Report:

Magic Quadrant for Digital Commerce

Top Vendor Products for Digital Commerce in 2024

• Adobe
• commercetools
• Salesforce
• SAP
• Shopify
• Spryker

Digital Commerce Vendor Product Comparisons 2024

• Adobe - Leader
  

  Pros:

  • Product suite synergy: Adobe offers a seamless and tailored customer experience throughout its product portfolio, including Adobe Sensei, Adobe Experience Manager Sites, Adobe Analytics, Adobe Target, Adobe Real-Time CDP and Amazon Sales Channel.
  • Core commerce (B2C) functionality: Adobe Commerce has rich core commerce (B2C) functionality, especially in areas of role management, catalog management, marketing content management, search and personalization.
  • Adobe Edge Delivery Services: The new front end as a service (FEaaS), delivered from a serverless edge architecture, goes up against pure plays, like Netlify and Vercel, with the advantage of being natively integrated into the commerce and digital experience platforms (DXPs).

  Cons:

  • Suite play: Adobe's recent focus on integrating Adobe Commerce with its broader product suite, which has traditionally sold at higher prices to larger customers, may not appeal to current users or prospects composing from best-of-breed solutions.
  • Upgrading: Upgrades can prove challenging for existing customers. Adobe provides an upgrade compatibility tool, and prospects should examine Adobe's best-practice advice to minimize upgrade challenges before purchasing. In addition, Adobe introduced Adobe Developer App Builder in 2022 to build and extend the platform in an upgrade-safe way.
  • Potential cost of managed services: Its 'cloud' offerings are not true SaaS and require a full-stack development team to manage. Customers should account for additional expenses, such as maintenance and upgrades, which may not be obvious.


• BigCommerce - Challenger
  

  Pros:

  • Functionality advancements: In 2023, BigCommerce advanced its platform with functionality improvements in areas such as buy online and pickup in store, multistorefront, B2B buying and invoicing, and generative AI applications.
  • Application ecosystem: BigCommerce offers a wide range of preintegrated third-party applications in an array of categories, including frontend technologies such as content management system (CMS), DXP and search, as well as back-office applications such as ERP, product information management (PIM) point of sale (POS) and order management system (OMS).
  • Composable architecture: BigCommerce offers a modern modular, API-first, cloud-native, head-decoupled (or 'MACH'-based) architecture with demonstrated client use cases in which portions of the platform have been augmented through extension via development and/or composed alongside third-party integrations.

  Cons:

  • Geographic and industry presence: BigCommerce primarily serves North American and increasingly, European retail customers, with limited presence in other regions and industries. Prospects in other areas should check with reference customers for suitability.
  • Large enterprise functionality: Some of BigCommerce's out-of-the-box (OOTB) features, such as catalog management, search merchandising and personalization may require third-party integrations to serve the complexity needs of large enterprises.
  • Business user UI: Some applications in the BigCommerce portfolio are not fully integrated to the core commerce admin console. Feedonomics is separate, newly acquired Makeswift is not fully integrated for native storefront visual page-building, and the B2B Edition has a partially separate UI.


• commercetools - Leader
  

  Pros:

  • Large-enterprise focus: commercetools' customer base is geared toward large enterprises that operate various product lines in multiple regions with annual GMVs over $250 million. This strategy allows it to tailor its solution to complex, high-volume business needs.
  • Viability: Compared to other vendors in this research, commercetools had one of the highest customer growth rates in 2023. This expansion underscores the continuing appeal and adoption of its platform.
  • Composability: With a modular architecture, a decoupled front end, extensive APIs and a flexible data model, commercetools enables composition, extensibility and scalability. Its Frontend product affords customers options for implementing the storefront using native (B2C and B2B), third-party or custom-built solutions.

  Cons:

  • Implementation complexity: commercetool's product is designed to support complex customers and digital solutions, and end-to-end implementation complexity requires high IT maturity. SMB and midmarket clients (under $100 million online GMV) may prefer more packaged solutions with a potentially lower total cost of ownership (TCO).
  • Global presence: Most of commercetool's growth in 2023 came from the North American and European markets, with negligible expansion in other regions, limiting its global reach and market awareness.
  • AI and personalization: commercetools relies on third-party applications for advanced AI features, like AI-based personalization, semantic/natural language processing (NLP) search and product content generation, rather than investing in these capabilities internally.


