Adobe Commerce February product announcements

Adobe Commerce has been working closely with customers to develop new experience-led commerce capabilities that empower them to move faster and accelerate sales. Customers like Hanesbrands are already benefiting from faster sites, higher conversion rates, and better-performing campaigns using these new capabilities. And Nestle Purina is simplifying composable development with our unified developer experience. Learn about these new capabilities and how to get started in this February product announcement overview.

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Simplified composable development with App Builder

Adobe Commerce is a composable ecommerce platform designed to launch ecommerce features faster, easily share data between third-party systems, and lower the cost of ownership for integrations and customizations.

Traditional composable applications are built using point-to-point integrations between multiple services. This approach leads to a brittle integration layer with increasing technical debt. Adobe Commerce provides developers with comprehensive extension points as well as an extensibility platform to orchestrate API, events, and data resulting in a flexible composable architecture. The Adobe Commerce platform includes:

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Adobe Developer App Builder for Adobe Commerce is a cloud-native extensibility platform to build custom capabilities and integrate with third-party solutions. It includes API orchestration with API Mesh, scalable event-based data routing using Adobe I/O Events, and a serverless runtime.

This approach simplifies how developers add new services or replace existing services into their composable stack. With App Builder, developers can easily build apps and integrations while Adobe handles provisioning, scaling, and security of the App Builder infrastructure. Unified web consoles, developer tooling, logging, and monitoring provide a superior developer experience and make it simpler to build, run, and manage apps and integrations. Most importantly, you can plug in third-party services to App Builder to add powerful extensibility to your existing investments.

To learn how to get started with App Builder, review our learning path.

Webhooks and AdminUI SDK enhancements

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With the latest release, Adobe continues to lead the way in simplifying composable development for ecommerce businesses. You can now configure webhooks through the Admin UI making it even simpler to extend native commerce processes like checkout, add to cart, and more. Webhooks can also now be triggered conditionally. For example, you can trigger a shipping calculation webhook for the checkout process only for specific ZIP codes.

Developers now have more granular control to extend the Admin UI, such as adding additional columns, buttons, and mass actions to existing Admin panels.

Later this year, Adobe will increase the availability of API Mesh to over 200 global locations, which reduces network latency and delivers improved compute time; providing a better overall experience for shoppers.

To learn how to get started with webhooks, read our documentation.

Integration starter kit & pre-built ERP integrations

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Integrating an ecommerce platform with your ERP, OMS, or CRM is a mission critical requirement. Companies can spend tens of thousands of dollars building these integrations. To reduce the cost of integrating with back-office systems and to improve reliability of real-time connections, Adobe is introducing an integration starter kit.

The kit includes reference integrations for commonly used commerce data, including orders, products, and customers. It also includes onboarding scripts and a standardized architecture for developers to build on following best practices. The starter kit (currently in beta) is expected to reduce integration effort by up to 50%.

Later this year, Adobe will also be releasing pre-built integrations for two common ERPs using the integration starter kit:

These reference integrations can easily be customized by developers to meet the needs of the business, lowering the time to market and the cost of integrations.

Documentation coming soon.

Edge Delivery Services in Adobe Commerce

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Research has shown that about 64% of shoppers will head to a competitor’s site to purchase a similar item if their web experience is poor. Conversely, for every 0.1 second improvement in site speed, businesses can expect a 9.2% increase in average order value.

In 2023, Edge Delivery Services in Adobe Experience Manager was introduced to address these market trends by delivering faster, more engaging websites. Adobe is now bringing this robust technology to Adobe Commerce with a new high-performance storefront.

To offer a truly powerful and complete commerce experience, this new storefront not only includes the same benefits and capabilities delivered by Edge Delivery Services with document-based authoring, a performance-first architecture, and out-of-the-box native experimentation; but also leverages the scale and performance of Adobe Commerce SaaS products, and the flexibility and convenience of drop-in components that deliver the commerce capabilities needed to transact online.

This new high-performance storefront has already been successfully piloted by several Adobe Commerce merchants, such as Maidenform, a property of HanesBrands. The results speak for themselves. Maidenform pages consistently deliver Google Lighthouse scores of 100 and Core Web Vitals results far above the industry average.

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“It’s a dream come true to be as responsive to the business as we have been. We’re saying, ‘Hey, you wanted something faster? Well, we may possibly have the fastest ecommerce site in the world.’” - Leo Griffin, Vice President and Global Head of Consumer Technology, HanesBrands, Inc

You can learn more about Edge Delivery Services in Adobe Commerce at Adobe Summit, including our out-of-box storefront components, which support faster adoption of this performance-first architecture.

Additionally, we are also hosting a hands-on lab session to go more in-depth into the inner workings and configuration of this new storefront offering.

