Created by Varien, the e commerce web application, magento is a wonderful feature rich platform. Based on MySQL and Zend PHP, this opensource creation can be customized according to the requirement of the e shops both in terms of the appearence and functionalities. Some added advantages of this creation include facilitation of SEO, tools necessary for marketing and managing the catalogues. Besides that, admistrative platform at the back end is quite attractive and can be modified for better security, quality and management. This offers quite a great return on investment and being an open source platform, flexibility available is damn great. Access to the users on the go is guaranteed as this is optimised for any gadget running on any platform. This is ensured as the latest enterprise edition is built on HTML 5. Also the merchants are offered features such as visitor segmentation, auto generated coupon codes and multiple wishlists for better conversion of the website surfers into buyers in the latest verisons