The Forrester Wave™: Commerce Services, Q1 2026

Commerce Services Vendor Product Comparisons 2026

Key features and pros and cons of top Commerce Services products:

Accenture - Leaders

Pros:

Strong capabilities in DTC, B2B, and distributed commerce strategies backed by AI Refinery solution
Formidable skills in commerce organization design through acquisition of The Stable
Superior global delivery capabilities through Method One framework
Routinely transitions clients to outcome-based commercial models
Deep bench strength with order and precision in execution
Excellent outcomes from commerce strategy, technology implementations, and run services with 30% YoY commerce revenue growth reported by customers

Cons:

Customers would welcome cheaper pricing for commerce services
Focus is on reducing complexity rather than differentiated innovation vision

Omnicom Group - Leaders

Pros:

World's largest agency holding company with 19,000 global resources managing $10 billion in retail media across 400 marketplaces
Outstanding commerce strategy development and execution across physical point-of-sale, CRM and loyalty programs, retail media, and commerce organization design
Flywheel Commerce Cloud provides agentic solutions accessing over 23 LLMs
Vision of connected commerce spans demand and loyalty across physical stores, online marketplaces, and DTC experiences
Co-innovation at scale with partners like Adobe, Salesforce, Amazon, TikTok Shop, and Walmart
Won Adobe's 2025 Solution Partner of the Year, Amazon's 2025 Partner Award for Brand Storytelling, and awards at Cannes Lions
Customers praise ability to perform as a single agency with access to large talent pool

Cons:

Customers ask for more rigorous processes to keep resources on accounts longer
Integration challenges following IPG acquisition may require attention

Publicis Groupe - Leaders

Pros:

Excels in designing all types of commerce strategies and transforming commerce organizations
Epsilon identity graph combined with Mars United Commerce acquisition provides shopping and behavior datasets
More than 10,000 commerce experts serving clients globally
Hierarchical AI architecture: Epsilon for data, CoreAI for intelligence, Bodhi as agentic AI layer
Scores highly for pricing flexibility with outcome-based and fixed-fee commercial models
Numerous awards at Cannes Lions in 2024 and 2025 for retail media creativity and performance
Can service clients in over 100 countries via PO1 global delivery model
Customers cite positive experiences in transforming businesses to e-commerce

Cons:

Did not provide reference customers for this evaluation
Vision still developing around total commerce experience concept

WPP - Leaders

Pros:

Shines in B2C, distributed, and dynamic commerce strategies
Impressive innovation through WPP Open Pro and Open Intelligence connecting to 350+ data sources
Self-reported $340 million in annual AI investments
Won one Grand Prix, three Gold, and 26 AME Awards at Cannes Lions 2025
Strong run services capabilities
Customized commerce curriculum developed with leading retailers and platforms for 5,000 commerce practitioners
Customers commend technical expertise, effective commerce performance tracking, and proactive approach

Cons:

Lags others in B2B commerce strategy
Customers would welcome more proactive thought leadership for 'next big plays'
Innovation focus needs broader strategic pillars beyond agentic commerce

Capgemini - Contenders

Pros:

Strong B2B commerce strategy development and overall delivery quality
Outperforms in global delivery through Rightshore delivery model balancing talent with costs
Several notable global brands leverage its capabilities
Deep bench of expert resources allowing scale up and down
Recent acquisition of WNS could bolster CPG footprint through data-driven operations

Cons:

Declined to participate in full Forrester Wave evaluation process
Below par in industry-specific accelerators, digital shelf analytics, and retail media
Vision for commerce is still evolving
Unclear depth of AI upskilling in talent strategy
Customers want stronger processes for faster resolution of commerce-run service tickets

DEPT - Strong Performers

Pros:

Notable vision to move from transactional commerce to intelligent systems that anticipate needs
Shines particularly in dynamic commerce strategy
Innovative approaches to applying AI
Solid capabilities for B2B, B2C, DTC, and distributed strategy development
Customers value level of partnership and ability to learn fast and pivot quickly
Multidimensional talent plan to enhance capabilities

Cons:

Lags others in breadth of partner ecosystem, pricing, and global bench strength
Still shoring up agentic AI and delivery quality processes for larger global enterprise clients
Customers want vetted products and features at enterprise grade
Performed on par rather than leading in physical store merchandising, commerce organization design, and run services

EPAM - Contenders

Pros:

Stands out in adoption and range of vertical- and subvertical-focused accelerators
Excellent delivery quality
Building agents for 'moments that matter'
Solid partner ecosystem and talent strategy
Unique framework to guide clients toward mutually favorable commercial terms
Customers like partnership, people, collaboration, and technical knowledge

Cons:

Vision that future of commerce is 'intelligent agent aware' lacks differentiation and strategic pillars
Unclear how much of $100 million annual innovation investment focuses on commerce
More limited capabilities in B2B commerce strategy development and retail media activation
Trails other providers in physical store merchandising and dynamic commerce strategies
Customers note working with teams in different time zones can be an issue