• Elastic Path - Niche Player
  

  Pros:

  • Product modularity: Elastic Path's separately consumable modules for core commerce, storefront, product catalog and subscriptions are rare in the market. Its product catalog offering, Product Experience Manager, offers advanced functionality for managing and segmenting products.
  • Storefront capabilities: Elastic Path has two storefront offerings. Studio is based on its acquisition of Unstack in 2023. This decoupled storefront is for simpler use cases and includes a visual builder. It also offers native form integration and optimization. Composable Frontend is built in Next.js and is intended for organizations that need to manually manage and customize their storefront.
  • Developer-friendly: Elastic Path offers robust documentation and API support, including a new developer resource center with extensive sample code and API-testing capabilities. This feature can accelerate development and solution implementation.

  Cons:

  • Core capabilities: Elastic Path requires partnership with third-party vendors for sophisticated capabilities in areas such as search and recommendations. Roles, permissions and native unified retail commerce functionality lag those of leading platforms, which can affect user experience and use-case breadth.
  • Vendor awareness: In Gartner client inquiries, Elastic Path is rarely mentioned and is not gaining traction in client shortlists. This lack of familiarity can indicate limited market awareness and adoption.
  • B2B functionality: Composable Commerce is missing some essential B2B functionality, such as requests for quotes (RFQ), B2B approval workflows and role-based configuration for buyers.


• HCLSoftware - Visionary
  

  Pros:

  • Bundled composability: HCLSoftware's platform offers extensive native functionality and several bundled applications that are self-contained and modular. Its base license cost includes decoupled ('headless') storefronts for both B2C and B2B, a customer data platform (CDP), visual page composer, catalog ingestion tool, customer service hub and a marketplace operation application.
  • Scalability: The platform can support companies with more than $10 billion in annual GMV. Each release is benchmarked to handle 100,000 orders per hour, and some customers exceed that threshold.
  • Industry accelerators: HCLSoftware is among the few vendors in this research that offers a wide range of digital commerce accelerators for multiple industry verticals, such as automotive, heavy industrial, telecom, raw materials and rental business.

  Cons:

  • Application ecosystem: Compared to its direct competitors, HCLSoftware has limited prebuilt integrations, such as for third-party logistics, analytics and DXPs, potentially requiring more time and resources for custom integrations.
  • Market presence: Despite maintaining a base of large customers, HCLSoftware's customer growth has lagged its direct competitors. Given its small market presence, customers should check that solution integrators have product experience and that the required integrations exist.
  • Business user experience: HCLSoftware's business user admin consoles can be complex and nonintuitive. It requires customers to use multiple UIs for common tasks, such as catalog ingestion, page setup and ordering on behalf of customers, which can lead to a higher learning curve for first-time users.


• Infosys Equinox - Niche Player
  

  Pros:

  • End-to-end approach: Infosys Equinox offers an end-to-end solution for digital commerce in one contract, supporting applications, customization, implementation, hosting, operations and support services.
  • Core commerce functionality: Infosys Equinox offers advanced role management, pricing, promotions, subscriptions, loyalty and merchandising. Its API-enabled React-based storefront connects to third-party headless CMS solutions. Add-ons like augmented reality (AR)/virtual reality, Genome Solution (CDP and analytics), virtual closet and NLP-based search cater to online retailers.
  • Modern composable architecture: Infosys Equinox' API-first, headless architecture provides flexibility for enterprise customers. Modules can be deployed individually or as a complete platform, each with its own backend tooling and data layer and access control.

  Cons:

  • Limited system integration partners: Infosys Equinox has limited options for clients seeking to engage with systems integrators other than Infosys itself.
  • Digital commerce operational presence: Infosys Equinox has a small operational presence in North America and Europe, with most platform development operations in India. Client-facing, platform leadership and business operations teams are in multiple markets. Data centers are in the eastern and western U.S., Ireland and India. Clients needing a broader global presence may need a partner.
  • Cost of advanced capabilities: Capabilities such as AI-based personalization require purchase of the Infosys Customer Intelligence Platform or integration with a third party platform. Being a headless platform, customers may also need third-party content management capabilities.


• Kibo - Challenger
  

  Pros:

  • Business models: Kibo supports B2C and B2B, excelling in B2C unified commerce with integrated OMS, subscriptions and OEM partnerships, like Monetate for personalization. It enables B2B processes via an integrated workflow engine, supporting organizations operating B2C and B2B on a common platform.
  • End-to-end platform: Kibo offers add-ons for search and product discovery, CMS, PIM, POS, OMS, digital asset management (DAM), clienteling, call center and customer service, and subscription selling, all natively integrated. It embeds third-party analytics and personalization engines at no extra cost.
  • Customer support: Kibo provides service during implementation and offers two support tiers: standard and premium (at additional charge). The premium model includes a dedicated technical account manager and enablement engineer.

