Digital Experience Platform Market Size and Share
Digital Experience Platform Market Analysis by Mordor Intelligence
The digital experience platform market size is estimated at USD 16.05 billion in 2025 and is projected to reach USD 26.54 billion by 2030, expanding at a 10.58% CAGR. Persistent demand for unified engagement layers that connect websites, mobile applications, social presences, and emerging conversational interfaces is the principal engine of this growth. Regulatory pressure—most notably the EU Data Act, which obliges cloud providers to remove switching fees by January 2027—intensifies the need for open, interoperable architectures. Cloud deployment already dominates as enterprises standardize around multicloud and hybrid strategies, while Asia-Pacific’s mobile-first commerce ecosystems set the benchmark for next-generation customer journeys. A parallel talent shortage keeps services specialists in high demand, accelerating the shift toward partner-led implementation models. Vendors therefore compete not only on feature depth but also on the breadth of their ecosystem alliances and the speed with which they embed generative AI into campaign workflows.
Key Report Takeaways
- By deployment type, cloud solutions accounted for 67.7% of digital experience platform market share in 2024, and this segment is forecast to expand at an 11.9% CAGR to 2030.
- By component, services contributed 34.7% of 2024 revenue while advancing at a 12.3% CAGR, the highest among all components through 2030.
- By organization size, large enterprises held a 68.4% share of the digital experience platform market size in 2024, whereas small and medium enterprises are growing at a 13.1% CAGR.
- By end-user industry, the Banking, Financial Services, and Insurance sector led with 25.3% revenue share in 2024; IT and Telecommunications is projected to record the fastest 12.7% CAGR through 2030.
- By geography, North America captured 32.3% revenue share in 2024, while Asia-Pacific is set to grow at an 11.6% CAGR through 2030.
Global Digital Experience Platform Market Trends and Insights
Drivers Impact Analysis
Driver | (~) % Impact on CAGR Forecast | Geographic Relevance | Impact Timeline |
---|---|---|---|
Cloud-first enterprise IT strategies accelerate DXP adoption | +2.8% | Global, with North America and Europe leading | Medium term (2-4 years) |
Rapid shift to omnichannel, AI-driven personalisation | +2.1% | Global, with Asia-Pacific showing highest adoption rates | Short term (≤ 2 years) |
Democratisation of composable / headless DXPs | +1.9% | North America and Europe core, expanding to Asia-Pacific | Medium term (2-4 years) |
Mobile-commerce boom in emerging Asia drives mid-market demand | +1.4% | Asia-Pacific core, spill-over to MEA | Long term (≥ 4 years) |
EU Data Act and US Open Data initiatives mandate interoperability | +0.8% | Europe and North America, with global implications | Long term (≥ 4 years) |
Gen-AI content-ops cuts time-to-market for campaigns | +1.2% | Global, with early gains in technology sectors | Short term (≤ 2 years) |
Source: Mordor Intelligence
Cloud-first Enterprise IT Strategies Accelerate DXP Adoption
Chief executives continue to reallocate IT budgets toward as-a-service solutions that shorten deployment cycles and cut ownership costs. IBM’s migration of SAP S/4HANA workloads to its own cloud infrastructure reduced infrastructure costs by 30% while streamlining back-office billing processes. Organizations using cloud-native architectures also report almost double the customer retention rates of peers relying on traditional on-premise stacks.[1]Adobe Communications Team, “Customer Retention Study,” Adobe Blog, blog.adobe.comSuch performance differentials oblige slower adopters to accelerate cloud migrations, turning cloud-native DXPs into default procurement choices.
Rapid Shift to Omnichannel, AI-driven Personalisation
Sixty-five percent of senior executives consider AI essential to revenue growth. Mature MACH deployments—microservices, API-first, cloud-native, headless—exhibit 77% AI uptake compared with 36% among organizations still in pilot phases.[2]Rich Heinz, “MACH Adoption Benchmark 2024,” CMSWire, cmswire.com Real-time engines now aggregate behavioural, transactional, and contextual signals to orchestrate dynamic offers within milliseconds. Financial institutions are at the forefront: 94% of banking leaders plan to embed generative AI into customer-facing workflows during 2025.
