Gartner Research

Hype Cycle for Digital Commerce, 2019

Published: 05 August 2019

ID: G00369929

Analyst(s): Dayna Ford


Pursuing digital commerce is a key way to gain customers, develop relationships, boost revenue and reduce costs. This Hype Cycle will help you evaluate the suitability of a wide range of technologies for your organization, in light of how long they will take to mature and their business value.

Table Of Contents


  • What You Need to Know
  • The Hype Cycle
  • The Priority Matrix
  • Off the Hype Cycle
  • On the Rise
    • Thing Commerce
    • Enterprise Marketplace
  • At the Peak
    • Customer Journey Analytics
    • Immersive Commerce
    • Digital Experience Platforms
    • API-Based Digital Commerce
    • Customer Engagement Hub
    • Digital Ethics
    • Consumer Messaging Applications
    • Customer Data Platforms
    • Progressive Web Apps
    • Conversational Commerce
    • Video Calling for Customer Service
  • Sliding Into the Trough
    • Shoppable Media
    • Voice of the Customer
    • Web Real-Time Communications
    • Virtual Customer Assistants
    • Knowledge Management for Customer Service
    • Personalization Engines
    • Digital Wallet
    • Recurring Revenue Management
  • Climbing the Slope
    • Analytics for Customer Intelligence
    • Social for CRM: Social Feedback Management
    • Visual Configuration
    • B2C Dynamic Pricing
    • DOM
    • MDM of Customer Data
    • Price Optimization and Management for B2B
  • Entering the Plateau
    • CPQ Application Suites
    • Digital Commerce SaaS
    • Fraud Detection
    • Lead Management
  • Appendixes
    • Hype Cycle Phases, Benefit Ratings and Maturity Levels

Gartner Recommended Reading

©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.