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10 Things We Hope to Learn at Magento Imagine 2020

December 16, 2019
Magento News
Robert Rand
Director of Partnerships & Alliances

Robert is a Magento 1 and 2 Solution Specialist with over a decade of experience in helping merchants benefit from sound ecommerce and digital marketing strategies. He’s highly experienced at harnessing the power of ecommerce technologies and solutions to help businesses of all types and sizes grow and succeed.

Magento Imagine 2020


Magento Imagine 2020 is scheduled for an earlier date this year, March 29 – April 2nd at a new Las Vegas destination, Caesar’s Forum. The date was bumped up to align with Adobe Summit, which is taking place at the Sands Convention Center at the same time. One ticket will get you into both events. According to Brittany Mosquera, Head of Event Marketing for Magento, “…the new Caesars Forum is located directly behind the Venetian and Sands, so attendees will be able to easily walk between both venues.”

By bringing together the Adobe, Magento, and Marketo communities, and allowing one pass to get you into all events, there may be an increase in attendance at Magento Imagine. That is, if members of these other communities do indeed decide to “event hop”, and travel the 1+ miles between the events. 

While many may be tempted to visit both, each trade show will be large, with a full agenda. If you’re committed to the Magento Ecosystem, you may find it difficult to head over to the Adobe Summit, and vice versa. With entry tickets $1,695 for early birds, and other travel expenses, attendees certainly aren’t likely to hop around on a whim. They’ll be focused on networking, learning, and absorbing as much as they can before heading home… even if there’s a keynote at a sister event that sounds interesting… but only time will tell how things will really shake out.

Putting logistics aside, Magento is positioned at several crossroads, and there are burning questions that we’d love to walk away from Imagine 2020 with answers to. We’re setting up a running list here, with the intent of posting information that we learn in a future post after Imagine 2020. Do you think something is missing? Reach out here, or through LinkedIn, Facebook, or Twitter

1) Magento 2.4: We anticipate M2.4 will make its debut somewhere around Imagine 2020. This should be a great opportunity to learn more.

2) Magento 2.5: Goals & Aspirations: With Magento 2.4 becoming available, it will be a great time to learn about Magento’s future roadmap.

3) Magento Branding: We’re currently living in a world with Adobe Commerce Cloud, Magento Open Source, Magento Commerce On-Premise, and Magento Commerce Cloud. It will be interesting to see what if any branding changes may occur.

4) Adobe / Magento Synergy: There was a lot of time spent talking about the synergy between Adobe and Magento at Imagine 2019. To many, it felt like a timeshare sales pitch that we had to sit through as part of attending last year. There’s been a lot of work done to integrate various Adobe products with Magento software in the last year. It will be interesting to see if a big portion of the upcoming roadmap will be allocated toward synergy with Adobe products again, or if there will be a greater focus on the core Magento product.

5) Magento Association: This association first started registering members at Imagine 2019. It will be interesting to look back at what’s been accomplished in year 1, and what’s on the horizon. What are the benefits of the association to members, and how can members volunteer and give back? (We’ve actually published a follow-up article with more detailed questions about the Next Steps for the Magento Association)

6) SMB: Magento has lost some alignment with the SMB market. Magento 2 is a more complex product, leading to more expensive site builds and maintenance costs. While enterprises may be able to get a lot of value out of these extra complexities, Magento has lost many small business users. This is compounded by the evolutions of SaaS solutions, which can have a lower total cost of ownership for small businesses. Will Magento make strides compete, or at least hold onto the mid-market?

7) Magento Open Source: Since Magento has acquired, the Adobe and Magento teams have talked a lot about open-source coding, and all of the community contributions to Magento’s core. On the other hand, they haven’t done a lot to address the future of Magento’s Open Source version (formerly known as Community Edition or CE). It would be great to get more clarity on the future of this version of the platform, such as if Adobe has any plans or interest in turning over this product to another party.

8) Magento PWA Studio: Progressive Web Apps show a lot of promise for Magento stores. We’re fans of just about anything that leads to faster loading speeds and better user experiences. However, when Magento’s PWA Studio first launched, it didn’t have nearly all of the building blocks needed to create a PWA experience for a Magento store. It has been evolving though, and we’ll be excited to see the latest and greatest improvements at Imagine 2020.

9) Magento Payments: A payments product was previously announced, which would bundle Braintree and Signifyd, and be sold by the Magento team. Like Magento’s Cloud and Magento Shipping, this was not welcome news in parts of the Magento ecosystem. Magento tech partners and community members don’t want to compete with Magento head-on for customers after spending years supporting the community. Every time Magento makes a move to compete with their ecosystem, more trust is lost. We’re eager to see if Magento Payments will be moving forward, or if it will continue to be tabled.

10) Magento’s Cloud: Magento is expected to talk about their Cloud offerings on Azure in addition to AWS. They’re also expected to provide updates on their scalability and elasticity to try to compete with hosts like JetRails that can already autoscale both horizontally and vertically. These, however, are not the only areas where Magento’s Cloud can come up short. Support is, by far, the #1 area that merchants and dev teams are reporting issues to us. It will be interesting to see what Magento’s approach to this is, and if they talk about their customer’s ability to choose the best hosting providers for their needs, or if they continue a hard sales pitch for their cloud hosting as a one-size-fits-all.

Do you have more questions you’d like us to try to get answers to at Magento Imagine 2020? Let us know!

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