# Best Enterprise Digital Experience Platforms (DXP) - Page 2

*By [Neeraja Prakash](https://research.g2.com/insights/author/neeraja-prakash)*


Products classified in the overall Digital Experience Platforms (DXP) category are similar in many regards and help companies of all sizes solve their business problems. However, enterprise business features, pricing, setup, and installation differ from businesses of other sizes, which is why we match buyers to the right Enterprise Business Digital Experience Platforms (DXP) to fit their needs. Compare product ratings based on reviews from enterprise users or connect with one of G2's buying advisors to find the right solutions within the Enterprise Business Digital Experience Platforms (DXP) category.

In addition to qualifying for inclusion in the Digital Experience Platforms (DXP) category, to qualify for inclusion in the Enterprise Business Digital Experience Platforms (DXP) category, a product must have at least 10 reviews left by a reviewer from an enterprise business.





## Top Digital Experience Platforms (DXP) at a Glance
| # | Product | Rating | Best For | What Users Say |
|---|---------|--------|----------|----------------|
| 1 | [Adobe Experience Manager](https://www.g2.com/products/adobe-experience-manager/reviews) | 4.2/5.0 (650 reviews) | Omnichannel content authoring with Adobe ecosystem integration | "[Powerful enterprise CMS for managing large scale digital experiences](https://www.g2.com/survey_responses/adobe-experience-manager-review-12743415)" |
| 2 | [Sitecore Digital Experience Platform](https://www.g2.com/products/sitecore-digital-experience-platform/reviews) | 4.1/5.0 (544 reviews) | Composable multi-site personalization with enterprise governance | "[Developer Review on Sitecore Experience Platform](https://www.g2.com/survey_responses/sitecore-digital-experience-platform-review-8488020)" |
| 3 | [Jahia DXP](https://www.g2.com/products/jahia-dxp/reviews) | 4.4/5.0 (597 reviews) | Multisite content delivery with native personalization | "[Impressive Flexibility and Scalability](https://www.g2.com/survey_responses/jahia-dxp-review-12186392)" |
| 4 | [Liferay Digital Experience Platform](https://www.g2.com/products/liferay-liferay-digital-experience-platform/reviews) | 4.4/5.0 (107 reviews) | Unified multi-site portals with low-code composability | "[Complete platform for corporate digital experiences](https://www.g2.com/survey_responses/liferay-digital-experience-platform-review-12638745)" |
| 5 | [Webflow](https://www.g2.com/products/webflow/reviews) | 4.4/5.0 (979 reviews) | Visual no-code web experience delivery | "[Webflow Makes Modern, Polished Websites Easy to Build Visually](https://www.g2.com/survey_responses/webflow-review-12861892)" |
| 6 | [Umbraco](https://www.g2.com/products/umbraco/reviews) | 4.5/5.0 (967 reviews) | Flexible .NET-native CMS content delivery | "[Highly Scalable and Easy to Use, But the Cloud Version Needs Improvements](https://www.g2.com/survey_responses/umbraco-review-12941886)" |
| 7 | [Kentico](https://www.g2.com/products/kentico/reviews) | 4.4/5.0 (329 reviews) | Unified CMS, marketing, and e-commerce delivery | "[All-in-One Flexibility with a Learning Curve](https://www.g2.com/survey_responses/kentico-review-12673121)" |
| 8 | [Storyblok](https://www.g2.com/products/storyblok/reviews) | 4.5/5.0 (576 reviews) | Headless CMS with visual-editor content delivery | "[Storyblok stands out in a crowded CMS landscape](https://www.g2.com/survey_responses/storyblok-review-12563261)" |
| 9 | [Experro](https://www.g2.com/products/experro/reviews) | 4.8/5.0 (48 reviews) | AI-powered search, merchandising, and headless DXP | "[Transforms Digital Experiences with Speed and Precision](https://www.g2.com/survey_responses/experro-review-12434068)" |
| 10 | [Progress Sitefinity](https://www.g2.com/products/progress-sitefinity/reviews) | 4.0/5.0 (496 reviews) | Personalized multi-site content delivery with .NET extensibility | "[Marketing team finally stopped breaking the website](https://www.g2.com/survey_responses/progress-sitefinity-review-12869758)" |

---
## What Are the Most Common Questions About Digital Experience Platforms (DXP)?
*AI-generated · Last updated: May 26, 2026*
### Which is the best DXP for medium sized companies?
Based on G2 reviews, [Adobe Experience Manager](https://www.g2.com/products/adobe-experience-manager/reviews) stands out most often in this category because it has the strongest recent review presence in the provided data. According to verified users, it is valued for centralized content management, reusable components, multilingual publishing, asset management, and integrations that help teams manage websites and digital experiences across channels. G2 reviewers mention that it can support growing organizations that need structure, scalability, and collaboration across teams. At the same time, reviews also note a learning curve and higher complexity, so fit depends on whether a mid-sized company wants enterprise-style controls and is prepared for a more involved setup and onboarding process.


