Gartner Research

Develop a Digital Commerce Strategy That Meets Changing Customer Expectations

Published: 05 November 2019

ID: G00463944

Analyst(s): Jennifer Polk


Treating digital commerce as a one-time project risks it failing to meet continually changing customer expectations. Marketing leaders for digital commerce should follow a six-step process that uses product management practices to stay ahead of buyer demand.

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 Digital Commerce Experience Design and Improvement 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 Supporting Digital Commerce Experience
    • Develop the Architecture Roadmap
  • Step 5: Build the Solution
    • Functional Requirements
  • Step 6: Monitor and Test

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