  Cons:

  • Global reach: Kibo continues to exhibit low expansion outside its core region, with few new customers outside North America and Europe. Its implementation partners network is one of the smallest compared to other vendors in this research, which could inhibit growth. Organizations in other regions should evaluate its ability to support target areas.
  • Vertical emphasis: While Kibo supports both B2C and B2B, most customers are in retail, manufacturing, wholesale and distribution. Prospects outside these areas should consult reference customers to assess suitability.
  • Native personalization: Kibo offers integrated personalization only as part of its eCommerce Complete package via a partnership with Monetate. Other platform packages provide only limited native personalization capabilities. Personalization is critical to digital commerce success in terms of customer experience and revenue growth, so prospects must determine whether personalization capabilities in the package align with requirements.


• Liferay - Niche Player
  

  Pros:

  • Established DXP foundation: Liferay is a mature DXP with global customers and availability, giving its relatively new digital commerce module a kick-start with an established user community and partner base. This foundation can indicate a level of reliability and trust already in place.
  • Globalization: For multicountry and multibrand B2B, Liferay has strong capabilities with flexible inheritance of all main entities, such as products, workflows, promotions and merchandising rules. Such flexibility can support global multistorefront operations effectively.
  • Integration and extension: Liferay offers native DXP capabilities, including CMS and productized connectors to CRMs, ERPs and OMS. Uniquely, it includes a lightweight LCAP for custom integrations, enhancing system compatibility.

  Cons:

  • Innovation and ecosystem: Liferay is partnering with Google for some generative AI capabilities. Yet, as a relatively new vendor to digital commerce, Liferay has focused most of its development on building core capabilities, and it lacks an established ecosystem of partner independent software vendors (ISVs).
  • Customer experience services: Liferay's open-source, community-led heritage means some of the more commercially expected aspects of customer experience (CX) are missing, such as a site readiness check and a customer advisory board.
  • Architecture: Rooted in an enterprise Java background, Liferay continues to deploy as a modular monolith with few truly modular components or cloud-native SaaS services. While this may suit traditional in-house development teams, it lacks the deployment agility and flexibility of a more modular, composable approach.


• Optimizely - Niche Player
  

  Pros:

  • Marketer focus: It primarily targets the marketing function, and Configured Commerce is often integrated into the Optimizely One platform. It offers 'freemium' basic capabilities for all DXP capabilities, except Optimizely CMS and mobile app, in the core commerce licensing cost.
  • Midmarket B2B emphasis: Optimizely provides a packaged solution for clients mainly in core B2B verticals, such as distribution, manufacturing and wholesale, and with annual online GMVs ranging from $50 million upward.
  • CMS-centric commerce package: Enterprise clients using Optimizely's flagship DXP often choose Configured Commerce as their digital commerce platform for its preintegrated capabilities, such as headless content management for its React-based storefront, and enhanced search and product discovery. Configured Commerce can also be used with any third-party CMS or frontend solution.

  Cons:

  • Suite-based proposition: While some customers prefer a single-vendor solution, there is a strong buying trend toward best-of-breed, modular, composable approaches. Optimizely's commerce solution is modular and integrated within the Optimizely One suite. However, the range of preintegrated third-party plug-ins and connectors remains lower than others in this research and varies in depth across the suite.
  • Vendor expansion: In 2023, Optimizely's Configured Commerce recorded slower growth compared to other vendors in this research. Slow growth may indicate challenges in its go-to-market strategy, lack of awareness outside its core region and low market adoption.
  • Geographical presence: The majority of Optimizely's partners and clients are based in North America, followed by Europe, with minimal presence in other regions. This lack of geographical diversity could be a concern to prospects seeking robust global support.


• Oro - Visionary
  

  Pros:

  • B2B capabilities: Oro supports complex catalogs and workflows for multistorefront, multigeographical and large-scale deployments. It embeds sales associate business processes, such as RFQs, order on behalf and customer communications, with a flexible visual workflow engine and granular permission controls.
  • All-in-one pricing: Its pricing includes all functionality in OroCommerce and OroCRM, including a built-in storefront, CMS, DAM, OMS and marketplace operations. This strategy makes it cost-competitive for a full-suite commerce solution.
  • Innovation: Oro offers unique features, like configurable dashboards with rule-based widgets, and shows cost and margin insights for quotes. It is also piloting generative AI functionalities, such as buyer agents and file-to-order capabilities.

