Magento expands its reach to mCommerce with support for the iPhone

Thursday, September 18, 2008

Magento becomes the first eCommerce platform offering merchants the abilityto target iPhone users

Los Angeles, Sep 5, 2008 – Varien, the Magento Company, announced last week that the Magento eCommerce Platform now fully supports the iPhone, enabling the browsing and shopping of an online store through an iPhone mobile device. Support for the iPhone is available through an extension that allows Magento to utilize the iPhone's inherent navigation methods and offer quick catalog browsing, global site search, customer accounts, and a shopping cart with a complete checkout process. In addition, the iPhone extension delivers a user experience that supports the iPhone's touch-screen functionality, taking users on a clearly defined path from browsing to purchasing.

Support for the iPhone is another step Varien has taken in the direction of expanding Magento's multiple-site management functionality. "With Magento," says Roy Rubin, CEO and President of Varien, "eCommerce merchants can target specific customer groups and demographics with different websites or storefronts with unique design, content and products. We felt that the iPhone created a market segmentation that required a unique marketing approach."

With the popularity of smart-phones and PDA's on the rise, peaking with last year's release of the iPhone, mCommerce is starting to take off. In a survey conducted by BuzzCity, a provider of global wireless communities and consumer services, a fifth of the respondents have already purchased items using their mobile phone and more than a third of the respondents, expressed an interest in carrying out money transfers via their handset. The survey indicates a promising future for mCommerce with respondents expressing interest in using their mobile phones for day-to-day transactions.

Varien which prides itself on being a leader in eCommerce technology and innovation, seized the opportunity in the market to expand the reach of Magento and made it the first eCommerce platform to fully support the iPhone. "We're always looking to stay ahead of the curve and incorporate new technologies that may help our clients and partners grow their business. The prospect of mCommerce was very intriguing and exciting for us and the iPhone, for its smart usability, wide-spread use and passionate audience was a natural place to start. We believe that by tapping into mCommerce, Magento gives eCommerce merchants yet another way for growing their business. Which is what Magento is all about." said Varien's CEO, Roy Rubin.

The iPhone extension as well as many other extensions for the Magento eCommerce Platform are available for download through Magento Connect at

About Varien
The company behind Magento, Varien is an eCommerce platform provider founded in 2001. Varien offers world-class support plans and professional services spanning the life cycle of a Magento implementation, including consulting, design, development, installation, integration, training and more. Its groundbreaking Magento platform is the fastest growing eCommerce platform on the market with over 400,000+ downloads to date. Magento is a feature-rich, professional open-source eCommerce solution that offers merchants complete flexibility and control over the look, content, and functionality of their online store. Magento’s intuitive administration interface features powerful marketing, search engine optimization and catalog-management tools to give merchants the power to create sites that are tailored to their unique business needs. Designed to be completely scalable and backed by an extensive support network, Magento offers companies the ultimate eCommerce solution.

Chris Marshall,
Varien, Inc.
310.954.8012 x235