### What top digital experience tools for software companies?
Based on G2 reviews, software companies evaluating digital experience platforms often look for centralized content management, flexible integrations, reusable content, and support for web, apps, and multilingual delivery. According to verified users, Adobe Experience Manager is frequently praised for managing content, assets, templates, and multi-site operations at scale. G2 reviewers mention that Sitecore Digital Experience Platform is valued for personalization, analytics, and extensibility, especially where teams want more control over tailored experiences. Reviews for Liferay Digital Experience Platform also highlight strong portal, role-based access, workflow, and integration capabilities that help teams unify multiple digital touchpoints. The right fit depends on whether your software business prioritizes enterprise content operations, personalization, or portal-style digital experiences.

**Here are some of the top-rated products on G2:**

- [Adobe Experience Manager](https://www.g2.com/products/adobe-experience-manager/reviews) – often used to centralize content, assets, templates, and multi-site publishing across channels
- [Sitecore Digital Experience Platform](https://www.g2.com/products/sitecore-digital-experience-platform/reviews) – commonly chosen for personalization, analytics, and managing complex multi-region digital experiences
- [Liferay Digital Experience Platform](https://www.g2.com/products/liferay-liferay-digital-experience-platform/reviews) – reviewed positively for portals, role-based experiences, integrations, and low-code content operations


### What's the best DXP provider for interactive apps?
Based on G2 reviews, buyers looking for a DXP for interactive apps often prioritize API support, integrations, content reuse, and the ability to serve experiences across web and mobile touchpoints. According to verified users, Adobe Experience Manager is frequently described as useful for managing content across platforms and channels, with reviewers highlighting headless capabilities, component reuse, and integrations with other Adobe tools. G2 reviewers also mention scenarios such as exposing content to external services, supporting mobile experiences, and managing dynamic content from a central system. Reviews consistently suggest it is strongest for organizations that need scalable content operations and cross-channel consistency, though teams should expect some complexity during setup and onboarding.


### What best cloud-based DXP options for service providers?
Based on G2 reviews, cloud-based DXP buyers in service-oriented environments usually look for easier deployment, centralized governance, and the ability to support multiple sites or clients efficiently. According to verified users, Adobe Experience Manager is often recognized for cloud workflows, centralized publishing, and managing content and assets at scale. G2 reviewers mention Liferay Digital Experience Platform for secure portals, integrations, low-code tools, and role-based user experiences that can fit service delivery models. Sitecore Digital Experience Platform is also cited for SaaS direction, personalization, and multi-site management. Reviews across these products suggest the best option depends on whether service providers need enterprise content governance, customer or partner portals, or stronger personalization across many audiences and regions.

**Here are some of the top-rated products on G2:**

- [Adobe Experience Manager](https://www.g2.com/products/adobe-experience-manager/reviews) – used for centralized cloud content operations, asset management, and multi-channel publishing
- [Liferay Digital Experience Platform](https://www.g2.com/products/liferay-liferay-digital-experience-platform/reviews) – suited to secure portals, workflows, and integrated service experiences with role-based access
- [Sitecore Digital Experience Platform](https://www.g2.com/products/sitecore-digital-experience-platform/reviews) – often reviewed for personalization, SaaS deployment models, and multi-site management


### What best digital experience platform app for my business?
Based on G2 reviews, the best digital experience platform for a business depends on the kind of experience you need to manage. According to verified users, Adobe Experience Manager is often chosen for large-scale content, asset management, templates, and multi-channel consistency. G2 reviewers mention Sitecore Digital Experience Platform when personalization, analytics, and audience targeting are central priorities. Reviews of Liferay Digital Experience Platform frequently highlight portals, secure role-based experiences, and integration with existing business systems. Across the review set, buyers tend to match products to their operating model: enterprise marketing teams often value centralized publishing, portal-driven organizations emphasize workflows and access controls, and personalization-heavy teams look for stronger targeting and journey support.

