Emily Pfeiffer

Principal Analyst

Forrester Bio

Author Insights


The Forrester Wave™: Commerce Search And Product Discovery, Q3 2023, Surfaces The Challenges Of AI Unchecked

Emily Pfeiffer August 29, 2023
Our just-published Forrester Wave™ delivers the first evaluation of the commerce search and product discovery market, featuring the 10 leading vendors in the space.

Search, The Next Big Category In Commerce Tech, Is Crucial To CX And Success

Emily Pfeiffer May 18, 2023
Our newly-published Vendor Landscape for Commerce Search and Product Discovery lists the 28 most notable vendors in the space and details the 10 most important use cases they’re focusing on for clients today.  

The OMS Market Is A Battleground — The Latest Forrester Wave™ Shows Fierce Competition

Emily Pfeiffer April 3, 2023
Our just-published The Forrester Wave™: Order Management Systems, Q2 2023, illustrates a fractured market of eight order management system vendors, all racing to match an unprecedented rate of change.

Announcing A New Forrester Wave™ Evaluation Covering Commerce Search And Product Discovery

Emily Pfeiffer March 17, 2023
Our new commerce search landscape report publishes in just a few weeks. It features a long list of vendors and illustrates the functions and use cases that digital businesses can expect from them. I am thrilled to announce that our Forrester Wave™ evaluation analyzing this market will follow this year, covering the latest major commerce tech spin-off market!

Use Your OMS To Deliver On Customer Expectations This Holiday Season And Into 2023

Nicole Murgia December 19, 2022
Here’s a snippet of the advice we gave to retailers looking to meet customers’ high expectations around shipping and fulfillment this holiday season and beyond.

Predictions 2023: Commerce Operations Will Change The Game

Emily Pfeiffer October 27, 2022


Function-First Tech Buying: The Way Forward In A World Of Legacy Tech Systems And Ecosystem Bloat

Emily Pfeiffer September 22, 2022
Digital commerce stacks are weighed down by legacy bloat. Discover how function-first buying can boost efficiency and slim down costs by separating required and common functions in digital commerce tech stacks.

Power Your Digital Business With The Right Platforms And Partners

Emily Pfeiffer September 14, 2022
Digital business leaders can use these tips to evolve their evaluation, selection, and evolution practices for both platforms and partners. Plus, learn about a robust new body of research that will help you supercharge the effectiveness of your digital ecosystem.

Doing, Selling, And Being Headless Commerce

Joe Cicman May 3, 2022
Different roles have different relationships to headless commerce. Yet the concept is easier explained when you can settle on a frame of reference.

The Top Three Solutions In B2C Commerce In 2022 — Each Holds A Unique Position In The Market

Emily Pfeiffer April 28, 2022
The Forrester Wave™ for B2C Commerce Solutions surfaced a significant shift in the market, which we predicted but did not expect to see so quickly or so clearly.

By 2026, The Global Market For OMS Software Will Nearly Double To Reach $1.9 Billion

Jitender Miglani March 22, 2022
We forecast that global OMS spending will nearly double over the next five years, with a CAGR of 12.8%. Here’s why.

Predictions 2022: Anywhere-Commerce Will Unlock Massive Investments In Technology

Emily Pfeiffer December 1, 2021


Tune Order Management NOW To Create Stellar Customer Experiences This Holiday Season

Emily Pfeiffer October 19, 2021
Speed, options, and transparency should guide holiday-season planning. Learn how to deliver on customers' expectations this year.

Digital Requirements Force Legacy Tech Out Of The Way — But Not As Fast As Businesses Wish

Emily Pfeiffer October 8, 2021
Today’s world, rife with supply chain emergencies, natural disasters, and pandemic responses, requires agility and adaptability that businesses cannot deliver with static, overly-customized tech.

Promotions And Offer Management Providers Want To Help You Deliver Personalized And Compelling Incentives

Mary Pilecki August 11, 2021
Have you noticed the growing link between commerce and loyalty? Forrester has, and we’ve set out to explore it. Our first deep dive was into promotions and offer management tools, which we define as: Software that helps businesses personalize, distribute, automate, and track promotions, incentives, and other offers across digital and physical touchpoints. We included […]

Digital Businesses, Prioritize Your Needs In 2021 And Hold Your Commerce Vendors To A Higher Standard

Emily Pfeiffer May 11, 2021
Merchants: It’s time to reevaluate the standards you’ve set for your vendors and push them to innovate as quickly as consumers’ needs evolve. Don’t just stay because you’re comfortable: It’s time to choose your “best for me” solutions. This year, be your tech and business users’ hero and look for vendor partners that: Reduce the drain on your resources during upgrades and provide the flexible delivery models to support your […]

Order Management And Retail: A Love Story (Or: Key Findings From The 2021 OMS Forrester Wave™)

Emily Pfeiffer April 28, 2021
2020 was the year that every digital business fell in love with their order management system (OMS). With the pandemic exacerbating the need for diverse and effective fulfillment options, retailers and vendors were forced to innovate — and innovate quickly. As a sign of the times: A year ago, there were a handful of little-known […]

The Future Of Commerce Technology Is On FIRE — And It’s A Good Thing

Emily Pfeiffer January 5, 2021
I can explain the evolution of commerce technology using plate tectonics — really! Now imagine me telling you that commerce is no longer the nucleus of the commerce technology atom (… and that I could even mix a metaphor about Gremlins into this conversation). It’s true — the commerce core is shrinking away. We already […]

This Holiday Season, Delight Customers With What Happens After They Click “Buy”

Emily Pfeiffer October 26, 2020
On Dasher, on Dancer, on Prancer, on Vixen . . . on FedEx, on UPS, on DHL, on USPS? There is no online equivalent to walking out of the store just after the moment of purchase, carrying a loved one’s holiday gift. This year, Deloitte foresees US brick-and-mortar sales increasing year over year between just […]

Retailers And Brands: Bring Your Business Users To The Vendor Selection Party

Emily Pfeiffer June 16, 2020
As we (re)discovered in the recent Forrester Wave™ reports for B2B and B2C commerce suites, the experience of the business user increasingly influences vendor selection. As a retailer or brand, you already know this. During our recent commerce suites Wave evaluation process, we interviewed current customers of each vendor, and of those we spoke with, […]
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