Vision Report

Master Commerce Tech Evolution With Function-First Thinking

Retailers And Brands Rebel Against Tech Vendors’ Focus On Marketing Over Meaning

September 19th, 2022

Summary

Digital businesses struggle to identify which tech solutions will solve their business problems. Vendors’ marketing messaging, and a lack of standardization in the market, amplify the challenge. Although there are standard market categories of commerce tech (e.g., order management systems, product information management) there were no universal rules for the functions each category provides — until now. This report outlines Forrester’s Function-First Tech Buying Framework, which creates standards for the functionality included in each commerce tech market category.

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