Best Digital Experience Platforms (DXP)

How Many Digital Experience Platforms (DXP) Products Does G2 Track?

Total Products under this Category: 114

Category Stats (Sep 2026)

  • Average Rating: 4.38/5 The average rating of products in this category, based on all submitted ratings
  • Top Trending Product: Sitecore Digital Experience Platform (+0.73%) - Among all products in this category, Sitecore Digital Experience Platform recorded the largest rating increase compared to last month

Last updated: September 01, 2026

How Does G2 Rank Digital Experience Platforms (DXP) Products?

Why You Can Trust G2's Software Rankings:

  • 30 Analysts and Data Experts
  • 11,500+ Authentic Reviews
  • 114+ Products
  • Unbiased Rankings

G2's software rankings are built on verified user reviews, rigorous moderation, and a consistent research methodology maintained by a team of analysts and data experts. Each product is measured using the same transparent criteria, with no paid placement or vendor influence. While reviews reflect real user experiences, which can be subjective, they offer valuable insight into how software performs in the hands of professionals. Together, these inputs power the G2 Score, a standardized way to compare tools within every category.

G2 Grid® for Digital Experience Platforms (DXP)

G2 Grid® for Digital Experience Platforms (DXP) plotting products by satisfaction and market presence

Highlighted products: Adobe Experience Manager, Sitecore Digital Experience Platform, Jahia DXP, Liferay Digital Experience Platform, Umbraco, Webflow, Kentico, and Storyblok.

Underlying data: [Grid® JSON](https://www.g2.com/categories/digital-experience-platforms-dxp/grids.json?focus%5B%5D=adobe-experience-manager&focus%5B%5D=sitecore-digital-experience-platform&focus%5B%5D=jahia-dxp&focus%5B%5D=liferay-liferay-digital-experience-platform&focus%5B%5D=umbraco&focus%5B%5D=webflow&focus%5B%5D=kentico&focus%5B%5D=storyblok)

Adobe Experience Manager

Adobe Experience Manager (AEM) is an agentic content system built for the agentic era, when brands must be discovered, cited, and trusted across human visitors and AI agents simultaneously. Unlike headless-only content management systems that solve for content availability (storing content and delivering it via API), AEM is architected for brand visibility: ensuring content performs once it reaches every surface, from web and mobile to LLMs and emerging agentic channels. What Adobe Experience Manager Is Experience Manager combines structured content management, digital asset management, agentic workflows, enterprise governance, and edge delivery in a single, natively integrated platform. Most enterprises already use AEM as a headless system of record powering mobile apps, multi-site experiences, and connected channels, while also gaining the presentation, delivery, and optimization layers that headless-only systems require customers to build or buy separately. Agentic CMS: The Foundation for AI Discovery AEM is designed as an agentic content management system. Structured, governed, fast content is what AI systems surface, cite, and trust. AEM's agent capabilities — including the Brand Experience Agent, Brand Governance Agent, and Content Advisor Agent — bring intelligence and automation across the content lifecycle: accelerating creation and migration, enforcing brand and compliance governance, and continuously optimizing experiences for both human and agentic traffic. Key Capabilities Experience Manager Sites: A modern decoupled architecture for creating and delivering personalized web and app experiences at scale, serving both headless (Content Fragments via GraphQL/REST) and full experience delivery needs. Experience Manager Assets: A digital asset management system to govern and activate assets, with native AI trained on a brand's data, voice, and creative DNA across regions and geographies. Experience Manager Forms: End-to-end digital enrollment integrated with back-end systems of record. AEM Sites Optimizer: Continuous optimization of performance, SEO, and discoverability (requires AEM Sites). LLM Optimizer: Purpose-built visibility into agentic traffic using real CDN signals, with brand-aware recommendations to improve how content is surfaced and cited by AI systems. Edge Delivery Services: Sub-second content delivery with personalization applied at the edge, built for agentic workflows where content is assembled and served in milliseconds. Experience Manager Guides and Learning Manager: Scalable component content management for documentation, knowledge, and support content, and an integrated learning management system. Differentiators Content + decisioning in one event loop: AEM integrates with Adobe Journey Optimizer and Real-Time CDP, making content decisions on unified customer profiles that draw on behavioral, transactional, and engagement signals, not on CRM records alone. Generative creation in the workflow: Adobe Firefly and generative content capabilities are embedded inside AEM's authoring environment as native capabilities, not adjacent integrations. Enterprise governance at scale: Multi-site, multi-brand, multi-language support with role-based access control, workflow approvals, and audit trails built in. Proven Results Brands using Adobe's optimization capabilities have seen measurable gains in AI-era visibility, including significant increases in LLM citation rates and AI-referral traffic, alongside improvements in page performance and organic visibility.

Average Rating: 4.2/5.0

Total Reviews: 662

How Do G2 Users Rate Adobe Experience Manager?

  • Web Analytics: 8.5/10 (Category avg: 8.1/10)
  • Audience Insights: 8.1/10 (Category avg: 8.1/10)
  • Campaign Tracking: 8.2/10 (Category avg: 8.1/10)
  • Has the product been a good partner in doing business?: 8.3/10 (Category avg: 9.1/10)

Who Is the Company Behind Adobe Experience Manager?

  • Seller: Adobe
  • Company Website:
  • Year Founded: 1982
  • HQ Location: San Jose, CA
  • Twitter: @Adobe
    956,842 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    42,975 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Software Engineer, Consultant
  • Top Industries: Information Technology and Services, Marketing and Advertising
  • Company Size: 48% Large, 25% Small

What Do G2 Reviewers Say About Adobe Experience Manager?

AI-generated summary from verified user reviews

Pros
  • Users love the ease of use of Adobe Experience Manager for efficient content management and seamless integration.
  • Users highlight the user-friendly content management features of Adobe Experience Manager, making complex workflows simple and efficient.
  • Users value the efficient content management of Adobe Experience Manager, noting its seamless integrations and user-friendly features.
  • Users highlight the customization options of Adobe Experience Manager, enabling tailored solutions for both B2C and B2B strategies.
  • Users appreciate the seamless integrations of Adobe Experience Manager, which enhance efficiency and streamline content management across channels.
Cons
  • Users find the steep learning curve challenging, especially for non-technical individuals, complicating their initial experience.
  • Users find the complex usability of Adobe Experience Manager challenging, particularly for non-technical individuals during setup and maintenance.
  • Users find the difficult learning process overwhelming, especially for non-technical users and during initial setup.
  • Users find the product too expensive, with high licensing and maintenance costs burdening budget considerations.
  • Users find the steep learning curve challenging, especially for non-technical individuals during initial setup and customization.

What Are Recent G2 Reviews of Adobe Experience Manager?

What Are G2 Users Discussing About Adobe Experience Manager?

Sitecore Digital Experience Platform

Sitecore is a global leader in AI-enabled digital experience software. Its next-generation platform, SitecoreAI, helps brands plan, create, personalize, and deliver content across every channel — websites, apps, social, and beyond. By unifying content management, customer data, and personalization into one intelligent system, it makes marketing faster, smarter, and more connected. At its core are agentic tools and studios that let marketers and developers collaborate with AI responsibly and effectively. Trusted by thousands of global brands and supported by one of the world’s largest digital experience communities, Sitecore helps organizations design experiences for the world beyond the website, with the flexibility of customizable SaaS and the scale of a global ecosystem. Discover more at www.sitecore.com. Sitecore is a registered trademark of Sitecore Corporation A/S in the USA and other countries. All other brand names, product names, or trademarks belong to their respective holders.

Average Rating: 4.2/5.0

Total Reviews: 609

How Do G2 Users Rate Sitecore Digital Experience Platform?

  • Web Analytics: 8.1/10 (Category avg: 8.1/10)
  • Audience Insights: 8.0/10 (Category avg: 8.1/10)
  • Campaign Tracking: 8.1/10 (Category avg: 8.1/10)
  • Has the product been a good partner in doing business?: 8.1/10 (Category avg: 9.1/10)

Who Is the Company Behind Sitecore Digital Experience Platform?

  • Seller: Sitecore
  • Company Website:
  • Year Founded: 2001
  • HQ Location: San Francisco, CA
  • Twitter: @Sitecore
    19,466 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    1,702 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Web Developer, Sitecore Developer
  • Top Industries: Information Technology and Services, Computer Software
  • Company Size: 46% Large, 36% Medium

What Do G2 Reviewers Say About Sitecore Digital Experience Platform?

AI-generated summary from verified user reviews

Pros
  • Users appreciate the powerful and flexible features of Sitecore DXP, enhancing their digital experience with ease and customization.
  • Users praise the user-friendly interface of Sitecore DXP, enhancing content authors' efficiency and collaboration.
  • Users value the flexibility of Sitecore DXP, enabling tailored implementations and various hosting options for diverse needs.
  • Users value the flexible content management of Sitecore, enhancing efficiency and maintaining consistency across platforms.
  • Users praise Sitecore DXP for its unmatched customizability, making it ideal for diverse and complex digital experiences.
Cons
  • Users find the steep learning curve of Sitecore DXP daunting, requiring extensive expertise for effective use.
  • Users find the costly nature of Sitecore Digital Experience Platform a significant consideration for larger organizations.
  • Users find the platform's complexity daunting, as it demands significant expertise and resources for effective use.
  • Users face a steep learning curve with Sitecore DXP, often requiring extensive training and expertise for effective use.
  • Users find the difficult usability of Sitecore frustrating, citing steep learning curves and lack of intuitive design.

What Are Recent G2 Reviews of Sitecore Digital Experience Platform?

What Are G2 Users Discussing About Sitecore Digital Experience Platform?

Jahia DXP

Jahia is a digital platform combining a hybrid CMS and DXP, built for organizations that manage complex content environments and require strong control over their data, architecture, and digital operations. A hybrid CMS for editorial flexibility and distribution agility: Jahia CMS supports both traditional and headless approaches. Content teams work through rich editorial interfaces, while developers distribute content via APIs to any front-end experience, including websites, mobile applications, portals, and third-party systems. This architecture is particularly suited to multi-site, multi-brand, and portal deployments where content governance and distribution speed are equally critical. A DXP with native CDP capabilities: On the experience side, Jahia collects, unifies, and activates customer data through built-in CDP capabilities, enabling real-time personalization without requiring a separate CDP. Organizations retain ownership of their customer data within a controlled environment, without adding unnecessary data silos. AI-assisted productivity: Built-in AI features, including automatic translation, writing assistance, and automated content classification, reduce manual effort and accelerate time to market for both editorial and technical teams, helping business users move faster while developers stay focused on high-value work. Open architecture, built for complex ecosystems: Jahia is built on a modular, API-first architecture that integrates with existing systems such as CRM, analytics, DAM, and e-commerce platforms. It deploys in the cloud or on-premises, giving organizations control over their infrastructure, security posture, and compliance requirements without locking teams into a rigid technology stack. Designed for collaboration: Jahia bridges the gap between business and technical teams. Granular roles, permissions, and workflows give each team the autonomy they need without creating governance gaps. Content editors, marketers, and developers work in the same environment, with clear boundaries and shared visibility. Trusted by NASA, Marriott Vacations Worldwide, Ben & Jerry’s, and the European Parliament, Jahia is designed for teams that treat data control, architectural flexibility, and digital experience performance not as options, but as requirements.

Average Rating: 4.4/5.0

Total Reviews: 597

How Do G2 Users Rate Jahia DXP?

  • Web Analytics: 8.4/10 (Category avg: 8.1/10)
  • Audience Insights: 8.5/10 (Category avg: 8.1/10)
  • Campaign Tracking: 8.4/10 (Category avg: 8.1/10)
  • Has the product been a good partner in doing business?: 8.9/10 (Category avg: 9.1/10)

Who Is the Company Behind Jahia DXP?

  • Seller: Jahia
  • Company Website:
  • Year Founded: 2002
  • HQ Location: Geneva, CH
  • Twitter: @jahia
    5,723 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    67 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Product Owner, Business Analyst
  • Top Industries: Insurance, Information Technology and Services
  • Company Size: 33% Large, 33% Small

What Do G2 Reviewers Say About Jahia DXP?

AI-generated summary from verified user reviews

Pros
  • Users appreciate the intuitive ease of use of Jahia DXP, enhancing their experience in digital management.
  • Users value Jahia DXP for its flexible and modular content management, enhancing collaboration and streamlining digital experiences.
  • Users appreciate the flexibility of Jahia DXP, enabling easy content management and customization for various needs.
  • Users value Jahia DXP's integration-friendly design, facilitating seamless connections and enhancing collaboration across teams.
  • Users appreciate the intuitive interface of Jahia DXP, enhancing ease of use and overall productivity.
Cons
  • Users find the learning curve steep for Jahia DXP, requiring time and technical knowledge to navigate effectively.
  • Users face a steep learning curve with Jahia DXP, encountering complexity in advanced features and integrations.
  • Users find the difficult learning curve of Jahia DXP challenging, particularly those without technical expertise.
  • Users find the complexity of Jahia DXP leads to a steep learning curve, hindering initial setup and maintenance.
  • Users express concern about the technical expertise required, making Jahia DXP challenging for non-technical teams to navigate.

What Are Recent G2 Reviews of Jahia DXP?

What Are G2 Users Discussing About Jahia DXP?

Liferay Digital Experience Platform

Liferay DXP helps companies deliver personalized and connected digital experiences across a broad range of channels, including customer portals, websites, intranets, mobile apps, and connected devices. We offer a flexible platform that’s designed to integrate seamlessly into your existing enterprise applications (ex. CRM, ERP, MAP), so you can create a unified experience for your users, while also preserving your investment in existing technologies. And we provide your business users with the intuitive CMS, user analytics, and site management tools they need to launch, test and optimize digital experiences quickly for faster go-to-market.

Average Rating: 4.4/5.0

Total Reviews: 136

How Do G2 Users Rate Liferay Digital Experience Platform?

  • Web Analytics: 5.6/10 (Category avg: 8.1/10)
  • Audience Insights: 7.5/10 (Category avg: 8.1/10)
  • Campaign Tracking: 5.0/10 (Category avg: 8.1/10)
  • Has the product been a good partner in doing business?: 8.5/10 (Category avg: 9.1/10)

Who Is the Company Behind Liferay Digital Experience Platform?

  • Seller: Liferay
  • Company Website:
  • Year Founded: 2004
  • HQ Location: Diamond Bar, CA
  • Twitter: @Liferay
    9,177 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    1,081 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Software Engineer
  • Top Industries: Information Technology and Services, Computer Software
  • Company Size: 39% Medium, 36% Large

What Do G2 Reviewers Say About Liferay Digital Experience Platform?

AI-generated summary from verified user reviews

Pros
  • Users value the customizability of Liferay, facilitating rapid development of applications tailored to complex requirements.
  • Users value the flexible customization options in Liferay Digital Experience Platform, enabling swift adaptation to diverse needs.
  • Users value the customization options in Liferay Digital Experience Platform, enabling tailored solutions for their unique requirements.
  • Users praise the flexibility of Liferay Digital Experience Platform, enabling quick adaptations to complex needs effortlessly.
  • Users value the flexibility and scalability of Liferay, enabling rapid development of tailored applications and features.
Cons
  • Users find error issues with confusing patch messaging and dead links, complicating platform support and usability.
  • Users face outdated documentation issues, making it difficult to navigate patches and find helpful resources.
  • Users struggle with poor customer support due to confusing messaging and broken links in help resources.
  • Users find the poor documentation of Liferay Digital Experience Platform complicates support and increases confusion around upgrades.
  • Users struggle with tagging issues due to confusing messaging and broken links in help resources, complicating support.

What Are Recent G2 Reviews of Liferay Digital Experience Platform?

What Are G2 Users Discussing About Liferay Digital Experience Platform?

Umbraco

Umbraco is a leading open-source .NET Core CMS with over 700,000 active installs worldwide and a vibrant community of over 220,000 members. Since its inception on February 16, 2005, Umbraco has remained an open-source project backed by a dedicated commercial company. At Umbraco, we pride ourselves on staying at the forefront of technology. Our alignment with Microsoft’s .NET release schedule ensures that Umbraco is always up-to-date with the latest .NET version. Umbraco CMS offers unparalleled flexibility, giving you full control over your website and its features. Beyond the core CMS, we provide two unique products to cater to your specific needs: Umbraco Cloud: The ideal environment for your Umbraco projects, featuring Azure Cloud hosting, automated upgrades, and streamlined workflows to maximize your productivity and project potential. Umbraco Heartcore: Our headless CMS option, equipped with fully managed APIs, GraphQL support, CDN capabilities, and more, providing a robust solution for omnichannel content delivery. Why choose Umbraco? Developers appreciate Umbraco for its flexibility and scalability. It integrates seamlessly with your code, allowing you to create a website that looks, feels, and operates exactly as you envision. With open-source code and APIs, Umbraco is easily extendable and adaptable to meet diverse requirements. For content editors and marketers, Umbraco delivers an exceptional editing experience. Our CMS includes intuitive features and workflows designed to enhance content creation and management. If you have specific needs, Umbraco’s backend can be customized by developers to fit perfectly. Our mission is to provide a platform that empowers you to manage your projects your way. By keeping our system open and adaptable, we ensure that Umbraco remains relevant and efficient for a wide range of project requirements.

Average Rating: 4.5/5.0

Total Reviews: 979

How Do G2 Users Rate Umbraco?

  • Web Analytics: 7.9/10 (Category avg: 8.1/10)
  • Audience Insights: 7.3/10 (Category avg: 8.1/10)
  • Campaign Tracking: 7.4/10 (Category avg: 8.1/10)
  • Has the product been a good partner in doing business?: 8.8/10 (Category avg: 9.1/10)

Who Is the Company Behind Umbraco?

  • Seller: Umbraco
  • Company Website:
  • Year Founded: 2005
  • HQ Location: Odense
  • Twitter: @umbraco
    3,526 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    189 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Software Engineer, Developer
  • Top Industries: Computer Software, Information Technology and Services
  • Company Size: 52% Small, 34% Medium

What Do G2 Reviewers Say About Umbraco?

AI-generated summary from verified user reviews

Pros
  • Users find Umbraco to be a super fast and easy CMS, facilitating straightforward content updates and organization.
  • Users value the ease of content management in Umbraco, appreciating its fast and user-friendly interface.
  • Users praise Umbraco for its intuitive interface, making content management easy and accessible for all skill levels.
  • Users appreciate the flexibility of Umbraco, enabling fast development across various project requirements with ease.
  • Users value the customizability of Umbraco, appreciating its flexibility and ability to meet diverse project needs.
Cons
  • Users experience a steep learning curve with Umbraco, making initial setup and knowledge acquisition challenging.
  • Users experience limited features in Umbraco, feeling it lacks modern updates and necessary functionalities.
  • Users find poor usability design in Umbraco, facing challenges with page reordering and formatting difficulties.
  • Users find difficult usability in Umbraco, especially with the cumbersome document types and clunky formatting.
  • Users find the editor limitations of Umbraco cumbersome, impacting ease of use and efficiency while editing content.

What Are Recent G2 Reviews of Umbraco?

What Are G2 Users Discussing About Umbraco?

Webflow

Webflow is the agentic web marketing platform for high-performing teams. Marketers, designers, and developers collaborate in Webflow to build distinctive web experiences that grow their brand, rank in AI search, and drive real revenue, all without the complexity of a Frankenstack or the cost of constant replatforming. Built-in AI accelerates creation, optimization, and automation, while audit trails and permissions ensure teams stay in control. Over 300,000 companies and 2,000+ Certified Partners trust Webflow to power enterprise-grade web experiences worldwide.

Average Rating: 4.4/5.0

Total Reviews: 981

How Do G2 Users Rate Webflow?

  • Web Analytics: 8.0/10 (Category avg: 8.1/10)
  • Audience Insights: 7.7/10 (Category avg: 8.1/10)
  • Campaign Tracking: 7.6/10 (Category avg: 8.1/10)
  • Has the product been a good partner in doing business?: 8.9/10 (Category avg: 9.1/10)

Who Is the Company Behind Webflow?

  • Seller: Webflow
  • Year Founded: 2012
  • HQ Location: San Francisco, California
  • Twitter: @webflowapp
    1 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    1,628 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Founder, Web Developer
  • Top Industries: Design, Marketing and Advertising
  • Company Size: 69% Small, 22% Medium

What Do G2 Reviewers Say About Webflow?

AI-generated summary from verified user reviews

Pros
  • Users love the ease of use in Webflow, enjoying quick website builds and intuitive design features.
  • Users love the design flexibility of Webflow, enabling rapid, responsive site creation without sacrificing creativity.
  • Users commend the fast publishing and intuitive CMS, making it easy to collaborate and update websites efficiently.
  • Users find Webflow's intuitive visual controls enhance their web development experience, making site creation seamless and efficient.
  • Users love Webflow's flexibility, enabling quick site creation with options for advanced coding for customization.
Cons
  • Users find the learning curve steep, as the interface can overwhelm newcomers and complex setups require workarounds.
  • Users find limited features in Webflow, particularly in CMS capabilities and e-commerce functionality, hindering advanced use.
  • Users find missing features in Webflow, such as slow performance on larger projects and some unpolished aspects.
  • Users find the steep learning curve of Webflow challenging, particularly when transitioning from other platforms and systems.
  • Users often find Webflow to be expensive compared to coding, citing high prices and limited features.

What Are Recent G2 Reviews of Webflow?

What Are G2 Users Discussing About Webflow?

Kentico

One platform, endless possibilities. Kentico is a content management system and commerce platform, with built-in digital marketing and AI capabilities that help deliver personalized customer experiences through websites, microsites, emails, and other digital channels. It consolidates marketing tools to improve efficiency, drive stronger customer engagement, and reach business goals faster. Reduce the complexity of your marketing technologies and take control of your content across your websites, microsites, emails, and other digital channels.

Average Rating: 4.4/5.0

Total Reviews: 330

How Do G2 Users Rate Kentico?

  • Web Analytics: 8.8/10 (Category avg: 8.1/10)
  • Audience Insights: 8.9/10 (Category avg: 8.1/10)
  • Campaign Tracking: 8.7/10 (Category avg: 8.1/10)
  • Has the product been a good partner in doing business?: 8.5/10 (Category avg: 9.1/10)

Who Is the Company Behind Kentico?

  • Seller: Kentico
  • Company Website:
  • Year Founded: 2004
  • HQ Location: Brno
  • Twitter: @Kentico
    12,397 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    187 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Software Engineer, Software Developer
  • Top Industries: Information Technology and Services, Marketing and Advertising
  • Company Size: 41% Medium, 33% Small

What Do G2 Reviewers Say About Kentico?

AI-generated summary from verified user reviews

Pros
  • Users praise Kentico for its simplicity in content management, enabling effortless updates and enhanced audience engagement.
  • Users praise the ease of use in Kentico, highlighting its intuitive WYSIWYG editor and seamless collaboration capabilities.
  • Users appreciate the robust features of Kentico, especially for content management and seamless team collaboration.
  • Users love the extensive customizability of Kentico, enabling tailored solutions to meet specific business needs effectively.
  • Users appreciate the ease of creation with Kentico's intuitive interface, enabling efficient content management and engagement.
Cons
  • Users find Kentico expensive, making it a challenging option for small businesses and new users.
  • Users note a challenging learning curve with Kentico, requiring time to navigate its complex backend effectively.
  • Users find limited customization options in Kentico, often requiring costly paid consultations for complex needs.
  • Users express frustration over limited features, particularly regarding domain assignment and the transition from Xperience 13.
  • Users find Kentico's complex customization challenging, requiring significant development effort for advanced functionalities.

What Are Recent G2 Reviews of Kentico?

What Are G2 Users Discussing About Kentico?

Progress Sitefinity

Progress Sitefinity is a cloud-first content management system (CMS) and digital experience platform (DXP) used to build, manage and personalize websites, portals and other digital properties. It is adopted by mid-market and enterprise organisations that operate multi-site, multilingual or regulated digital estates and need to balance marketing autonomy with IT governance and developer flexibility. Primary use cases include corporate websites, member and customer portals, authenticated experiences, integration-heavy workflows and consolidation of fragmented CMS deployments. Sitefinity supports marketing, development and IT teams through a shared platform model with role-appropriate tools and permissions. Key capabilities include: - Multisite, multilingual and multi-brand management with governance controls and workflows - Native customer data platform (Sitefinity Insight) for segmentation, analytics and personalization - 1,000+ prebuilt connectors and open APIs, Sitefinity Cloud platform integrates with your MarTech stack, CRM and enterprise systems in hours—not weeks - Extensibility using .NET and ASP.NET Core for custom development and composable architectures Sitefinity also incorporates generative and retrieval-augmented capabilities through Progress® Agentic RAG, enabling dynamic assembly of experiences from approved content to reduce manual production work while maintaining accuracy, compliance and brand standards. Additional operational benefits and deployment considerations: - Standardization and consolidation of CMS estates across business units or regions - Support for marketing, development and IT workflows without requiring a headless-only approach - Structured content for regulated or high-volume publishing environments - Deployment on-premises or as a managed cloud service on Microsoft Azure, reducing maintenance and providing security, scaling and compliance

Average Rating: 4.0/5.0

Total Reviews: 494

How Do G2 Users Rate Progress Sitefinity?

  • Web Analytics: 8.2/10 (Category avg: 8.1/10)
  • Audience Insights: 8.1/10 (Category avg: 8.1/10)
  • Campaign Tracking: 7.7/10 (Category avg: 8.1/10)
  • Has the product been a good partner in doing business?: 8.0/10 (Category avg: 9.1/10)

Who Is the Company Behind Progress Sitefinity?

  • Seller: Progress Software
  • Company Website:
  • Year Founded: 1981
  • HQ Location: Burlington, MA.
  • Twitter: @ProgressSW
    48,773 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    4,242 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Web Developer, Marketing Manager
  • Top Industries: Information Technology and Services, Non-Profit Organization Management
  • Company Size: 47% Medium, 29% Small

What Do G2 Reviewers Say About Progress Sitefinity?

AI-generated summary from verified user reviews

Pros
  • Users value the ease of creating custom content with Sitefinity, benefiting from its user-friendly interface and powerful tools.
  • Users appreciate the ease of use of Progress Sitefinity, which streamlines transitions and simplifies content management.
  • Users appreciate the customizability of Progress Sitefinity, enabling effortless creation of tailored content and modules.
  • Users appreciate the user-friendly interface of Sitefinity, enabling seamless collaboration for both developers and content editors.
  • Users value the excellent customer service and technical support from Sitefinity, enhancing their overall experience and satisfaction.
Cons
  • Users highlight the expensive licensing and setup costs of Sitefinity, which may deter smaller organizations.
  • Users highlight the high pricing issues of Sitefinity, making it less accessible for teams with limited budgets.
  • Users find the limited features of Progress Sitefinity frustrating, hindering customization and effective content management.
  • Users find content management cumbersome, struggling with limited features and reliance on third-party tools for functionality.
  • Users struggle with data migration issues in Progress Sitefinity, complicating tasks that were easier in previous systems.

What Are Recent G2 Reviews of Progress Sitefinity?

What Are G2 Users Discussing About Progress Sitefinity?

Storyblok

Storyblok is a headless CMS that enables marketers and developers to create with joy and publish with confidence. It empowers you to deliver structured and consistent content everywhere: websites, apps, AI search, and beyond. Marketers get a visual editor with reusable components, in-context preview, and workflows to launch fast and stay on brand. Developers have freedom to use their favorite frameworks and integrate with anything through the API-first platform. Brands get one source of truth for content that is accurate, flexible, and measurable. Legendary brands like Virgin Media O2, Oatly, and TomTom use Storyblok to make a bigger, faster market impact.

Average Rating: 4.5/5.0

Total Reviews: 582

How Do G2 Users Rate Storyblok?

  • Web Analytics: 8.1/10 (Category avg: 8.1/10)
  • Audience Insights: 8.0/10 (Category avg: 8.1/10)
  • Campaign Tracking: 8.1/10 (Category avg: 8.1/10)
  • Has the product been a good partner in doing business?: 8.9/10 (Category avg: 9.1/10)

Who Is the Company Behind Storyblok?

  • Seller: Storyblok
  • Company Website:
  • Year Founded: 2017
  • HQ Location: Linz, Oberösterreich
  • Twitter: @storyblok
    9,265 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    319 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Software Engineer, Frontend Developer
  • Top Industries: Computer Software, Information Technology and Services
  • Company Size: 56% Small, 29% Medium

What Do G2 Reviewers Say About Storyblok?

AI-generated summary from verified user reviews

Pros
  • Users appreciate the ease of use of Storyblok, enjoying seamless content creation and intuitive visual editing.
  • Users find Storyblok to be intuitive, making content management easy and enjoyable across multiple platforms.
  • Users appreciate the user-friendly content management in Storyblok, enabling seamless updates and collaboration across teams.
  • Users love the intuitive visual editor and its ability to balance developer and marketer needs effectively.
  • Users find the easy setup of Storyblok allows for quick integration and efficient website management.
Cons
  • Users find the learning curve steep initially, making it challenging to grasp components and schemas quickly.
  • Users find the pricing structure of Storyblok increasingly expensive, making it hard to justify, particularly for lower tiers.
  • Users often feel the need for missing features like additional blocks and advanced roles to enhance their experience.
  • Users express a desire for additional features in Storyblok to improve design options and ease of use.
  • Users are concerned about pricing issues that can disproportionately affect smaller businesses and limit feature access.

What Are Recent G2 Reviews of Storyblok?

What Are G2 Users Discussing About Storyblok?

Experro

Experro is a one-of-a-kind agentic product discovery and personalization platform built to optimize eCommerce experiences. Powered by Generative AI, it’s redefining how brands deliver search, discovery, and content — hyper-personalized for every shopper and automatically optimized to drive key business KPIs. Trusted by leading B2C, B2B, and DTC brands, Experro creates intelligent, intent-driven journeys by analyzing real-time shopper behavior and surfacing high-performing products through advanced text and image search. Built to maximize AOV, profitability, and customer satisfaction, Experro empowers eCommerce teams with AI-driven tools and automation, eliminating busywork and accelerating growth.

Average Rating: 4.8/5.0

Total Reviews: 48

How Do G2 Users Rate Experro?

  • Web Analytics: 9.9/10 (Category avg: 8.1/10)
  • Audience Insights: 10.0/10 (Category avg: 8.1/10)
  • Campaign Tracking: 9.9/10 (Category avg: 8.1/10)
  • Has the product been a good partner in doing business?: 10.0/10 (Category avg: 9.1/10)

Who Is the Company Behind Experro?

  • Seller: RapidOps, Inc.
  • Year Founded: 2008
  • HQ Location: Charlotte, North Carolina
  • Twitter: @rapid_ops
    992 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    272 employees on LinkedIn®

Who Uses This Product?

  • Top Industries: Information Technology and Services, Apparel & Fashion
  • Company Size: 60% Medium, 23% Small

What Do G2 Reviewers Say About Experro?

AI-generated summary from verified user reviews

Pros
  • Users praise the ease of use of Experro, appreciating its intuitive interface and streamlined workflow for compliance tasks.
  • Users praise Experro for its integrated compliance workspace, which enhances efficiency and streamlines team collaboration.
  • Users value the AI-powered search functionality of Experro, enhancing product discovery with speed and accuracy.
  • Users value the comprehensive analytics of Experro, enabling efficient compliance tracking and enhancing overall performance insights.
  • Users value the efficiency in data analysis and accurate product discovery that Experro delivers, enhancing the overall experience.
Cons
  • Users find the learning curve challenging due to the platform's complexity, requiring time to adapt effectively.
  • Users find a steep learning curve in Experro, requiring time to grasp advanced features and technical aspects.
  • Users find poor documentation frustrating, often wishing for more detailed guides and tutorials to enhance their experience.
  • Users find the high learning curve of Experro challenging, especially for new team members adjusting to its depth.
  • Users find the learning curve steep, especially when navigating complex features and advanced configurations in Experro.

What Are Recent G2 Reviews of Experro?

Contentstack

Contentstack is redefining how modern digital experiences are built and managed. As the pioneer of the Agentic Experience Platform (AXP), Contentstack brings together structured content and brand governance (Content Cloud), real-time customer data, omnichannel personalization (Data Cloud) and autonomous AI orchestration (Agent OS) into one unified system. While many organizations adopted headless CMS or standalone AI tools expecting transformation, they often found themselves managing disconnected systems and manual workflows. Contentstack helps enterprises move beyond that complexity by connecting content, data and AI in a way that makes digital experiences faster to launch, easier to manage and more adaptive in real time. Leading brands including Steve Madden, LG Electronics, Subaru of America, Dolce & Gabbana, 1-800-Flowers, Decathlon, and Caesars Entertainment rely on Contentstack to reduce operational friction and deliver personalized, scalable digital experiences with confidence. The company is known for its customer-first culture and commitment to the communities it serves through the Contentstack Cares program. Learn more at https://www.contentstack.com.

Average Rating: 4.3/5.0

Total Reviews: 335

How Do G2 Users Rate Contentstack?

  • Web Analytics: 6.7/10 (Category avg: 8.1/10)
  • Audience Insights: 6.3/10 (Category avg: 8.1/10)
  • Campaign Tracking: 6.5/10 (Category avg: 8.1/10)
  • Has the product been a good partner in doing business?: 9.3/10 (Category avg: 9.1/10)

Who Is the Company Behind Contentstack?

  • Seller: Contentstack
  • Company Website:
  • Year Founded: 2018
  • HQ Location: Austin, TX
  • Twitter: @Contentstack
    2,395 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    646 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Software Engineer, Product Manager
  • Top Industries: Retail, Computer Software
  • Company Size: 43% Medium, 38% Large

What Do G2 Reviewers Say About Contentstack?

AI-generated summary from verified user reviews

Pros
  • Users praise the ease of use of Contentstack, enabling efficient onboarding and streamlined content management for non-technical teams.
  • Users find the intuitive and flexible management system of Contentstack enhances their content operations smoothly and efficiently.
  • Users find Contentstack intuitive and user-friendly, allowing easy navigation and efficient management without disrupting previous work.
  • Users value the flexibility of Contentstack, enhancing content management and empowering seamless omnichannel experiences.
  • Users value Contentstack's flexible content modeling, facilitating fast delivery and consistent governance across platforms.
Cons
  • Users find the content management system cumbersome, with issues like a tricky setup and unreliable publishing features.
  • Users find Contentstack's limited features hinder usability, particularly in A/B testing and preview functionalities.
  • Users find limited customization options in Contentstack, restricting advanced layout changes and conditional input field settings.
  • Users face editing difficulties due to manual processes and limitations, which hinder a smooth content management experience.
  • Users face editing issues due to cumbersome URL insertion and loss of formatting when copying content.

What Are Recent G2 Reviews of Contentstack?

What Are G2 Users Discussing About Contentstack?

Sanity

The Content Operating System—a fully customizable all-code backend for content-driven websites and apps. Power all your content operations from a single platform with a feature-rich content workspace, interactive visual editing, serverless functions, AI agent, and the database optimized for content. Learn more: https://www.sanity.io/ Try it out: https://www.sanity.io/get-started Join the community: https://snty.link/community Get work-ready: https://www.sanity.io/learn Questions? hello@sanity.io

Average Rating: 4.7/5.0

Total Reviews: 912

How Do G2 Users Rate Sanity?

  • Web Analytics: 7.0/10 (Category avg: 8.1/10)
  • Audience Insights: 6.1/10 (Category avg: 8.1/10)
  • Campaign Tracking: 6.3/10 (Category avg: 8.1/10)
  • Has the product been a good partner in doing business?: 9.2/10 (Category avg: 9.1/10)

Who Is the Company Behind Sanity?

  • Seller: Sanity.io
  • Company Website:
  • Year Founded: 2018
  • HQ Location: San Francisco, California
  • Twitter: @sanity_io
    15,030 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    331 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Software Engineer, Senior Software Engineer
  • Top Industries: Computer Software, Information Technology and Services
  • Company Size: 72% Small, 18% Medium

What Do G2 Reviewers Say About Sanity?