**Here are some of the top-rated products on G2:**

- [Adobe Experience Manager](https://www.g2.com/products/adobe-experience-manager/reviews) – helpful for centralized content, digital assets, templates, and large-scale publishing workflows
- [Sitecore Digital Experience Platform](https://www.g2.com/products/sitecore-digital-experience-platform/reviews) – often used for personalization, customer journey visibility, and multi-language content delivery
- [Liferay Digital Experience Platform](https://www.g2.com/products/liferay-liferay-digital-experience-platform/reviews) – frequently applied to portals, content management, and secure self-service experiences


### What best digital platform to improve customer journey?
Based on G2 reviews, improving the customer journey usually comes down to personalization, consistent cross-channel content, and better visibility into how users interact with digital experiences. According to verified users, Sitecore Digital Experience Platform is often associated with personalization, customer journey tracking, A/B testing, and connecting content with analytics. G2 reviewers mention Adobe Experience Manager for delivering consistent content across websites, apps, and regions, which helps reduce fragmentation in the user experience. Reviews for Bloomreach also point to personalization, real-time targeting, and customer data activation for more relevant journeys. In practice, buyers should align the platform with whether they need enterprise content orchestration, behavior-based personalization, or commerce-oriented journey optimization.

**Here are some of the top-rated products on G2:**

- [Sitecore Digital Experience Platform](https://www.g2.com/products/sitecore-digital-experience-platform/reviews) – recognized for personalization, analytics, and tracking customer journeys across digital touchpoints
- [Adobe Experience Manager](https://www.g2.com/products/adobe-experience-manager/reviews) – often used to keep content consistent across channels, regions, and user experiences
- [Bloomreach](https://www.g2.com/products/bloomreach-bloomreach/reviews) – reviewed for real-time personalization, targeting, and customer experience optimization


### What best digital experience platforms for small business?
Based on G2 reviews, small businesses should pay close attention to usability, implementation effort, and whether a platform feels manageable without a large technical team. According to verified users, many of the most reviewed DXPs in this dataset are powerful but often described as complex, enterprise-focused, or demanding to configure. G2 reviewers mention that Adobe Experience Manager and Sitecore Digital Experience Platform deliver strong scalability and personalization, but they are also often noted for learning curves and heavier setup. Liferay Digital Experience Platform is praised for flexibility, low-code options, and self-service features, though reviewers still mention onboarding effort. For smaller teams, reviews suggest prioritizing ease of use, faster content updates, and lower operational complexity over maximum feature breadth.

**Here are some of the top-rated products on G2:**

- [Liferay Digital Experience Platform](https://www.g2.com/products/liferay-liferay-digital-experience-platform/reviews) – appreciated for low-code tools, self-service content management, and flexible integrations
- [Adobe Experience Manager](https://www.g2.com/products/adobe-experience-manager/reviews) – strong for content and asset management, though reviewers often note it is better suited to larger teams
- [Sitecore Digital Experience Platform](https://www.g2.com/products/sitecore-digital-experience-platform/reviews) – valued for personalization and scalability, but commonly described as more complex for smaller organizations


### What top rated DXP software for enhancing customer engagement?
Based on G2 reviews, customer engagement is most often linked to personalization, content targeting, analytics, and easier campaign execution. According to verified users, Sitecore Digital Experience Platform is repeatedly associated with personalization, A/B testing, audience targeting, and giving marketing teams more control over relevant experiences. G2 reviewers mention Adobe Experience Manager for delivering consistent content across channels and managing personalized digital experiences at scale. Reviews for Liferay Digital Experience Platform also point to unified digital touchpoints, user segmentation, and role-based experiences that can support engagement in portals and service environments. Buyers evaluating DXP software for engagement should focus on whether they need stronger content operations, personalized experiences, or integrated self-service journeys.

**Here are some of the top-rated products on G2:**

- [Sitecore Digital Experience Platform](https://www.g2.com/products/sitecore-digital-experience-platform/reviews) – often used for personalization, audience targeting, and behavior-based digital experiences
- [Adobe Experience Manager](https://www.g2.com/products/adobe-experience-manager/reviews) – supports cross-channel content delivery and personalized experience management
- [Liferay Digital Experience Platform](https://www.g2.com/products/liferay-liferay-digital-experience-platform/reviews) – useful for unified digital touchpoints, segmented experiences, and customer or employee engagement portals


### What leading digital experience platforms for enterprise use?
Based on G2 reviews, enterprise buyers tend to prioritize scalability, governance, multilingual delivery, integrations, and the ability to coordinate content and experiences across regions and teams. According to verified users, Adobe Experience Manager is frequently recognized for managing enterprise-scale content, assets, workflows, and reusable templates across many channels. G2 reviewers mention Sitecore Digital Experience Platform for handling personalization, analytics, global content operations, and complex digital ecosystems. Reviews also highlight Jahia DXP for centralized content management, personalization, and support for multi-site and multilingual environments. Across the review set, enterprise organizations appear to favor platforms that balance governance and flexibility while supporting collaboration between marketing, content, and technical teams.

