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
Emily Pfeiffer, Principal Analyst
Emily Pfeiffer Principal Analyst
With contributors:
Fiona Swerdlow , Nicole Murgia , Joe Cicman , Amanda LeClair , Lily Varon , Kate Leggett , Sucharita Kodali , Julie Ask , Connor Weathers

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.