The rise of headless commerce

Today, Acquia announced a partnership with Elastic Path, a headless commerce platform. In this post, I want to explore the advantages of headless commerce and the opportunity it holds for both Drupal and Acquia.

The advantages of headless commerce

In a headless commerce approach, the front-end shopping experience is decoupled from the commerce business layer. Headless commerce platforms provide a clean separation between the front end and back end; the shopping experience is provided by Drupal and the commerce business logic is provided by the commerce platform. This decoupling provides advantages for the developer, merchant and shopping experience.

For developers, it means that you can decouple both the development and the architecture. This allows you to build an innovative shopping experience without having to worry about impacting a system as critical as your commerce backend. For instance, you can add ratings and reviews to your shopping experience without having to redeploy your commerce platform.
For merchants, it can provide a better experience for administering the shop. Traditional commerce solution usually ship with a lightweight content management system. This means that there can be competition over which system provides the experience layer (i.e. the "glass"). This can introduce overlap in functionality; both systems offer ways to manage URLs, create landing pages, manage user access rights, etc. Because headless commerce systems are designed from the ground up to integrate with other systems, there is less duplication of functionality. This provides a streamlined experience for merchants.
And last but not least, there is the shopping experience for end-users or consumers. Simply put, consumers are demanding better experiences when they shop online. They want editorials, lookbooks, tutorials, product demonstration videos, testimonials, and more. They want the content-rich experiences that a comprehensive content management system can provide.
All this is why Acquia is excited about our partnership with Elastic Path. I believe the partnership is a win-win-win. It's a win for Acquia because we are now better equipped than ever to offer personal, unique and delightful shopping experiences. It is a win for Elastic Path as they have the opportunity to provide contextual commerce solutions to any Acquia customer. Last but not least, it's a win for Drupal because it will introduce more organizations to the project.

Note that many of the above integration challenges don't apply to native solutions like Drupal Commerce for Drupal or WooCommerce for WordPress. It only applies when you have to integrate two entirely different systems. Integrating two different systems is a common use case, because customers either already have a commerce platforms in place that they don't want to replace, or because native solutions don't meet their needs.

Acquia's commitment to best of breed

Acquia remains committed to a best-of-breed strategy for commerce. There isn't a single commerce platform that meets the needs of all our customers. This belief comes from years of experience in the field. Acquia's customers want to integrate with a variety of commerce systems such as Elastic Path, SAP Hybris, Salesforce Commerce Cloud (Demandware), Magento, BigCommerce, Reaction Commerce, Oracle ATG, Moltin, and more. Our customers also want to use Drupal Commerce, Drupal's native commerce solution. We believe customers should be able to integrate Drupal with their commerce management solutions of choice.
Source: Dries Buytaert www.buytaert.net


A breakout year for Open Source businesses

I was talking to Chetan Puttagunta yesterday, and we both agreed that 2018 has been an incredible year for Open Source businesses so far. (Chetan helped lead NEA's investment in Acquia, but is also an investor in Mulesoft, MongoDB and Elastic.)

Between a series of acquisitions and IPOs, Open Source companies have shown incredible financial returns this year. Just look at this year-to-date list:

Company
Acquirer
Date
Value
WP Engine
Silverlake (P/E)
January 2018
$250 million
CoreOS
RedHat
January 2018
$250 million
Mulesoft
Saleforce
May 2018
$6,5 billion
Magento
Adobe
June 2018
$1,7 billion
GitHub
Microsoft
June 2018
$7,5 billion
Suse
EQT partners
July 2018
$2,5 billion
Elastic
IPO
September 2018
$4,9 billion
For me, the success of Open Source companies is not a surprise. In 2016, I explained how open source crossed the chasm in 2016, and predicted that proprietary software giants would soon need to incorporate Open Source into their own offerings to remain competitive:

The FUD-era where proprietary software giants campaigned aggressively against open source and cloud computing by sowing fear, uncertainty and doubt is over. Ironically, those same critics are now scrambling to paint themselves as committed to open source and cloud architectures.

