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In October 2022 Adobe added AEM (Adobe Experience Manager) storefront support to Data Connection, along with two new storefront events. Merchants running AEM Sites for the storefront could now send commerce data directly to Adobe Experience Platform.
The problem it solved
Plenty of enterprise merchants run AEM for a content-rich storefront and Adobe Commerce (Magento) for the operations behind it. Getting commerce data into Adobe Experience Platform used to mean custom integration work. Data Connection handled it automatically.
Two new storefront events
Adobe added two events to the storefront event schema: product view tracking and add-to-cart. Between them they capture the fundamental commerce interactions, which is what everything downstream — personalisation, reporting, audience segmentation — is built on.
What you get from it
With AEM content interactions and commerce events both flowing into Experience Platform, you have one view of the customer instead of two half-views. Marketers can segment on content engagement and purchase behaviour together, rather than guessing at how the two relate.