Magento is an ecommerce platform built on open source technology which provides online merchants with a flexible shopping cart system, as well as control over the look, content and functionality of their online store. Magento offers powerful marketing, search engine optimization, and catalog-management tools. It offers a variety of plug-ins and themes which can easily enhance a customer's experience. There are a lot of aspects to the online store which need to be configured, and how well that is accomplished is often dependent on business acumen.