In an era where digital transformation dictates market dynamics in B2C and B2B, Adobe Commerce’s latest product release provides valuable features to merchants and developers, enabling them to leverage the platform in new ways. Most importantly, this latest release came with no core platform update (like major 2.4.0 or even minor 2.4.6) and is entirely SaaS. This means that merchants might need to update a specific product (like Adobe Live Search) that they want to use but not the whole Adobe Commerce platform. It is a big deal, as historically, platform updates might have been painful and resource-heavy and might have prevented businesses from using the latest and greatest functionality.

With that, let’s see what’s in store for this latest product release of Adobe Commerce.



Release overview

This release focuses on B2B capabilities, AI search and merchandising, personalization, payments, and compliance for the healthcare industry. It introduces a new storefront solution for Adobe Commerce and Adobe Experience Manager merchants, as well as major updates that developers can leverage to enable composable commerce experiences.

I think this release represents Adobe Commerce’s future, as it is focused on composability and truly embraces this approach.

Collect, send and activate data

For customers using Adobe’s Real-Time CDP (Customer Data Platform) product as well as other Adobe Experience Cloud products like Adobe Journey Optimizer, Analytics, and Target, there are now new ways to collect and share data to and from Adobe Commerce.

Adobe also added native support for server-side event tracking in Adobe Commerce, which can now be collected and leveraged across the customer journey, including Customer Profile data.

Use Case Playbooks

To help navigate these capabilities and how Adobe’s suite of products can sing together, Adobe is releasing Use Case Playbooks – 40+ turnkey use case templates by industry, application, marketing goal, and more for business-focused prioritization. These are packages of technical assets automatically generated that can be customized and auto-mapped to deploy use cases in just a few clicks. Some are already available for merchants and partners like Vaimo, and some are coming later in 2024.

Search and personalization

In a world where personal touch in digital interactions is no longer a luxury but a necessity, Adobe Commerce’s advancements come as a boon.

Back in March 2023, Adobe introduced more AI features to its Live Search product. Merchants were now able to use Al ranking algorithms to personalize and optimize search results in session based on behavioral actions, boosting search relevance and conversion.

With this release in February 2024, intelligent search results optimization can be used to set a default re-ranking rule that acts as a fallback across all searches, not just specific queries. So now, you can leverage AI-based rules not only for specific queries but also as a general fallback rule.

Live Search widgets

Live Search widgets, previously available only for Luma (default Adobe Commerce storefront), are now available also for Adobe Experience Manager as an out-of-the-box solution and as code examples that can be leveraged by software developers on any third-party storefront, like Vue Storefront or Hyva.

Vaimo uses Live Search for our clients with great success and may help you leverage this tool, which comes free with an Adobe Commerce license as well.

Healthcare industry focus

One segment of the market where personalization is not just a marketing strategy but a critical component of service delivery is healthcare. With ecommerce in the health and personal care segment poised for explosive growth, Adobe Commerce’s new functionalities are timely. These tools are designed to cater to an industry where the protection of personal health information is paramount.

The commitment to HIPAA compliance and enhanced privacy, security, and governance frameworks showcases Adobe Commerce’s dedication to responsible, secure, and personalized customer experiences. The platform’s enhanced tooling will undoubtedly empower healthcare providers to transition seamlessly to digital services, improving patient relationships and loyalty.

Adobe Commerce has implemented HIPAA-specific data collection, storage, and processing capabilities into its core cloud offering to allow healthcare businesses to deliver HIPAA-compliant commerce experiences. Furthermore, when enabling healthcare businesses for ecommerce, Adobe will sign a Business Associates Agreement (BAA) with its customers to ensure the customer can maintain compliance.

Payment Services expansion

Since its launch in September 2021, Payment Services for Adobe Commerce has not just grown in functionality with features like Apple Pay, support of incremental payments (buy now, pay later) like PayPal Pay In 4 and regional expansion, but also in its adoption and impact on merchant revenue and operational efficiency.

The introduction of Interchange ++ Pricing and headless compatibility signifies Adobe’s commitment to competitive and versatile payment solutions and a composable commerce-first approach. The upcoming features, such as Google Pay integration and L2 and L3 Support for B2B transactions, are set to further refine the payment experience, both for merchants and their customers.

