Rules of Magento Club

My favorite Movie + Favorite E-Commerce platform: Just having some fun with these, what would be your eight rules of Magento club?

  1. First rule of Magento Club is you do not touch core.
  2. Second rule you DO NOT touch core!
  3. Third rule when in doubt, flush/disable all caches and rebuild indexes.
  4. Fourth rule do not just copy/pasta entire design packages.
  5. Fifth rule keep your namespaces and rewrites clean, use observers if possible.
  6. Sixth rule always be attentive to performance-critical code, avoid useless computations inside loops.
  7. Seventh rule development will go on for as long as it has to, try to learn and understand the features of the framework, and use them correctly.
  8. Eighth rule if this your first time modifying Magento, you have to forget everything else.

More details from Magento Space Monkeys, brought to you by Project Magehem:



New kid on the PHP E-Commerce block Sellvana has been released as a private beta.  I was fortunate enough to get access and take her for a test drive.

“There is a revolution in e-commerce open-source software. Sellvana is easy to use, and learn.”

“We are building a new platform that removes all technical roadblocks for merchants, developers, and designers and puts community back at the center. Based on our own Fulleron PHP Framework, Sellvana provides powerful features that are easy-to-use. In starting afresh, we have looked at every aspect of an ecommerce platform and worked out how to improve on it. We have delivered the changes that the open source ecommerce community has been calling out for, with radical improvements in functionality, flexibility, performance, and security.”

“The goal is to create an easy to install, maintain, extend and customize eCommerce suite, which would provide most of the functionality of Magento, while solving inherent Magento framework issues (memory, speed, complications, number of files/tables)”


  • Closed a $5 million seed round from unnamed investors in New York.
  •  Sellvana is a six-person team based in Portland, Ore. Cofounder Boris Gurvich.
  • Boris was a lead architect/developer of Magento, and also maintains quality Magento modules at Unirgy.

Buckyball magnets

Buckyball framework: PHP is fun again (Just don’t swallow them mask)

What I believe the term Fulleron and Buckyball names are derived from:

Buckyball is the underlying PHP framework to Sellvana and is somewhat similar to lib/Varien and Zend Framework most are familiar with in Magento.  Except Buckyball solves a lot of problems both have.  I think the biggest core piece the Buckyball framework achieves is the true modular approach, hence the framework name. As My favorite key points of the framework:

  • Providing more flexibility than Magento framework, but much more efficiently.
  • Complication of implementation should be proportional to complexity of specification.
  • Easy Bootstrapping. Module requires only bootstrap callback. Everything else is up to the developer.
  • Keep folder structure and number of files as minimal as possible.
  • Module files are confined to one folder.
  • IDE friendly (autocomplete, phpdoc, etc)
  • Conserve memory by not storing unnecessary data or configuration more than needed.
  • Inner file/folder structure within the module folder is up to the developer.
  • Debug friendly (concise print_r, debugbacktrace, debug augmentation GUI on frontend)
  • Everything non essential is a module, and can be disabled.
  • Lots of Event hooks.

3rd Party tools and utilities included in the framework:

  • Idiorm & Paris – Object oriented ORM and Active Records
  • Twig Templates via Symfony Twig Class
  • PHPTAL – Template Attribute Language for PHP
  • FireLogger – Firefox Logging utility
  • Ganon – PHP Based Access to HTML/XML documents in a very simple object oriented way
  • Markdown Extra  –  A text-to-HTML conversion tool for web writers
  • HAML – MTHAML is a PHP implementation of the HAML language which can target multiple languages (PHP/Twig).
  • BUI – Homegrown Grid manager?

If you’d like to read more about Fulleron Buckyball it is open sourced and available now, without the need of a private access to the Sellvana code:

Fulleron API:

“Fulleron is built upon Buckyball library and inherently is not rigid in its structure or implementation. However, the following set of conventions is recommended for clean, uniform and maintainable application.”

Some of the advantages to the Fulleron API from my perspective:

  • No more XML configuration files! YAML used instead, all relative to the module directory itself.
  • Configurations options are saved as a simple PHP file with Array definitions. (see /storage/config/)
  • Layout files are also YAML based.
  • No sight of EAV anywhere!

The Sellvana File/Folder Structure:

Installing Sellvana:

Installation was fairly straight forward as those may be familiar with Magento. A quick extraction of the codebase, a few chmod to web server writable directories (dlc, local, media) and an empty MySQL Database.  Access codebase via configured URL and begin installation.

Sellvana administration:

Overall the administration feels a lot like how WordPress’s admin feels and functions.  With the modularity of the framework, the “Manage Modules” and “Install from Market” should hopefully be as painless as installing a new WordPress plug-in.


