Gartner´s views on the development of the e-commerce market

The research company Gartner regularly publishes their insights into the key players and products related to the development of digital services. These reports mainly focus on the North American market and, therefore, in Finland these views should be interpreted with some reservations. Trends shown in the reports are, however, something to focus on.

North Patrol is a consulting firm specialized in the design of digital services and information systems. We shape ideas into a vision and service concept, find the best architectural and technological solutions, design a functional user experience, and compete to find the ideal partner for implementation work. We do not sell implementation projects, nor do we sell licenses; we are genuinely on the side of the customer.

20 September 2022

Mikko Jokela

The latest four-field analysis of e-commerce solutions, Magic Quadrant for Digital Commerce, was published in August 2022. The report offers some interesting insights. The first thing to note is that those who have led the market in the past are still at the top (leaders). Global giants´, Salesforce, Adobe and SAP, positions in the international e-commerce field remain untouched. They are pretty much always considerable options when larger organizations start thinking about their e-commerce solutions. A solution that differs from the top three is Commercetools, which positions itself next to the giants already two years in a row. Commercetools is fully cloud based and a so-called headless commerce solution, which has been used to implement a few Finnish e-commerce projects, too. Going headless is a hot trend right now so we will see whether more Commercetools web stores will popup in Finland.

From the perspective of the Finnish market, the weakened position of Optimizely (former Episerver) is also interesting. It is now positioned as a niche player. In Finland, Optimizely has long been the leading commercially licenced publishing system. It has also been pretty much the only publishing system based product that has been noted in e-commerce reports. Optimizely recently bought the B2B e-commerce platform Insite Commerce and this product has been slowly introduced to the European market. Considering this, it could be expected that Optimizely would have strengthened its position since the last report, but it has not. Gartner points out Optimizely´s features that go against trends: monolithicity, comprehensiveness, and limitations related to the e-commerce front.

On the left is the market situation in 08/2021 and on the right the market situation in 08/2022

Another interesting thing is that Oracle has been left out from the report regardless of its positioning as a visionary the year before. It is likely to be a quick reaction to Oracle announcing staff cuts. According to one source, an entire CX Commerce team would have left from Oracle.  At the moment it is unclear whether Oracle will continue to develop its e-commerce platform or will the product be discontinued completely. If Oracle drops out of the e-commerce, new demand will be created in the market, but it is most likely that the already leading players will fill this space in the market.

The latest Gartner report can be downloaded for example from Salesforce, Adobe, commercetools or SAP website by leaving contact details. 

An observation that is less relevant to Finland's current situation, but internationally interesting, is the rise of Oro and Kibo to visionaries. Oro is above all a B2B e-commerce platform but also offers features to work as a marketplace as well as a CRM system. Oro offers a free open source version and a paid SaaS version.

Kibo Commerce is an e-commerce solution based on modern architecture. It offers features for B2C, B2B, Order Management System (OSM), customization, and can be used as a POS (Point-of-Sale) system in stores. Another international researcher, Forrester, mentioned Kibo in their report The Forrester Wave: B2C Commerce Solutions, Q2 2022 as the only leading player.

The Forrester report can be downloaded by leaving contact information for example from Kibo Commerce website.

When it comes to market position, it is also noteworthy that the position of HCL Software has improved and that Intershop has been left out of the report. HCL is developing an e-commerce product formerly known as IBM WebSphere Commerce. The IBM solution had a relatively significant market share in Finland, so it remains to be seen whether HCL can achieve the same. Intershop on the other hand is a capable platform that works well for both B2C and B2B online stores. The platform has been used to implement a few online stores in Finland. As a company, Intershop is much smaller than the global giants it is competing against. The reason for leaving Intershop out might well be that the other companies have taken some of its market share. My own guess is that a larger player might actually buy Intershop sometime in the near future.

Contact North Patrol if you need help planning an e-commerce solution that suits your needs or choosing a technology solution.

(This article has been translated from the Finnish original. Read the original article.)

Mikko Jokela

Mikko Jokela is an expert on web and digital business.

Mikko consults the customers on web platform and vendor selections, defining functional requirements, and especially on how digital channels could support business needs more effectively. His areas of expertise include utilizing web and digital channels for better business, and web technology selections.

Mikko has been working for IT vendors in several roles. He has been in charge of a business line, responsible for web business development and a consultant in several web projects. Mikko’s main focus has been in private sector customers but he has also work experience on education and public sector.


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