Why we wrote a report on the emergence of modular DXPs

Ronak Ganatra
Ronak Ganatra
Christopher Kühn
Christopher Kühn

October 28, 2020

Why we wrote a report on the emergence of modular DXPs

We recently published a report titled "Modernizing Enterprise Tech Stacks by Embracing Modular Digital Experience Platforms (DXPs)".

Why write this report?

At GraphCMS, we're firm believers in companies following an open and modular platform approach that addresses their needs in an optimal way. We're against unnecessary vendor lock-ins and laggard business practices that become obstacles for organizations to unlock their potential in delivering the best customer experiences.

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The purpose of this report is to highlight how companies can take control of their tech stacks to decide what works best for them, rather than falling prey to legacy software practices that are expensive, hard to maintain, and result in overwhelming monetary and human-hour overheads.

All organizations, whether fast-paced startups or established enterprises with decades of experience, should be in control of their end-to-end customer experiences without any limitations imposed on them by the technologies they use.

We've spoken to experts from leading organizations across the world to gather unique insights on where the DXP market is headed, what "DIY" DXPs are, and how they can impact your business strategy going forward.

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Who is this report for?

The report is aimed at two primary segments of companies, however, the approach is valid across industries.

Rapidly growing startups and companies are in an exceptional position to define the stack that helps them focus on their business models and core products rather than maintaining services and technologies that slow them down with considerable overheads.

On the other side, established enterprises are struggling to catch up to the digital-first era of application content, and are looking for ways to deliver better CX through a competitive digital stack, without the risks of completely overhauling years of business practices and processes.

This report serves both their needs, by highlighting how to migrate from a monolith to a microservice-led DXP, as well as by illustrating what long-term effects this approach has.

For fast-paced modern software companies

As cloud-native companies, embracing modular DXP components, helps them to operationalize business effectiveness since their stack is comparable leaner and at the same time they deliver superior CX with an API-first approach.

The components and input within this report and on Build Your DXP should assist in finding the best-of-breed solutions that help you work in an agile manner, drastically reduce the time-to-market for your digital products and make the most of your development resources without overpriced software decisions.

For modernizing enterprises

We understand that digitizing years of dependencies and business practices is an expensive and time-consuming process. By opting for a gradual modernization, you're able to retain most of your services without just "flipping an expensive switch". The approach highlighted in this report is to guide you towards consolidating all your services together, and complementing them with modern solutions, to continue providing exceptional experiences in a digital-first world, whilst gradually making your dependencies and stacks leaner over time, at scale, in an affordable, and efficient manner.

What this report covers

We take an in-depth dive into going over the current DXP landscape, what a microservice led DXP is, and what benefits this approach has when forgoing monolith lock-ins.

Furthermore, we interviewed 100+ customers and partners to understand their involvement in emerging microservice DXP adoption at an enterprise scale - about their investments in 2020, and their plans to adopt microservice architectures from 2021 onwards. From the insights gathered it was easy to see where they saw the market heading, and what steps they were taking in ensuring their tech-stacks could support their business model in the years to come.

The DXP market is still in its infancy which leaves ample space for growth as vendors in the space refine their respective products. We’ve seen vendors from a variety of adjacent markets pivot into a micro services led offering, including those in content management, portals, and eCommerce. However, there’s movement from vendors in the...

Jazmine Bets, Senior Market Research Analyst at G2

Further on, we also take a detailed approach to covering the "DIY" approach of building a DXP, by speaking with industry leaders about what components are required for companies to deliver superior customer experiences in an omni-channel manner - namely AB Testing, Analytics, Applied AI, Authentication, CDP & Marketing Automation, Chatbots, Cloud Services, Content Management, CRM & Sales Automation, eCommerce, NPS, Payments, Reputation Management, Search, and Voice Application.

Lastly, we get into providing actionable insights to both, B2C and B2B companies of different scales, on how they can migrate from monolith DXP platforms to a best-of-breed approach and how it affects their ROI. Some of our partners have also provided exceptional real-world case studies of how they have implemented modular DXPs for organizations like Microsoft, Disney, HP, and Vattenfall - to make the transition easier for you.

About the Contributors

The insights gathered in this report are largely due to the immensely valuable contributions from these leaders in their fields:

  • Amit Bivas, VP of Marketing at Optimove
  • Daniel Pölkemann, Managing Director at BITGRIP
  • Filippo Conforti, Founder & CEO at Commerce Layer
  • Jan König, Co-Founder & CEO at Jovo
  • Jazmine Betz, Senior Market Research Analyst at G2
  • Jörn Stampehl, CTO & Managing Director at Optimise-It
  • Julian Pscheid, Co-Founder & COO/CTO at Emerge Interactive
  • Kai Dahlke, Senior PR & Communications Manager at BITGRIP
  • Kaya Ismail, Founder & CEO at Wordify
  • Lisa Abbott, VP of Marketing & Business Development at Wootric
  • Matthias Niehoff, Head of Data & AI at codecentric
  • Michael Sokol, Solutions Engineering Lead EMEA at Algolia
  • Nikhil Dinesh, Head of Business Development DACH at Amazon Web Services (AWS)
  • Paresh Mandhyan, Director of Marketing at VWO
  • Shane Forster, Country Manager DACH at REVIEWS.io

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