Gartner Research

Differentiate Digital Commerce With Customer Experience

Published: 21 May 2015

ID: G00271939

Analyst(s): Jennifer Polk


Digital commerce includes interactions surrounding a sale. Each has the potential to strengthen or weaken customer relationships. Digital commerce marketing leaders should use this research to differentiate digital commerce by connecting it to customer experience initiatives for improved results.

Table Of Contents


  • Marketing's Role in Digital Commerce Has Evolved to Include Designing the Digital Commerce Experience, Which Is One Dimension of the Broader Customer Experience
    • Address Operational Complexity in Experience Design
    • Avoid Channel-Centricity When Planning Commerce Experiences
    • What to Do Next
  • Customer Experience Is a Point of Difference and Competitive Advantage for Companies; Marketing Is Responsible for Leading Customer Experience Initiatives
    • What to Do Next
  • Case Study

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