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At its Imagine conference in Las Vegas on Monday, software company Adobe announced several new introductions for its Magento platform that target mid-market retailers.

Following the March launch of Adobe’s Commerce Cloud product, the most noteworthy development is new support for sales on Amazon’s marketplace and ads on Google Shopping. For Amazon, sellers can set dynamic pricing guidelines based on competitive products and manage their listings and inventory across different brands and accounts — whether through Fulfillment by Amazon or the merchant’s own — through the Magento dashboard. The system can funnel Amazon product insights as well.

Adobe also wants to make advertising on Google Shopping smarter and easier. Retail clients can create Google Merchant Center accounts and manage those ads through the Magento interface they’re already familiar with.

The concept is simple to grasp, but tougher to execute: Magento customers don’t have to deal with various interfaces, systems and platforms to extend their reach, or work to reconcile all those details. They can manage the channels, information and marketing assets — like images and videos — through one system.

When it comes to content management and assets, few companies have the name recognition and expertise of Adobe — and that matters, said Gary Specter, Adobe’s vice president, commerce sales and customer success in its experience business. Content is Adobe’s specialty, whether through photo libraries, video editing software or other business lines.

“Magento customers will now be able to leverage or use all of the content functionality of Adobe Experience Manager,” he told WWD, “and other pieces that exist in other platforms.”

Adobe has been serving retail clients through various products, including its Marketing Cloud, Analytics Cloud and, most recently, its Commerce Cloud, which stems from the company’s $1.6 billion 2018 acquisition of Magento.

Now mid-scale brands and retailers can sign on for individual products, á la carte, or buy into a bundled system that works seamlessly, Specter said.

To help the cause, Adobe also announced progressive web apps, which offer a mobile app-like experience from a mobile browser, and Adobe Experience Platform Launch Extension, so brands can keep tabs on the information, as well as Adobe Analytics and insights.

The strategy seems notable, considering Adobe often caters to big names, from Sephora to Under Armour, among many others. With Magento, it’s making a concerted effort to reach out to mid-tier operators. And it’s not alone.

Lately, a wave of tech providers — everyone from Amazon to Facebook — has ramped up outreach to small and medium-size businesses. That could be good news for independents, direct-to-consumer brands and others wading around in the sub-$100 million tier, who can use all the help they can get in navigating the sprawling, complex landscape of today’s e-commerce channels.

When it comes to Magento, they’re also not shy about asking for what they need. “A lot of our decisions on product are driven by community or merchant request,” Specter said. The Google Shopping integration, for instance, came out of requests from the community. “The one thing that makes Magento unique is this community of developers — 300,000 merchants that use Magento open source, that downloads it for free,” he added.

Indeed, the no-cost, open-source version has helped the company attract enthusiastic fans. Magento’s Imagine conference draws 160-plus sponsors and more than 3,500 attendees from all over the world. The broader community gives the company more than just a reason to brag; it’s also a critical source of feedback for the platform’s development across both the free and premium tiers.

As for where Magento goes next, the company won’t say. It could expand into social commerce someday, as platforms like Instagram steadily boost their commerce features, or perhaps some other emerging area. Whatever the case, according to Specter, it will be wherever Magento’s community demands.

“This was one of the first [e-commerce tech] companies to build a community around their technology,” Specter said. “This is the power of Magento….It’s community driven, and that’s important as new platforms start building in a buy button.”