Released in 2008, Magento became a dominant force in the ecommerce industry within the
first year of its launch. It’s successor, Magento 2, was launched back in 2015 to address
the shortcomings in Magento 1 and make the platform future-ready.
It paved the way for the future that made Magento the preferred ecommerce platform for global
giants like The Coca-Cola Company and Nestlé. So, what is it about Magento that makes it ideal
for both global enterprises and small businesses alike? What are the top features of Magento 2 that make it a temping option for online retailers and wholesalers of all sizes?
In this article, we’ll take a closer look at some new Magento 2 features that make it the platform
of choice for ecommerce businesses globally.
Magento 2 features
A significant flaw in the original Magento software was that there was no API.
This issue was later on addressed by Magento’s developers who retroactively added
the API to the system.
Magento 2 can support major API technologies like File Exchange, SOAP, REST, and GraphQL natively.
This makes it capable of supporting powerful integrations with a host of third-party
software and services. Using Magento 2, merchants can integrate their online stores with
ERP systems and POS solutions to unify multichannel business operations.
Granted that these integrations usually require assistance from a Magento development company,
some third-party solutions offer pre-configured Magento compatible POS systems for moderately
tech-savvy store owners to implement themselves.
Elasticsearch is an open-source search engine capable of powerful search and analytics functionality,
and as of Magento 2.4, all Magento stores use Elasticsearch for their catalog search functionality.
Elasticsearch is extremely powerful and fast, making it an easy pick for global startups like Slack, Uber, and Udemy.
It speeds up searches by parsing and processing raw data from a website before indexing it.
Once indexed, users can search and analyze vast amounts of data and receive near real-time results to search queries.
Caching plays a significant role in boosting website performance as it reduces
the load on the server and decreases page load times significantly.
Varnish is an HTTP accelerator designed to sit between the client and the web
server to cache and deliver static content. It eliminates the time and resources
required for the server to process requests for static data by serving it to the
client device even before the request has a chance to hit the server or application database.
An adequately configured Magento website running Varnish is lightning fast from an end user’s
perspective and can achieve page load speeds as low as 1–1.5 seconds.
4. Progressive web application (PWA)
Considered by many as the future of mobile commerce, a PWA is an application that uses the latest web
What makes PWAs unique is their ability to work offline and behave like a native mobile app.
The advantage of using PWA websites is that you no longer need to develop mobile applications for multiple
operating systems like iOS and Android. A single PWA website is compatible across all platforms and devices.
Adobe has developed the Magento PWA studio project, a set of developer tools that enable the development and
deployment of PWA websites with Magento versions 2.3 and above. Setting up a PWA website requires a significant
degree of technical proficiency. However, seeking help from an agency offering Magento development services
should make things a lot easier.
5. Two-factor authentication
A Magento store’s admin panel provides access to almost all its store, order, and customer information.
Using secure passwords or a unique admin URL isn’t enough to safeguard it from unauthorized access.
Adobe introduced two-factor authentication with version 2.3 and enabled it by default for all stores using
versions 2.4+. Their extension supports four authenticators:
Even with access to a store admin’s login credentials, a hacker would require physical access to their authentication device to access their store data.
6. Catalog management
Magento has one of the most powerful catalog management systems in an ecommerce platform, and it can support
an unlimited number of products. It provides complete control over all products, product attributes, and categories,
making it easier to create and manage products.
The product creation workflow for configurable products is exceptionally intuitive. It allows store admins to generate
configurable products with hundreds and even thousands of associated simple products from within the configurable product itself.
Magento’s catalog system supports all common product types by default, including simple, configurable, grouped, virtual, bundle, and downloadable products.
7. Multisource inventory
Launched with Magento version 2.3, multisource inventory allows merchants to manage inventory
from multiple sources from within the admin panel.
It doesn’t matter if you’re a multistore owner or a drop shipper; thanks to multisource inventory,
Magento will fully support your business operations and allow you to handle shipments and fulfill orders quickly.
It also supports the creation of shipments using recommendations that are based on priority
or distance and allows setting preferred product configurations that can be applied based on a product or its source.
8. Order management
Magento has an extraordinarily reliable and feature-rich order management system that
allows store managers to control the order workflow and process orders efficiently.
Magento’s order management system comprises the following components.
The order processing grid enables store managers to list, edit, create, and process orders.
Magento includes default invoicing functionality that also allows store admins to customize
invoices with the business’s logo to generate and issue print-ready PDF invoices.
The shipment section contains details of shipments created for orders that have been processed.
Besides creating and canceling shipments for orders, this allows order statuses to be tracked by
customers using their order details on the frontend.
For orders that contain refunds and cancellations, Magento enables store admins to issue and print credit memos.
Customers can enter into billing agreements with a store using PayPal as the payment service provider, simplifying the checkout process.
This allows store admins to access all payment activity conducted between a store and its
payment processor to provide detailed information of each transaction from within the admin panel.
9. Inbuilt sitemaps
Using a sitemap is crucial to maximizing the efficiency of your allotted crawl budget.
It improves how a store is crawled and indexed by search engines and helps you nudge
search engine bots in the right direction when they visit your website.
Magento generates a sitemap.xml file and saves it in a location specified by the store admin.
Through its configuration settings, it allows establishing the frequency of updates and priority
for each content type. It also lets the store admin choose how often the sitemap is updated and if
it should be auto-generated daily, weekly, or monthly.
Magento also provides a handy link to the sitemap that can be copied from within the admin
for manual submission to search engines.
10. SEO-friendly features
Magento is one of the most SEO-friendly ecommerce platforms in the market today.
The number of features it offers straight out of the box is second to none.
As a store owner, it gives you complete control over all the metadata on your website.
Magento’s default product template contains structured data markup based on schema.org
standards that provides search engines with additional information to include in product
listings as “rich snippets”.
It also supports canonical meta tags, which help avoid duplicate content from being indexed by search engines allowing you to point them towards preferred URLs to be indexed for content.
Effective use of promotions is key to driving conversions and maximizing customer retention.
Magento provides two easy ways for store owners to configure and create promotions.
The first is using catalog price rules. These are triggered automatically based on pre-set
conditions before a product is added to the cart. You can define conditions to display special
pricing to customers based on customer groups, product categories, or any product attribute in your Magento store.
The second method is using cart price rules, which can be triggered both automatically and manually.
However, this is only possible after a product has been added to the cart by a customer.
Like catalog price rules, these can also be configured using customer groups, product categories,
and attributes. However, these allow the use of coupon codes and enable you to create free shipping promotions,
‘Buy X get Y free’, and minimum purchase discounts.
Magento is a well-rounded platform with features catering to
businesses of all kinds. The sheer amount of functionality it
offers may even seem daunting at times.
It is a popular misconception that Magento is only suitable for
large scale enterprises. The features it offers can support small
businesses just as well, and the platform can scale along with a
business’s needs and its customer’s demands.
Once you start using the platform to run your ecommerce business, you’ll
soon realize that no other platform offers the same amount of performance,
reliability, and scalability as Magento 2.
Jan is the Chief Business Development Officer at Staylime, a Magento
design and development company headquartered in Redwood City, California.
He is responsible for developing and leading the sales and digital marketing
strategies of the company. Jan is passionate about ecommerce and Magento
in particular — throughtout the years his pieces have been featured on
Retail Dive, Hackernoon, Chief Marketer, Mobile Marketer, TMCnet, and many others.