Online commerce: Plotting a course to personalization

Gone are the days when brands must sell through big-box retailers, as more and more are waking up to the realization that if they want to successfully manage customer experiences, they must collect commerce interaction data themselves. Aside from product revenues, the real gold lies with the purchase and customer data that online shopping delivers.


With online commerce now a firmly established part of the wider commerce landscape, the once prominent fight for market share between retailers has now moved online. This shift means that sales can no longer be considered one individual department in an organization—instead, all departments must work together to drive online commerce success. Increasingly technologically advanced customers demand a customized and optimized digital experience. If a business cannot offer this, then it is likely that their competition will.


Sitecore commissioned independent market research company Vanson Bourne to explore the commerce experience that brands and their solution partners or suppliers want to deliver based on customer needs that they aren’t delivering today. We also researched the need for a platform that seamlessly combines catalog and content management.

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