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

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.

B2C marketing is critical to companies’ ability to win, serve, and retain customers. To accelerate their performance in B2C marketing, organizations are evaluating and adopting a range of contributing technologies. This Forrester Tech Tide™ report analyzes the maturity and business value of the 16 technology categories that support B2C marketing. B2C marketers should read this report to shape their company’s investment approach to these technologies.

Join Forrester experts and your peers for an interactive presentation that will dive deeper into Forrester’s 2026 Predictions for B2C marketing.Key takeaways: Understand the changing technology, consumer, and market dynamics in store in 2026. Uncover new insights based on Forrester’s research and expert analysis.Prepare your team and your organization for what’s ahead. Target audience level: all levels