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The Emergence of Composable DXPs

Learn more about modernizing your approach by embracing modular Digital Experience Platforms (DXP) and Composable Architectures.

Ronak Ganatra
Ronak Ganatra
Christopher Kühn
Christopher Kühn
A woman looking ahead


Use best-of-breed platforms to power your own composable architecture. Embracing a modular, API-first approach to building your DXP gives you an edge over defining your customer experiences, so you're able to focus on your business model, not waste time maintaining your stack.

What is a DXP?

A Digital Experience Platform, commonly abbreviated to DXP, is an emerging category of software that assists companies in delivering better digital experiences, often personalized and across several touchpoints, at a rapid pace. The ultimate goal of a DXP is to enable to improve their omnichannel customer experience.

Traditionally DXPs have been "full-stack" monoliths that provide an architecture for businesses to digitize their business goals, marketing activities, analytics, and content management. Over time, with the rise of API-driven approaches and the need for omnichannel content distribution, there has been an emergence of modular "DIY" DXPs, which are essentially a loosely coupled combination of best-of-breed products working in harmony.

What's Inside

Learn more about how you can implement a world-class DXP that complements your business model rather than making you adjust to the technologies you use.

We've spoken to experts from leading organizations across the world to gather unique insights on where the DXP market is headed, what "DIY" DXPs are, and how they can impact your business strategy going forward.


At Hygraph, we're firm believers in companies selecting the best tech stack that addresses their needs. We're against unnecessary vendor lock-ins and laggard business practices that become obstacles for organizations to unlock their potential in delivering the best customer experiences. This report highlight how companies can take control of their tech stacks to dictate what works best for them, rather than fall prey to decades-old software practices that are expensive, hard to maintain, and result in unending monetary and human-hour overheads.

  • Learn what a DXP is, and the differences between opting into a monolithic DXP v. "building" your own.
  • Learn about the emergence of modular DXPs, composed of best-of-breed services that power stronger customer experiences, with a favorable ROI.
  • See what the modular DXP landscape is, and how you can implement a stronger digital experience for your customers depending on your use-cases.
  • Learn about the components that power DXPs, and hear from industry-leading experts on their forecasts for the DXP market going forward.
  • Action your own tech stack modernization with a migration guide from monolithic DXPs to modular ones.

Who is this for

For modern software companies

As cloud-native and digital-first companies, embracing modular DXP components help in operationalizing business efficiency by using lean stacks to deliver better CX with an API-first approach.

The components and input within this report should assist in finding the best-of-breed solutions that help you work in an agile manner and make the most of your development resources without overpriced software decisions.

For enterprises looking to modernize their technologies

Digitizing years of dependencies and business practices is an expensive and time-consuming process. By opting for a gradual modernization, you're able to retain most of your services without just "flipping an expensive switch".

The approach highlighted in this report is to guide you towards consolidating all your services together, and complementing them with modern solutions, to continue providing exceptional experiences in a digital-first world, whilst gradually making your dependencies and stacks leaner over time, at scale, in an affordable, and efficient manner.


The insights gathered in this report are largely due to the immensely valuable contributions from these leaders in their fields:

  • Amit Bivas, VP of Marketing at Optimove
  • Daniel Pölkemann, Managing Director at BITGRIP
  • Filippo Conforti, Founder & CEO at Commerce Layer
  • Jan König, Co-Founder & CEO at Jovo
  • Jazmine Betz, Senior Market Research Analyst at G2
  • Jörn Stampehl, CTO & Managing Director at Optimise-It
  • Julian Pscheid, Co-Founder & COO/CTO at Emerge Interactive
  • Kai Dahlke, Senior PR & Communications Manager at BITGRIP
  • Kaya Ismail, Founder & CEO at Wordify
  • Lisa Abbott, VP of Marketing & Business Development at Wootric
  • Matthias Niehodd, Head of Data & AI at codecentric
  • Michael Sokol, Solutions Engineering Lead EMEA at Algolia
  • Nikhil Dinesh, Head of Business Development DACH at Amazon Web Services (AWS)
  • Paresh Mandhyan, Director of Marketing at VWO
  • Shane Forster, Country Manager DACH at REVIEWS.io

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