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5 Ways How DXP Platforms Are Transforming the E-commerce Industry

The E-commerce sector was growing steadily. However, the pandemic acted as a catalyst for its exponential growth. Besides increased sales, the e-commerce sector has witnessed drastic changes, including the ones below.

  • Changed Buyer Personas
  • New Product Category Trends
  • Evolved Customer Behavior
  • Rise of Social Commerce
  • Supply Chain Disruptions
  • Hybrid Shopping Models
  • Increasing Focus on Sustainable E-commerce

Companies had to elevate their customer service game to address increased customer preferences and market demands. 67% of customers admitted shopping differently after the pandemic. There was a 20% surge in customers shifting to E-commerce channels in 2020. By 2027, the total value of retail E-Commerce sales is expected to reach 8 trillion dollars.

Fast-forward to 2024, and the E-Commerce industry is different from what it was in 2020.

Your company cannot depend entirely on traditional E-Commerce platforms such as CRM, CMS, and other systems. Digital experience platforms (DXP) are the new turning point for the E-Commerce industry.

What is a DXP platform? How have they changed the E-commerce industry? What does the future look like for the E-commerce industry? Hold your horses. Our blog will shed light on these aspects and more. Keep reading.

Table of Contents

  1. Introduction
  2. What is a DXP platform?
  3. Goodbye CMS & WEM Systems- Hail DXP! The New King
  4. Top 5 Challenges that E-commerce Businesses Face in 2024
  5. DXP Platforms – Revolutionizing the Ecommerce Sector in 2024 and Beyond
  6. Final Thoughts

What is a DXP platform?

Like the salesperson’s behavior, ease of buying, payment terms, and after-sales service sum up the customer experience in a brick-and-mortar store, the digital experience is equivalent in the online world. A digital experience begins with browsing the product online, adding them to the cart, and making payments. E-commerce and offline purchases differ because the former offers multiple channels (including social media, live chats, and mobile apps).

The primary objective of a digital experience platform is to ensure a uniform and tailored digital experience across all customer touchpoints. The critical components of a DXP platform are as follows.

  1. Content and Commerce
  2. Analytics and Reporting
  3. Automation and Personalization
  4. API-led Integration

By fully embracing a digital experience, companies can unlock a host of transformative benefits, including heightened customer engagement, increased conversions, data-driven decision-making, and a significant boost in operational efficiency.

Goodbye CMS, & WEM Systems – Hail DXP! The New King

Before the increased adoption of digital experience platform solutions, companies used one or many technologies/approaches to manage their digital interactions. Some of them are as follows.

1.  CMS (Content Management Systems)

A CMS system is software that allows users to create, edit, manage, and publish website content. The best part about CMS systems is that non-technical users can use them to publish and update website content without having to write complex codes.

As the E-Commerce industry evolved and customers demanded more, traditional CMS systems began falling out of favor. Why did they decline in importance? CMS systems could only manage website content. They could not address the omnichannel content delivery needs of companies that included websites, mobile apps, social media, and others.

They also lacked other digital experience features like analytics and reporting, marketing automation, and personalization.

2.  WEM (Web Experience Management Systems)

The WEM system was the next successor to the CRM system. They offered features beyond basic content management like the ones below.

 Workflow Management

The workflow management feature includes tools to streamline the creation and approval of content.

Personalization

One of the most valuable features of WEM systems is the ability to deliver tailored content to various user segments.

Analytics

Analytics tools allow you to track website traffic and user behavior.

Although WEM systems were an upgrade to CMS systems, their focus was limited to managing website experience. It didn’t focus on delivering a seamless user experience across all customer touchpoints.

DXP platforms are the most evolved tools for managing digital experiences because of their automation, integration, and E-Commerce capabilities. In the following sections, we will touch on these aspects.

Top 7 Challenges that E-commerce Businesses Face in 2024

Below are the 7 challenges that E-commerce companies face in 2024.

1. More Competition

There are over 24.5 million E-commerce websites globally. Due to the increased popularity of E-commerce, new players continue to jump on the bandwagon, resulting in greater competition to attract and retain customers.

2. Increased Customer Expectations

Customers expect a better standard of services, including faster deliveries, more product options, personalized experiences, and proactive customer service across multiple touch points.

3. Data Security Concerns

E-commerce is also a lucrative playground for cybercriminals. Hence, reputed companies take adequate precautions to ensure the security and confidentiality of customer data.

4. Supply Chain Disruptions

Natural disasters, economic and political upheavals, and pandemics like the recent COVID-19 crisis can disrupt manufacturing, logistics, and transportation and cause labor shortages.

5. Omnichannel Integration

The biggest challenge for companies is ensuring a seamless and consistent customer experience across multiple channels, such as mobile apps, brick-and-mortar stores, social media, and others. This requires careful planning and execution.

6. Marketing and Advertising

E-commerce saturation fuels a rise in advertising costs, while data privacy laws complicate targeted advertising. Companies must devise innovative strategies to differentiate themselves from the competition.

7. Sustainability Focus

Customers want better quality and an increased variety of products, as well as products that are ethically sourced and environmentally friendly. This demand forces companies to rethink their strategies and make relevant investments to address these demands.

