The Digital Experience Platform (DXP) market is growing fast as companies scramble to evolve their customer journeys.
DXP solutions empower companies to build, manage, and analyze unique digital experiences for customers across many channels.
In leveraging such a platform, brands hope to increase loyalty, sales, and growth.
Gartner recently predicted that this market would reach a value of $5.9BN by 2028 in its DXP Magic Quadrant report.
Many other analysts have shared similar predictions, citing AI, the rise of composable platforms, and continued digital transformation efforts as key drivers.
Yet, there’s more to it than that, as this analysis showcases.
The DXP Market Size: The Latest Data
Demand for digital experience platforms has increased steadily over the last few years.
While each analyst and market report suggests slightly different growth levels, most predict a double-digit compound annual growth rate (CAGR) to 2030.
Alongside the Gartner take above, below are some other predictions from other market analysts.
Notably, their estimates fluctuate significantly, likely underlining discrepancies in each analyst’s definition of a DXP.
- Grandview Research forecasts the DXP market will grow at a rate of 11.9 percent CAGR up to 2030, ultimately reaching $30.4BN.
- Modor Intelligence predicts a similar CAGR of 11.87 percent, suggesting the market will be worth over $23.42 billion by 2030 (up from $13.37 billion in 2025).
- Allied Market Research indicates the market will be worth more than $41.7BN by 2032, highlighting a slightly higher CAGR of 16.1 percent.
According to Global Growth Insights, North America leads the DXP market, accounting for around 38 percent of global revenue in 2024.
However, the Asia Pacific (APAC) Region is poised for the fastest growth in the years ahead, thanks to growing digital transformation activities across China, Japan, and India.
As of 2024, APAC takes up 24 percent of the market. Meanwhile, Europe accounts for 28 percent.
The Top Trends Driving the DXP Market Forward
Various factors are spurring growth forward. Cloud adoption is increasing, and more companies are embracing agile, SaaS-based DXP platforms that connect multiple digital tools.
Additionally, businesses are experimenting with new ways to enhance customer journeys with AI, machine learning, IoT, and extended reality systems.
Plus, the growing focus on omnichannel experiences makes flexible DXP systems more crucial to businesses aiming to align stages in the customer experience.
Here’s a deeper dive into some of these trends, amongst others.
Increasing Demand for SaaS and Managed Services
Many reports suggest that on-premises deployments for DXP solutions are still leading the way in 2025.
However, there’s a growing need for more flexible, agile SaaS systems, combined with managed services for PaaS solutions.
Organizations increasingly favor these models to avoid the cost and complexity associated with self-hosting and maintenance.
SaaS-based DXPs offer the scalability, flexibility, and ease of integration businesses need to adapt quickly to changing priorities.
Composable Architecture Over Monolithic Systems
Gartner’s 2025 Magic Quadrant report highlighted the rising demand for composable DXP solutions.
According to the analyst, by 2026, more than 70 percent of companies will acquire composable technology and embrace modular, independent components for their tech stacks.
The frontrunner in this year’s Magic Quadrant, Optimizely, highlights the value of these modular systems. Its platform allows companies to quickly mix and match “in-built” components with existing tools.
Headless CMS vendors are also expanding their capabilities to support this composable approach, empowering teams to develop more flexible customer journeys.
Integration and Orchestration
Integration and orchestration are critical in delivering seamless digital experiences.
DXPs are focusing on expanding their range of third-party integrations to unify disparate systems and data sources.
Plus, many vendors are beginning to offer businesses access to more unique integration options, allowing them to link IoT systems, unique AI models, and even XR tools to workflows.
End-to-end orchestration tools are also empowering companies to access more unified insights.
Moreover, they ensure organizations can more effectively manage their data as it moves through channels, improving security and compliance.
Generative AI and Agentic AI Solutions
Generative AI adoption continues to accelerate throughout the enterprise.
Within the DXP market, connected generative AI tools and copilots can empower companies to quickly create and customize content, dynamically personalize customer experiences, and enhance productivity.
The rise of agentic AI solutions will take these tools’ potential to the next level.
Custom-built autonomous agents in platforms like the Adobe Experience Suite are already enabling companies to design agents that streamline various tasks, from recommending products to customers to surfacing data insights and qualifying leads.
Of course, the rise of AI tools also introduces new challenges for companies to consider, regarding preserving and protecting data and maintaining brand guidelines.
Hyper-Personalization and In-Depth Analytics
Hyper-personalization is becoming a standard expectation among consumers. Across channels, every customer wants a unified, intuitive experience tailored to them.
DXP market leaders are introducing more in-depth analytics and AI tools to enable personalization at scale.
At the same time, organizations are experimenting with AI tools that can dynamically personalize content and customer experiences on the fly.
For instance, an Adobe “Product Advisor” agent can draw on insights from connected audience and data insights agents to automatically identify the best product or deal to suggest to a customer, at various stages in their journey.
The Future of the DXP Market
The DXP market is transforming fast, and there are no signs that it’s going to slow down anytime soon.
As businesses compete to deliver more meaningful, connected digital experiences, DXPs are becoming a central part of an organization’s tech stack.
What’s driving this momentum isn’t just technology, but a shift in mindset. Organizations are no longer satisfied with digital systems that work in silos or experiences that feel one-size-fits-all.
They’re demanding agility, modularity, and real-time intelligence. And, with the rise of composable architecture, AI-driven personalization, and deeper orchestration capabilities, they’re finally getting it.
Companies ready to upgrade customer experiences in an omnichannel, increasingly digital world may wish to check out the top DXP vendors for 2025.
