Meet Magento Poland just took place on the 20-21 of September and seems to be one of the biggest Magento events this year. Two days of presentations and discussions on technical and business issues with the participation of Magento Community members and Adobe Commerce representatives.
The hybrid formula lets the online audience participate in watching presentations and panel discussions as well as ask questions. It was an occasion for meeting Magento friends and cooperators after a while of distance and discuss contemporary solutions as well as a vision for the Magento future.
Growing meaning of User Experience – Magento UX perspective
Quite a lot of discussed issues have had a common base which was user experience (UX). Google modifies the algorithm in the way it delivers the SERP (Search Engine Results Page) going along with the user expectations and searching intention. New Google metrics belonging to Page Experience measure the site appearance and interactivity from the user point of view and reward the better user experience (UX) with higher search results position.
Adobe Commerce Sensei AI (Artificial Intelligence) supporting product recommendations as well as live search with behavioral data and smart synonyms is also focused on improving the user experience (UX) and gaining the Magento merchants’ technological advantage over the competition.
Magento Open Source Community and Adobe Commerce cooperation in business favor
Magento Community, as well as Adobe Commerce, boosts the technology by inventing game-changing solutions. A lot was said about Hyvä Theme a new light frontend for Magento.
Magento Optimization was discussed from the SEO point of view. The issue of microservices was presented on technical and business backgrounds. Adobe showed AI (Artificial Intelligence) technology – Adobe Sensei and its growth opportunities.
The opportunities and risks of Cloud Hosting and Magento PWA Studio were presented. Business panelists discussed the advantages of marketplaces on the e-commerce market and many case study examples were presented by experts from their practice.
Hyvä Theme – Magento frontend
The first presentation was about Hyvä – Magento frontend from a backend developer perspective by Vinai Kopp. Vinai in detail presented how the Hyvä changed the development of Magento reducing the amount of code to ⅓ of those from the Luma Theme.
The technical details of Hyvä were explained, and its compatibility to existing modules for Magento. As it was said by Vinai and Willem Wigman many agencies and developers already use Hyvä Theme and are satisfied with this solution.
The opinions on Hyvä are enthusiastic and allow us to look forward with the hope that it will allow lowering the time and budgets of Magento development which is good news for merchants considering the Magento platform for their business purpose.
At Panda Group we’ve observed that Hyvä supports Magento optimization including the newest Google core Web Vitals metrics. More about this issue please read in our Ebook.
Magento 2 optimization
About Magento optimization discussed also by Ivan Chepurny and Łukasz Bajsarowicz – pointing out the issue of product categorizing in the situation of extensive SKU numbers, language differences, and microservices being supportive to Magento.
They were also asked about Adobe’s plans for not supporting elastic search in the future. Lukasz did not confirm this prediction saying that Adobe did not confirm that information when asked directly.
Nevertheless there exist alternatives for elastic search from the Magento open-source Community and they appear to check up in certain situations already.
Microservices support Magento monolith
Microservices was a subject of the next panel attended by Adrian Chojnicki, Bartłomiej Szymański, Maciej Kalkowski, Marcin Krzyżanowski, and concerning architecture of microsystem from the technical point of view.
The panelists discussed the advantages and disadvantages of microservices and shared their experiences on this issue. Microservices are applications used in Magento to extract part of the monolith functionality and move it to the external application. A common use case for microservices in Magento is e.g. stock, price, catalog, checkout. They are becoming popular as the alternative to monolith solutions or support for them as they are lightweight and agile.
Microservices advantages and disadvantages
The experts’ advice however to adjust microservices to the particular situation and not to force them because they are trendy. Microservices may support the monolith system effectively when well planned and arranged.
They may be a core of the service as well but it increases the complexity of the system that implicates some disadvantages like resource consumption, e.g. microservices require the engagement of experienced developers. The advantages of the microservices architecture are flexibility, and the ability to handle the systems’ bottlenecks.
