Agentic commerce doesn't mean the end of retail websites, but they’ll change. In this webinar, we introduce shopper intents and Forrester's opportunity assessment for answer engine selling and explain how they guide retailers' strategies for their owned sites and unowned experiences.Key takeaways: Discover how consumers' shopping intent dictates where they'll be in their shopping journey.Learn how to apply Forrester's Five Cs to understand whether answer engine selling is a smart strategy to prioritize.Understand how retail websites will have to change in the age of agentic commerce.Target audience level: all levels

Databricks announced CustomerLake, a new customer data platform (CDP) offering, at its Data + AI Summit last week. Though widely anticipated, the announcement generated quite a bit of unabashed excitement and clever commentary. The enthusiasm is relatable; it’s not every day the martech industry gets a new entrant. A CDP Announcement That Isn’t Really About […]

To maximize customer data platform (CDP) value realization and maintain solution momentum, firms must ensure clear ownership, long-term planning, and ongoing resource commitments. Deploying a CDP over the long term involves diverse stakeholders across a range of business, technical, and product ownership roles. This report helps marketers understand the roles and responsibilities required to manage, use, and grow a successful CDP.

Our new report, Death Of The Retail Website As We Know It (Agentic Commerce Transforms Retail Strategy), takes you deeper into our findings. Forrester clients: Register for our webinar on June 30 or watch the replay! Retail websites are being sidelined by something that is more conversational and better aligned to how people want […]

Retail websites as we know them are done. Shopping is becoming more conversational. Traditional retail websites are falling farther behind consumers’ expectations as their intent drives them to different digital channels. Retailers need to assess their customers’ objectives, improve product discovery in their owned environment, and determine whether answer engine selling is a priority based on their customers, products, and brand.

Publicis Groupe has agreed to acquire data collaboration and identity resolution firm LiveRamp for $2.55 billion in a move aimed to expand the agency holding company’s artificial intelligence offering. The transaction is expected to close by the end of 2026, following the customary regulatory and shareholder approvals. Publicis will operate LiveRamp as an independent company […]

AI agents promise to easily automate and accelerate marketing use cases, capturing marketers’ attention: 42% of B2C marketing decision-makers in Forrester’s Marketing Survey, 2026 say their organizations are currently piloting or experimenting with agentic AI. In Forrester’s Digital Business And Strategy Survey, 2025 , 49% of B2B or B2B2C marketing digital business strategy decision-makers are investing in AI agents. As AI agents proliferate across vendors’ product offerings, Forrester’s Marketing AI Agent Solution Evaluation Template can help martech decision-makers discern emerging agent validity and suitability for their requirements.

Explore “The Customer Data Platforms For B2C Landscape, Q1 2026” Forrester report and understand vendor maturity, market shifts, and CDP investment priorities.

Explore the Forrester Tech Tide™ for B2C marketing technology and understand martech category maturity and investment priorities.

You can use customer data platforms (CDPs) for B2C to assemble customer profiles, orchestrate customer journeys, and deliver data and audiences to the marketing technology (martech) ecosystem. But to realize these benefits, you’ll first have to select from a diverse set of vendors that vary by size, type of offering, geography, and use case differentiation. B2C marketers should use this report to understand the value they can expect from a CDP for B2C vendors, learn how vendors differ, and investigate options based on size and market focus.