**Here are some of the top-rated products on G2:**

- [Adobe Experience Manager](https://www.g2.com/products/adobe-experience-manager/reviews) – designed for enterprise content, asset governance, and large-scale multi-channel publishing
- [Sitecore Digital Experience Platform](https://www.g2.com/products/sitecore-digital-experience-platform/reviews) – frequently used for enterprise personalization, analytics, and global digital experience management
- [Jahia DXP](https://www.g2.com/products/jahia-dxp/reviews) – reviewed for multi-site, multilingual content operations and centralized digital experience management


### What best DXP for enhancing digital interfaces for startups?
Based on G2 reviews, startups should weigh ease of use and speed of execution against the complexity that often comes with broader DXP capabilities. According to verified users, the most established products in this dataset are often praised for scalability, integrations, and advanced content operations, but reviewers also frequently mention learning curves and heavier implementation needs. G2 reviewers mention Liferay Digital Experience Platform for low-code tools, self-service site building, and integration flexibility that can help teams move quickly. Reviews of Adobe Experience Manager and Sitecore Digital Experience Platform highlight strong digital experience capabilities, though they are often framed as better suited to larger or more mature teams. For startups, reviews suggest prioritizing platforms that reduce dependence on developers for routine updates and interface changes.

**Here are some of the top-rated products on G2:**

- [Liferay Digital Experience Platform](https://www.g2.com/products/liferay-liferay-digital-experience-platform/reviews) – noted for low-code tools, site building flexibility, and support for user-managed digital experiences
- [Adobe Experience Manager](https://www.g2.com/products/adobe-experience-manager/reviews) – strong for scalable interfaces and content operations, though often described as more complex
- [Sitecore Digital Experience Platform](https://www.g2.com/products/sitecore-digital-experience-platform/reviews) – valued for personalization and extensibility, but typically better aligned with more mature digital teams




## How Many Digital Experience Platforms (DXP) Products Does G2 Track?
**Total Products under this Category:** 101

### Category Stats (Jun 2026)
- **Average Rating**: 4.38/5 (↑0.01 vs May 2026) The average rating of products in this category, based on all submitted ratings
- **Top Trending Product**: Sitecore Digital Experience Platform (+0.41%) - Among all products in this category, Sitecore Digital Experience Platform recorded the largest rating increase compared to last month
*Last updated: June 26, 2026*


## How Does G2 Rank Digital Experience Platforms (DXP) Products?

**Why You Can Trust G2's Software Rankings:**

- 30 Analysts and Data Experts
- 12,100+ Authentic Reviews
- 101+ Products
- Unbiased Rankings

G2's software rankings are built on verified user reviews, rigorous moderation, and a consistent research methodology maintained by a team of analysts and data experts. Each product is measured using the same transparent criteria, with no paid placement or vendor influence. While reviews reflect real user experiences, which can be subjective, they offer valuable insight into how software performs in the hands of professionals. Together, these inputs power the G2 Score, a standardized way to compare tools within every category.



---

**Sponsored**

### Contentful

Contentful is a digital experience platform (DXP) designed for marketers, developers, and digital teams who need to build, personalize, and deliver impactful experiences across every channel—quickly and at scale. By combining its headless CMS with native, contextual AI, Contentful enables rapid creation, seamless management, and consistent omnichannel delivery of on-brand, data-driven content. Contentful empowers teams to adapt, reuse, personalize, and publish modular content and design components without reliance on developers, enabling rapid iteration and real-time targeting, experimentation, and optimization at the component level. Complemented by a robust ecosystem, and built on an infinitely-extensible, API-first platform, Contentful gives teams the freedom to easily build or deploy new experiences and integrations quickly to meet the ever-evolving needs of their brand. Trusted by global market leaders, Contentful is engineered for enterprise reliability, extensibility, and future-proof growth—helping organizations maximize ROI and outperform in today’s competitive digital landscape.



[Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=ppc&secure%5Bad_slot%5D=category_product_list&secure%5Bcategory_id%5D=1414&secure%5Bdisplayable_resource_id%5D=1414&secure%5Bdisplayable_resource_type%5D=Category&secure%5Bmedium%5D=sponsored&secure%5Bplacement_reason%5D=page_category&secure%5Bplacement_resource_ids%5D%5B%5D=1414&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=4941&secure%5Bresource_id%5D=1414&secure%5Bresource_type%5D=Category&secure%5Bsource_type%5D=category_page&secure%5Bsource_url%5D=https%3A%2F%2Fwww.g2.com%2Fcategories%2Fdigital-experience-platforms-dxp%2Fenterprise%3Fpage%3D2&secure%5Btoken%5D=9f7f3c07f0f795c2cc011a165ed80c04eee2c46a36c12654218c3ee30b9f329a&secure%5Burl%5D=https%3A%2F%2Fwww.contentful.com%2Fproducts%2Fpersonalization%2F%3Fnt_experiences%3D9BZdShPA4TYFUwHsEmNZi%3D0%26utm_source%3Dg2%26utm_medium%3Dpaid%26utm_campaign%3Dfy27-q1-global-inbound_competitor&secure%5Burl_type%5D=book_demo)

---


## What Is Digital Experience Platforms (DXP)?

[Content Management Systems](https://www.g2.com/categories/content-management)

## What Software Categories Are Similar to Digital Experience Platforms (DXP)?

- [Web Content Management Software](https://www.g2.com/categories/web-content-management)
- [Headless CMS Software](https://www.g2.com/categories/headless-cms)
- [WebOps Platforms](https://www.g2.com/categories/webops-platforms)


---

## How Do You Choose the Right Digital Experience Platforms (DXP)?

### What You Should Know About Digital Experience Platforms (DXP)

### **What Does DXP Stand For?**

DXP stands for digital experience platform. DXPs are truly an all-encompassing software system that connects data and content with customers to create a seamless personalized digital customer experience. DXPs have tools that interact with all customer touchpoints, so they have components such as content hubs, CRM, UX and UI design tools, DevOps, digital asset management, data security, and more.

The development of DXPs arose out of a disconnect between customer data and how it can be leveraged in marketing channels such as websites, social media platforms, advertisements, and customer touchpoints such as customer service, e-commerce platforms, and so on. 

DXPs cover a lot of ground in terms of the functionality they provide, and each of the component pieces of a DXP are often full-fledged software themselves. These pieces include, but aren’t limited to, hybrid or headless CMS software, personalization software, marketing automation software, CRM software, data management platforms (DMP), digital analytics software, various translation and localization tools, and other assorted content management systems.

DXPs are relatively new, and most major competitors in the market arose in the past decade. There is room for fluctuation as the market settles, and market experts are watching the space closely as DXP vendors prioritize specific features, acquire other software solutions to fold into their product, and settle on definitions of the category.

#### What Types of Digital Experience Platforms (DXP) Exist?

DXPs must provide extensive feature coverage to achieve the cross-channel customer experience optimization they are intended for. As a result, vendors leverage one of two models to include all the necessary features in their solution. Both models have advantages and disadvantages depending on what software the business is already using, so buyers need to ensure their desired DXP fits with their existing software stack.

**Open DXPs**

Open DXPs may be thought of as connective tissue that integrates multiple best-of-breed solutions, allowing users to orchestrate their marketing strategy with the best available point solutions. Leveraging an open DXP is especially attractive to businesses that are already using some of the software components integrated into a given offering. The main appeal of an open DXP is the ability to use the best-of-breed solutions for the individual components needed for a DXP.

However, that strength can also be a drawback for some companies. Since open DXPs consist of multiple, integrated point solutions, users must have a strong understanding of each to get the most out of the larger DXP ecosystem. If a business hasn’t leveraged many marketing tools or content management systems in the past, jumping right into an open DXP may be challenging. Businesses considering an open DXP should ensure their workforce is either already familiar with the individual component pieces of software, or be prepared to offer comprehensive training on each solution.

**Closed DXPs**

Closed DXPs are all-in-one platforms that include all the individual pieces of a DXP in a single, unified system offered by one provider. While open DXPs integrate multiple solutions to achieve all the functionality needed for a full DXP, closed DXP providers offer a one-stop shop where buyers find all the features they need in one platform. Since all-in-one DXPs are a closed ecosystem, these types of solutions are helpful to companies that thus far haven’t invested much in their marketing stack or those looking to consolidate their stack.