Democratisation of Composable / Headless DXPs
Nearly 70% of Asia-Pacific e-commerce transaction value routes through mobile wallets.[3]Paul Klein, “Super-Apps and Mobile Wallet Penetration in Asia,” Citigroup, citigroup.com Super-apps blend payments, social feeds, and marketplace functions, forcing brands to craft adaptive experiences for small-screen journeys. Regional e-commerce sales surpassed USD 100 billion in 2023, creating a sizeable addressable base for DXP vendors. Yet 36% of marketers still describe their commerce systems as inflexible, signalling unmet demand for cloud-native, API-rich DXPs.
Restraints Impact Analysis
Restraint | (~) % Impact on CAGR Forecast | Geographic Relevance | Impact Timeline |
---|---|---|---|
Integration complexity with legacy stacks | -1.8% | Global, with highest impact in North America and Europe | Medium term (2-4 years) |
Escalating data-privacy compliance costs | -1.2% | Europe leading, expanding globally | Long term (≥ 4 years) |
Shortage of skilled MACH-architecture talent | -1.4% | Global, with acute shortages in developed markets | Medium term (2-4 years) |
Proprietary schema lock-in raises migration risk | -0.9% | Global, with higher impact on enterprise segments | Long term (≥ 4 years) |
Source: Mordor Intelligence
Integration Complexity with Legacy Stacks
Enterprises that spent decades layering customer-facing portals on rigid core systems now discover fundamental incompatibilities with modern API-first platforms. The absence of canonical data models complicates synchronisation across content, commerce, and service functions. Integration costs can rise by up to 30% when middleware or custom connectors are required for legacy mainframes. Incremental modernisation—wrapping legacy applications in micro-services, then sunsetting them carefully—has proven more successful than overnight cutovers, delivering operational savings of up to 25%.
Escalating Data-privacy Compliance Costs
The EU Data Act extends beyond GDPR by mandating data portability and real-time access privileges, compelling DXP providers to redesign data schemas for interchange. Layered atop country-specific rules in Brazil, India, and California, compliance now absorbs larger portions of DXP operating budgets. Providers that embed privacy-by-design principles and automate consent management can offset cost pressures through faster market entry and stronger customer trust.
Segment Analysis
By Component: Services Drive Implementation Excellence
The services segment recorded a 12.3% CAGR outlook through 2030, outpacing platform licensing even though platform revenue held a 65.3% share in 2024. Enterprises acknowledge that orchestration, change management, and data migration expertise determine whether deployments achieve promised retention and lifetime-value uplifts. The digital experience platform market size for services is projected to widen as customers adopt MACH patterns requiring custom integration layers and continuous optimisation.
Demand also stems from the scarcity of in-house talent fluency in headless or composable reference architectures. Systems integrators therefore package accelerators, reference APIs, and vertical templates to shrink launch horizons from months to weeks. Consultancy contracts increasingly bundle agile coaching and content-supply-chain redesign to ensure that marketing, product, and IT teams converge on shared workflows.
By Deployment Type: Cloud Dominance Reshapes Architecture
Cloud deployment captured 67.7% of digital experience platform market share in 2024 and is forecast to compound at 11.9% annually to 2030. The digital experience platform market size attributable to cloud services will therefore reach double the value of on-premises installations by the end of the decade. Enterprises favour elastic consumption models that align cost with traffic peaks and de-risk innovation cycles. Upcoming rules that forbid cloud switching fees remove lingering concerns about vendor lock-in and reinforce cloud as default.
On-premises estates persist chiefly in sectors such as defence and public safety, where data sovereignty thresholds are strict. Hybrid patterns have emerged: core identity and consent services reside on-premises while interaction-heavy workloads run in public clouds closer to edge users. Vendors differentiate by offering portability tooling and transparent runtime costs rather than pure feature counts.
By Organization Size: SME Growth Challenges Enterprise Dominance
Large enterprises held 68.4% revenue in 2024, yet SME adoption grows faster at 13.1% annually. Modular subscription bundles let smaller firms bypass up-front license commitments that once restricted entry to top-tier budget holders. Marketplace templates, auto-provisioned sandboxes, and low-code orchestration panels further reduce the skill threshold.
