The Forrester Wave™: Commerce Services, Q2 2024

Commerce Services Vendor Product Comparisons 2024

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

Accenture - Leaders

Pros:

Expansive commerce portfolio with double the revenue of any other provider evaluated
Combines experience capabilities of Accenture Song with technology capabilities
Strong in organization design and change management for scaled commerce operations
Stand-out engineering capacity for Adobe, Salesforce, and SAP commerce platforms
SynOps technology operations platform provides boost beyond services-only
Ability to scale up and cover all aspects of technology
Use of consumer data to drive strategy decisions

Cons:

Has not focused on retail media services at the level of peers
Doesn't show same breadth of total commerce experience services as some peers
References would welcome improvements in project orchestration and team coordination

Omnicom Group - Leaders

Pros:

Omni platform powers retail media performance
Acquired Flywheel Digital and Credera for marketplace platform and technology services
Strong Omni platform with large commerce and technology workforce
Strategic strength in partner ecosystem with extensive commerce platform support
Excels in creativity, online retail and marketplaces, content, and retail media
Superior engineering capacity for Adobe, commercetools, Salesforce, and SAP commerce platforms
By far the most media placements with Amazon and other marketplaces
Ability to tie creativity and insights into execution that drives transactions
Strategy work rivals management consultants with modern tech stack execution

Cons:

Lags in organizational design capabilities
References would welcome improvements in and deeper integration across agency network
Could improve bringing solutions together across the network

Publicis - Leaders

Pros:

Platform-centric portfolio for total commerce experiences
Matrixed organization brings united front to client engagements, global delivery, platforms, and acquisitions
Strategic strength in partner ecosystems for marketplace optimization (Amazon, Mercado Libre, etc.)
Acquired commerce products like Profitero and CitrusAd integrated into retail media platform
Shows strength in retail media, content, and analytics
Helps retailers build media networks and brands optimize retail media performance
Solid engineering capacity for Adobe, commercetools, and Salesforce
Integrated approach and ability to embed in client operations and strategy
Help with innovative things across all consumer touchpoints

Cons:

Some references would like Publicis to collaborate better with non-Publicis agencies on commerce projects

WPP - Leaders

Pros:

Flexible creativity anchored by Open platform
Unified approach through VML brand bringing together Wunderman Thompson and VMLY&R
Excels in overall commerce strategic strength hitting on all cylinders
Leading with genAI innovation in Open platform
Strong technology and marketplace partner ecosystem
Open platform incorporates significant AI capabilities with performance-based pricing
Shows strength in content production and retail media
GroupM's scale as global media buyer with extensive retailer and marketplace relationships
Go-to implementer of Adobe, BigCommerce, commercetools, Salesforce, and SAP commerce platforms
Skills depth and ability to execute flexibly and globally
Able to rebuild plans and shift positions as needed

Cons:

References would like an even simpler agency structure
Want more guidance on commerce process improvements

IBM - Strong Performers

Pros:

Strong technology skills and partnerships
Large global technology service footprint
Co-innovative commerce technology partner strategy
Strong in every strategy measure
Commitment to technology partnerships and genAI capabilities
iX Experience Orchestrator - most robust development accelerator platform
watsonX genAI platform embedded in commerce engagements
Strong capabilities to design and build omnichannel experiences
Superior in order management services, particularly Sterling Order Management software
Strong engineering capacity for Adobe, BigCommerce, commercetools, Oracle, Salesforce, and SAP
IBM Garage co-innovation implementation framework
Understands complex business and can scale up and down

Cons:

Lags in third-party marketplaces
Hasn't developed retail media or significant third-party marketplace business
References would welcome improvements in cost of engineering
Need more AI incorporation

IPG - Strong Performers

Pros:

Bridges creative and commerce execution
New commerce leadership and unified commerce practice across agency network
Strategic strength across the board, especially in talent development
Platform strategy includes Acxiom's data and IPG Engine for data-driven content generation
Performance-based commercial model with sales as key outcome metric
Shows strength in creativity, commerce strategy, and online retail and marketplaces
Flexibility and willingness to create new working models
Abilities in optimizing media to drive commerce performance online and in-store
Will sit down and figure out best way to work together

Cons:

Just getting started with new commerce leadership
Multiagency model sometimes challenges getting specific agency resources allocated quickly
Lags in managed services, in-store services and order management
Engineering capacity lags peers overall
References would welcome broader range of services for customer insights, experience design, and media optimization