As is the case with open DXPs, all-in-one solutions aren’t without potential issues. Since all the components of a closed DXP are developed and maintained by one provider, there isn’t a guarantee that the individual pieces are of best-in-class quality. Closed DXPs also host far fewer integrations with other software (ultimately, to incentivize users to utilize as much of the platform as possible). This is particularly disruptive for companies with an established marketing software stack.

### **DXP Platform Features **

As mentioned previously, DXPs are made up of an integrated set of technologies, each with its own granular feature set, meaning they have dozens of features. Listed below are the component software within DXPs and their role within the DXP ecosystem.

1. **Hybrid or headless CMS** : Hybrid or headless CMS is a foundational component that DXPs are built on. With headless CMS, users are not required to create bespoke front ends for applications when planning and designing content delivery. This streamlined, device-agnostic content delivery allows businesses to focus their effort on the content itself and how it can be personalized and optimized.
2. **Personalization** : Efficient digital experience personalization is the overall goal of DXPs. The personalization tools within DXPs are effective because they provide direct access to multiple repositories of customer and user data. Since businesses often keep that kind of information in many disparate, disconnected silos, other personalization solutions can struggle with effectiveness. DXPs streamline personalization by integrating all these data repositories into the systems that deliver content.
3. **Marketing automation** : The digital marketing automation arm of DXPs handles broad-reaching marketing orchestration by pulling customer and user data from CRMs and data management platforms, delivering experiences across multiple channels, and pulling content from various content storage repositories.
4. **Digital asset management (DAM)**: DAM tools are content management systems that specifically handle the storage and delivery of marketing collateral. DAMs are a pivotal component within DXPs since other pieces, like marketing automation tools, pull content from them when orchestrating content campaigns.
5. **Data management platform (DMP)**: DXPs include a DMP within their offering to house customer and user data. DMPs sometimes integrate with customer relationship management (CRM) solutions to intake more customer data. DXPs are heavily reliant on the data housed within this component to create personalized content in real-time.
6. **Translation and localization** : DXPs include translation and localization tools, which are useful when businesses attempt to personalize digital experiences based on a user’s preferred location or language.
7. **E-commerce platforms** : Many DXPs also provide all the functions of an e-commerce platform, allowing businesses to run an online store within the same platform that maintains the rest of their digital presence. E-commerce websites provide many features that regular web content management software does not, like integrations with inventory management, search and navigation, and payment gateways.
8. **Digital analytics** : Gathering and applying analytics are key components within DXPs. Businesses leverage digital analytics to measure content performance and user experience, which are then used to further refine their digital experiences.

### Platform Benefits

**Potential consolidation of the marketing software stack** : Depending on solution type, industry, and size of the business, a DXP can eliminate the need for some of its individual marketing technologies. A DXP has multiple functionalities, so these platforms offer all the features of the necessary individual software, but on a unified system, making this type of solution helpful for companies that haven’t invested a lot into their marketing technology stack or for those that want to consolidate their stack.

**Optimal content usage** : Businesses strive for repeat customers, and one method of accomplishing this is via personalized content that keeps bringing customers back. Once businesses have a deeper understanding of who their customers are, what content they’re looking for, and where they are in the buying process, they can use a DXP to leverage this data to provide personalized content across numerous channels based on context, interaction history, preferences, and several other factors. In this way, DXPs ensure that the entire customer lifecycle is consistent. 

**Single control center** : DXPs allow for the control of all related business processes on a single platform, eliminating the need to switch between multiple software to perform different tasks. This makes it easier to track user behavior across various touchpoints, analyze this data, and deliver relevant content, allowing for time optimization, cost savings, and improved customer satisfaction.

### Professional & Industry Cases

The solutions offered by DXPs are particularly pertinent to two departments within a business: product or development teams and marketing teams. The components in a DXP may be separated into those that create and maintain websites, apps, portals, etc., and those that create, house, deliver and analyze marketing materials. There is a significant overlap between these pieces in terms of relevancy to specific teams. While other departments like sales or customer service leverage parts of a DXP (e.g., a CRM component), developers and marketing professionals are the most likely users to leverage a DXP with a major hands-on approach.

**Developers** : One of the core components of a DXP is the hybrid or headless CMS which allows developers to create and maintain digital experiences that are device agnostic. Headless CMS are called such because they don’t provide a static front-end delivery, allowing the delivery of content to websites, desktop apps, mobile apps, and more without requiring the development of unique front ends for each. Within a DXP, developers are often tasked with creating the channels through which content will be delivered, and since DXPs utilize headless CMS, they don’t have to worry about tailor-making front-end outputs for each.

