I’ve always believed that progress in eCommerce is a collective effort. No single agency, vendor, or merchant can solve the challenges of this industry alone. Real change happens when the ecosystem comes together. That’s why becoming a Platinum member of the Magento Association (MA) wasn’t a question of “if” for us, but “when.”

And now, I’m proud to say we’ve joined just three other businesses worldwide as a Platinum member, and the only one in the UK.

Why join the Magento Association?

As one of only a handful of Adobe Commerce and Magento specialist agencies globally, we’ve grown up inside this ecosystem. From building BlueFoot CMS (which went on to become Adobe Page Builder) to launching innovations like Braintree for PayPal and the BlueFinch suite of tools, our journey has always been deeply tied to the Magento community.

Becoming a Platinum member allows us to put that experience back into the ecosystem in a meaningful way. It’s not about a badge or visibility - it’s about committing time, expertise, and resources to the future of the platform.

The MA’s Platinum tier gives us a seat at the table to help shape initiatives, contribute to working groups, and support events, education, and community programmes at the highest level. It’s a responsibility as much as it is a privilege.

The Future We See for the Magento Association

Magento has always thrived because of its community. Merchants, developers, agencies, and technology partners all contribute to the platform’s strength and longevity, but communities need structure, direction, and investment if they’re to keep delivering value. That’s the role of the Magento Association, and why it matters now more than ever.

Looking ahead, I see the Magento Association playing a critical role in three areas:

1. Driving Innovation Through Open Source

   The strength of Magento lies in its community’s ability to innovate without the red tape, bureaucracy, or inertia of big enterprise. Its open-source roots have always enabled developers and merchants to create, adapt, and deliver solutions that address real needs today - not just follow a corporate roadmap. Open source isn’t just about code; it’s about the freedom to move quickly, experiment, and solve real-world problems. The Magento Association plays a vital role in safeguarding this spirit of innovation, ensuring the platform remains agile, relevant, and responsive to the challenges merchants face on the ground.

   
   

2. Establishing Standards and Best Practice
   In a market full of noise, the Association can provide a source of truth. Whether that’s around security, accessibility, or new technologies, the MA can help set the standard and give merchants and agencies a framework they can trust.
   
   

3. Expanding the Global Community
   Through numerous events and initiatives, the MA connects people who might otherwise never meet. It gives merchants the chance to learn from peers, and agencies like ours the chance to share what works. Strengthening these ties is how the ecosystem stays resilient.

You can learn more about the Magento Association’s vision and upcoming initiatives directly on their site here.

Why This Matters Personally

For me, this isn’t just a business decision - it’s personal. I owe a large part of our success to the Magento ecosystem. The opportunities, partnerships, and friendships that came from this community shaped who we are as an agency.

Joining as a Platinum member is my way of giving back, whilst also looking forward, because this community still has so much more it can achieve. The challenges ahead - composable commerce, AI-driven personalisation, accessibility, security - will need the same spirit of openness and collaboration that defined Magento in its early years.

And that’s the future I want GENE to help shape, through the Association and alongside the wider community.

Closing Thoughts

At GENE, our purpose has always been clear: to advance eCommerce for the merchants we serve. Becoming a Platinum member of the Magento Association is the next step in that mission, giving us a bigger stage to out-think and out-maneouver the competition. By bringing fresh ideas, practical innovation, and a relentless focus on merchant success, we’ll help ensure this ecosystem not only keeps pace with change, but leads it.

We’ll keep pushing for innovation, supporting merchants, and sharing our experience, but now, we’ll do it with an even greater commitment to the ecosystem that made us who we are.

This is just the beginning.