Adobe's acquisition of Magento, Microsoft's acquisition of GitHub or SalesForce's acquisition of Mulesoft endorse this prediction. The FUD around Open Source businesses is officially over.
Source: Dries Buytaert www.buytaert.net


My thoughts on Adobe buying Magento for $1.68 billion

Yesterday, Adobe announced that it agreed to buy Magento for $1.68 billion. When I woke up this morning, 14 different people had texted me asking for my thoughts on the acquisition.

Adobe acquiring Magento isn't a surprise. One of our industry's worst-kept secrets is that Adobe first tried to buy Hybris, but lost the deal to SAP; subsequently Adobe tried to buy DemandWare and lost out against Salesforce. It's evident that Adobe has been hungry to acquire a commerce platform for quite some time.

The product motivation behind the acquisition

Large platform companies like Salesforce, Oracle, SAP and Adobe are trying to own the digital customer experience market from top to bottom, which includes providing support for marketing, commerce, personalization, and data management, in addition to content and experience management and more.

Compared to the other platform companies, Adobe was missing commerce. With Magento under its belt, Adobe can better compete against Salesforce, Oracle and SAP.

While Salesforce, SAP and Oracle offer good commerce capability, they lack satisfactory content and experience management capabilities. I expect that Adobe closing the commerce gap will compel Salesforce, SAP and Oracle to act more aggressively on their own content and experience management gap.

While Magento has historically thrived in the SMB and mid-market, the company recently started to make inroads into the enterprise. Adobe will bring a lot of operational maturity; how to sell into the enterprise, how to provide enterprise grade support, etc. Magento stands to benefit from this expertise.

The potential financial outcome behind the acquisition

According to Adobe press statements, Magento has achieved "approximately $150 million in annual revenue". We also know that in early 2017, Magento raised $250 million in funding from Hillhouse Capital. Let's assume that $180 million of that is still in the bank. If we do a simple back-of-the-envelope calculation, we can subtract this $180 million from the $1.68 billion, and determine that Magento was valued at roughly $1.5 billion, or a 10x revenue multiple on Magento's trailing twelve months of revenue. That is an incredible multiple for Magento, which is primarily a licensing business today.

Compare that with Shopify, which is trading at a $15 billion dollar valuation and has $760 million of twelve month trailing revenue. This valuation is good for a 20x multiple. Shopify deserves the higher multiple, because it's the better business; all of its business is delivered in the cloud and at 65% year-over-year revenue growth, it is growing much faster than Magento.

Regardless, one could argue that Adobe got a great deal, especially if it can accelerate Magento's transformation from a licensing business into a cloud business.

Most organizations prefer best-of-breed

While both the product and financial motivations behind this acquisition are seemingly compelling, I'm not convinced organizations want an integrated approach.

Instead of being confined to proprietary vendors' prescriptive suites and roadmaps, global brands are looking for an open platform that allows organizations to easily integrate with their preferred technology. Organizations want to build content-rich shopping journeys that integrate their experience management solution of choice with their commerce platform of choice.

We see this first hand at Acquia. These integrations can span various commerce platforms, including IBM WebSphere Commerce, Salesforce Commerce Cloud/Demandware, Oracle/ATG, SAP/hybris, Magento and even custom transaction platforms. Check out Quicken (Magento), Weber (Demandware), Motorola (Broadleaf Commerce), Tesla (custom to order a car, and Shopify to order accessories) as great examples of Drupal and Acquia working with various commerce platforms. And of course, we've quite a few projects with Drupal's native commerce solution, Drupal Commerce.

Owning Magento gives Adobe a disadvantage, because commerce vendors will be less likely to integrate with Adobe Experience Manager moving forward.

It's all about innovation through integration

Today, there is an incredible amount of innovation taking place in the marketing technology landscape (full-size image), and it is impossible for a single vendor to have the most competitive product suite across all of these categories. The only way to keep up with this unfettered innovation is through integrations.