Final thoughts:

With other similar packages in Alpha/Beta stages: Forward, as well as Magento 2,  it will be interesting to see which developer friendly e-commerce framework wins majority.  If you want to help shape the future of E-Commerce, make a request for access.

construction Note at the time of writing this article: Keep in mind Sellvana is in private alpha/beta stages and its safe to assume there are bugs/issues and is NOT something to be used in production environments yet.

Sellvana will be released officially, later this year, under the Open Source Licence (OSL v3.0). Ahead of this, the firm is providing limited access to its private alpha technology preview.

Old Kosmic (KFMF) Demos

So I decided to install DOSBox and upload the two demos that I had contributed music to.  Kosmic‘s Flight and Dreams demos.  For some reason Flight the first part of the demo the visuals didn’t work so its just a blank blue screen but the rest of the demo plays fine.  There are some audio drops in them as well, as I can only contribute them to running them inside of DOSbox. The 3rd part of the demo has music from yours truly, and Dreams the entire soundtrack was mine. Here are the demos for your old skool value viewing pleasure or displeasure, you decide.

Getting Started with Magento

First and foremost get more familiar with ZendFramework and PHP (obviously) if you’re not already.

Next like others mentioned Alan Storm has put together quite a bit of information for you to soak up. He also has written both the book “No Frills Magento Layout” Edwin van Maastrigt mentioned as well as a multi-part Knowledge Base Getting Started Developers article, Which I believe is probably the best place to start amongst anywhere else if you are already familiar with ZF/PHP.

There are many Design Patterns that Magento uses and it definitely helps to have some in-depth knowledge into these. There is a good list of these here on StackOverflow.

You will also need a deep understanding of EAV (Entity Attribute Value) Data Model.

It also helps to have an understanding of how the end users work with Magento as well, familiarizing yourself with how the it operates both on the front end and back end will help you in the long run as well. Magento does offer a “Users Guide” for general purpose use.

Books (for me at least) tend to be on the “healing edge” and by that I mean they are usually about 3 months behind latest releases and may not always be on the “bleeding edge” of current releases and changes. Lots of books for 1.4, for example, and 1.5 is already out in the fray.

To answer your initial question: there are official Video Developer Trainings from Magento Inc, currently for free, that are worth a good look.

In a nutshell there is a lot of inside, that is Magento and don’t expect to pick it up over night unless; being already familiar with a lot of design patterns and data models would be the ideal candidates to get up to speed with using Magento. At times though it can still throw you for a loop. I have a massive amount of Bookmarks and still keep finding new things, with that in mind…

A few authoritative names to look for both on StackOverflow and else where would be: Alan Storm, Inchoo, Branko Ajzele, Colin Mollenhour, Ashley Schroder, Unirgy (Boris Gurvich), Clockworkgeek, Johnathan Day, Joseph Mastey, Fooman, and countless others on StackOverflow.

Magento vs X-Cart

Saw this article today, and haven’t posted up here in awhile, thought I would share the article and my comments (currently pending) here for others as well.


While I agree with most of the article, having used both systems extensively I wanted to share a few of my own personal opinions on X-Cart and Magento.

  • Varian is now Magento, Inc. which is now owned by Ebay.
  • X-Cart is NOT OOP and is VERY difficult to follow an upgrade path when new releases come out, this was my biggest reason for switching to Magento after having many Clients with X-Cart and spending countless hours just to upgrade a client to the latest X-Cart release.
  • Magento is a very complex system (almost overly engineered) but after spending enough time with it, it starts to make sense why this is the case, and how its easy to rapid prototype client requested features without FUBAR’ing the upgrade path.
  • You are also correct on Magento being slow, it uses a huge amount of abstraction layers, ORM, EAV data models to make it easy to extend both on the Client side and Programmers side. This is where I would say X-Cart wins because of its procedural code if speed is your only consideration. However, for example, adding a new multi-option drop down on a product is far more cumbersome in X-Cart than in Magento.
  • I would disagree on the documentation for Magento, there forums aren’t very helpful however StackOverflow and people like Alan Storm, Inchoo, etc. really help in understanding Magento easier.
  • Smarty templates are just overhead IMO, simply doing PHP wrapped in HTML like Magento does makes sense from a performance stand point, most designers/FEDs are going to have to learn one or the other either way and it doesn’t separate business logic from presentation very well either.

Conclusion: I am by no means saying X-Cart is a horrible E-Commerce package, it works very well and has/had served many of my clients well. However if a client doesn’t have many new features, doesn’t care about upgrade paths and wants a cheap reliable hosting that is responsive. X-Cart is the way to go. If you are wanting a robust E-Commerce system that can grow with your business easily, and you have lots of time, money and programming resource at your disposal Magento is the best choice. I know that statement sounds like Magento is just a money/time waster. It is not as your investing in your companies future more so with Magento than, X-Cart. That being said, for small shops that want a similar route to X-Cart now have the Magento Go! option as an affordable SaaS solution to get an E-Commerce store up and running without having hardly any programming, design and/or e-commerce experience.