Microservices from a business perspective
Microservices have become popular as they are quick and flexible in deployment and because of the growing amount of ready-to-use solutions available on the market. There are more and more examples of business models taking advantage of microservices support.
Most opinions during the meet-up were similar that Magento should always be a starting point and when the business needs are recognized well enough it may be an option to use microservices just to solve some precise issues in the system.
Magento Product recommendations and live search increase CTR
A Magento Conference could not skip the AI (Artificial Intelligence) issue. Adobe presented its AI-based concept called Adobe Sensei supporting product recommendation solution to explain how it increase e-commerce efficiency. Jason Ford from Adobe explained that “personalized recommendations help deliver more engaging shopping experiences which lead to higher conversion rates.”
Shoppers engaged with recommendations have a 70% higher CTR.
Adobe product recommendations can be implemented anywhere on-site. Based on machine learning they adjust to the client search intention. The idea is to deliver the easiest possible implementation and maintenance. Adobe focuses also on merchant experience and saving time when managing e-commerce.
Magento live search based on AI
Adobe Sensei AI also powers the live search which allows increasing conversion by 50% on-site searching traffic. AI among other advantages gathers behavioral data and smart synonyms.
The presentation showed that Adobe Sensei powers over 100 features of Adobe products and product recommendations, as well as live search, are just a starting point for the e-commerce platform.
SEO for Magento
SEO experts Piotr Jurgielewicz and Piotr Werner pointed out that Google is on the way to better and better measure user experience (UX). As they observe, the new Google metrics Core Web Vitals measuring loading time, interactivity, and page stability introduced in June and July 2021 changed the SERP by 1% which is a significant difference in their opinion.
Google’s goal is to adjust SERP to user search intention and all the page experience updates take more and more into consideration the user experience (UX) e.g. mobile-friendliness, time spent on-site.
One of the last observations is Google changes in SERP titles which are considered to be connected with AI technology. These changes are rolling out evolutionary but the direction is clear and consequently followed. Google’s intention is to satisfy the users whose expectations are to get useful information in the fastest possible way.
User Experience business trend
The interesting insight came from Immo Plehn from Adobe who stated that Tomorrow Came Early and characterized digitally native vertical bands that focus especially on user experience starting as opposed to the customer service from product awareness and recognition through purchase and unboxing to post-purchase relation with the brand.
The example brands are Dyson, Casper, Carvana, Rent The Runway. They treat clients as friends, want to be first of all human, and build relations based on trust. Digitally native brands care about sustainability and social responsibility. They have a mission and tell the story about it using content as a differentiator. Also, new business models appear like cloth rental or used car buying online with home delivery.
Building Magento Open Source future
The first-day final was a gathering of Magento Community representatives Danny Verkade – Magento Association, Slava Kravchuk – Magento Association, Willem Wigman and Vinai Kopp – Hyvä, Mathias Schreiber TYPO3, Tymoteusz Motylewski – Macopedia, Ignacio Riesco – Interactiv4 moderated the panel. The subject was Building Magento Open Source Future.
The panel showed worries in the Magento Community about the future of the product which at the current state is unclear without a proper road map. Mathias Schreiber said that the roadmap of the Open Source product is not important, it is VITAL and we fully agree with that.
The conclusion is that Magento’s future relies on Community cooperation with Adobe technology. Adobe Commerce is based on Magento and profits from community innovations. The community counts over 450,000 members of enthusiastic and knowledgeable developers with previous experience who are valuable in a technology-dominated environment.
Magento Open Source force is based on brand recognition, reliability, and stability guaranteed by Adobe technology. Both components Adobe Commerce and Magento Open Source are elements of the same technology stack and are able to cooperate and deliver game-changing solutions to the market for the business favor.
All participants agreed that Magento Community activity is crucial in mutual success and we at Panda Group agree with this hoping to take part in similar events coming up in the future.