The ecommerce environment has been growing at an enormous pace — like the ghost cities of China that get built at breakneck speed and lay dormant until entire sections of the city become populated. (Build it and they will move in.)
And talking of China, it is home to the deepest rate of ecommerce penetration, with the highest share of online sales to total retail sales in the world at 15.9%. Annual ecommerce sales reached $672 billion last year, and is led by giants such as Taobao and Alibaba.
In second place, the US is the second largest market for ecommerce (a ranking that foreshadows the coming structural adjustments at the top of the global economy — and in terms of GDP by purchasing power parity, China already tops the list). With annual ecommerce sales of $340 billion and an online share of total retail sales of 7.5%, US is also the innovative hub of ecommerce, led by robust and powerful platforms.
And built into the core of every ecommerce platform is a content management system. The very best CMS will provide a highly centralized system that allows personalization, digital content across multiple platforms, hosted on the cloud, and allows separate workspaces for specific projects. And the content management system that this describes most accurately is Adobe Experience Manager.
So let’s look inside the hood of the platform and breakdown Adobe Experience Manager based on the industries that use it; the countries where it’s present; and the customers that make the most of it.
AEM by industry
The industry breakdown is a lot more equal than other leading tech platforms. Yet the industry that comes out on top is the banking and financial services sector, taking up 19.2%. Banks such as KfW, a German state-owned development bank, as well as the multinational finance and insurance company AIG, both use Adobe Experience Manager.
The second biggest slice of the industry pie, with 11.5%, is actually shared by three sectors: communications, healthcare, and life sciences. These companies are, of course, diverse and include the telecommunications giant T-Mobile, and the Swiss multinational pharmaceutical Hoffman-La Roche.
In third place there is another 3-way industry tie that takes 7.7% each: the consumer packaged goods sector, manufacturing, and insurance. Companies like medical tech firm Stryker, and leading health tech conglomerate Philips.
And the remaining part of pie is also equally divided into 3.8% slices, shared by the utilities sector, education, media, and transportation. These companies include electric services company FirstEnergy, national British broadsheet newspaper The Daily Telegraph, the multinational media conglomerate Thomson Reuters, and road operator company Transurban.
AEM by country
When it comes to the geographic dispersion of Adobe Experience Manager, it predominantly resides in the United Kingdom, despite Adobe’s headquarters standing 5,000 miles west in California. Yet 42.3% of AEM customers lay their heads across the Pond.
The United States is the second-most popular location, which makes up 30.8%. The Netherlands is home to the third largest slice of AEM pie, with 15.7%.
The rest of the pie is divided between Switzerland and Germany, with the former home to 7.7% of AEM-supported sites and the latter 3.8%.
AEM by customer size
Lastly, if you look at the customers of Adobe Experience Manager in terms of revenue and workforce, it’s clear that it is utilized by the biggest and best companies.
In terms of workforce, no company with under 1,000 employees uses AEM. For 30.8% of AEM customers, they are companies with a workforce of between 1,000-10,000 employees. And for the majority of AEM customers, 69.2%, they have a workforce of more than 10,000 employees.
In terms of revenue, no company that brings in less than $100 million uses Adobe Experience Manager. And then it is used by 15.4% of companies with revenues of between $100 to $1 billion. Yet by far, the largest chunk of companies that use AEM, 84.6%, earns north of $1 billion.