DXP Platforms – Revolutionizing the Ecommerce Sector in 2024 and Beyond

What role have digital experience platforms played in transforming the E-commerce industry? Is it for the good or the bad? Let’s find out.

1. Omnichannel Consistency

Gone are the days when companies focused on mobile and website friendliness and achieved outstanding results. Nowadays, customers interact with a business through multiple touch points, including social media platforms, direct messages, voice assistants, in-store kiosks, and VR experiences. The interaction has to be consistent across all touchpoints. Customers are vocal about their experiences nowadays. One negative social media review can ruin several years of goodwill and reputation.

A digital experience platform is a central hub that ensures a unified experience across these touchpoints. Once you create and update content on the DXP platform, it will automatically reflect on all channels, including social media, website, and app. Moreover, the tone, visuals, and messaging will remain consistent for all customers on all platforms, giving you peace of mind.

Whether it’s an emerging technology or a new trend, a robust DXP platform offers the scalability and agility for smooth adaptation and integration while staying competitive in a rapidly changing business landscape. The increased personalization, customization, and adaptation of new features and technologies increase customer satisfaction.

2. Unified Platform & Greater Control

With outdated digital management systems, companies invested in different platforms to manage their operations, such as customer experience, marketing, and E-commerce. A DXP platform eliminates this problem by integrating the above aspects, executing campaign and content management, and order fulfillment from a central hub.

All customer data, from purchase and payment details to product returns, ticket requests, and other interactions, are securely stored in a single repository. This gives clients a complete 360-degree view of operations, empowering them to immediately address shortcomings and implement corrective actions.

3. API-Driven Architecture

A DXP platform transcends basic E-commerce features by managing multiple store functionalities, including content, product information, website navigation, marketing automation, and more. The DXP platform’s API-driven architecture acts like a translator, enabling different platforms to communicate with each other and extract and share information to perform complex tasks.

This integration of various platforms and services boosts the capabilities of the DXP platform to facilitate frictionless transactions, personalized customer journeys, data-driven decision-making, and more. A robust DXP platform can integrate with the following.

  • Inventory Management Systems
  • Payment Gateways
  • Shipping and Logistics Providers
  • Marketing Automation Platforms
  • CRM Software
  • Chatbots
  • Voice Search
  • Social Media Integrations

4. Artificial Intelligence and Machine Learning

What if you could read customers’ minds and predict future market trends? No, it’s not a fairy tale or wishful thinking. DXP platforms can understand complex customer behavior and give you the tools to deliver enhanced experiences.

A digital experience platform collects enormous amounts of customer data across multiple touch points, including website visits, app usage, product reviews, loyalty programs, social media channels, marketing emails, etc. AI and machine learning algorithms analyze these vast volumes of data and identify patterns and trends.

This data is not raw or unfiltered. It provides potent business insights. For example, if 5000 local customers expressed dissatisfaction with a particular product feature, the insights will highlight this. The manufacturer can address these concerns and work towards improving customer experience. Digital experience platforms can also use real-time data to adjust pricing and promotional strategies based on demand, target audience, competition, government regulations, and other factors.

5. Hyper-Personalization

Personalized experiences are not unrealistic expectations. A customer who reads relevant content and gets tailored recommendations will likely engage with the brand and purchase products. The AI and ML algorithms in DXP platforms analyze customer information such as browsing history, product purchases, and demographics. It also observes patterns and preferences.

The DXP platform analyzes these preferences, purchases, and browsing patterns to suggest relevant products and additional products that the customer may be interested in purchasing. For example, suppose a customer repeatedly purchases whey protein powder, organic protein bars, meat, and seafood. In that case, the algorithm may recommend creatine, BCAA, and pre-workout drinks. Such personalization increases the chances of product sales.

Besides product recommendations, prioritized search results, and promotions, the DXP platform also adapts the website layout to promote specific content/products. The platform’s hyper-personalization strategy also includes using the correct language, tone, and style that resonates with customers to boost conversions.

Other Notable Benefits

Other game-changing functionalities of DXP platforms for E-commerce businesses include faster product time to market, greater business agility and scalability, reduced costs, and improved team collaboration.

Closing Thoughts

In 2024, customers are not satisfied with the bare minimum. They expect nothing but the best. If you can’t give them the best, they will go elsewhere. Modern digital experience platforms do more than content creation and publishing. Besides optimizing the customer experience across all touchpoints, a DXP platform also stores customer information in a single repository to foster tailored marketing campaigns, product launches, and enhanced customer experience.

However, you should not underestimate the complexity of choosing and implementing the right DXP platform. It requires careful consideration of your existing marketing tools, integration capabilities, budget, personalization requirements, vendor and platform considerations, and ease of use. Whether startups or large enterprises, companies must recognize the necessity of DXP platforms to stay competitive, and professional assistance can be invaluable in this process.

Look at the larger picture and start thinking about it today. If you need help choosing or implementing the right DXP platform for your business, consider hiring a professional digital experience platform expert. They can conduct a SWOT analysis and develop a systematic roadmap for DXP implementation.