Imagine 2015 – What Resonated with Us

May 4, 2015

For those who attended Imagine 2015, there’s no way you could walk away from the conference without a recognition that Magento 2.0 was of critical importance to eBay. But why? What makes 2.0 such a game changing release amongst the many other ‘big releases’ we’ve seen over the years?


The first point to acknowledge about Magento 2.0 is that it’s not about feature functionality such as a native responsive web design (“RWD”) which already exists as of version 1.14. No, 2.0 is all about architecture and formally overcoming the misperceptions about what size and scale of a customer Magento can support. While those in the know have realized that Magento could handle Enterprise scale for years, but especially since version 1.13, version 2.0 formally addresses the remaining FUD thrown around by Magento’s competitors. Baseline hooks and framework changes lend the platform to tighter integration with many SOA oriented enterprise environments making this platform every bit as extensible as what you would see in traditional ‘Enterprise’ Ecommerce solutions built upon legacy technology, but still with less development and customization needed than in other solutions.

More importantly though, the community has taken an Enterprise step forward to align with version 2.0. From the hosting side, we see companies such as ZeroLag investing heavily in Enterprise, high availability infrastructure solutions to support the largest of Enterprises. While this is just one of many major investment profiles we saw at Imagine, we can say it is not unique or atypical. Imagine 2015 was an tipping point – a recognition that Magento and eBay Enterprise is stepping up to compete heavily in the Enterprise space, and doing so with confidence.

Improved Security and Stability

The past 6 months have been a notable period for eBay and Magento. While there were several security related patches released, they were done so proactively, with a controlled and predictable cadence to them. One of the knocks on open source solutions in the past was that the customer was at the mercy of the vendor for ad hoc releases which may or may not be responsive to the market at all. What we’ve seen in the past 6 months demonstrates the opposite. eBay and Magento have really gotten a hold of the product support and maintenance cadence rhythms Enterprise customers expect.

The coordinated release of recent patches with advanced notification to customers and partners alike is more reminiscent of what people expect from the behemoths vs more nimble organizations like Magento.

A Focused Approach

Perhaps more encouraging is the fact that Magento has adopted a narrower, more focused approach to identifying partners and customers. While Magento’s open source solution has great flexibility and appeal, its draw back has traditionally been that it’s a solution that tries to be all things to all companies, thus leaving no one 100% satisfied. What we’ve seen in the least year is very different.

Magento has adopted an approach where one or more quarters are fully allocated to the expansion of feature functionality that supports segments of the market place rather than just adding a minimal, one size fits all items. IN the past 18 months, but especially in the past 12 months, Binary Anvil has seen a concerted effort by not only Magento’s product group but also by their Enterprise Consulting Group (“ECG”) to narrow its focus on fashion, luxury lifestyle, consumer resale and B2B solutions. On the surface this may seem like a very large and diverse area, but the product has seen highly targeted improvements and changes that enable each of these vertical uniquely in the past year – especially in the B2B arena.

Imagine 2015 was an exceptional event, the number of new tracks and paths available to attendees was fantastic. The move to the Wynn Casino was a great step up in terms of venue. But of all the many lines of thought and energy coming out of the conference, the emergence of Magento 2.0 for prime time use is the most exciting.