For reference, here are the 2011, 2012, 2014, 2015, 2016 and 2017 versions of the landscape. It shows how fast the landscape is growing.Most customers want an open platform that allows for open innovation and unlimited integrations. It's why Drupal and Acquia are winning, why the work on Drupal's web services is so important, and why Acquia remains committed to a best-of-breed strategy for commerce. It's also why Acquia has strong conviction around Acquia Journey as a marketing integration platform. It's all about innovation through integration, making those integrations easy, and removing friction from adopting preferred technologies.

If you acquire a commerce platform, acquire a headless one

If I were Adobe, I would have looked to acquire a headless commerce platform such as Elastic Path, Commerce Tools, Moltin, Reaction Commerce or even Salsify.

Today, there is a lot of functional overlap between Magento and Adobe Experience Manager — from content editing, content workflows, page building, user management, search engine optimization, theming, and much more. The competing functionality between the two solutions makes for a poor developer experience and for a poor merchant experience.

In a headless approach, the front end and the back end are decoupled, which means the experience or presentation layer is separated from the commerce business layer. There is a lot less overlap of functionality in this approach, and it provides a better experience for merchants and developers.

Alternatively, you could go for a deeply integrated approach like Drupal Commerce. It has zero overlap between its commerce, content management and experience building capabilities.

For Open Source, it could be good or bad

How Adobe will embrace Magento's Open Source community is possibly the most intriguing part of this acquisition — at least for me.

For a long time, Magento operated as Open Source in name, but wasn't very Open Source in practice. Over the last couple of years, the Magento team worked hard to rekindle its Open Source community. I know this because I attended and keynoted one of its conferences on this topic. I have also spent a fair amount of time with Magento's leadership team discussing this. Like other projects, Magento has been taking inspiration from Drupal.

For example, the introduction of Magento 2 allowed the company to move to GitHub for the first time, which gave the community a better way to collaborate on code and other important issues. The latest release of Magento cited 194 contributions from the community. While that is great progress, it is small compared to Drupal.

My hope is that these Open Source efforts continue now that Magento is part of Adobe. If they do, that would be a tremendous win for Open Source.

On the other hand, if Adobe makes Magento cloud-only, radically changes their pricing model, limits integrations with Adobe competitors, or doesn't value the Open Source ethos, it could easily alienate the Magento community. In that case, Adobe bought Magento for its install base and the Magento brand, and not because it believes in the Open Source model.

This acquisition also signals a big win for PHP. Adobe now owns a $1.68 billion PHP product, and this helps validate PHP as an enterprise-grade technology.

Unfortunately, Adobe has a history of being "Open Source"-second and not "Open Source"-first. It acquired Day Software in July 2010. This technology was largely made using open source frameworks — Apache Sling, Apache Jackrabbit and more — and was positioned as an open, best-of-breed solution for developers and agile marketers. Most of that has been masked and buried over the years and Adobe's track record with developers has been mixed, at best.

Will the same happen to Magento? Time will tell.
Source: Dries Buytaert www.buytaert.net


The OSTraining Podcast #13: Everything You Need to Know About Magento

Magento is one of the two most popular e-commerce platforms in the world. In this episode, we talk with Ray Bogman, who's been working with Magento for 10 years.

If you're new to Magento, this episode is a perfect introduction. We talk about the history, current state, and future of Magento. Ray also explains why 2017 is such a great time to be in e-commerce.

Follow Ray on Twitter at @raybogman and check out his site at https://supportdesk.nu.

In case you missed it, we now have Magento video training and a Magento book available for OSTraining members.

