Gartner Research

Four Forces Elevate Marketing's Role in Digital Commerce

Published: 19 February 2015

ID: G00273504

Analyst(s): Laura McLellan, Aparna Bajaj


Traditional e-commerce is morphing into experience-driven digital commerce. We describe four forces transforming digital commerce and explore three scenarios that necessitate increased responsibility for digital marketing leaders.

Table Of Contents


  • Four Forces Transforming E-Commerce
    • Technology
    • Digital Consumer
    • New Marketing Mandate
    • Online Sales Routes Emerge
    • Actions Related to Forces Shaping Digital Commerce
  • Three Digital Commerce Scenarios
    • Marketing Leads the Creation of New Digital Commerce Site
    • Marketing Revamps Existing E-Commerce Engine
    • Marketing Creates a Connected Digital Commerce Experience
  • What to Do Next

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