  Cons:

  • Application ecosystem: Oro offers rich OOTB functionality, but very few integrations to third-party applications beyond ERP and payment processing. Its tech partner ecosystem is one of the smallest among vendors in this research.
  • Market awareness: Oro had relatively low customer and revenue growth in 2023, partly due to its limited geographic presence, which is mostly in North America and EMEA. In Gartner inquiries, this vendor is rarely known and not frequently making client shortlists, which can suggest limited market awareness, interest and adoption.
  • Monolithic core: While Oro supports headless deployment, it lacks a decoupled storefront or headless CMS, requiring third-party solutions. OroCommerce is a modular monolith that must be deployed and scaled as one rather than by module.


• Salesforce - Leader
  

  Pros:

  • Industry and geography coverage: Salesforce's broad, global footprint provides extensive support to its customers, partners and solution integrators. It offers a robust set of industry accelerators and compliance certifications, making it appropriate for many digital commerce use cases.
  • Functionality breadth: Across three platforms, Salesforce offers comprehensive functionalities for an array of business models. Gartner Peer Insights evaluations indicate high degrees of customer appreciation for product capabilities and B2B support.
  • Headless enablement for B2C: Salesforce offers phased headless rollout capabilities, allowing clients to shift from older native storefronts to the Composable Storefront progressive web app (PWA), even one page type at a time, which helps ensure a lower-risk, incremental modernization.

  Cons:

  • Composability: The core commerce engine, especially for B2C Commerce, is monolithic. Salesforce received below-average evaluations in Gartner Peer Insights reviews for composability, and Gartner client inquiry indicates frustration with this limitation.
  • Additional licenses: Customers may need to purchase additional licenses for commerce functions other vendors offer OOTB. For example, some platform editions require OMS licenses to use Salesforce's BOPIS capability, and Salesforce Sales Cloud licenses are required for B2B quoting.
  • B2C architecture: Salesforce's B2C Commerce Cloud uses a core technology stack that was not built on its platform and is transitioning as it develops its native shared services. B2C customers already need to decide whether or when to adopt new shared capabilities.


• Sana Commerce - Niche Player
  

  Pros:

  • B2B sales focus: Sana's core strength has been its ERP-first integration approach, with prebuilt native ERP extensions and connectors for real-time data synchronization. It has shifted toward a B2B sales-function-oriented approach, extending its platform to cover CRM and OMS integrations and wider B2B use cases.
  • ISV integrations: Sana supports over 100 prebuilt integrations on its cloud infrastructure, with a dedicated team certifying and updating plug-ins, lowering the risk of such integrations.
  • Native procurement integration: In 2023, Sana introduced Punchout for two-way integration with procurement platforms, unlike most vendors that rely on third-party integrations. This addition makes Sana a strong consideration for organizations with procurement-oriented customers.

  Cons:

  • Vertical coverage: Sana's customers are mostly in industrial manufacturing, with a few in transportation. Customers in other verticals should seek validation that this vendor can understand and accommodate their requirements.
  • Vendor size: Sana is growing above the market average, but from a relatively small base due to its focus within manufacturing sectors. It is smaller than most vendors in this research. and may be more exposed to market volatility.
  • Workflow management: Sana's B2B workflow engine is basic and lacks capabilities to manage or build workflows. It offers a simple order approval workflow, but it is not configurable or extensible by customers.


• SAP - Leader
  

  Pros:

  • Vertical presence: SAP serves most industry verticals and has the most industry accelerators among all vendors in this research. Its offerings include accelerators for telecom and utilities, financial services, travel and citizen engagement.
  • Customer-installed base: SAP offers an extensive suite of ERP and CRM products that bring synergies to the platform. These synergies make SAP Commerce Cloud particularly appealing to SAP's large ERP- and CRM-installed base.
  • B2B capabilities: SAP offers comprehensive B2B functionality for global organizations with sales in multiple geographies. It offers strong catalog management and multistorefront capabilities, as well as granular controls for roles and permissions, organizational hierarchies, approvals, budget and cost center.

