Emily Pfeiffer,

Emily Pfeiffer

Principal Analyst

Emily serves digital business leaders in her comprehensive coverage of commerce technology, including order management systems (OMSes), B2C and B2B commerce solutions, commerce search, drop shipping, and promotions.

Emily conducts the Forrester Wave™ evaluation for both B2C and B2B commerce, which now are combined into a single research stream. She also performs the evaluations for OMSes and commerce search/product discovery. Fueled by her FIRE (flexible, inexpensive, rapid, and easy) vision for commerce tech and her Function-First Tech Buying framework, she assists brands and retailers in their commerce tech strategies for vendor selection, management, and strategy. Emily also advises commerce tech vendors in these markets on their go-to-market strategies.

Research Coverage

Planned Research

What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.

Download Planned Research
March 19th, 2026 4:00 PM - 5:00 PM Peer Discussions

Agents Of Change: How To Adapt To Agentic Commerce

Agentic commerce is atop many minds but vaguely understood. Is it an inflection point in buyers’ journeys or a fad? Digital business and marketing leaders must grasp its definition and potential. This conversation will be hosted by Emily Pfeiffer and Nikhil Lai and will include open discussion with participants, so please bring your questions and experiences to share with the group. Questions for discussion:What is agentic commerce and how will it evolve? What are the implications for owned channels (brand website) and non-owned channels (answer engines like ChatGPT)?How should digital business and marketing leaders adapt commerce search, product discovery, and answer engine optimization?Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.
Register