Adobe Commerce’s HIPAA-ready solution

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Adobe has extensive experience deploying HIPAA-Ready Services with healthcare customers of all sizes. From payors to providers to pharmaceutical and med tech vendors, Adobe sets the standard for responsible consumer data management. This expertise is now extending to the rapidly growing healthcare digital commerce market with a HIPAA-ready version of the Adobe Commerce cloud platform.

The HIPAA-Ready offering is available to Adobe Commerce cloud and Managed Service customers. It includes additional security and privacy controls to ensure the protection of electronic personal health information (ePHI) so healthcare and life sciences organizations can more easily fulfill their compliance obligations. The solution supports a range of use cases, including fast and convenient online sales of healthcare coverage, prescriptions, prescribed medical devices, and medical supplies. Adobe Commerce now joins the Adobe Experience Cloud for Healthcare suite of solutions, allowing customers to deliver secure and exceptional patient experiences while honoring consumer preferences.

To learn more about HIPAA-readiness on Adobe Commerce, read our documentation.

B2B commerce

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Adobe Commerce has delivered mission critical B2B ecommerce features for years, including company accounts, purchase approval rules, quote management, and customer price books. That’s why B2B ecommerce leaders like Watsco, SealedAir, Sunbelt Rentals, Transcat,, and Univar Solutions power their global B2B ecommerce channels on Adobe Commerce.

Adobe is excited to share that new quoting and company management features will be available in April.

Company management features allow businesses to configure any buyer company structure they need to support B2B2X, conglomerates, or global businesses using Adobe’s new parent/child account structures. Buyers can also switch between multiple child accounts for streamlined purchasing.

Building on our 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.

Both capabilities will be compatible with Adobe Commerce’s native storefront architecture and headless commerce deployments via GraphQL APIs.

To learn more about B2B Commerce capabilities, read our documentation:

Deeper integration between Adobe Commerce and Adobe Experience Platform

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Last year, Adobe Commerce released Data Connection, which automatically collects, maps, and shares a range of Commerce data including storefront clicks and back-office order status and order history information. Today, digital commerce leaders are using Data Connection to break down data siloes, create unified customer profiles and audiences, personalize customer journeys, and power rich analytics.

In the first half of this year, Adobe will share even more data, including Commerce customer profiles, mobile app behavior, and custom attributes for back-office events to personalize campaigns and experiences at scale.

For example, customers will be able to use real-time Commerce customer registrations to trigger welcome email campaigns in Adobe Journey Optimizer.

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Informed by hundreds of implementations of Adobe Commerce alongside other Adobe Experience Cloud solutions, Adobe is launching Use Case Playbooks, which are ready-to-use implementation assets that allow customers to experience immediate time-to-value.

The initial Adobe Commerce playbook enables customers to easily launch abandoned cart campaigns by guiding them through the data setup process. Once connected, customers can quickly launch campaigns, saving them time and helping lift sales. One global retailer achieved 1.9x conversion-on-click, 1,000 more people re-engaged per week, and a double-digit revenue lift from launching abandonment campaigns with Adobe Commerce and Adobe Journey Optimizer.

Adobe is also adding Commerce-specific dashboards in Adobe Experience Platform to help marketers analyze their Commerce data and identify opportunities for personalization.

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Last year, Adobe Commerce also launched Audience Activation, which leverages unified customer profiles and audiences from Real-Time CDP to personalize shopper journeys. Specifically, Adobe Real-Time CDP stitches Commerce data with data from other sources to build detailed customer profiles and audience segments for targeting content and promotional offers in Adobe Commerce.

In the first half of the year, Adobe is expanding these Audience Activation capabilities to allow marketers and merchandisers to use Audiences defined in Adobe’s Real-Time CDP to personalize more aspects of the Adobe Commerce shopping experience, including related products, promotions, and content blocks. Adobe will also release support for tracking user behavior on native mobile app deployments of Adobe Commerce in addition to web channels.

To learn how to get started with Adobe Commerce Data Connection, read our documentation:

Payment Services for Adobe Commerce

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Payment Services for Adobe Commerce is a SaaS service that simplifies payments and increases conversions and sales revenue. Used by companies like Toyota North America, it supports a range of payment methods and optional fraud and abuse protection capabilities across multiple markets. It allows merchants to securely manage payments and order data in one admin experience for efficiency gains.

The latest release builds on a series of updates from 2023 that added Apple Pay, an integration with Signifyd, international support for the UK, France, and Australia, infrastructure scaling for enterprise volume, and transactions reporting. New capabilities expand payment options and make it easier to get started, no matter what storefront technology is used.

To learn how to get started with Payment Services, read our documentation.

Headless support for Payment Services

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In the latest release, Payment Services now includes GraphQL support so merchants can accept and process payments on headless storefront implementations, such as Adobe Experience Manager and other custom front ends.

