Emily Pfeiffer

Senior Analyst

Author Insights

Blog

Retailers And Brands: Bring Your Business Users To The Vendor Selection Party

Emily Pfeiffer June 16, 2020
As we (re)discovered in the recent Forrester Wave™ reports for B2B and B2C commerce suites, the experience of the business user increasingly influences vendor selection. As a retailer or brand, you already know this. During our recent commerce suites Wave evaluation process, we interviewed current customers of each vendor, and of those we spoke with, […]
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Retailers And Brands: Tap Drop-Ship Programs For New Selling Opportunities

Emily Pfeiffer June 1, 2020
With more places for customers to find those products, drop-shipping models fuel many of the largest retail and marketplace websites. The result: more goods in more places (extended assortment for retailers and expanded sales channels for suppliers), which has benefits — and challenges — for both sides.
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B2C Commerce Suites: Key Takeaways From The Forrester Wave™ (Q2 2020)

Emily Pfeiffer May 19, 2020
In our newly published “The Forrester Wave™: B2C Commerce Suites, Q2 2020,” we evaluated the 10 most significant commerce vendors in the B2C space along 31 criteria: Adobe, BigCommerce, commercetools, Elastic Path Software, Episerver, Kibo Commerce, Oracle, Salesforce, SAP, and Sitecore. The Leaders for B2C in 2020 are Adobe, Salesforce, and commercetools. Adobe’s strategic acquisition […]
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Commerce Tech “Inspired Individuals” Band Together To Save Small Businesses

Emily Pfeiffer April 29, 2020
A brand new organization is helping small businesses move online fast to make it through the pandemic.
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No, It’s Not Just You: In Retail, Commerce Is Almost Never “Headless”

Emily Pfeiffer March 2, 2020
“Headless commerce” is the ubiquitous, abstract description of the modern commerce suite. Technical folks talk about it as if it’s the new gold standard, and you’re probably wondering if you’re expected to change your entire commerce stack. There’s one not-so-small problem, though: “Headless” means something different depending on who you ask — and where you […]
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How Retailers Evaluate Commerce Solutions (Hint: It’s Changing)

Emily Pfeiffer February 21, 2020
Today’s consumers have high demands: They want a personalized shopping experience, attentive customer service, and they want the merchant to meet them where they are. That’s a tall order. Retailers are rapidly shifting their business models to meet those needs and expectations, but they can’t do it alone. Retailers have raised their demands of commerce […]
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Heard At NRF: Contradictory Conversation From Vendors — “Unified” But “Decoupled”

Emily Pfeiffer January 22, 2020
Senior analyst Emily Pfeiffer provides key takeaways from the NRF’s Digital Council meetings.
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Values-Based Selling Will Help Retailers Win Consumers’ Spend

Emily Pfeiffer January 6, 2020
So long as your commitment is genuine, your social responsibility initiatives and practices can be a win-win.
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Retailers Now Choose Commerce Tech Based On How Providers Engage, Not What They Are

Emily Pfeiffer December 2, 2019
Retailers' demands of commerce technology models have shifted. Providers should understand these demands and move toward more open and flexible solutions.
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When Websites Come Down, Twitter Blows Up And Marketing Wins

Emily Pfeiffer November 12, 2019
Sites crash, especially when a new product launch creates a massive leap in traffic compared to usual demand. Two sites notably crashed recently: startup Jeffree Star Cosmetics and veteran brand Pringles. While this looks like a disastrous website failure — and may be, fundamentally — it can also create considerable opportunities for brands. Is this […]
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Commerce Tech Vendors: How To Be Your Customers’ True Partner During The Holidays

Emily Pfeiffer November 1, 2019
As retail's peak season approaches, your mission is clear: Make life easier for customers. Learn how.
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Introduction: Emily Pfeiffer, Senior Analyst For Commerce Technology

Emily Pfeiffer October 29, 2019
I’m one week in as a Forrester analyst on the digital business retail team and wanted to introduce myself. I have been in “eCommerce” since the 1990s, when I was writing code and running websites for industries from gourmet food to printer toner. My career path brought me to IT director, back when websites were […]
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