Magento is an eCommerce platform built on opensource 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. Magento's ability to scale allows shops with only a few products and simple needs to easily expand to tens of thousands of products and complex custom behavior without changing platforms. It offers a variety of plug-ins and themes which can easily enhance customer 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.