The digital experience platform market nevertheless remains weighted toward Fortune-ranked buyers with complex omnichannel estates. Many of these firms deploy multiple platforms—commerce, CMS, and marketing automation—inside a federated pattern that consolidates global governance while honouring local compliance. Their expansion, however, is tempered by lingering integration debt that raises operating costs when multiple brand sites share infrastructure.
By End-User Industry: BFSI Leadership Drives Innovation
The BFSI sector generated 25.3% of 2024 revenue as banks and insurers race to match fintech service levels. Real-time AI advisors, contextual offers, and omnichannel servicing require unified data layers that legacy core banking platforms lack. The digital experience platform market continues to see high ticket sizes from BFSI deals that bundle data consolidation, customer-identity resolution, and advanced analytics.
Telecommunications and IT services exhibit a 12.7% CAGR trajectory, positioning them as the fastest-growing adopters. Telcos deploy DXPs to unify post-sales journeys across prepaid, post-paid, and broadband lines of business. Technology vendors simultaneously use their own DXPs to showcase reference architectures, fostering proof-of-concept momentum in adjacent verticals. Healthcare, manufacturing, and the public sector follow at a steadier pace, often hindered by regulated data domains and multi-site governance requirements.
Geography Analysis
North America maintains a 32.3% revenue lead owing to high cloud penetration, deep partner ecosystems, and generous innovation budgets. Reference accounts in financial services and retail continue to generate network effects that pull laggards toward modern stacks. Strong privacy frameworks coexist with investment incentives, encouraging responsible but rapid rollouts.
Asia-Pacific represents the headline growth engine with an 11.6% CAGR projection. Mobile-first super-app landscapes in Southeast Asia, digitally advanced consumer bases in South Korea and Japan, and cross-border e-commerce corridors across ANZ and ASEAN together create a fertile proving ground for AI-augmented personalisation. Regional policy sandboxes—such as Singapore’s MAS guidelines on trusted data sharing—add regulatory clarity that accelerates vendor entry and experimentation.
Europe records steady expansion underpinned by regulatory alignment. The EU Data Act compels platform openness, and the Digital Markets Act limits gatekeeper self-preferencing, both of which broaden competitive choices for buyers. Cloud-and-edge providers collaborate on Gaia-X data-space initiatives that elevate data-sovereignty assurances. South America and the Middle East and Africa present emerging opportunities, with governments investing in broadband coverage and digital public-goods frameworks. Localised payment rails and multilingual content demands necessitate flexible, componentised DXPs that can tune to regional nuances.

Competitive Landscape
Incumbent suite vendors—Adobe, Salesforce, and Sitecore—anchor the digital experience platform market with broad portfolios that integrate content, commerce, analytics, and customer data platforms. Their strategy blends organic research and development with targeted acquisitions that fortify AI and data governance capabilities. Salesforce’s USD 8 billion acquisition of Informatica in May 2025 underscores the premium placed on master-data management and no-code integration.
Rivals focusing on composable microservices, such as Contentstack and Bloomreach, champion modularity and rapid experimentation. They court mid-market buyers and business units inside large companies that favour best-of-breed deployments. Partnerships with cloud hyperscalers and domain-centric ISVs expand reach without heavy sales overhead. The emergence of AI agent orchestration as a differentiator nudges all suppliers toward platform openness: Adobe launched ten specialised AI agents for campaign and journey tasks in March 2025.
Ecosystem breadth becomes a decisive advantage. Implementation partners, boutique consultancies, and independent software vendors create solution blueprints that lower risk for enterprise adopters. Strategic alliances—Adobe with AWS and Microsoft, Sitecore with Microsoft Azure OpenAI Service, and Acquia with Drupal community maintainers—signal a pivot from monolithic control toward collaborative value networks. As buyer priorities converge on rapid ROI and future-proof architectures, consolidation is expected to continue, especially around data unification and vertical domain accelerators.
Digital Experience Platform Industry Leaders
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Adobe Inc.