IBM - Strong Performers

Pros:

Technology prowess in modernizing complex legacy technology stacks in B2B organizations
Great thought leadership in distributed and dynamic commerce strategy across social commerce, answer engines, and agentic AI
IBM marketplace with prebuilt agents
Approximately $45 million in investment and series of acquisitions in 2025
Solid partner ecosystem, talent strategy, and global delivery strategy
Customers appreciate prioritization of quality solutions with niche commerce skills for complex problems

Cons:

Run services lag others in this evaluation
Expensive pricing, though customers acknowledge 'you get what you pay for'
Commerce vision still developing around software-driven business era
Focus more on B2B than B2C/DTC commerce

Infosys - Contenders

Pros:

Stands out with commerce organization design processes using solutions like Topaz for AI-powered commerce operations
Solid industry-specific accelerators for turnkey solutions
Performed on par in physical store merchandising and tech platform architecture, integration, and build
Comprehensive partner ecosystem to support enterprise clients
Customers applaud delivery of solid commerce technology solutions with one noting doubled revenue

Cons:

Vision lacks differentiation - providing 'holistic e-commerce solutions' is still evolving
Smaller global footprint in fewer countries for 24/7 execution compared to others
Commerce strategy development processes and completed commerce projects below par
Only one reference customer responded to Forrester's outreach
Customers want better project estimates and management of offshore resources

Merkle - Strong Performers

Pros:

Excellent capabilities in B2B and dynamic commerce strategies, digital shelf, run services, and CRM and loyalty program designs
Delivers more than 25,000 annual campaigns for marquee clients like Burger King and Primo Brands
Developed own commerce products clients can license: Digital Shelf Analytics and LoyaltyPlus
Strong solutions co-innovated with partners Adobe and Salesforce
Vision that commerce will become distributed and focused on modes of behavior rather than channels
Customers applaud thought leadership and trust as partner in solving business challenges

Cons:

Lags other vendors in physical store merchandising and commerce organization design
Retail media capabilities are solid but may need to partner with dentsu's Retail Media solution team for more advanced needs
Customers want better succession planning on engagements
Focus primarily on digital commerce rather than omnichannel

Tata Consultancy Services - Strong Performers

Pros:

Distinguishes itself with physical store capabilities through OmniStore unified platform with deployments for Tapestry and Kingfisher Group
Wider set of fulfillment services including logistics and fleet management
Integrated quality management system powered by AI increases project quality
Training more than 100,000 employees for AI
Approximately $300 million in innovation investment in 2025
Large tech partner network

Cons:

Declined to participate in full Forrester Wave evaluation process
B2C and DTC strategy processes below par
Digital shelf analytics capabilities below par
Fewer retailer partnerships compared to other providers
Unclear how much of innovation investment focuses on commerce
Customers note need for structured organizational processes to collaborate with offshore teams
Did not provide reference customers for this evaluation

Valtech - Strong Performers

Pros:

Showcases creative, tech, and data capabilities with commitment to composable commerce and MACH architecture
Physical store merchandising and delivery excellence office with standardized processes
OneValtech global delivery model integrates experience design, technology, marketing, and data science
Talent strategy built on proximity rather than low-cost scale
Released AI Concierge contextual commerce solution in 2025
Customers praise communication, business value delivery, and openness to strengthening solutions

Cons:

Investment in innovation lags other providers in this evaluation
Trails others in retail media, distributed commerce (specifically social commerce), and fulfillment services
Vision focuses on better buying experiences but lacks differentiation
Customers would welcome deeper tech expertise in enterprise platforms like SAP
Integration of 2024 Kin + Carta acquisition still ongoing

FAQs

Q: Which vendors are Leaders in 2026?

A: Accenture, Omnicom Group, Publicis Groupe, WPP

Q: What does "Leader" mean in Forrester Wave terms?

A: Leaders in the Forrester Wave are vendors that demonstrate the strongest current offering combined with the strongest strategy. In this Commerce Services evaluation, Leaders excel in delivering end-to-end commerce capabilities including strategy development across B2C, DTC, and B2B; physical and digital commerce execution; AI-powered solutions; retail media; and global delivery. They have differentiated visions for the future of commerce, strong innovation investments, robust partner ecosystems, and flexible commercial models. Leaders also demonstrate excellence in delivery quality and receive strong customer feedback for their ability to drive commerce transformation and business outcomes.

Q: How do I interpret a Forrester Wave?

A: https://www.forrester.com/policies/forrester-wave-methodology/

Report:

Top Vendor Products for Commerce Services in 2026

Commerce Services Vendor Product Comparisons 2026

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FAQs

Q: Which vendors are Leaders in 2026?

Q: What does "Leader" mean in Forrester Wave terms?

Q: How do I interpret a Forrester Wave?

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