Magento, an e-commerce platform and part of eBay's subsidiary, X.commerce, announced several new technology updates aimed at improving the shopping experience on mobile devices. The company said new capabilities like HTML5 integration for Magento Mobile and PayPal Payments are included in the latest versions of its Magento Community and Magento Enterprise software.

Some of the new offerings in Magento Enterprise and Magento Community include things like image scaling, user-friendly search and results display, and the ability to drag and drop products to the shopping cart. This highly customizable HTML5 theme supports iPhone, Android and Mobile Opera browsers, Magento said.

Additionally, PayPal's small-business product suite is being integrated into Magento to help merchants compete in the new multi-channel retail environment where the lines between online and offline commerce are blurred, Magento said. Merchants will have access to PayPal's recently announced tiered solutions offering three levels of service and support.

Other platform updates include advanced visitor segmentation to target new visitors, customer segmentation tools to customize product offerings, and the ability to create custom coupon codes that can even be exported to integrate into other systems offline.

Magento was acquired last year by eBay, and was rolled into the company's X.commerce division that supports technology partners and developer communities.

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