Adobe Commerce, engineered for education at scale.

Penn State Extension brings the university's research to people in all 67 Pennsylvania counties through courses, webinars, workshops, and publications. IWD migrated them to Adobe Commerce and has engineered the platform since, with Salesforce, single sign-on, faceted search, and a custom education-credits model.

The client

Penn State Extension

Penn State Extension is the university's outreach arm, turning research into practical education for farmers, families, businesses, and communities in every Pennsylvania county. It sells courses, webinars, workshops, and publications alongside a deep library of free content, all on a multi-store Adobe Commerce platform IWD migrated and has engineered over an eight-year partnership.

The solution

Content, courses, and credits don't fit a standard Magento install.
So we engineered the layer that does.

One platform, every format

Free content, paid publications, courses, webinars, and workshops, unified under one storefront.

Enrollment that works

Checkout and registration for individuals and group sign-ups alike, with assisted enrollment.

Search across thousands

Relevant results across thousands of articles, courses, and webinars, filtered by format.

One Penn State identity

Single sign-on and a unified profile across the Penn State ecosystem.

A clean migration

Off end-of-life Magento 1 onto Adobe Commerce Cloud, with SEO and rankings preserved.

Room to grow

More stores, more formats, and new commerce models like education credits over time.

By the numbers

Engineered,
not assembled.

When a content-and-commerce catalog this large outgrows off-the-shelf Magento, we build the layer that carries it.

Start a project
8+ yrs
16 modules
9 integrations
67 counties
In their words
Their ability to implement solid technical solutions, attention to quality assurance, and top-notch client support are why we keep partnering with IWD Agency.
Kate Oyler
The stack

Nine systems. One platform.

CRM, search, payments, identity, courses, and reporting, wired straight into Adobe Commerce, not bolted on as a side process.

  • LearningEducation Credits EngineCustom credit currency, redemption, and sharing
  • ReportingPurchase Order ReportCustom admin PO report with CSV export
  • CRMSalesforceSales Cloud and Marketing Cloud sync
  • PaymentsAuthorize.Net CIMTokenized card storage
  • SearchSmile ElasticSuiteElasticsearch relevance and merchandising
  • CoursesOpen edXOnline course and learning delivery
  • IdentitySingle Sign-OnPenn State identity plus social login
  • SEOMageworx SEORedirects, sitemaps, metadata
  • AddressGoogle Address APIsValidation and autocomplete
Platform evolution

Built to keep growing.

Penn State Extension didn't replatform and start over. The same Adobe Commerce platform keeps gaining the capabilities its catalog, learners, and team need, shipped without losing the layer beneath it, and still evolving today.

  1. Phase 01Migration to Adobe Commerce

    Off an end-of-life Magento 1 platform onto Adobe Commerce Cloud, preserving catalog, customers, order history, and SEO, validated across roughly 110 regression scenarios.

  2. Phase 02Identity + CRM

    Penn State single sign-on and social login, plus a bidirectional Salesforce sync into Sales Cloud and Marketing Cloud, unifying the learner profile.

  3. Phase 03Search + enrollment

    Smile ElasticSuite relevance, education-format faceting, Open edX course and webinar handling, address validation, and staff-assisted enrollment.

  4. Phase 04New commerce models

    An education-credits engine, purchase-order reporting, the 67-county office directory, and an ongoing AI search-optimization program, still evolving today.

Education commerce

Built for how people learn and buy.

Extension doesn't sell ordinary products. Courses, webinars, publications, and pre-purchased education credits each behave differently, so the platform was engineered around how learners and institutions actually buy.

16custom builds across the platform
  • Migrated, not patched. Off end-of-life Magento 1 onto Adobe Commerce Cloud, with catalog, orders, and SEO preserved.
  • One learner identity. Single sign-on and a bidirectional Salesforce sync make the profile a single source of truth.
  • Education-native commerce. Courses, webinars, and an education-credits model handled as first-class products.
The payoff

Less friction,
more enrollments.

The build was never the point. This is what changed day to day for Penn State Extension's learners, team, and institutional buyers.

Get this for your platform
Enrollment

Enrollment that just works

A refined checkout and registration flow handles individual and group sign-ups, with inline address validation and a staff-assisted path, so a learner finishes the first time instead of abandoning a broken form.

Custom builds. Engineered for education.

Off-the-shelf Magento couldn't carry a content-and-commerce catalog wired to Salesforce, single sign-on, an LMS, and a credit economy. So we built the modules that make enrollment, identity, search, and reporting work the way an education provider needs them to, and have maintained them across every release.

Platform

Magento 1 to Adobe Commerce Migration

What it doesMigrated products, customers, and orders off an end-of-life Magento 1 platform onto Adobe Commerce Cloud, validating the migration code and running roughly 110 regression scenarios across homepage, category, product, cart, search, and account flows.

