AI innovations delivered via the new Commerce Storefront powered by Edge Delivery
This year at Adobe Summit, Adobe Commerce unveiled several new product innovations, including a new high-performance storefront, generative AI-driven product asset creation, data sharing and activation for personalized buying journeys, and advanced B2B quoting with support for large global accounts.
Edge Delivery Services has landed in Adobe Commerce to create lightning-fast storefronts. Edge Delivery Services as a Commerce storefront combines market-leading CMS capabilities such as document-based authoring with Adobe Commerce, SaaS services, and our new dropin components to empower business authors to create content quickly and easily — removing the need for complex developer skills while giving commerce managers unparallelled business agility. This allows content creators and Commerce managers to work in the same environment without fear of interfering with each other’s outputs. To drive commerce transactions through this high-performance storefront, Adobe Commerce announced a series of composable solutions that deliver Commerce capabilities — connecting via SaaS services such as the Catalog Service, product recommendations, or GraphQL API integrations — called dropin components.
These dropin components are an extremely flexible, plug-and-play way to flip a content site into a shoppable commerce experience. They deliver out-of-the-box capabilities, such as a Product Display Page (PDP), and come with extensibility in mind to accommodate unique design needs to differentiate your storefront experience.
Learn how HanesBrands accelerated site speed, improved organic traffic, and boosted their agility.
New storefronts bring new market opportunities and growth, but they also require production teams to keep up with the demand for new marketing and product content. You can accelerate your asset creation and management processes with generative AI-powered product variations and delivery with Experience Manager Assets. Using Experience Manager Assets, your creative teams can use Adobe AI tools — including Adobe Firefly and GenStudio — to create, alter, and deliver AI-powered assets into any channel of customer experience.
Now that you have a new lightning-fast storefront experience, you need to know what your customers are engaging with in that experience. With Adobe Real-Time CDP and Adobe Journey Optimizer you can seamlessly collect and activate high-intent, first-party commerce data to personalize every aspect of the shopper journey. Adobe Commerce lets you gather data from every shopper interaction, which you can use to power rich insights, omnichannel campaigns, and commerce site personalization.
We spoke to the Nestlé Purina team at Adobe Summit to understand how Adobe is driving innovation and lower maintenance costs with a simplified, composable development approach. This Adobe Summit session is a great explanation of how you can extend Adobe Commerce’s out-of-the-box capabilities to build incredibly bespoke shopping experiences. Purina uses Adobe’s API-first platform and unified extensibility framework to build in an agile manner that supports changing business needs without introducing technical debt.
Advanced B2B commerce and order management
As younger generations become responsible for business purchases, they will expect every supplier to provide B2B ecommerce purchasing experiences. This trend is now global, as B2B ecommerce is forecasted to reach $9.7 trillion dollars globally by 2027. Companies in every industry and every market must adopt B2B ecommerce strategies.
Adobe Commerce has been at the forefront of B2B ecommerce growth globally for over a decade, powering some of the world’s largest and most complex B2B ecommerce channels including Unilever, Watsco, and SEE (formerly SealedAir). These companies leverage powerful B2B ecommerce capabilities within Adobe Commerce including:
- Company accounts and users
- Purchase approval rules
- Quotes
- Company specific catalogs and price books
- Requisition lists
At Adobe Summit, Adobe Commerce announced upcoming enhancements to request for quote and company account features that will be available in the second half of 2024. These features enhance an already robust solution that includes Adobe’s AI personalization capabilities, data connection to Adobe Experience Platform, and the extensibility architecture using App Builder.
- Child accounts. Upcoming enhancements to Company Accounts in Adobe Commerce will allow businesses to configure any buyer company structure they need by configuring one company as a child account to another company. The power of this feature is that each child account can have distinct purchase settings including catalogs, price books, purchase approval rules, users, and quotes. Child accounts can also retain the same configuration as the parent account as well. This enables consolidated reporting and management of complex account structures within Adobe Commerce — unlocking scenarios such as B2B2X, conglomerates, or global businesses.
- Buyer management. Additionally, end users on B2B ecommerce websites can be assigned to multiple company accounts allowing buyers to switch between accounts for streamlined purchasing, purchase approvals, and budget management.
- Request for quote. Building on Adobe Commerce’s strong built-in quoting tool, B2B sellers can capture more revenue faster with new request for quote (RFQ) tools, including draft quotes, duplicate quotes, split quotes, quote templates, and multi-admin access to quotes.
These capabilities will be compatible with Adobe Commerce’s native storefront architecture and headless commerce deployments that use GraphQL APIs.
To learn more about B2B Commerce capabilities, read our documentation:
A summary of all these announcements, plus several others, can be seen here with the Adobe Commerce team presenting the Commerce Roadmap. Or find one of several Adobe Summit sessions to hear companies talking about how they are using these capabilities to drive their business success with Adobe Commerce.
Shaun McCran is a seasoned marketer and business transformation lead with over 20 years of experience in positioning and leading enterprise transformations across a variety of industries. Having worked with Adobe Partners for several years, he’s now leading marketing for Adobe Commerce across EMEA, showing how the power of Commerce solutions, integrated into the Adobe Experience Cloud, can deliver world class commerce customer experiences.
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