Gartner Eyes High Impact Digital Commerce Technologies|
October 4, 2021
Application Leaders Should Closely Watch Visual Configuration, Digital Wallets, Customer IAM and Virtual Customer Assistants
the next two years, visual configuration, digital wallets, customer
identity and access management (CIAM) and virtual customer assistants (VCAs)
will have high impact on digital commerce as mainstream adoption of
these technologies increases, according to the 2021 Gartner. Hype Cycle
for Digital Commerce.
CIAM, digital wallets, visual configuration and VCAs entered the slope of enlightenment in the Hype Cycle in 2021 (see Figure 1). In this phase, examples of how the technology can benefit the enterprise start to crystallize and become more widely understood.
"With all due respect to Gartner, I take a different view of where Distributed Order Management, or DOM, is on the Digital Commerce Hype Cycle," says Dan Gilmore, chief marketing officer at supply chain software provider Softeon. "DOM is providing significant value right now for many retailers and direct-to-consumer brand companies, providing rapid enablement of omnichannel processes, granular real-time inventory visibility across an extended network, optimal order sourcing, a powerful rules engine and much more. For Softeon customers at least, DOM is clearly well along the "Slope of Enlightenment," and delivering powerful results and benefits."
Figure 1. Hype Cycle for Digital Commerce, 2021
Source: Gartner (October 2021)
Digital wallets establish credentials to enable users to make remote or
face-to-face transactions from connected devices. This technology has
demonstrated wide benefits, such as reduced customer effort and
increased revenues, as has been demonstrated successfully in industries,
such as parking, transportation, retail and digital commerce. Lack of
digital wallet support could impact conversion rates and be viewed as a
Visual configuration enables sales representatives and end customers to
see a visual representation of products they want to order with the
options and features they have selected. It is more relevant for B2B
transactions where it can enable customers to purchase complex
manufactured goods via digital commerce with no training. Organizations
that are among the first to adopt it in their industries see substantial
competitive advantage and cost savings.