Perficient Included in Forrester Research on the Rise of Profitable Distributed Commerce
Buying decisions extend beyond brand websites. Customers now discover, compare, and select products across social platforms, marketplaces, answer engines, connected devices, and AI-powered experiences.
These channels open new paths to purchase, but each one changes the cost and level of control involved in reaching customers.
Many organizations are responding by testing new channels as quickly as possible. But showing up everywhere is not a strategy. Each new environment brings different costs, operating requirements, data dependencies, and levels of customer control. Without a clear economic framework, channel expansion can increase visibility while reducing margins.
The strategic question is which channels can produce profitable growth.
New Channels Bring New Operating Requirements
For years, expanding into a new channel followed a familiar logic: reach more customers and generate more revenue. But the equation changes as algorithms and large language models influence which products buyers discover, they compare their options, and which brands make...
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