**Marketers** : The majority of components inside DXPs are primarily used by marketing professionals. Key pieces include marketing automation, digital asset management software, and personalization and segmentation. While developers handle creating marketing channels like websites and apps, marketers are tasked with creating and delivering a steady stream of personalized content through those channels. DXPs offer marketers a full suite of tools for the endeavor, including a centralized hub for customer and user data, repositories for content and assets, and myriad tools to ensure experiences are timely and personalized.

### What’s the best digital experience platform for small businesses?

For SMBs aiming to deliver engaging digital experiences without complex infrastructure, [top-rated small business digital experience platforms](https://www.g2.com/categories/digital-experience-platforms-dxp/small-business) include:

- [Webflow](https://www.g2.com/products/webflow/reviews) offers a visual web development platform that empowers marketing teams to build, manage, and optimize websites without coding. Its intuitive interface and responsive design capabilities make it ideal for small businesses seeking agility and control.
- [Sanity](https://www.g2.com/products/sanity/reviews) provides a headless CMS that enables real-time collaboration and structured content delivery across channels. Its flexibility and developer-friendly approach cater to small businesses looking to scale their digital presence.
- [Kentico](https://www.g2.com/products/kentico/reviews) delivers an integrated marketing platform with content management, digital marketing, and commerce tools. Its scalability and user-friendly interface help small businesses create personalized customer journeys.

### What’s the best digital experience platform for medium-sized companies?

For medium-sized businesses aiming to unify content, commerce, and customer engagement, top digital experience platforms on G2 include:

- [Sitecore Digital Experience Platform](https://www.g2.com/products/sitecore-digital-experience-platform/reviews) offers a composable, enterprise-grade solution that integrates content management, personalization, commerce, and analytics. Its AI-driven features and headless capabilities are ideal for medium-sized companies scaling across multiple channels.
- [Jahia DXP](https://www.g2.com/products/jahia-dxp/reviews) combines content management and customer data management. It supports headless and traditional delivery, empowering medium-sized businesses to create personalized digital experiences with easy integration into existing tech stacks.
- [Bloomreach](https://www.g2.com/products/bloomreach-bloomreach/reviews) focuses on commerce-driven digital experiences, offering AI-powered search, merchandising, and content management. Its intuitive interface and integration-friendly design help medium-sized companies drive personalized shopping and content experiences at scale.

### What's the best DXP provider for interactive apps?

For organizations developing interactive applications that require seamless integration, real-time personalization, and robust content management, leading DXPs based on G2 reviews include:

- [Adobe Experience Manager (AEM)](https://www.g2.com/products/adobe-experience-manager/reviews) offers a comprehensive suite that combines content management, digital asset management, and personalization tools. With its robust APIs and integration capabilities, AEM enables developers to create dynamic, interactive applications.[ ](https://business.adobe.com/resources/reports/gartner-mq-digital-experience-platforms-2025.html?utm_source=chatgpt.com)
- [Liferay Digital Experience Platform](https://www.g2.com/products/liferay-liferay-digital-experience-platform/reviews) is known for its flexibility and scalability. It offers a modular architecture suitable for developing interactive applications. With features like user segmentation, content targeting, and integration with various backend systems, Liferay supports the creation of personalized and engaging user experiences.
- [Optimizely One](https://www.g2.com/products/optimizely-one/reviews) focuses on experimentation and optimization, providing tools for A/B testing, personalization, and content management. Its capabilities allow developers to build interactive applications that can be continuously tested and refined to enhance user engagement.

### Alternatives

Alternatives to DXPs can replace this type of software, either partially or completely:

[WebOps platforms:](https://www.g2.com/categories/webops-platforms) WebOps platforms hone in on the rapid development capabilities found in DXPs, but remove some of the bulkier aspects of DXPs. Development-focused businesses are more likely to leverage WebOps platforms over DXPs since the former provides all of the comprehensive web and application development tools without the marketing-focused solutions in the latter.

[Web content management systems (WCMS):](https://www.g2.com/categories/web-content-management) DXPs were born out of the limitations posed by traditional web content management systems (WCMS). A WCMS is used to create and manage content and uses API-first architecture to deploy content through multiple channels. A DXP does everything a WCMS does, just on a larger scale. With a DXP, businesses can sync, manage and push content across channels, such as web, mobile, customer portals, IoT devices, billboards, and more. Further, a DXP can establish intranets and manage microsites. 