  Cons:

  • Product innovation: While SAP provides APIs and a decoupled storefront framework, it lags in frontend developer tooling. Its core product lacks sought-after AI capabilities, such as content generation and assistance, which are available at extra cost via the SAP CX AI Toolkit module but lack UI harmonization.
  • Pricing and TCO: The pricing structure is rigid compared to others in this research and TCO (including those for maintenance and upgrades) can become an issue if a strict no-customization strategy (only using the extensibility frameworks) is not followed. In addition, SAP-specific skills are less common and tend to be more expensive.
  • Monolithic core: Despite recent releases of decoupled, services-based SaaS modules, such as order management, payments, intelligent search and intelligent selling services, SAP's commerce core remains mostly monolithic, requiring a full-stack development team.


• SCAYLE - Niche Player
  

  Pros:

  • Composable modules: SCAYLE offers a broad set of robust, composable modules, like catalog management, PIM, DAM, marketplace operations, distributed order management (DOM), promotions, search, checkout, customer service, mobile app accelerators and unified retail capabilities. It provides low-code/no-code options for quick wins.
  • Pricing and billing: SCAYLE's model is based on actual usage, not projections. Customers pay for what they use from go-live, with an annual tier-based fee and retroactive monthly billing.
  • Unified retail execution: SCAYLE supports complex retail needs with accelerators and experiential features, like AR-enabled virtual try-ons. Its product data model accelerator helps expedite management efforts, which can be valuable for 'bricks and clicks' retailers and brands under commercial pressure and time constraints.

  Cons:

  • Vertical focus: Eighty-two percent of SCAYLE clients are in retail, consumer brands and wholesale. Organizations in other industries must assess whether this vendor has the expertise to help them with any industry-specific requirements.
  • B2B functionality: SCAYLE has a growing set of B2B commerce capabilities but lacks features such as enabling sales reps to complete quote requests and buy on behalf of customers. Clients looking for advanced B2B functionality should, therefore, review their requirements against the vendor's roadmap.
  • Personalization: SCAYLE lacks native personalization, though it offers a range of connectors to third-party engines such as Dynamic Yield, and exposes personalization segments in the SCAYLE UI. Organizations with existing personalization engines should assess their integration needs and consult reference customers.


• Shopify - Leader
  

  Pros:

  • Innovation: Shopify has over 4,500 R&D employees and spent $1.73 billion on R&D in 2023. It acquired companies to enhance marketplace integration, check-out customization and headless storefronts. It also improved large-language-model-based features, dropshipping, and its shopping and fulfillment app.
  • Market dominance: Shopify had over $7 billion in revenue in 2023, a 26% increase over 2022. It is growing fast in the enterprise market, and Gartner client inquiries indicate increasing interest in this vendor.
  • Unified retail commerce: Shopify supports multiple channels, including digital, store, social media, online marketplaces and business models such as light (but growing) B2B, B2C and subscription on the same platform, with management from a single back end. It offers a native mobile POS system, a clienteling app and real-time inventory.

  Cons:

  • Use-case breadth: Shopify currently best suits retail and D2C brands, lacking industry accelerators and sophisticated B2B and B2B2X functionality, such as managing organizational structure and line-item RFQs.
  • Pricing and TCO: Its enterprise pricing includes a fixed subscription and revenue share, with higher fees for online orders. Customization needs for complex businesses can increase TCO.
  • Multistorefront functionality: The Shopify Markets module offers internationalization and localization, but the product lacks inheritance or parent-child models for localizing products, pricing, promotions and content, limiting multibrand rollouts.


• Shopware - Niche Player
  

  Pros:

  • Storefront management: Shopware provides an intuitive UI for visual page building, including assistive generative AI (GenAI) for text and image generation. These added user-friendly capabilities can help customers simplify the design process and accelerate time to live.
  • Deployment flexibility: Shopware offers various deployment methods, including SaaS, PaaS, fully on-premises and hybrid solutions. SaaS ensures continuous, versionless innovation, while self-hosted deployments offer greater flexibility and customization.
  • Product innovation: Shopware provides some unique features not commonly seen in other platforms, including a native digital sales room (DSR) functionality, 3D image visualization and an AR feature for displaying products.