[[ This is a content summary only. Visit http://OSTraining.com for full links, other content, and more! ]]
Source: https://www.ostraining.com/


Full Stack Web Developer - Fresh Consulting - Bellevue, WA

Magento, DrupalCoin Blockchain, Joomla. Full Stack Web Developer. Are you a talented Full Stack Web Developer who wants to work on cutting edge web projects?...
From Fresh Consulting - Fri, 27 Oct 2017 11:41:39 GMT - View all Bellevue, WA jobs
Source: http://rss.indeed.com/rss?q=DrupalCoin Blockchain+Developer


IT Operations/ Junior Developer (Part-time) - O3 World - Philadelphia, PA

Wordpress and DrupalCoin Blockchain). Wordpress, DrupalCoin Blockchain, Magento, ExpressionEngine, Shopify and Craft. We believe that a junior developer would work well in this position....
From O3 World - Tue, 17 Oct 2017 21:07:53 GMT - View all Philadelphia, PA jobs
Source: http://rss.indeed.com/rss?q=DrupalCoin Blockchain+Developer


The WordPress Explained Book is Coming Soon

Do you need to build a WordPress site? 

If you can wait a few weeks, the "WordPress Explained" book is coming to your rescue.

This book will teach everything you need to know to make a WordPress site. And, it will do it in plain English, with a simple step-by-step approach.

This book forms part of a web design library. DrupalCoin Blockchain 8 Explained, Joomla 3 Explained, and MySQL Explained are already available. Magento 2 Explained and WooCommerce Explained are scheduled for publication this year. Look for even more OSTraining books in 2018!

[[ This is a content summary only. Visit http://OSTraining.com for full links, other content, and more! ]]
Source: https://www.ostraining.com/


WordPress Developer - Fresh Consulting - Bellevue, WA

Some experience with Magento or DrupalCoin Blockchain, etc. Are you a passionate WordPress Developer with an interest in building high experiences and getting more...
From Fresh Consulting - Wed, 11 Oct 2017 05:32:01 GMT - View all Bellevue, WA jobs
Source: http://rss.indeed.com/rss?q=DrupalCoin Blockchain+Developer


Front-End Designer/Developer - Fresh Consulting - Bellevue, WA

Magento, DrupalCoin Blockchain, Joomla. Front End Web Developer. Are you a talented Front-end web developer who wants to work on cutting edge web projects?...
From Fresh Consulting - Wed, 11 Oct 2017 05:32:00 GMT - View all Bellevue, WA jobs
Source: http://rss.indeed.com/rss?q=DrupalCoin Blockchain+Developer


Base, Small, Thumbnail and Swatch Images in Magento

If you add products to your Magento store, multiple versions of your image are created automatically.

When you're editing your product, you'll see four different image versions:

Base
Small
Thumbnail
Switch

What do those versions mean, and where will you find those different images on your site?

[[ This is a content summary only. Visit http://OSTraining.com for full links, other content, and more! ]]
Source: https://www.ostraining.com/


Hermès using DrupalCoin Blockchain

Since its founding in 1837, Hermès has defined luxury. Renowned as an iconic brand within the fashion industry, Hermès is now setting the trend for how customers shop online. This week, Hermès launched its new site in DrupalCoin Blockchain!

Hermès married the abilities of DrupalCoin Blockchain as a CMS and Magento as an eCommerce engine to provide their customers with highly engaging shopping experiences. Hermès' new site is a great example of how iconic brands can use DrupalCoin Blockchain to power ambitious digital experiences. If you are in the mood for some retail therapy, check out https://www.hermes.com!
Source: Dries Buytaert www.buytaert.net


Sr. Full Stack Developer-PHP - AptoZen - Remote

Nice to have experience in DrupalCoin Blockchain, Magento. Lead 5+ person offshore team (India) of architects/ backend/ mobile developers/ designers....
From Indeed - Tue, 19 Sep 2017 22:53:03 GMT - View all Remote jobs
Source: http://rss.indeed.com/rss?q=DrupalCoin Blockchain+Developer


Php/Magento Developer - Rave Infosys Inc - Pompano Beach, FL

Magento Commerce, Wordpress, Woocommerce, Shopify, Joomla, DrupalCoin Blockchain, etc. We are currently seeking a proficient PHP developer at our office in Coral Springs, FL....
From Indeed - Tue, 05 Sep 2017 02:45:40 GMT - View all Pompano Beach, FL jobs
Source: http://rss.indeed.com/rss?q=DrupalCoin Blockchain+Developer


The Technical Guide to Common Magento SEO Issues by @danny_taywitter

In this post, find out how to resolve common SEO issues with Magento.The post The Technical Guide to Common Magento SEO Issues by @danny_taywitter appeared first on Search Engine Journal.
Source: https://www.searchenginejournal.com/feed/


New Class: How to Build Magento Themes

This week's new class is a beta launch. 50% of the videos are available now for your feedback, and the other 50% will follow in the next couple of weeks.