### Platform Challenges

**Onboarding and implementation** : DXPs are packed full of features, and fully understanding how to effectively leverage all the pieces of one may be a challenge. Without comprehensive cross-team training, businesses could find themselves paying a lot of money for a tool their team doesn’t use to its full potential. All teams utilizing a DXP should be given training on their specific components, and how all these pieces affect and interact with one another. Efficient cross-team communication and collaboration are essential to get the most out of a DXP.

**Buyer's remorse** : If a business decides it wants to move away from a DXP once it is already implemented, this can be complicated. Since the DXP manages so many of the business’s workflow processes and links within and between teams, eliminating a DXP once it's in place can be time-consuming and costly.

### How to Buy

#### Requirements Gathering (RFI/RFP) for Digital Experience Platforms (DXP)

Purchasing a DXP is a significant decision that needs to be made carefully as the chosen product is likely to be a costly investment and a long-term decision. Once it is decided that an organization needs a DXP, here are additional areas to evaluate:

**Business goals to be achieved** : A DXP shouldn’t be leading the conversation. A DXP should underpin the business objectives, with specific attention to marketing goals, and should aid in executing the strategies put in place by the business. Businesses should think about the foundational capabilities needed to meet their specific goals, which will help when searching for a DXP.

**Understanding marketing needs** : Each business has their unique way of curating digital experiences for their customers—types of marketing campaigns, content creation, publishing environment, etc. Understanding the nuances of the business’s workflows will help in choosing a DXP that integrates well with the existing ways of working.

**Current marketing technology stack** : Doing a thorough audit of the business’s current martech stack is integral before purchasing a digital experience platform as a DXP will come integrated with a lot of martech functionality. It’s important to make note of what software is in the stack, who uses various parts of the stack, and existing integrations within the stack. Having this holistic view of the current martech situation will also help with the deployment and adoption of the DXP.

#### Compare Digital Experience Platforms (DXP) Products (Long List vs. Short List)

**Create a long list**

There is a good amount of options when it comes to digital experience platform software. Once buyers understand the requirements, they should search for DXP vendors by browsing the internet. Most product websites will have a ‘Features’ page that will provide a high-level picture of what the software encompasses. G2.com is a good place to start.

**Create a shortlist**

Next, buyers should research further into the long list of solutions to create a shortlist. There is lots of research (articles and videos) that explain and review different products from different perspectives. Buyers should find research that caters to their industry. G2.com’s ‘Compare’ feature will help to stack software up side by side to compare specific features and learn how real users rate them.

**Conduct demos**

Demos are a great way to get a first-hand look at potential solutions and ask the right questions to determine which product is right for the organization. Demos are a great opportunity to ask the vendor to do a walkthrough of how the product addresses different use cases—how would a marketer get used out of the product versus a developer? Buyers should prepare for each demo by having a standard list of questions and clarifications to ask each vendor.  

#### Selection of Digital Experience Platforms (DXP)

**Choose a selection team**

Members of both the development team and the marketing team should be part of the selection process since these teams will be interacting with the DXP the most. 

**Negotiation**

At this stage, it is important to discuss pricing and ask if any discounts are available, whether it be for purchasing a larger number of licenses or for a longer duration. Buyers should explore payment options and implementation and onboarding services at this time as well. 

**Final decision**

Now that buyers know which DXP solution they want to purchase, they should ask for a trial run of the product to test how it will be implemented and adopted by their teams. If it can be well integrated with existing technology and the teams receive it well, the buyer can be confident that the purchase will be successful.

### Digital Experience Platforms (DXP) Trends

**Transparent customer data management:** To deliver seamless personalized digital experiences, businesses rely heavily on customer data, whether it be geolocation, personal preferences, past purchases, or other factors. However, there has been concern over customer data collection in recent years because businesses failed to use this data responsibly. Research shows that customers hesitate to share personal data if they do not trust a company. Responsible data collection and usage practices are integral to building customer trust and loyalty, and consequently integral to providing customers with seamless digital experiences.

[**Personalization in digital experiences is a must**](https://www.g2.com/articles/2021-digital-transformation-dx-trends) **:** Personalization is no longer just nice to have when it comes to content and online shopping experiences. Customers expect personalization in each part of their shopping journeys, from receiving marketing emails to browsing online to post-purchase periods. Personalization leads to higher rates of conversion and repeat purchases.