  Cons:

  • Geographic presence: Shopware's customers are primarily in EMEA, with a small but growing presence in North America, and its geographical breadth of solution integration partners is more limited than most other platforms in this research. This smaller presence potentially limits its ability to provide robust support for clients' global efforts.
  • Market responsiveness: Shopware offers fewer major production releases per year compared to the market average for its licensed software and PaaS customers. It provides weekly releases for those clients using its SaaS solution. Additionally, between April 2023 and June 2024, it received low Gartner Peer Insights evaluations based on its customers' likelihood to recommend the product.
  • Unified retail commerce and personalization: Shopware relies on third-party integrations or customizations via APIs for physical store integration and native personalization. Prospects desiring native unified retail capabilities should look elsewhere.


• Spryker - Leader
  

  Pros:

  • Complex business model support: Spryker distinguishes itself by offering a modern, optionally headless, highly modular architecture, while also serving enterprise-level clients across B2C unified retail, complex B2B and marketplace operations business models. Few vendors solve for so many use cases.
  • Market momentum: Spryker is among the fastest-growing vendors in this research, with a high percentage of its customer base having over $100 million in GMV. It has also attained a relatively strong balance of customers across major world regions.
  • Auction capability: Spryker's new auction tool is unique among the vendors in this research and the market at large. For organizations looking to integrate auctions with digital commerce or marketplace operations, this capability could be a differentiator.

  Cons:

  • Regional support: Spryker's relatively small-pattern ecosystem and its own support are primarily focused in North America and EMEA. Customers in other regions must check for operational and implementation support.
  • Market awareness: Spryker has a broad range of large customers, but general awareness of the platform remains low. In Gartner client inquiries, this vendor is sometimes known, but rarely found in Gartner client shortlists relative to other Leaders.
  • Deployment architecture: Spryker's mix of SaaS and PaaS may suit digitally mature organizations with in-house development teams. However, it may be less suitable for those looking simply to configure a packaged solution, consume APIs or manage full-stack software themselves.


• Virto Commerce - Niche Player
  

  Pros:

  • Global availability: Despite its small size, Virto Commerce is present in all major world regions, offers flexible deployment options and can support customers in any market. Its service partners are strategically distributed across regions.
  • Pricing flexibility and SLA: The platform uses standard GMV- or order-based pricing, but larger-size customers signing long-term contracts can negotiate for other options. Virto Commerce also offers a relatively high SLA, with 99.99% uptime and a committed maximum response time of one business hour.
  • Modularity: Virto Commerce's platform features a modular architecture and high extensibility. It is containerized and supports deployment in any cloud with independent scaling by module.

  Cons:

  • Vertical coverage: Virto Commerce focuses on B2B organizations in manufacturing, distribution and wholesale, with a low presence in other verticals. Customers in other verticals should verify this vendor can meet their needs.
  • OOTB functionality: Compared to other vendors in this research, Virto Commerce has fewer OOTB features, such as a visual editor, advanced B2B search and order management. It has basic functionality for roles, catalog, RFQ, impersonation and multistorefront but lacks no-code rules and workflow engines, and organizational hierarchy tools.
  • Ecosystem integration: Virto Commerce has fewer ecosystem partners or integrations than most vendors in this research. Customers will need to rely heavily on development for integrations and extensions.


• VTEX - Challenger
  

  Pros:

  • Composability: VTEX offers a modern, modular, API-first composable platform that includes a headless CMS. It promotes practical composability, balancing packaged simplicity and complexity underpinned by its low-code, no-code platform.
  • B2C and B2B innovation: VTEX has demonstrated an ability to deliver a strong innovation roadmap for B2C and B2B, including retail media operations for marketplace sellers and live commerce features for a mini-B2B DSR.
  • Unified retail commerce execution: VTEX provides and enhances key functionality for store integration, using its native DOM system and marketplace operations. It has embedded AI to automate and optimize WhatsApp messages, return requests, approval/rejection and live shopping chat.

  Cons:

  • Global and enterprise experience: VTEX is expanding its enterprise reach, but large enterprises may struggle to find similar reference customers. Such prospects should carefully assess its ability to operate at a global scale.
  • Platform UX: Despite its rich features, some aspects of VTEX's business user UX can be cumbersome. For example, publishing content via the headless CMS may require code deployment, and creating new storefronts is complex compared to other vendors in this research.
  • Native personalization: VTEX has limited native personalization capabilities, using simple rule-based personalization for tactics such as product recommendations. VTEX relies on integrations with third-party personalization platforms to enable AI-driven customer segmentation and recommendations for both products and content. Prospects should consider the cost and integration implications to deliver advanced personalization capabilities.

Reference

• Gartner, Magic Quadrant for Digital Commerce, 6 November 2024, ID G00801151

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