whopping 79% of product searches start on Amazon? That is huge!” Igor Krasnykh said. “I learned that using the Amazon Deals page can help improve market awareness and search positioning.”

Adobe Sensei presnetation at MLEU

3. Creative Cloud enhancements continue

MLEU attendees were also given insight into Adobe’s future plans.

Adobe’s Creative Cloud updates, which went live Nov. 4, include enhancements to Adobe Sensei (which powers the company’s artificial intelligence capabilities). The improvements impact the Auto Reframe feature in Premiere Pro; Object Selection and Auto Tone in PhotoShop; and Camera and Live Brushes in Fresco.

Igor Krasnykh said the business greatly benefited from MLEU and encourages eCommerce professionals to attend upcoming MagentoLive events.

“MangetoLive in Amsterdam provided our team with a unique opportunity to connect with the Magento Community in Europe,” he said. “This event brings people together from different geographies. Because of that, we had the chance to meet with several of our partners and clients from across the globe that we had not met yet face-to-face. The nature of the eCommerce business is very much global and fast-paced. Attending events such as MLEU 2019 is absolutely essential.”