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
January 14th, 2026 6:00 PM - 7:00 PM Webinar

Tackle Tech Transformation With Function-First Tech Buying

Function-first tech buying enables digital and technical leaders to select the solutions they need now and make incremental changes over time. This framework helps businesses move forward when they feel stuck and supports incremental change over time.Key takeaways: Understand how function-first tech buying can change your software selection process.Learn how to apply function-first thinking in your decision-making.Discover how to visualize the business problem you need to solve, to better identify the technical function that will solve it.Target audience level: all levels
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