After reviewing Adobe's strong Q4 and FY24 results, I was impressed by their innovation in AI, generative capabilities like Firefly, and the cohesive strategy around their Digital Experience (DEX) suite.
However, one observation stands out:
Adobe Commerce still lacks a defined direction or vision in the broader strategy discussions.
Yes, Adobe Experience Cloud (under which Adobe Commerce resides) had notable successes:
Record-breaking DEX bookings in Q4.
Integration of generative AI (Firefly) and GenStudio for scalable content experiences.
Strength in personalization via Adobe Experience Platform (AEP) and strong vertical demand, including financial services.
But what about Commerce-specific innovations?
Digital commerce is evolving like CRAZY, Shopware and Shopify are eating Adobe Commerce Lunch. So, it's surprising to see Adobe Commerce missing from the spotlight. (Or is it?)
While the focus on cross-cloud activities and integrations is commendable, it's unclear how Adobe plans to amplify Adobe Commerce as a leader in its domain. Has the focus shifted entirely to larger Experience Cloud deals, leaving Commerce as a supporting tool rather than a strategic growth area?
(Go ahead and answer that in the comments)
For a product operating in such a competitive space, Adobe Commerce needs clarity in its future roadmap.
How will it compete with Shopify, BigCommerce, or Magento competitors?
Will it leverage the same AI-forward innovations that are driving growth in other parts of Adobe?
Here's hoping Adobe defines a clearer strategy for Commerce in FY25—because while Experience Cloud boasts pillars like content and personalization, commerce is the direct driver of ROI for many businesses.
Please let me know what your thoughts are. Is there untapped potential in Adobe Commerce yet to be realized?
