What is a Digital Experience Platform, and how to use it to create impactful digital experiences

Digital interaction with customers has become an increasingly complex and diverse task, spanning multiple channels and devices. To offer a coherent and relevant experience at every stage of the customer journey, companies rely on digital experience platforms, known as Digital Experience Platforms (DXPs). These tools integrate data, content, and personalization, enabling the creation of a consistent and seamless journey at every digital touchpoint.

Did you know that 79% of consumers expect personalized interactions in their digital journeys? (Acquia, 2023). With customers becoming increasingly connected and demanding, merely having an online presence is no longer enough: it is necessary to create integrated and memorable digital experiences. This is where Digital Experience Platforms (DXPs) come into play to transform the relationship between companies and their audience.

This article explores the concept of DXPs, market trends and statistics, implementation variations according to each business’s needs, and why this platform is essential for modern digital strategies.

Consult a specialist and learn everything about DXPs

What is a Digital Experience Platform?

In summary, a Digital Experience Platform (DXP) is an integrated software ecosystem that enables the creation, management, delivery, and optimization of omnichannel digital experiences.

The DXP acts as a centralized hub helping companies develop consistent and personalized interactions with their customers across multiple touchpoints – such as websites, applications, chatbots, social networks, and even physical stores.

To achieve this connectivity, DXPs bring together a variety of functionalities in a single platform, combining technologies like:

Also read: DXP vs CMS in 2025: key differences, advantages, and how to choose

A robust DXP must provide functionalities to offer a complete and effective digital experience, including:

Content Management (CMS)

Platforms like Adobe Experience Manager and Sitecore allow for the creation, management, and centralized distribution of digital content, ensuring that texts, images, and videos are updated simultaneously on websites, mobile applications, and social networks. For example, an educational institution can publish didactic materials that instantly appear on its portal and student app.

Data Integration

A DXP integrates information from various sources (e-commerce, CRM, customer service, social networks) to consolidate the customer view. For example, an online store can gather browsing data, purchases, and previous interactions to have a unified consumer profile in real-time.

Personalization at Scale

Using artificial intelligence, the DXP automatically adjusts experiences. For instance, an online pharmacy chain that identifies a customer’s purchase history and automatically suggests personalized refill offers as soon as they access the site, increasing the chances of conversion.

Orchestration and Automation:

The DXP coordinates and automates content delivery and marketing actions. For example, a fashion company launches email marketing campaigns and, based on user interactions, automatically adjusts the message content and channels used, ensuring a smooth and continuous customer journey.

I want to implement a DXP on my site

How do DXPs differ from other tools?

Although systems like CMS and CRM are widely used, DXPs take integration a step further by unifying different technologies into a single platform. While a CMS organizes content and a CRM manages customer data, a DXP connects all points, enabling:

Example: A DXP enables an online store to recognize frequent customers and offer personalized recommendations, thereby increasing conversion chances.

See: Before hiring: 10 characteristics of a good web company

It is worth highlighting that the strategic advantages of a DXP go far beyond content management. Real-time personalization can boost conversion and retention rates by delivering relevant experiences at the right moment. Marketing agility, in turn, allows teams to conduct A/B testing, quickly adjust campaigns, and operate with greater autonomy without constant dependence on the IT team. Additionally, the DXP provides a unified customer view by integrating data from different channels, which translates into operational efficiency and end-to-end consistency.

To facilitate understanding and support strategic choice, see below a detailed comparison between Digital Experience Platform (DXP), CMS, and CRM. This way, you quickly understand the essential differences and the value each can add to your business.

How DXP implementation varies according to business needs

Implementing a DXP begins with diagnosis and strategic alignment, ensuring platform goals are connected to business objectives. When selecting the ideal solution should consider the company's digital maturity, balancing current needs and future evolution.

Another essential step involves integration with existing systems such as CRM, ERP, and CDP, ensuring cohesive and silo-free operations. Finally, adopting a phased implementation approach accompanied by success indicators is crucial to measure results, adjust paths, and maximize ROI. See some examples in different sectors:

E-commerce

To boost online sales, a DXP is essential because it helps offer a smooth and personalized shopping experience through product recommendations based on browsing history, real-time inventory management, marketing automation, and integration with payment tools.