Payment Services also offers right-for-you pricing options, including Interchange++ for more competitive payment processing rates and self-service onboarding to Payment Services Basic providing payment processing capabilities to almost 200 regions worldwide.

To learn how to get started with Payment Services APIs, read our documentation.

Google Pay for Payment Services

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By the first half of this year, Adobe Commerce expects to release support for Google Pay, a leading digital wallet. According to Insider Intelligence, Google Pay is expected to reach 36 million consumers in 2024. The addition of Google Pay rounds out support for popular digital wallets, including Apple Pay and PayPal.

These digital wallets provide shoppers with the right payment method for them, increasing purchase confidence and purchase completion.

Documentation coming soon.

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Companies are seeking to personalize every part of the buying journey, from helping customers find the right products to delivering personalized campaigns, offers, and communications across all channels.

Live Search, powered by Adobe Sensei, helps you personalize how customers find exactly what they need so you can increase your conversion rates. In fact, Live Search customers boost conversion rates by an average of 7% after launching Live Search, with 15% of customers experiencing over a 40% conversion lift.

Adobe’s latest release of Live Search focuses on making these features easy to use and empowers you to fully customize the search experience to fit your unique needs. You can now apply specific AI re-ranking rules for your highest volume searches, then supplement those rules with a default fallback rule to cover the long tail of all other queries.

For example, a merchandiser can set a rule that any search query containing the phrase “dress” should be sorted by trending items algorithm. That same merchandiser can then use the most purchased algorithm for all other search queries. With this update, brands can showcase their top products for every search, simplifying personalized merchandising.

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Adobe has also introduced new customization options for Live Search. Using Live Search’s PLP Widget and Popover Widget, you can design the Live Search UI features, including color swatches, product detail page layout options, add to cart buttons, price sliders, and more using low code configuration tools. Adobe provides full flexibility through an open code repository, which serves as a best-practice reference implementation.

To learn how to get started with Live Search, read our documentation:

Subscription commerce powered by Zuora

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According to financial services firm UBS, the subscription economy is on track to reach $1.5 trillion, up from $650 billion in 2021. Consumers and businesses alike are becoming more comfortable purchasing subscription products and services due to their convenience and value.

To empower companies to add subscription revenue streams to their business and support existing recurring revenue business models, Adobe Commerce has partnered with Zuora — the industry leading subscription management platform — to launch the Zuora Subscription Management for Adobe Commerce extension.

Built on Adobe’s App Builder framework, the Zuora extension received Adobe Commerce App Assurance Program recognition for following simplified composable development best practices including a React-native front-end architecture and use of Adobe I/O events and Adobe API Mesh to limit customizations within the core Adobe Commerce platform.

To learn how to get started with the Zuora extension, read the documentation.

Adobe Experience Manager Assets Integration

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Leading with experience means presenting shoppers with high-quality product images and videos that compel them to buy. Adobe Commerce is making it easier to create and manage these critical resources by integrating with Adobe Experience Manager Assets. Instead of having to manually map and update assets between the products customers will be able to use a new Rules Engine Service that automatically matches and attaches images and videos in Adobe Experience Manager Assets to corresponding products in Adobe Commerce. New or updated images added to Adobe Experience Manager Assets are automatically matched and shared, and users can leverage bulk matching capabilities to efficiently manage seasonal updates or new product line introductions.

Adobe Experience Management Manager Assets is also a key component of Adobe GenStudio, an end-to-end solution to accelerate and simplify content supply chain management with generative AI and intelligent automation. Adobe Commerce customers can take advantage of this broader solution to create new and variant content with Adobe Firefly generative AI and Adobe Express for fresh and personalized assets that boost sales.

A beta version of the New Rules Engine Service is expected to be released by June of this year. You can learn more about this integration with Adobe Experience Manager Assets integration in our Adobe Commerce 2024 Roadmap Review breakout session at Adobe Summit.

Documentation coming soon.

Adobe Commerce 2.4.7 general availability

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Adobe’s commitment to performance continues with the upcoming release of Adobe Commerce 2.4.7 in April. This new release supports several key performance improvements, including support for 100,000 active promotions, 10 million active coupons, the ability for multiple promotions to be redeemed against a single order, 30% faster GraphQL response times, improved GraphQL caching, and the ability to import up to 100,000 products per minute into Adobe Commerce in the JSON format. Adobe Commerce has released a beta version for developers to build and test against.

To learn more about the 2.4.7 release, read the documentation.

Looking forward

As we move further into 2024, it is critical for ecommerce leaders to deliver experience-led commerce by improving storefront performance and using AI-powered personalization capabilities. Technology professionals must also move quickly using simplified, composable development frameworks. The entire team at Adobe Commerce is passionate about seeing ecommerce businesses thrive on our platform and our latest release highlights the expansive coverage of our platform.

Other ways to engage with Adobe Commerce: