Best Digital Experience Platforms (DXP)
Digital experience platforms (DXPs) are composed of an integrated set of core technologies that support the creation, management, and delivery of omnichannel digital experiences.
DXPs help organizations leverage customer data in marketing channels such as websites, social media platforms, advertisements, and customer touchpoints such as customer service, e-commerce platforms, and so on. DXPs are primarily used by marketers to incorporate customer data into multiple steps of the customer journey. The deep feature set of DXPs allows marketers to orchestrate personalized experiences across multiple channels and touchpoints.
Having evolved from traditional content management systems (CMSs), DXPs share some similarities with web content management software and digital asset management software. However, DXPs do much more; in addition to content management and asset tracking, these platforms facilitate much of the development for a company’s final product, website, or portal.
While there are certain foundational components that DXPs must have to accomplish its core purpose of delivering omnichannel experiences, they can also cover a lot of additional ground in terms of the functionality they provide. These pieces include, but aren’t limited to, hybrid or headless CMS software, personalization software, marketing automation software, CRM software, data management platforms (DMP) software, digital analytics software, various translation and localization tools, and other assorted content management software.
To qualify for inclusion in the Digital Experience Platform (DXP) category, a product must:
Best Digital Experience Platforms (DXP) At A Glance
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Built on an AI-powered foundation, Adobe Experience Manager is a comprehensive suite of composable content services that empowers your team to create and deliver the right across websites, mobile apps
957,057 Twitter followers
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 — webs
19,516 Twitter followers
Jahia is a content management system (CMS) and digital experience platform (DXP) designed to assist organizations in creating modern websites and portals. This robust solution is particularly well-sui
5,747 Twitter followers
Webflow is the AI-native Website Experience Platform that empowers teams to build, manage, and optimize visually stunning websites and web apps with the speed, security, and scalability today’s leadin
Webflow is a visual website builder that allows users to design, build, and manage complex websites without heavy reliance on coding. Users like Webflow's user-friendly interface, flexibility, customization options, and the ability to add custom code for additional functionality, enhancing the overall workflow and efficiency of designing complex pages. Reviewers experienced performance issues with Webflow, particularly on larger projects, including frequent loading problems, lagging, and slow responsiveness, and found the platform's navigation difficult to manage as projects scale.
1 Twitter followers
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, disc
998 Twitter followers
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 remain
3,526 Twitter followers
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 experienc
12,446 Twitter followers
Bloomreach is the agentic platform for personalization. Powering autonomous search, conversational shopping, and autonomous marketing, Bloomreach personalizes the entire customer experience. From reta
Bloomreach is a platform that turns anonymous visitor data into real-time personas, provides personalized product recommendations, and integrates customer data for targeted communications across various channels. Reviewers like Bloomreach's intuitive interface, ease of use, and its ability to provide a holistic overview of a customer, with features such as segmentation and user pattern recognition, and the support from the tech team. Reviewers experienced a steep learning curve, especially for advanced features, and found the initial setup and configuration segments complex, requiring a deep understanding of the site's internal data structure.
10,419 Twitter followers
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,
14,775 Twitter followers
Storyblok is a headless CMS that enables marketers and developers to create with joy and succeed in the AI-driven content era. It empowers you to deliver structured and consistent content everywhere:
9,249 Twitter followers
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 Emarsys is a marketing automation platform that offers customer segmentation tools, multi-channel management, and automation workflows. Users frequently mention the platform's strong automation capabilities, efficient multi-channel management, and the ability to create targeted campaigns quickly and efficiently. Users mentioned that the platform can feel complex and not very intuitive for new users, and some processes require multiple steps that could be streamlined.
297,265 Twitter followers
Ibexa Digital Experience Platform (DXP) is a comprehensive software solution designed to assist organizations in transforming their traditional sales strategies into seamless and engaging buying exper
2 Twitter followers
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 a
48,885 Twitter followers
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 lead
5,120 Twitter followers
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 gove
2,412 Twitter followers
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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
Digital Experience Platforms (DXP) Trends
Transparent customer data management: To deliver seamless personalized digital experiences, businesses rely heavily on customer data, whether it be geolocation, personal preferences, past purchases, or other factors. However, there has been concern over customer data collection in recent years because businesses failed to use this data responsibly. Research shows that customers hesitate to share personal data if they do not trust a company. Responsible data collection and usage practices are integral to building customer trust and loyalty, and consequently integral to providing customers with seamless digital experiences.
Personalization in digital experiences is a must: Personalization is no longer just nice to have when it comes to content and online shopping experiences. Customers expect personalization in each part of their shopping journeys, from receiving marketing emails to browsing online to post-purchase periods. Personalization leads to higher rates of conversion and repeat purchases.
