Key Takeaways: Forrester's research uncovered a market in which Adobe and Salesforce are Leaders; commercetools, Oracle, Intershop Communications, Insite, BigCommerce, SAP, and Sana Commerce are Strong Performers; and Apttus, Elastic Path Software, Unilog Content Solutions, and Episerver are Contenders.
Integration Capability And Business User Experience Are Key Differentiators: As monolithic technology becomes outdated and less effective, the providers that lead the pack demonstrate deep, prebuilt integrations and strong business user tooling. Vendors that deliver this value position themselves to successfully help their clients grow revenue, deepen customer loyalty, and expand into new markets.
WHY IT MATTERS: the end of 3rd party cookies will impact advertising the most. This chart highlights the 50% of revenues that go to different players (including 15% unknown!). What irritates me most is the 7% to agencies that, unfortunately, seem to do very little to earn that amount in my experience...