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Oracle Corporation
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SAP SE
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IBM Corporation
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PROGRESS SOFTWARE CORPORATION
- *Disclaimer: Major Players sorted in no particular order

Recent Industry Developments
- May 2025: Press Ganey Forsta acquired InMoment to expand its Human Experience Platform across 43,000 clients.
- May 2025: Capillary Technologies bought Kognitiv, its fourth loyalty acquisition since 2021, to scale AI-powered personalisation in North America.
- May 2025: IgniteTech acquired Khoros, adding omni-channel engagement tools for 2,000 enterprises to its portfolio.
- March 2025: Adobe introduced Customer Experience Orchestration and the Experience Platform Agent Orchestrator featuring ten AI agents.
Global Digital Experience Platform Market Report Scope
The digital experience platform (DXP) engages a wide array of audiences across various digital touchpoints. Organizations are using these to build, deploy, and improve their portals, websites, and other digital experiences. The study tracks the demand for digital experience platforms and services globally. The analysis is based on the market insights captured through primary and secondary research.
The digital experience platform market is segmented by component (platform and services), deployment type (on-premise and cloud), end-users (retail, IT and telecom, BFSI, healthcare, other end-users), and geography (North America, Europe, Asia-pacific, Rest of the World). The market sizes and forecasts are provided in terms of value (USD) for all the above segments.
By Component | Platform | |||
Services | ||||
By Deployment Type | On-Premises | |||
Cloud | ||||
By End-User Industry | Retail and E-commerce | |||
IT and Telecom | ||||
BFSI | ||||
Healthcare | ||||
Manufacturing | ||||
Others | ||||
By Organisation Size | Large Enterprises | |||
Small and Medium Enterprises | ||||
By Geography | North America | United States | ||
Canada | ||||
Mexico | ||||
South America | Brazil | |||
Argentina | ||||
Rest of South America | ||||
Europe | Germany | |||
United Kingdom | ||||
France | ||||
Italy | ||||
Rest of Europe | ||||
Asia-Pacific | China | |||
Japan | ||||
South Korea | ||||
India | ||||
Rest of Asia-Pacific | ||||
Middle East and Africa | Middle East | Saudi Arabia | ||
United Arab Emirates | ||||
Turkey | ||||
Rest of Middle East | ||||
Africa | South Africa | |||
Nigeria | ||||
Egypt | ||||
Rest of Africa |
Platform |
Services |
On-Premises |
Cloud |
Retail and E-commerce |
IT and Telecom |
BFSI |
Healthcare |
Manufacturing |
Others |
Large Enterprises |
Small and Medium Enterprises |
North America | United States | ||
Canada | |||
Mexico | |||
South America | Brazil | ||
Argentina | |||
Rest of South America | |||
Europe | Germany | ||
United Kingdom | |||
France | |||
Italy | |||
Rest of Europe | |||
Asia-Pacific | China | ||
Japan | |||
South Korea | |||
India | |||
Rest of Asia-Pacific | |||
Middle East and Africa | Middle East | Saudi Arabia | |
United Arab Emirates | |||
Turkey | |||
Rest of Middle East | |||
Africa | South Africa | ||
Nigeria | |||
Egypt | |||
Rest of Africa |
Key Questions Answered in the Report
How large is the digital experience platform market in 2025?
The market stands at USD 16.05 billion in 2025 and is forecast to reach USD 26.54 billion by 2030, reflecting a 10.58% CAGR.
Which deployment model leads the digital experience platform market?
Cloud-based DXPs dominate with 67.7% market share in 2024 and are projected to grow at an 11.9% CAGR through 2030 as enterprises prioritise scalability and lower ownership costs.
Why is Asia-Pacific considered the fastest-growing region for DXPs?
Asia-Pacific is forecast to expand at an 11.6% CAGR because its mobile-commerce ecosystems and super-app culture drive demand for advanced, API-rich customer-experience solutions.
What is the main hurdle to successful DXP implementation?
Integration complexity with legacy systems remains the top barrier, capable of adding up to 30% to project costs and delaying time-to-value.
How are generative AI capabilities influencing DXP investment decisions?
Vendors are embedding AI agents that automate content creation and journey orchestration, prompting 94% of banking leaders and many other executives to prioritise DXPs that can natively support generative AI workflows.