Gartner Research

How to Develop a Digital Commerce Strategy

Published: 18 March 2019

ID: G00378720

Analyst(s): Sandy Shen , Mike Lowndes


Digital commerce is a continual and strategic endeavor. Neglecting it places organizations at risk of failing to meet changing customer expectations. Application leaders for digital commerce should follow a three-level cyclic process that incorporates product management practices.

Table Of Contents


  • Introduction
  • Step 1: Establish a Cross-Functional Team That Embraces Product Management Practices
  • Step 2: Define the Business
    • Define Business Objectives and Measurement
    • Build a Digital Business Model Roadmap
  • Step 3: Design the Customer Experience
    • Design for a Unified Experience Throughout the Customer Journey and Life cycle
    • Prioritize Improvement Initiatives Based on Business Outcomes and Customer Benefits
    • Leverage the Data Analytics Infrastructure for Superior Customer Experience
    • Monitor Innovation, Competition and Business Performance for Improvement Ideas
  • Step 4: Define the Architecture
    • Identify the Technology Environment Supporting the Commerce Experience
    • Develop the Architecture Roadmap
  • Step 5: Build the Solution
    • Functional Requirements
    • Deployment Models
    • Use Bimodal to Integrate Commerce With Legacy Applications
  • Step 6: Deploy Continuously
  • Step 7: Monitor and Test

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