AI-generated summary from verified user reviews

Pros
  • Users value the extensive customizability of Sanity, allowing for tailored and efficient content management experiences.
  • Users value the flexibility and power of Sanity's features, enhancing content creation and streamlining workflows effectively.
  • Users love the flexibility of Sanity, enabling easy customization and smooth implementation for various structured data needs.
  • Users find Sanity to be incredibly easy to use and flexible, making setup and management a seamless experience.
  • Users love the customization options in Sanity, enabling tailored solutions for diverse project requirements.
Cons
  • Users find the steep learning curve of Sanity challenging, especially due to lacking beginner-friendly tutorials and documentation.
  • Users face a steep learning curve with Sanity, making the setup process lengthy and sometimes frustrating.
  • Users note that poor documentation often makes it difficult to fully utilize Sanity's features and functionality.
  • Users struggle with the lack of tutorials, finding it difficult to navigate GROQ and custom setups effectively.
  • Users express concern over missing core features in Sanity, impacting efficiency and user experience.

What Are Recent G2 Reviews of Sanity?

What Are G2 Users Discussing About Sanity?

SAP Engagement Cloud (formerly SAP Emarsys)

SAP Engagement Cloud (formerly SAP Emarsys) helps organizations power unique engagement by connecting real-time customer insights with the operational signals that run the business. As part of the SAP Customer Experience (CX) portfolio, Engagement Cloud enables personalized, AI-driven interactions across every channel—turning moments like orders, service events, and loyalty milestones into timely, relevant experiences that build trust, strengthen relationships, and drive growth.

Average Rating: 4.2/5.0

Total Reviews: 626

How Do G2 Users Rate SAP Engagement Cloud (formerly SAP Emarsys)?

  • Web Analytics: 8.8/10 (Category avg: 8.1/10)
  • Audience Insights: 9.0/10 (Category avg: 8.1/10)
  • Campaign Tracking: 8.8/10 (Category avg: 8.1/10)
  • Has the product been a good partner in doing business?: 8.5/10 (Category avg: 9.1/10)

Who Is the Company Behind SAP Engagement Cloud (formerly SAP Emarsys)?

  • Seller: SAP
  • Company Website:
  • Year Founded: 1972
  • HQ Location: Walldorf
  • Twitter: @SAP
    297,052 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    149,349 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: CRM Manager, Marketing Manager
  • Top Industries: Retail, Apparel & Fashion
  • Company Size: 49% Medium, 22% Small

What Do G2 Reviewers Say About SAP Engagement Cloud (formerly SAP Emarsys)?

AI-generated summary from verified user reviews

Pros
  • Users appreciate the ease of use of SAP Engagement Cloud, simplifying campaign management and enhancing client experiences.
  • Users value the almost unlimited automation abilities of SAP Engagement Cloud, enhancing their email marketing workflows effectively.
  • Users value the ease of use and comprehensive features of SAP Emarsys, enhancing efficiency in marketing campaigns.
  • Users appreciate the ease of personalized marketing with SAP Engagement Cloud, enabling relevant campaigns and improved results.
  • Users value the helpful customer support and training, enhancing their experience with SAP Engagement Cloud significantly.
Cons
  • Users experience missing features, such as advanced analytics and segmentation tools, affecting overall functionality and usability.
  • Users often struggle with the steep learning curve of SAP Engagement Cloud, making initial use challenging and overwhelming.
  • Users find the difficult learning curve of SAP Engagement Cloud frustrating, especially with templates and segmentation tools.
  • Users find the interface to be not intuitive, making it challenging to navigate and utilize effectively at first.
  • Users express frustration with the limited features of SAP Engagement Cloud, hindering full utilization of its potential.

What Are Recent G2 Reviews of SAP Engagement Cloud (formerly SAP Emarsys)?

What Are G2 Users Discussing About SAP Engagement Cloud (formerly SAP Emarsys)?

Magnolia

Magnolia combines the power of composable DXP with emerging AI to help enterprises move faster, adapt with ease, and drive long-term success. With its open, flexible, and intuitive CMS, global organizations can bring all their digital experiences—websites, portals, intranets, and applications—together on one centralized platform. Magnolia gives developers the freedom to build, marketers the tools to create, and businesses the confidence to grow. With over 450 enterprise customers and more than 200 certified Magnolia Partners globally, Magnolia is the CMS of choice for leading companies worldwide, including American Express, JetBlue, T-Mobile, Sanofi, and Generali.

Average Rating: 4.3/5.0

Total Reviews: 55

How Do G2 Users Rate Magnolia?

  • Web Analytics: 8.3/10 (Category avg: 8.1/10)
  • Audience Insights: 7.5/10 (Category avg: 8.1/10)
  • Campaign Tracking: 7.5/10 (Category avg: 8.1/10)
  • Has the product been a good partner in doing business?: 8.1/10 (Category avg: 9.1/10)

Who Is the Company Behind Magnolia?

  • Seller: Magnolia
  • Year Founded: 1997
  • HQ Location: Münchenstein (Basel), CH
  • Twitter: @magnolia_cms
    4,478 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    258 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Software Engineer
  • Top Industries: Information Technology and Services, Computer Software
  • Company Size: 40% Large, 33% Medium

What Are Recent G2 Reviews of Magnolia?

What Are G2 Users Discussing About Magnolia?

Hygraph

Whatever you imagine – whether it’s a global news platform, an ecommerce experience, a learning app, a content hub, or something entirely unique – you can build it with Hygraph. Hygraph is the leading headless CMS for enterprises building content-rich websites, apps, and digital products. It gives teams the tools to create, manage, and deliver structured content anywhere – across web, mobile, or any other platform. With a powerful GraphQL API, flexible content modeling, and fine-grained permissions, both developers and content teams can move faster and work better together. Hygraph is built to handle complex content needs while staying easy to use, so your team can focus on delivering great digital experiences.

Average Rating: 4.4/5.0

Total Reviews: 729

How Do G2 Users Rate Hygraph?

  • Web Analytics: 8.2/10 (Category avg: 8.1/10)
  • Audience Insights: 8.0/10 (Category avg: 8.1/10)
  • Campaign Tracking: 7.8/10 (Category avg: 8.1/10)
  • Has the product been a good partner in doing business?: 9.0/10 (Category avg: 9.1/10)

Who Is the Company Behind Hygraph?

  • Seller: Hygraph
  • Company Website:
  • Year Founded: 2017
  • HQ Location: Berlin
  • Twitter: @hygraph
    5,094 Twitter followers
  • LinkedIn® Page: www.linkedin.com
    66 employees on LinkedIn®

Who Uses This Product?

  • Who Uses This: Software Engineer, Web Developer
  • Top Industries: Computer Software, Information Technology and Services
  • Company Size: 64% Small, 29% Medium

What Do G2 Reviewers Say About Hygraph?

AI-generated summary from verified user reviews

Pros
  • Users find the ease of use in Hygraph's intuitive UI and flexible content organization highly beneficial.
  • Users value the flexible and intuitive content management system of Hygraph, enhancing their overall experience.
  • Users praise the fast and flexible API integration of Hygraph, enhancing workflow and simplifying onboarding for teams.
  • Users value the seamless integrations of Hygraph with GraphQL, enhancing flexibility and improving development workflows.
  • Users value the flexible content management system of Hygraph, enhancing development and performance for web applications.
Cons
  • Users note a steep learning curve in Hygraph, especially for those unfamiliar with CMS platforms or technical details.
  • Users find Hygraph's learning difficulty challenging, especially for non-technical users navigating its complex features.
  • Users find Hygraph to be expensive, particularly at higher tiers, which may burden smaller teams financially.
  • Users find difficult usability in Hygraph, especially non-technical teams needing extensive guidance and developer support.
  • Users find pricing issues burdensome due to costly higher tiers and limitations in the free plan's asset file size.

