What are Digital Experience Platforms (DXPs)?

Written by Shelanne Augustine

Digital Marketing Technical Content Writer at Royal Cyber

There’s more to selling online than accepting payment information and processing orders. There’s an entire journey that leads shoppers from their first browse to final payment. It requires an exciting User Experience (UX), intuitive recommendations, and a nimble infrastructure that works as fast as your customers can click.

If you’ve opted for a headless e-commerce platform, creating a captivating customer journey for your shoppers across multiple platforms is as simple as adding a Digital Experience Platform, or DXP.

Consider this blog your introduction to DXPs. Here you’ll discover:

What is a DXP?

DXPs are kind of like camera lenses… let me explain.

Have you ever considered buying a DLSR Camera? (You know, the cameras professional photographers use to create amazing images.) If you have, you’ve probably noticed that you must purchase two pieces separately: one is the camera itself, and the other is the camera’s lens. Although the two pieces are distinct parts, you need both to take a photo.

DXPs and headless platforms work the same way. DXPs are a front-end software that is paired with a back-end platform like commercetools to create a complete e-commerce system.

While your back-end platform processes payments, and manages products and orders, it can’t operate on its own. You and your customers need a DXP to lead your customers through their shopping journey, helping them find the perfect product for the right price.

DXPs do this by collecting customer data from a range of digital channels to build, personalize, and maintain better customer content.

DXPs also help create customer-centric touchpoints through pre-built templates and development tools that allow companies to create functional applications with very little development experience.

The basic features of DXPs include:

What is a DXP?

DXPs are kind of like camera lenses… let me explain.

Have you ever considered buying a DLSR Camera? (You know, the cameras professional photographers use to create amazing images.) If you have, you’ve probably noticed that you must purchase two pieces separately: one is the camera itself, and the other is the camera’s lens. Although the two pieces are distinct parts, you need both to take a photo.

DXPs and headless platforms work the same way. DXPs are a front-end software that is paired with a back-end platform like commercetools to create a complete e-commerce system.

While your back-end platform processes payments, and manages products and orders, it can’t operate on its own. You and your customers need a DXP to lead your customers through their shopping journey, helping them find the perfect product for the right price.

DXPs do this by collecting customer data from a range of digital channels to build, personalize, and maintain better customer content.

DXPs also help create customer-centric touchpoints through pre-built templates and development tools that allow companies to create functional applications with very little development experience.

The basic features of DXPs include:

  • Content Management System (CMS)

  • Automation and Personalization

  • Omni-Channel Delivery

  • Analytics and AI

  • APIs for integration

  • Digital Commerce

  • Cloud Infrastructure

commercetools integrates with today’s leading DXPs and front-end CMS systems like Bloomreach, Adobe Experience Cloud, and the open-source Magnolia WCM, and Contentful.

7 ways commercetools is leading ecommerce industry

Benefits of DXP:

Real-Time Tracking

DXP allows companies to track and analyze consumer behavior at every touchpoint, identifying their needs by predicting data in real-time.

High Productivity

DXPs have in-built services and modules that make them easy to integrate with commerce systems. They’re also simple enough for all technical team members to modify and manage, regardless of business type.

Cloud-Native Architecture

DXPs store their information in the “cloud,” making customer experiences, automation, transactions, integration, and analytics faster and easier. It ensures consistency, as it reuses back-end processing across digital touchpoints and future-proofs the DXP investment for unfolding channels. DXPs also have a flexible architecture in such a way that all its core components are kept at one place making it cost-effective.

Customer Insights

DXPs collect data from each customer at every step of their journey and gather insights from their activities to create highly personalized experiences based on location, preferences, interaction history, etc. They, then, offer integrated digital commerce and machine-learning-based personalization to offer buyers products and promotions that match their browsing habits. DXPs also send the data to the CMS reports and dashboards, giving a clearer analysis of your business’s health.

Collaborative Capabilities

DXPs simplify business management by making it possible to integrate your e-commerce platform with marketing and customer support platforms. They can also be integrated with new and existing data to optimize content for consumers.

Integrated Approach and Optimal Content Usage

DXPs use an integrated approach to code, content, and data while providing an under layer for analytics. Once the DXP understands the requirements (such as who the customers are and what they want), they can produce and manage content to full their requirements.

Types of DXP

There are 3 different types of DXP:

Why Do Businesses Need DXPs?

Like a camera to a lens, DXPs are essential for all headless commerce businesses.

And while they’re essential, they’re also innovative. They bind customers with their brands in new and exciting ways.

Businesses can perceive what their customers want in real-time and provide what they’re looking for in a seamless way -- It’s no wonder DXPs are replacing one-dimensional web content management systems. DXPs empowers companies to deliver exceptional experiences to their increasingly connected consumers.

At Royal Cyber, we’re headless commerce experts, certified commercetools experts that create custom solutions for B2B and B2C businesses.

Ready to propel your business forward with the latest e-commerce platforms, solutions, and services? We’re here to help.

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