Financial Sector

The DXP integrates with data management systems to guarantee high security, regulatory compliance, and personalization according to the customer's risk profile.

The DXP integrates with data management systems to guarantee high security, regulatory compliance, and personalization according to the customer's risk profile.

Education

For educational institutions, the DXP facilitates management of educational content and personalization of communication with students, providing more engaging experiences.

Recommended reading: DXP Specialists: how they can help your business

Benefits of a DXP for business

Adopting a DXP brings significant benefits directly impacting growth, competitiveness, and customer loyalty in the digital environment. Below are key benefits with practical examples:

1. Real-Time personalization to boost conversion and retention

Personalization is no longer a differentiator but a requirement, as consumers expect tailor-made interactions. A DXP allows instant adjustments of content and offers based on each user’s behavior.

Practical Example: Imagine an online pharmacy chain that, upon identifying a returning customer with a history of supplement purchases, automatically suggests replenishments the moment the customer accesses the site. This not only increases conversion likelihood but also creates a perception of continuous care.

2. Data-driven decisions

DXPs integrate data from CRM, e-commerce, social media, customer service, and even physical stores, consolidating a 360° customer view. This unification allows faster and more precise decisions.

Practical Example: A digital bank can analyze in real-time the journey of a customer who started a credit application on the app but did not finish. Using this data, the DXP automatically triggers a chatbot with personalized support, increasing the chances of completing the process.

3. Efficient campaign and content management

With a DXP, marketing teams have autonomy to create, test, and adjust campaigns swiftly without relying on the IT team. Automation and integrated A/B testing features make operations more agile.

Practical Example: A fashion company launches two versions of email marketing for a new collection. Upon identifying in real-time that the version with photos of "complete looks" generates 35% more clicks than the version with individual pieces, the team adjusts the entire campaign within minutes, maximizing ROI.

4. Direct impact on critical business areas

The scope of the DXP goes beyond marketing: it transforms customer service, sales, and operations.

• Customer Service: centralizes data and histories, enabling agents to resolve requests in minutes with full context.
  Example: A telecom operator automatically identifies the customer’s plan and suggests upgrades or specific technical support during the first contact.
• Sales: offers a single customer view and personalized recommendations.
  Example: In an electronics store, a customer who bought a smart TV automatically receives offers for compatible soundbars.
• Operations: automates workflows and integrates systems, reducing manual effort.
  Example: In a supermarket chain, the DXP connects inventory and e-commerce, automatically removing out-of-stock products from the website closest to the customer's physical store.

When to invest in a DXP?

A DXP is a transformative tool for companies seeking to expand their digital reach. However, not all organizations are ready to implement this solution all at once. Consider investing if:

• Multichannel experience is a priority: If you want your customers to have a consistent experience across all channels, a DXP provides the necessary framework.
• There is a need for large-scale automation and personalization: Companies needing personalized experiences at every touchpoint find the ideal solution in a DXP.
• The company is focused on growth and efficiency: A DXP enables more efficient campaign and content management, speeding decision-making and facilitating growth.
• Your data sources need integration: For companies seeking to unify data from CRM, ERP, and Analytics, the DXP simplifies centralization.

The future of DXPs in the digital market

With rising demand for omnichannel digital experiences, DXPs have become indispensable in many sectors. According to Allied Market Research, the global DXP market is expected to grow from USD 11.2 billion in 2023 to USD 41.7 billion by 2032.

This growth reflects the urgency for companies to meet rising expectations for integrated and personalized experiences. Investing in a DXP is a strategic move for businesses wanting to lead in an evolving digital environment.

DXPs are more than tools; they are catalysts for digital transformation. As the market advances, adopting a DXP is a safe and strategic bet for business success and future growth.

Don’t wait

Dexa offers a complete, specialized service with an experienced team focused on delivering high-impact results. We help your company create innovative and personalized digital experiences using cutting-edge technology and strategies aligned with your business.

Count on Dexa’s specialists to transform your customers’ digital journey and boost your market presence.