What Are Recent G2 Reviews of Hygraph?

Neeraja Prakash
NP
Researched and written by Neeraja Prakash
Updated October 3, 2024

Digital Experience Platforms (DXP) Topics

Expand/Collapse

Learn More About Digital Experience Platforms (DXP)

What Does DXP Stand For?

DXP stands for digital experience platform. DXPs are truly an all-encompassing software system that connects data and content with customers to create a seamless personalized digital customer experience. DXPs have tools that interact with all customer touchpoints, so they have components such as content hubs, CRM, UX and UI design tools, DevOps, digital asset management, data security, and more.

The development of DXPs arose out of a disconnect between customer data and how it can be leveraged in marketing channels such as websites, social media platforms, advertisements, and customer touchpoints such as customer service, e-commerce platforms, and so on. 

DXPs cover a lot of ground in terms of the functionality they provide, and each of the component pieces of a DXP are often full-fledged software themselves. These pieces include, but aren’t limited to, hybrid or headless CMS software, personalization software, marketing automation software, CRM software, data management platforms (DMP), digital analytics software, various translation and localization tools, and other assorted content management systems.

DXPs are relatively new, and most major competitors in the market arose in the past decade. There is room for fluctuation as the market settles, and market experts are watching the space closely as DXP vendors prioritize specific features, acquire other software solutions to fold into their product, and settle on definitions of the category.

What Types of Digital Experience Platforms (DXP) Exist?

DXPs must provide extensive feature coverage to achieve the cross-channel customer experience optimization they are intended for. As a result, vendors leverage one of two models to include all the necessary features in their solution. Both models have advantages and disadvantages depending on what software the business is already using, so buyers need to ensure their desired DXP fits with their existing software stack.

Open DXPs

Open DXPs may be thought of as connective tissue that integrates multiple best-of-breed solutions, allowing users to orchestrate their marketing strategy with the best available point solutions. Leveraging an open DXP is especially attractive to businesses that are already using some of the software components integrated into a given offering. The main appeal of an open DXP is the ability to use the best-of-breed solutions for the individual components needed for a DXP.

However, that strength can also be a drawback for some companies. Since open DXPs consist of multiple, integrated point solutions, users must have a strong understanding of each to get the most out of the larger DXP ecosystem. If a business hasn’t leveraged many marketing tools or content management systems in the past, jumping right into an open DXP may be challenging. Businesses considering an open DXP should ensure their workforce is either already familiar with the individual component pieces of software, or be prepared to offer comprehensive training on each solution.

Closed DXPs

Closed DXPs are all-in-one platforms that include all the individual pieces of a DXP in a single, unified system offered by one provider. While open DXPs integrate multiple solutions to achieve all the functionality needed for a full DXP, closed DXP providers offer a one-stop shop where buyers find all the features they need in one platform. Since all-in-one DXPs are a closed ecosystem, these types of solutions are helpful to companies that thus far haven’t invested much in their marketing stack or those looking to consolidate their stack.

As is the case with open DXPs, all-in-one solutions aren’t without potential issues. Since all the components of a closed DXP are developed and maintained by one provider, there isn’t a guarantee that the individual pieces are of best-in-class quality. Closed DXPs also host far fewer integrations with other software (ultimately, to incentivize users to utilize as much of the platform as possible). This is particularly disruptive for companies with an established marketing software stack.

DXP Platform Features 

As mentioned previously, DXPs are made up of an integrated set of technologies, each with its own granular feature set, meaning they have dozens of features. Listed below are the component software within DXPs and their role within the DXP ecosystem.

  1. Hybrid or headless CMS: Hybrid or headless CMS is a foundational component that DXPs are built on. With headless CMS, users are not required to create bespoke front ends for applications when planning and designing content delivery. This streamlined, device-agnostic content delivery allows businesses to focus their effort on the content itself and how it can be personalized and optimized.
  2. Personalization: Efficient digital experience personalization is the overall goal of DXPs. The personalization tools within DXPs are effective because they provide direct access to multiple repositories of customer and user data. Since businesses often keep that kind of information in many disparate, disconnected silos, other personalization solutions can struggle with effectiveness. DXPs streamline personalization by integrating all these data repositories into the systems that deliver content.
  3. Marketing automation: The digital marketing automation arm of DXPs handles broad-reaching marketing orchestration by pulling customer and user data from CRMs and data management platforms, delivering experiences across multiple channels, and pulling content from various content storage repositories.
  4. Digital asset management (DAM): DAM tools are content management systems that specifically handle the storage and delivery of marketing collateral. DAMs are a pivotal component within DXPs since other pieces, like marketing automation tools, pull content from them when orchestrating content campaigns.
  5. Data management platform (DMP): DXPs include a DMP within their offering to house customer and user data. DMPs sometimes integrate with customer relationship management (CRM) solutions to intake more customer data. DXPs are heavily reliant on the data housed within this component to create personalized content in real-time.
  6. Translation and localization: DXPs include translation and localization tools, which are useful when businesses attempt to personalize digital experiences based on a user’s preferred location or language.
  7. E-commerce platforms: Many DXPs also provide all the functions of an e-commerce platform, allowing businesses to run an online store within the same platform that maintains the rest of their digital presence. E-commerce websites provide many features that regular web content management software does not, like integrations with inventory management, search and navigation, and payment gateways.
  8. Digital analytics: Gathering and applying analytics are key components within DXPs. Businesses leverage digital analytics to measure content performance and user experience, which are then used to further refine their digital experiences.

Platform Benefits

Potential consolidation of the marketing software stack: Depending on solution type, industry, and size of the business, a DXP can eliminate the need for some of its individual marketing technologies. A DXP has multiple functionalities, so these platforms offer all the features of the necessary individual software, but on a unified system, making this type of solution helpful for companies that haven’t invested a lot into their marketing technology stack or for those that want to consolidate their stack.

Optimal content usage: Businesses strive for repeat customers, and one method of accomplishing this is via personalized content that keeps bringing customers back. Once businesses have a deeper understanding of who their customers are, what content they’re looking for, and where they are in the buying process, they can use a DXP to leverage this data to provide personalized content across numerous channels based on context, interaction history, preferences, and several other factors. In this way, DXPs ensure that the entire customer lifecycle is consistent. 

Single control center: DXPs allow for the control of all related business processes on a single platform, eliminating the need to switch between multiple software to perform different tasks. This makes it easier to track user behavior across various touchpoints, analyze this data, and deliver relevant content, allowing for time optimization, cost savings, and improved customer satisfaction.

Professional & Industry Cases

The solutions offered by DXPs are particularly pertinent to two departments within a business: product or development teams and marketing teams. The components in a DXP may be separated into those that create and maintain websites, apps, portals, etc., and those that create, house, deliver and analyze marketing materials. There is a significant overlap between these pieces in terms of relevancy to specific teams. While other departments like sales or customer service leverage parts of a DXP (e.g., a CRM component), developers and marketing professionals are the most likely users to leverage a DXP with a major hands-on approach.