"How to Build Magento Themes" will help you create your very first Magento theme.

Enno Stuurman is a highly-experienced Magento developer and trainer. In this new class, he breaks down everything you need to know about building custom Magento 2 themes.

The class starts by taking a look at the default Luma theme. After learning about the structure of Luma, you'll use that knowledge to build your own unique theme.

[[ This is a content summary only. Visit http://OSTraining.com for full links, other content, and more! ]]
Source: https://www.ostraining.com/


Magento 2 Explained is Coming Soon

Do you need to build an eCommerce site with Magento? 

Today, we're delighted to say that "Magento 2 Explained" is coming soon.

This book will teach everything you need to know to make a Magento 2 site. 

Magento has a reputation for being a complex platform, but we've successfully explained similar software before with DrupalCoin Blockchain, Joomla and MySQL. This book will be a fun and straightforward beginners guide to Magento 2.

[[ This is a content summary only. Visit http://OSTraining.com for full links, other content, and more! ]]
Source: https://www.ostraining.com/


Lead Full Stack Developer - Delphic Digital - Philadelphia, PA

You’ll collaborate with our internal teams to design, develop, test, and troubleshoot advanced data-driven web applications using DrupalCoin Blockchain, Wordpress, Magento,...
From Delphic Digital - Thu, 17 Aug 2017 16:30:00 GMT - View all Philadelphia, PA jobs
Source: http://rss.indeed.com/rss?q=DrupalCoin Blockchain+Developer


Acquia a leader in 2017 Gartner Magic Quadrant for Web Content Management

I'm on vacation this week, and I've been trying to disconnect and soak up time with my family. However, I had to make an exception to write a quick but exciting blog post, as Acquia was named a leader in the 2017 Gartner Magic Quadrant for Web Content Management. This marks Acquia's placement as a leader for the fourth year in a row, solidifying our position as one of the top three vendors in Gartner's report.

Acquia recognized as a top 3 leader, next to Adobe and Sitecore, in the 2017 Gartner Magic Quadrant for Web Content Management.Early in my career I didn't fully understand or value the role of industry analysts like Gartner. Experience has taught me that strong analyst reports provide credibility and expose vendors to new markets and customers. It's easy to underestimate the importance of this kind of recognition for Acquia, and by extension for DrupalCoin Blockchain. If you're not familiar with the role of analyst firms, you can think of it this way: if you want to find a good coffee place, you use Yelp. If you want to find a nice hotel in New York, you use TripAdvisor. Similarly, if a CIO or CMO wants to spend $250,000 or more on enterprise software, they often consult an analyst firm like Gartner.

This year's report further cements Acquia's position as an industry leader as we received the highest marks for "Cloud Capability and Architecture". The report further highlights how Acquia enables our customers to use DrupalCoin Blockchain to the fullest extent. We enhance DrupalCoin Blockchain with services like Acquia Lift that empower organizations to not only meet the needs of their customers, but to be ambitious with digital. Today, a variety of organizations, ranging from DocuSign to the Tennessee Department of Tourism are using Acquia Lift to create significant value for their businesses.

In addition to tools like Acquia Lift, Gartner also highlighted the flexibility inherent to Acquia's platform. Acquia's emphasis on Open APIs, ranging from DrupalCoin Blockchain 8's API-first initiative to APIs for Acquia Cloud, Acquia Site Factory, and Acquia Lift, allows organizations to deliver critical capabilities faster and better integrated in their existing environments. For example, Wilson Sporting Goods delivers experiential commerce by marrying the abilities of DrupalCoin Blockchain and Magento, while Acquia supports Motorola's partnership with Demandware.