Merkle - Strong Performers

Pros:

Performance-driven commerce capabilities
Strong roots in performance marketing and commerce platform builds for B2C and B2B
Strategic strength in pricing performance in commercial terms
Merkury data platform, Digital Shelf Analytics, and GenCX AI-powered insights platform
Subscription or performance-based pricing for platforms
Overall capabilities offer strength across the board - jack of all commerce trades
Stand-out engineering capacity for Adobe and Salesforce commerce platforms
Ability to embed in client operations to deliver projects across multiple countries
Readiness to tackle challenges head-on and work nights and weekends when needed

Cons:

Still early in its journey under new leadership
Not strong in breadth or scale of marketplace engagements
Offers few services in-store or for order management builds
References would welcome more proactive and forward-thinking guidance

Capgemini - Contenders

Pros:

Excels in complex e-commerce and in-store scenarios
Industry, data infrastructure, and technology skills
Long commitment to in-store technologies visible in CornerShop showcase
Strong global delivery via Rightshore execution model
Flexibility in pricing with outcome-based arrangements
Prebuilt and preconfigured software solutions and integrations platforms
In-store services are standout
Strong technology engineering capabilities for Adobe, Salesforce, and SAP commerce platforms
Ability to bring strategic ideas to solve complex problems
Ability to engineer deft solutions
Question clients in very productive way to move them forward

Cons:

Lags in retail media
Lacks some total commerce experience building blocks including marketplace partner ecosystem strategy
Hasn't invested extensively in social commerce or retail media capabilities
References would welcome improvements in complex administrative processes to improve flexibility

DEPT - Contenders

Pros:

Well-integrated set of commerce services
Tight talent integration between digital marketing and technology teams
Adding more analytics and AI capabilities
ADA platform portfolio for content production and implementation acceleration
Transparent platform pricing as small percentage of services fees
Strong capabilities in many elements of total commerce experience
Solid support for Adobe and Salesforce commerce platforms
Collaborative approach integrated into operations and problem-solving
Makes clients feel they're the only client
Willing to take on costs themselves rather than creating urgency to sell

Cons:

Lacks global scale
Aggressive expansion plans still in progress
Fewer retail media or performance marketing capabilities than peers
Secret sauce is working collaboratively with smaller number of clients rather than breakthrough strength in any single area
References would welcome improvements in global scale and more strategic guidance

Valtech - Contenders

Pros:

Delivers multidisciplinary commerce skills
Integrates marketing, experience, technology, and analytics services
Strong problem-solving culture
Recently acquired technology-fueled Kin + Carta
Balanced strategy across all factors
LEAP platform to assemble MACH stack components into unified commerce experience
Strong capabilities and success in online and digital commerce engagements
Comprehensive execution and strong collaboration
Significant engineering capacity for Adobe, commercetools, and Salesforce commerce platforms
Founding member of MACH Alliance with commitment to composable commerce
Creative problem-solving abilities and flexibility
Ability to bring insights from other industries
Deliver complex projects on time
Standout in pitch process

Cons:

Lags in media and marketplaces
Gap in marketplaces with few marketplace implementations
Scores reflect smaller size rather than capabilities
References would welcome improvements in cost of services - not the cheapest option

FAQs

Q: Which vendors are Leaders in 2024?

A: Accenture, Omnicom Group, Publicis, WPP

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

A: Leaders in the Forrester Wave demonstrate the strongest current offering and strategy in the commerce services market. They excel across multiple dimensions including comprehensive commerce capabilities (strategy, e-commerce, retail, marketplaces, technology, content, analytics, managed services), strong strategic vision, robust partner ecosystems, innovative platforms (particularly with genAI capabilities), and global delivery capacity. Leaders typically have significant market presence with substantial revenue and customer counts, and receive strong feedback from reference customers on their ability to deliver total commerce experiences across the full customer journey from choosing to buying to owning goods or services.

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 2024

Commerce Services Vendor Product Comparisons 2024

Pros:

Cons:

Pros:

Cons:

Pros:

Cons:

Pros:

Cons:

Pros:

Cons:

Pros:

Cons:

Pros:

Cons:

Pros:

Cons:

Pros:

Cons:

Pros:

Cons:

FAQs

Q: Which vendors are Leaders in 2024?

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

Q: How do I interpret a Forrester Wave?

Reference