2024 IDC Marketscape: B2C Digital Commerce Vendor Assessment

We did it again — commercetools named a Leader in the 2024 IDC Marketscape: B2C Digital Commerce Platforms for Midmarket Growth

Diya Bag
Senior Content Writer, commercetools
Published 06 February 2024
Estimated reading time minutes

In yet another testament to its prowess within digital commerce, commercetools has once again claimed the prestigious title of "Leader" — this time in the IDC MarketScape Worldwide B2C Digital Commerce Platforms for Midmarket Growth Vendor Assessment. This accolade reinforces commercetools' commitment to excellence and innovation in the competitive world of digital commerce vendors.

2024 IDC Marketscape: B2C Digital Commerce Vendor Assessment

First things first — what exactly is the IDC MarketScape Worldwide B2C Digital Commerce Platforms for Midmarket Growth Vendor Assessment all about? In essence, this report, conducted by the esteemed market research firm IDC, offers a thorough evaluation and valuable insights into the positioning of technology vendors within the B2C digital commerce space. 

The report specifically caters to the needs of midmarket B2C commerce SaaS buyers focused on growth — the midmarket range is defined as a transacting volume of USD 100 million to USD 500 million or more in annual revenue. The assessment of vendors encompasses crucial factors, aiding businesses in making well-informed decisions when selecting a digital commerce platform. Vendors included undergo stringent criteria, ensuring they meet functionality requirements  and actively support midmarket growth strategies.

commercetools, according to the IDC vendor assessment

commercetools' greatest strengths

Demonstrating robust capabilities, commercetools stands out in the realm of MACH® commerce, making it an ideal choice for organizations seeking a platform for MACH commerce deployments. Notably, commercetools, as a founding member of the MACH Alliance, exhibits strong thought leadership in MACH principles, underlining its commitment to un-opinionated APIs. 

The platform distinguishes itself by exposing 100% of its functionality through REST and GraphQL APIs, ensuring a comprehensive and accessible integration experience. Embracing a modular architecture, commercetools offers over 500 APIs that can be selectively chosen, enabling businesses to construct a tailored commerce platform that precisely aligns with their unique needs. 

With a cloud-agnostic infrastructure, the platform provides the flexibility for businesses to opt for their preferred cloud service provider, proving advantageous for those with specific compliance or data sovereignty requirements. This strategic approach empowers developers with full flexibility, allowing the integration of purpose-fit stacks that truly meets business needs for a fully composable platform.

There's always room to grow

Facing the dynamics of competitive market positioning, commercetools excels in exceeding the needs of technical teams, demonstrating efficacy in addressing complex architectural requirements. However, there lies an opportunity to enhance communication with business buyers regarding the inherent value of composable commerce. In navigating the landscape of industry perceptions, commercetools encounters the challenge of dispelling the common conflation of Software as a Service (SaaS) with all-in-one platforms. 

This presents a prospect for further education to enlighten buyers on the nuanced advantages of adopting precise technology aligned with MACH principles, fostering a deeper understanding of the platform's capabilities for long-term Total Cost of Ownership (TCO) reduction and scalability.

Consider commercetools if…

…you are a forward-thinking, midmarket-to-large-enterprise buyer, commercetools could be your ideal choice. The cloud-agnostic, fully composable and modular headless experiential commerce product seamlessly integrates with various systems, supporting both B2B and B2C functionalities. It is especially suited for businesses pursuing business agility, experience-led differentiation strategies and those valuing technological agility.

IDC advice and insights for B2C businesses

Beyond vendor evaluations, this IDC report goes the extra mile by offering invaluable advice tailored for B2C businesses to make informed decisions. Here's a glimpse into some of the insights:

  • Transcendent commerce is a must: The concept of transcendent commerce is described as a strategic, human-centric approach that utilizes analytics and AI, particularly generative AI (GenAI) and machine learning (ML). By adopting this approach, businesses position themselves to capitalize on the potential where every marketing channel becomes a powerful avenue for engagement and conversions, seamlessly integrated into fluid experiences. Key attributes include preparing for converged channels, emphasizing empathy, requiring digital maturity, achieving channel ubiquity, avoiding channel conflict and leveraging analytics for strategic decision-making.

  • Unique CX is crucial: IDC underscores the importance for B2C midmarket buyers to distinguish their brands through unique, positive, and memorable customer experiences, essential for thriving in a competitive environment where brand loyalty is elusive. The focus is on creating a technical, trust-driven and strategically creative staging environment to forge a distinctive brand identity and enduring customer connections.

  • Cultivate trust and loyalty: The ability to establish and nurture trust sets businesses apart. The interplay between consumer behavior and technology is emphasized, highlighting the importance of a human-centric approach to digital commerce software selection. IDC stresses the need for ongoing, meaningful and mutually beneficial relationships between brands and consumers, with a focus on being transaction-ready across various platforms while prioritizing data security and privacy.

  • Marketing and commerce are merging: Customer interviews conducted as part of IDC MarketScape research reveal insights into the convergence of marketing technology and commerce technology. A significant majority of respondents (73.91%) using B2C digital commerce SaaS confirmed this trend, indicating a notable shift in the industry. Customer responses emphasize the intertwined nature of commerce and marketing technologies, with a focus on supporting each other and adapting to changing customer expectations. 

  • 7 software differentiators: IDC outlines the seven most common differentiators among buyers of enterprise commerce SaaS. These differentiators include AI and data-led strategies, business agility, experience-led approaches, industry specialization, people-centric strategies, product-led differentiation and tech agility. It's emphasized that digital commerce software should seamlessly align with an organization's chosen differentiation strategy, reflecting a holistic approach where technology engages and understands consumers on a deeper level.

  • To compose or not to compose: The report discusses the adoption of composability in digital commerce as a strategic response to the need for expanding commerce capabilities for growth. Organizations are naturally drawn to augmenting their tech stacks when faced with technical limits that hinder operations or growth. The good news for commerce SaaS buyers is that most digital commerce software products are now composable to varying degrees — with commercetools standing at the forefront of composable commerce technology as a fully composable solution. 

Want to read the entire report? Download the entire IDC MarketScape Worldwide B2C Digital Commerce Platforms for Midmarket Growth Vendor Assessment.

Diya Bag
Senior Content Writer, commercetools

Diya Bag is a Senior Content Writer at commercetools. Previously, she has worked as a Copywriter in advertising for a wide range of brands, as well as an Editorial Manager in publishing for magazines and both fiction and nonfiction books.

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