Why from scratchThe legacy platform was past end-of-life. The migration had to preserve catalog, customers, order history, and SEO while moving onto a modern, supported, scalable foundation.

Payments

Authorize.Net CIM Payments

What it doesAuthorize.Net Customer Information Manager for tokenized card storage and PCI-compliant repeat purchasing across the storefront.

Why from scratchReturning learners and institutions re-enroll often. Tokenized card storage removes checkout friction without taking on card-data liability.

Payments

Admin-as-Customer Payments

What it doesLets Extension staff place and pay for an order on a learner's behalf directly from the admin.

Why from scratchPhone and assisted enrollments are common in an education setting, so staff needed a first-class way to transact for a learner.

Identity

Single Sign-On

What it doesPenn State identity single sign-on so users authenticate once and carry that session across the ecosystem.

Why from scratchLearners move between Extension and other Penn State systems. One identity removes repeated logins and unifies the account.

Identity

Social Sign-On & Connections

What it doesSocial login and account linking to reduce registration friction for new learners.

Why from scratchA large share of visitors are first-time, anonymous users. Social sign-on lowers the barrier to creating an account and enrolling.

CRM

Salesforce Integration

What it doesBidirectional sync of customers, orders, and products into Salesforce Sales Cloud and Marketing Cloud, unifying profile data that previously lived in separate systems.

Why from scratchEnrollment, CRM, and marketing data were fragmented. Connecting Adobe Commerce to Salesforce made the learner profile a single source of truth.

Search

Smile ElasticSuite Search

What it doesElasticsearch-powered site search and merchandising that returns relevant results across thousands of articles, courses, and webinars.

Why from scratchWith a content-and-commerce catalog this large, native search was not enough. Relevant, fast discovery directly drives enrollment.

Search

Education Format Filter

What it doesFaceted filtering by education format, such as article, online course, webinar, workshop, or publication, so learners find the right modality fast.

Why from scratchExtension sells the same topic in many formats. Format became a first-class facet so a learner can choose how they want to learn.

Learning

Online Courses & Webinars

What it doesCustom course and webinar product handling tied to Open edX, including the cart-level registration form and access-link key handling for webinars.

Why from scratchCourses and webinars are not standard products. They need registration data, access links, and an LMS handoff that off-the-shelf Magento does not provide.

Content

County Offices Directory

What it doesA directory of Penn State Extension's county offices, one in each of Pennsylvania's 67 counties, with dedicated county detail pages.

Why from scratchExtension is a statewide, county-based network. The site had to map that structure so people can find and connect with their local office.

Marketing

Newsletter Subscriber Preferences

What it doesSelf-service interest and communication-preference management that feeds Marketing Cloud opt-ins.

Why from scratchLearners want control over what they hear about. Preference management keeps subscriptions compliant and relevant.

UX

Mega-Menu & Content Hubs

What it doesA custom mega-navigation and content-hub layout organizing free content, publications, courses, and events by topic.

Why from scratchA catalog this broad needs navigation that exposes depth without overwhelming. The mega-menu maps the topic hubs Extension is built around.

Checkout

Address Validation & Autocomplete

What it doesGoogle-API-backed address validation and type-ahead autocomplete at checkout and in the course registration form, extended to validate billing addresses and bypass non-US addresses for digital-only buyers.

Why from scratchBad addresses break fulfillment and reporting. Inline validation and autocomplete cut errors at the point of entry, including places native Magento does not validate.

Reporting

Advanced & Purchase-Order Reporting

What it doesEnabled Adobe Commerce Advanced Reporting across all stores and built a custom admin Purchase Order report (order number, date, payment method, PO number, line items, totals, CSV export) filtered to PO orders.

Why from scratchInstitutional buyers pay by purchase order, and finance needed clean reporting on those orders that native reports did not provide.

Commerce

Education Credits Commerce

What it doesA custom credit-based purchasing model: companies and individuals buy redeemable credits in tiers, pay for courses, workshops, and webinars with credits or a credit-plus-card split, share credits with colleagues, and track balance and history, with full storefront, admin, email, and API support.

Why from scratchOrganizations wanted to pre-purchase training in bulk and distribute it. We built the credit currency, the redemption and sharing flows, and the admin and reporting around a new enrollment model.

Discovery

AI Search Optimization

What it doesAn ongoing program to make the catalog discoverable by AI crawlers and answer engines: semantic HTML and schema, an llms.txt implementation, robots rules for AI bots, and validation against AI overviews and assistant browsing.

Why from scratchDiscovery is shifting to AI answer engines. Structuring the content so assistants can find and cite it protects Extension's reach as search changes.

Let's work together

Let's build your education commerce platform the right way.

Migrate, integrate, and scale. We engineer Adobe Commerce for universities, publishers, and content-led businesses, and we stay for the long run. Tell us what you're up against.