Vendor Specialization Is In The Spotlight In Forrester’s B2B and B2C Commerce Landscape

Two things are true:

The Commerce Solutions market continues to evolve, and more vendors that once specialized in B2B or B2C use cases exclusively now cover the other model as well.
Some vendors still provide deep specialization – sometimes exclusively – in one model or the other.

As we continue to witness the blending of B2B and B2C commerce models, I’m thrilled to share that our newly released Forrester Landscape™: Commerce Solutions report unites both B2B and B2C commerce solutions in a single, comprehensive view.

In this research, most of the 23 vendors selected both B2B- and B2C-specific extended use cases as their current areas of focus. Even when Forrester researched B2B and B2C vendors in separate reports, the majority of vendors and criteria were repeated in both reports.

Vendor’s GTM Focus Areas Reveal Specialization

Despite the overlap, it’s crucial that we show the specialty areas of focus for vendors that choose just one lane, as well as the specialized strengths for broader solutions.

For the Landscape report, vendors select up to three extended use cases to represent their current areas of focus. Of course, their selections don’t indicate the full breadth of support their solutions offer. However, they do indicate their focus in the market right now.

Specialization becomes clear in vendors’ use case selections in the Landscape:

Four vendors selected no B2B-specific use cases. Adobe, ESW, Scayle, and VTEX are indicating that they’re all-in on B2C use cases. Adobe, Scayle, and VTEX also showcased their focus on B2B2C use cases, in which brands manage distributors or franchises. ESW called out its additional support for providers (e.g., internet/cable providers) that sell digital services or subscriptions.
Five vendors selected no B2C use cases. AppDirect, DynamicWeb, Elastic Path, Sana Commerce, and Spryker made clear their focus on B2B. AppDirect adds support for merchants selling drop-shipped goods. DynamicWeb, Elastic Path, and Spryker further support B2B2C use cases, while Sana stayed true to 100% B2B-focused use cases.
Fourteen vendors selected at least one use case from both B2B and B2C. This market is largely converged across selling models. Remember that vendors with broader functionality are not necessarily weaker in specialty areas: in fact, many are longer-standing solutions that have built out diversified functionality over time.

Vendor Selection Requires Deeper Exploration

The 8 use cases represented in this Landscape report are only the highest-level view of what these vendors offer. In addition to short-listing based on selling model, refine your short list by:

Digging into the additional use cases that suit your need. For instance, if you’re a provider selling digital services or subscriptions, you’ll find that just two vendors (AppDirect and ESW) name that use case as a current, top priority. Similarly, if you want to stand up a site to sell drop-shipped goods, two vendors (AppDirect and Kibo Commerce) focus there.
Removing vendors via process of elimination. If you’re a retailer, you’ll find that more vendors prioritize your primary use case (selling to consumers on your owned digital channel). In that case, you might eliminate those that didn’t choose this use case as a current priority.
Leaning on your Forrester analyst to help you establish your list. Remember that Forrester clients have access to us! Book a Guidance Session and let me help you narrow down your list. The newly-combined Commerce Wave Evaluation will publish later this year. In the meantime, we have B2B and B2C data to pull from, plus the ongoing analysis that continues in between evaluation cycles.

Get in touch with your questions and about this blended research and for help with your vendor selection.