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Gartner-数字商务的现状-巨大的增长意味着对CMOs的巨大期望和具有挑战性的前景(英)-2021.11-17正式版.pdf


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Gartner for Marketers
The State of
Digital Commerce
Big growth means big expectations
and a challenging outlook for CMOs
Ant Duffin
Senior Director Analyst
The State of Digital Commerce
Gartner’s Digital Commerce Survey captures organizations’
digital commerce performance, maturity and strategic
priorities after significant digital acceleration. CMOs can
use these findings to understand the current landscape
and make informed decisions to improve their maturity
and performance.
Ant Duffin
Senior Director Analyst
Published 29 October 2021 — ID G00755786
Gartner for Marketers Follow Us on LinkedIn Become a Client 3
The State of Digital Commerce
Overview
Key findings
• Rapid acceleration of digital commerce growth has created a challenging
outlook for year-over-year (YoY) performance in 2022 as the pandemic
wanes. Despite 79% of organizations outperforming targets, only 27%
of digital commerce leaders exceeded their senior leaders’ performance
expectations for revenue and profitability this year.
• Digital commerce’s strategic importance continues to grow as a near-
universally-recognized priority. Organizations with advanced digital
commerce maturity are more likely to beat performance targets and
are better equipped to drive sustainable, long-term growth.
• Recognizing the need to evolve digital commerce capabilities, 90%
of surveyed marketing leaders are aggressively expanding their
investments with a particular focus on digital-first value creation
and customer experience.
Gartner for Marketers Follow Us on LinkedIn Become a Client 4
The State of Digital Commerce
Data Insights Gartner conducted an inaugural 2021 Digital Commerce Survey, aski

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