Gartner Research

Digital Commerce Primer for 2016

Published: 25 January 2016

ID: G00293088

Analyst(s): Kirsten Newbold-Knipp , Jake Sorofman, Jennifer Polk


Digital commerce is a significant portion of total revenue and is poised for double-digit growth. It touches every industry, company and function. Marketing is no exception. Whether or not digital commerce is in your title or you own the P&L, every marketer is a digital commerce marketer.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • What is marketing's role in digital commerce?
    • What marketing channels and tactics should we use to reach digital commerce goals?
    • How do we personalize digital marketing and digital commerce?
    • How do we organize marketing teams to support digital commerce?
    • How are changing customer behavior and expectations shaping digital commerce innovation?

Related Priorities

  • Suggested First Steps
  • Essential Reading
  • Tools and Toolkits

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.