Customer Experience & Commerce

Covering the rapid evolution of customer experience applications and how they drive business outcomes in a digitally transformed world.


The Customer Experience & Commerce research channel covers the many aspects of digital transformation that impact business outcomes. We provide insight into the technologies and applications having a profound effect on employees, customers and partners as businesses transition from digitization to true transformation. Advertising and marketing technology research explores how businesses are creating richer, more personalized (even one-to-one) experiences that enhance the customer relationship. Research into commerce and payments tech explores how optimizing transactional experiences also increases revenue and reduces friction for customers. Coverage of sales and customer service technology tracks the essential tools that allow for tighter integration of internal processes and the reduction of data silos that impede progress. Key vertical markets that lead this transformation form the heart of our coverage, including telecommunications, financial services and retail.


Contributing Analysts

Learn more about our Customer Experience & Commerce research

Recent Reports in Customer Experience & Commerce
Customer Experience & Commerce
M&A Insight

Coronavirus sets upon an already Listless Customer Experience M&A Market

According to 451 Research's M&A KnowledgeBase, spending on CX&C targets fell almost in half during 2019 and continued to slow through the first quarter.

Customer Experience & Commerce
Market Insight

COVID-19: The Impact of a Pandemic on the Payments Industry

The coronavirus is bringing with it a wave of change across the payments industry. No entity or segment has been granted immunity, but some will fare better than others. Payments stakeholders must work quickly to familiarize themselves with the threats and opportunities stemming from the global pandemic and put in place plans for adaptation.

Customer Experience & Commerce
Market Insight

Digital Experiences are front and center in coping with Coronavirus

The coronavirus is changing the face of customer experiences. Considering that 48% of the market is still formulating its digital transformation plans, businesses have a long way to go to ensure that vision meets reality. However, there has to be a specific reason to start – finally there is a business case for many to wake up, especially when it comes to delivering contextual experiences.

Customer Experience & Commerce
Technology & Business Insight

Customer Intelligence Platform Market Map 2020

The proliferation of customer data platforms (CDPs) has created not only widespread confusion in the market, but a separate application stack geared primarily toward marketing use cases. The need for a modern 360-degree view and real-time profile of the customer to improve their experience across the entire journey is the foundation for what 451 Research calls a customer intelligence platform.

Customer Experience & Commerce
2020 Trends Report Excerpt

2020 Trends in Customer Experience & Commerce

Significant disruption across industries, fueled by the rising influence of the empowered consumer, continues to exert pressure on businesses to deliver differentiated and consistent experiences across the entirety of the customer journey. In effect, this is forcing the evolution of the entire technology stack and organizational culture in order to enable real-time, contextually relevant experiences.

Customer Experience & Commerce
Market Insight

Digital Wallet Adoption: a Merchant and Consumer Perspective

The variety of digital wallet options has proliferated over the past decade in step with consumers' growing use of connected devices for commerce. Wallets are pitched to shoppers as a more convenient way to pay online and for merchants the promise of improved conversion rates is a salient selling point.