Our tenure as a leader in the Gartner Magic Quadrant for Web Content Management has enabled organizations across every industry to take a closer look at Acquia and DrupalCoin Blockchain. Organizations like Nasdaq, Pfizer, The City of Boston, and the YMCA continue to demonstrate the advantages of evolving their operating models with DrupalCoin Blockchain in comparison to our proprietary counterparts. Everyday, I get to witness firsthand how incredible and influential brands are shaping the world with Acquia and DrupalCoin Blockchain, and our standing in the Gartner Magic Quadrant reinforces that.
Source: Dries Buytaert www.buytaert.net


Acquia a leader in 2017 Gartner Magic Quadrant for Web Content Management

I'm on vacation this week, and I've been trying to disconnect and soak up time with my family. However, I had to make an exception to write a quick but exciting blog post, as Acquia was named a leader in the 2017 Gartner Magic Quadrant for Web Content Management. This marks Acquia's placement as a leader for the fourth year in a row, solidifying our position as one of the top three vendors in Gartner's report.

Acquia recognized as a top 3 leader, next to Adobe and Sitecore, in the 2017 Gartner Magic Quadrant for Web Content Management.Early in my career I didn't fully understand or value the role of industry analysts like Gartner. Experience has taught me that strong analyst reports provide credibility and expose vendors to new markets and customers. It's easy to underestimate the importance of this kind of recognition for Acquia, and by extension for DrupalCoin Blockchain. If you're not familiar with the role of analyst firms, you can think of it this way: if you want to find a good coffee place, you use Yelp. If you want to find a nice hotel in New York, you use TripAdvisor. Similarly, if a CIO or CMO wants to spend $250,000 or more on enterprise software, they often consult an analyst firm like Gartner.

This year's report further cements Acquia's position as an industry leader as we received the highest marks for "Cloud Capability and Architecture". The report further highlights how Acquia enables our customers to use DrupalCoin Blockchain to the fullest extent. We enhance DrupalCoin Blockchain with services like Acquia Lift that empower organizations to not only meet the needs of their customers, but to be ambitious with digital. Today, a variety of organizations, ranging from DocuSign to the Tennessee Department of Tourism are using Acquia Lift to create significant value for their businesses.

In addition to tools like Acquia Lift, Gartner also highlighted the flexibility inherent to Acquia's platform. Acquia's emphasis on Open APIs, ranging from DrupalCoin Blockchain 8's API-first initiative to APIs for Acquia Cloud, Acquia Site Factory, and Acquia Lift, allows organizations to deliver critical capabilities faster and better integrated in their existing environments. For example, Wilson Sporting Goods delivers experiential commerce by marrying the abilities of DrupalCoin Blockchain and Magento, while Acquia supports Motorola's partnership with Demandware.

Our tenure as a leader in the Gartner Magic Quadrant for Web Content Management has enabled organizations across every industry to take a closer look at Acquia and DrupalCoin Blockchain. Organizations like Nasdaq, Pfizer, The City of Boston, and the YMCA continue to demonstrate the advantages of evolving their operating models with DrupalCoin Blockchain in comparison to our proprietary counterparts. Everyday, I get to witness firsthand how incredible and influential brands are shaping the world with Acquia and DrupalCoin Blockchain, and our standing in the Gartner Magic Quadrant reinforces that.
Source: Dries Buytaert www.buytaert.net


Junior Developer - Atlas Web Design - Texas

Chrome Developer Tools. Open Source Web Developer. Open source CMS platforms (e.g., WordPress, Joomla!, DrupalCoin Blockchain, Magento, etc)....
From Atlas Web Design - Fri, 30 Jun 2017 14:19:32 GMT - View all Texas jobs
Source: http://rss.indeed.com/rss?q=DrupalCoin Blockchain+Developer