Some Thoughts on the Gartner Digital Experience Platforms (DXP) Magic Quadrant for 2025

Mark Demeny is a leading CMS expert, a tech analyst with the MACH Alliance, and a CMS Critic contributor.

It’s been a few months since the Gartner DXP Magic Quadrant for 2025 was released, and there has already been some very well-researched commentary and discussion from vendors. So, rather than repeating the excellent work of others, I want to highlight a few of the core concepts and where the DXP market is headed.

First, each and every time a major DXP MQ (or Forrester Wave) is released, it kicks off the discussion about what a DXP actually is (and if it deserves to be a category at all). 

In fact, over seven years ago, Tony Byrne of Real Story Group wrote in 2017 that “There is no such thing as a DXP,” and the discussion remains the same since.

Even at the time, it was well understood that many of the core features of digital experience delivery often came from many vendors integrated into a cohesive experience, and that a DXP wasn’t something that you buy, it’s something that you build. The implication is that even if you buy from a single vendor, there is still a great deal of work and technology choices that go into an implementation.

Each and every time a new DXP report comes out, analyst firms have to contend with this truth, and often do so in different ways. With regards to this reality and some of the subsequent vendor selections, Gartner has made two interesting choices – by both flattening and widening the vendor selection.

When I talk about “flattening” the vendor selection, this relates to broad categories. Last year, I wrote an article for CMS Critic on the Forrester DXP Wave, where I broke down vendors into a few broad classifications and talked about “anchor” applications. That categorization is useful here as well:

• “Platform DXPs” (vendors going after this market as a core priority)
• Headless SaaS vendors
• Larger vendors with some DXP functionality but no larger DXP product strategy 
• Niche around an industry or use case

In contrast to Forrester, Gartner has focused entirely on the first two categories and eliminated the majority of vendors from the latter two. As a result, larger vendors with “DXP adjacent” functionality, but no “DXP vision,” such as SAP, Oracle, and Salesforce, are not included in Gartner's report. 

The 2025 Gartner Magic Quadrant for Digital Experience Platforms (DXP). Source: Gartner.

Similarly, any vendor which I classified as “niche capability” such as Arc XP (media publishing) or commerce enablers (Amplience, Bloomreach) has either been excluded or considered a platform DXP (such as Liferay or Magnolia).

At the same time as Gartner was reducing the vendor footprint in one direction, it “widened” to include others by increasing the number of Headless SaaS vendors included in the report. 

Previously, DXP typically meant that you had to include all of the functions around digital experience delivery. Gartner lists 22(!!!) criteria, but these are very broadly grouped as:

• Content management (CMS) - including repository functions such as permissions, etc.
• Customer Data and Analytics (CDP)
• Experience delivery (including personalization/testing) 

This focus on meeting all criteria in some way typically favored suite vendors such as Sitecore, Adobe, Optimizely, etc. which include all those core elements, and excluded headless vendors which would usually only have core Content Management functions.

However, by including vendors such as Contentful, Builder.io, and Uniform, which may be missing a core pillar entirely, Gartner is clearly scoring on the ability to be built into a DXP and integrated with other vendors easily.

A focus on composability

Underpinning both sets of vendor groups is the idea of composability. Indeed, Gartner claims in the report that “by 2026, at least 70% of organizations will be mandated to acquire composable DXP technology, as opposed to monolithic DXP suites, compared to 50% in 2023.”

Like the term headless, composable also has a very broad definition that vendors can stretch and bend to meet their goals. In my mind, it can be summarized as the idea that different core functions (i.e. the groupings listed above) in a DXP or any tech stack can easily be integrated with or swapped for other vendors. Where headless often means the API-driven delivery of content or data, composable extends to the management of data and the application itself.

Why is composability important?

Let us be clear up front: A composable approach often adds work. If you have a fairly small use case and a single vendor tool can meet all of those, you should seriously consider that as your approach. There is a reason why WordPress and Shopify are popular.

But the opposite is true for many scenarios. Sometimes, the ability to extend/customize is a requirement. I think this is a critical concept that is often hard to communicate, but the best example I have heard is this: If a boat gets you 80% to your destination, how are you covering the last 20%? Do you have vendor-provided agile tools (like a motor dinghy) or are you expected to swim yourself (in which case, you had better be a strong swimmer!)

However, a composable approach becomes more sensible - and in some cases, the obvious choice when you have one of three needs:

1. Differentiated customer experience

If your use case requires new channels and front-end approaches - and these change regularly - then a composable approach will help improve them continuously. If you have used any travel-related applications lately - including hotel/airline, public transport, etc., you can see that these often add functionality around physical access via tap methods, new tracking for wayfinding, baggage, etc.

These functions were not conceived when the original underlying core functions around content, customer data, etc. were first introduced, so a composable approach makes it easy to build or acquire these capabilities to be joined into a cohesive customer experience.

2. Vendor independence

Quite simply, the more you can avoid vendor lock-in, the better. Despite some of the larger vendors offering capabilities in all scoring criteria, it’s likely that one of these adjacent functions, such as commerce, search, or customer data, may not meet your needs fully relative to a leader in the space. While it may be convenient to procure the functions you need from a single vendor, if one of the applications is not performing to the level you need, being able to easily change core functions quickly is critical. 

3. Sustainability and other engineering considerations

Sustainability simply relates to the ability of an engineering team to maintain a high level of performance over time. This means reducing larger “big bang” projects to a more consistent level of continual improvement.

Similarly, it is very common to work with content or commerce applications that are older and “deeper” in the organization. The ability to work with these via an API-centric approach is often key – the ability to ingest and transform content and data easily is critical in these cases.

One of the common philosophical differences between composable applications and others is that they often do not “assume” that it is the source of all truth, or even the starting point for content creation or experience delivery. Therefore, they tend to be more suited to situations where they play an equal role in a larger content supply chain.

Conclusion 

The Gartner DXP MQ for 2025 has done a decent job dealing with the ephemeral notion of what a DXP actually is – and (as always) the report itself goes into far more detail than a simple 2x2 matrix can cover. 

Perhaps in the future, a clearer distinction between functions of content/data interoperability across vendors or tools will be ranked differently than the functions of cohesive user experience, since that is usually one of the key choices one has to make up front.

Indeed, there are some vendors that are composable in the sense that they have acquired many companies to assemble a DXP, but their key execution difference is that they lack a cohesive user experience across those tools.

Given that Gartner is focused on larger enterprises, the need for composability in enterprise applications is critical, so it makes sense that they are focusing here.

Upcoming Events

CMS Summit 25

May 13-14, 2025 – Frankfurt, Germany

Don't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, so book your seats today.

CMS Connect 25

August 5-6, 2025 – Montreal, Canada

We are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, so book your seats today.