B2B commerce updates

The B2B ecommerce space is an arena of immense potential and growth, predicted to transact trillions globally. Adobe Commerce’s new features in the B2B domain are not just iterations but transformative changes that will enhance how businesses interact and transact with each other.

The request for quote enhancements and the introduction of child accounts are prime examples of how Adobe Commerce is streamlining complex B2B operations. The features reflect a deep understanding of the intricate relationships and hierarchies within B2B commerce and provide the tools to manage them with unprecedented ease and flexibility.

With this new update, the Quotes can now be initiated by the seller, making it easy to follow up on the conversation with a potential buyer.

The improved B2B company structure can now accommodate use cases like B2B2B and B2B2C and even simple marketplaces.

Many of Vaimo’s clients leverage Adobe Commerce B2B in diverse scenarios, like Bauhaus. We can help businesses like yours do the same.

Edge Delivery Services, the new high-performance storefront

Edge Delivery Services to Adobe Commerce is a new service that we hear about for the first time. Full disclosure: this product is not yet available for all merchants using Adobe Commerce, but Adobe Partners like Vaimo and our clients can apply for early access. The introduction of this service promises extreme content velocity, high-impact experiences, and rapid development — all converging to offer experiences that are not just fast but are also highly optimized for conversions.

The underlying performance-first architecture of Edge Delivery Services aims to deliver Lighthouse scores that developers and merchants could only dream of until now. With an emphasis on modularity and composability, the new high-performance storefront will empower merchants to launch and customize their storefronts with unprecedented agility.

This new service can be used with or without Adobe Experience Manager as a content management platform. Also, this new storefront is not compatible with Page Builder, at least for now. But high performance (the main promise of the service) comes at the cost of convenience in this case.

Composability and extensibility

Adobe Commerce is not just a platform; it’s a canvas offering endless possibilities for merchants to implement their diverse shopping scenarios. The comprehensive GraphQL and REST API, UI extensibility for the admin console, webhooks, and events, provide a robust foundation for partners and developers to build upon.

The introduction of the back-office integration starter kit and ERP integrations with Microsoft Dynamics and SAP S/4HANA are set to reduce implementation times significantly. These enhancements underscore Adobe Commerce’s relentless pursuit of performance improvements and reinforced security measures, ensuring a seamless and secure experience for all users.

Core updates and future directions

The future 2.4.7 core release is laser-focused on platform quality, performance, and security, laying a strong foundation for future innovations. The anticipated GraphQL API performance improvements are just one of the many enhancements that will drive the platform forward. Payment Services for Adobe Commerce, including native support for Apple Pay, will also be added to the core code, so merchants can use them out of the box starting from 2.4.7, to be released in April 2024.

Adobe Summit 2024 preview

With major brands like Haynes, Nestle, Purina, Coca-Cola, and Unilever set to share their stories, the Summit promises to be a melting pot of insights and success stories. The hands-on labs, virtual sessions, and demo booth will not just showcase Adobe Commerce’s new features but will also provide valuable networking opportunities for commerce leaders. The Adobe Summit will take place March 26-28, 2024.


As we look towards the future, it is clear that Adobe Commerce is poised to not just respond to market demands but to anticipate and shape them.

The Adobe Commerce February 2024 product update ushers in a new era of digital commerce, emphasizing innovation, flexibility, and user-centricity with its focus on composable commerce. This update not only meets the diverse needs of modern businesses through AI enhancements and HIPAA-compliant solutions but also sets a new standard for performance and scalability in ecommerce.

Vaimo is ready to guide businesses through the intricacies of Adobe Commerce’s latest features. With our deep expertise in digital commerce and a strong partnership with Adobe, Vaimo is uniquely positioned to help businesses leverage the full potential of this update. Whether it’s optimizing search functionalities, navigating B2B commerce enhancements, or deploying high-performance Edge Delivery Services, Vaimo offers tailored solutions that ensure businesses not only keep pace with digital transformation but lead the charge.

In essence, the Adobe Commerce update is more than just a technological leap; it’s an opportunity for businesses to redefine their ecommerce strategy. With Vaimo’s support, companies can seamlessly adopt these innovations, ensuring they remain competitive, agile, and ready to deliver exceptional customer experiences in an evolving digital landscape.