Developers: One of the core components of a DXP is the hybrid or headless CMS which allows developers to create and maintain digital experiences that are device agnostic. Headless CMS are called such because they don’t provide a static front-end delivery, allowing the delivery of content to websites, desktop apps, mobile apps, and more without requiring the development of unique front ends for each. Within a DXP, developers are often tasked with creating the channels through which content will be delivered, and since DXPs utilize headless CMS, they don’t have to worry about tailor-making front-end outputs for each.

Marketers: The majority of components inside DXPs are primarily used by marketing professionals. Key pieces include marketing automation, digital asset management software, and personalization and segmentation. While developers handle creating marketing channels like websites and apps, marketers are tasked with creating and delivering a steady stream of personalized content through those channels. DXPs offer marketers a full suite of tools for the endeavor, including a centralized hub for customer and user data, repositories for content and assets, and myriad tools to ensure experiences are timely and personalized.

What’s the best digital experience platform for small businesses?

For SMBs aiming to deliver engaging digital experiences without complex infrastructure, top-rated small business digital experience platforms include:

  • Webflow offers a visual web development platform that empowers marketing teams to build, manage, and optimize websites without coding. Its intuitive interface and responsive design capabilities make it ideal for small businesses seeking agility and control.
  • Sanity provides a headless CMS that enables real-time collaboration and structured content delivery across channels. Its flexibility and developer-friendly approach cater to small businesses looking to scale their digital presence.
  • Kentico delivers an integrated marketing platform with content management, digital marketing, and commerce tools. Its scalability and user-friendly interface help small businesses create personalized customer journeys.

What’s the best digital experience platform for medium-sized companies?

For medium-sized businesses aiming to unify content, commerce, and customer engagement, top digital experience platforms on G2 include:

  • Sitecore Digital Experience Platform offers a composable, enterprise-grade solution that integrates content management, personalization, commerce, and analytics. Its AI-driven features and headless capabilities are ideal for medium-sized companies scaling across multiple channels.
  • Jahia DXP combines content management and customer data management. It supports headless and traditional delivery, empowering medium-sized businesses to create personalized digital experiences with easy integration into existing tech stacks.
  • Bloomreach focuses on commerce-driven digital experiences, offering AI-powered search, merchandising, and content management. Its intuitive interface and integration-friendly design help medium-sized companies drive personalized shopping and content experiences at scale.

What's the best DXP provider for interactive apps?

For organizations developing interactive applications that require seamless integration, real-time personalization, and robust content management, leading DXPs based on G2 reviews include:

  • Adobe Experience Manager (AEM) offers a comprehensive suite that combines content management, digital asset management, and personalization tools. With its robust APIs and integration capabilities, AEM enables developers to create dynamic, interactive applications. 
  • Liferay Digital Experience Platform is known for its flexibility and scalability. It offers a modular architecture suitable for developing interactive applications. With features like user segmentation, content targeting, and integration with various backend systems, Liferay supports the creation of personalized and engaging user experiences.
  • Optimizely One focuses on experimentation and optimization, providing tools for A/B testing, personalization, and content management. Its capabilities allow developers to build interactive applications that can be continuously tested and refined to enhance user engagement.

Alternatives

Alternatives to DXPs can replace this type of software, either partially or completely:

WebOps platforms: WebOps platforms hone in on the rapid development capabilities found in DXPs, but remove some of the bulkier aspects of DXPs. Development-focused businesses are more likely to leverage WebOps platforms over DXPs since the former provides all of the comprehensive web and application development tools without the marketing-focused solutions in the latter.

Web content management systems (WCMS): DXPs were born out of the limitations posed by traditional web content management systems (WCMS). A WCMS is used to create and manage content and uses API-first architecture to deploy content through multiple channels. A DXP does everything a WCMS does, just on a larger scale. With a DXP, businesses can sync, manage and push content across channels, such as web, mobile, customer portals, IoT devices, billboards, and more. Further, a DXP can establish intranets and manage microsites. 

Platform Challenges

Onboarding and implementation: DXPs are packed full of features, and fully understanding how to effectively leverage all the pieces of one may be a challenge. Without comprehensive cross-team training, businesses could find themselves paying a lot of money for a tool their team doesn’t use to its full potential. All teams utilizing a DXP should be given training on their specific components, and how all these pieces affect and interact with one another. Efficient cross-team communication and collaboration are essential to get the most out of a DXP.

Buyer's remorse: If a business decides it wants to move away from a DXP once it is already implemented, this can be complicated. Since the DXP manages so many of the business’s workflow processes and links within and between teams, eliminating a DXP once it's in place can be time-consuming and costly.

How to Buy

Requirements Gathering (RFI/RFP) for Digital Experience Platforms (DXP)

Purchasing a DXP is a significant decision that needs to be made carefully as the chosen product is likely to be a costly investment and a long-term decision. Once it is decided that an organization needs a DXP, here are additional areas to evaluate:

Business goals to be achieved: A DXP shouldn’t be leading the conversation. A DXP should underpin the business objectives, with specific attention to marketing goals, and should aid in executing the strategies put in place by the business. Businesses should think about the foundational capabilities needed to meet their specific goals, which will help when searching for a DXP.

Understanding marketing needs: Each business has their unique way of curating digital experiences for their customers—types of marketing campaigns, content creation, publishing environment, etc. Understanding the nuances of the business’s workflows will help in choosing a DXP that integrates well with the existing ways of working.

Current marketing technology stack: Doing a thorough audit of the business’s current martech stack is integral before purchasing a digital experience platform as a DXP will come integrated with a lot of martech functionality. It’s important to make note of what software is in the stack, who uses various parts of the stack, and existing integrations within the stack. Having this holistic view of the current martech situation will also help with the deployment and adoption of the DXP.

Compare Digital Experience Platforms (DXP) Products (Long List vs. Short List)

Create a long list

There is a good amount of options when it comes to digital experience platform software. Once buyers understand the requirements, they should search for DXP vendors by browsing the internet. Most product websites will have a ‘Features’ page that will provide a high-level picture of what the software encompasses. G2.com is a good place to start.

Create a shortlist

Next, buyers should research further into the long list of solutions to create a shortlist. There is lots of research (articles and videos) that explain and review different products from different perspectives. Buyers should find research that caters to their industry. G2.com’s ‘Compare’ feature will help to stack software up side by side to compare specific features and learn how real users rate them.

Conduct demos

Demos are a great way to get a first-hand look at potential solutions and ask the right questions to determine which product is right for the organization. Demos are a great opportunity to ask the vendor to do a walkthrough of how the product addresses different use cases—how would a marketer get used out of the product versus a developer? Buyers should prepare for each demo by having a standard list of questions and clarifications to ask each vendor.  

Selection of Digital Experience Platforms (DXP)

Choose a selection team

Members of both the development team and the marketing team should be part of the selection process since these teams will be interacting with the DXP the most. 

Negotiation

At this stage, it is important to discuss pricing and ask if any discounts are available, whether it be for purchasing a larger number of licenses or for a longer duration. Buyers should explore payment options and implementation and onboarding services at this time as well. 

Final decision

Now that buyers know which DXP solution they want to purchase, they should ask for a trial run of the product to test how it will be implemented and adopted by their teams. If it can be well integrated with existing technology and the teams receive it well, the buyer can be confident that the purchase will be successful.