DXP Vendors

Last updated October 2026

DXP Vendors: Examples, Types, and How to Compare Them 

DXP vendors in one sentence: A DXP vendor is a company that builds and sells a digital experience platform, software that combines content management with customer data, personalization, and marketing tools. Well-known examples include Acquia, Adobe, Kentico, Optimizely, Progress Sitefinity, and Sitecore. 

DXP vendors differ mainly in their approach. Some sell one unified platform, some sell a set of composable products, some start from commerce, and some build on open source. The right vendor depends on your channels, your marketing needs, and the size of your development team.

What is a DXP vendor? 

A DXP vendor is a software company that builds, sells, and supports a digital experience platform (DXP): software that combines content management with customer data, personalization, and marketing tools. 

This sets DXP vendors apart from vendors that sell a single tool, such as a content management system (CMS), an email platform, or a marketing automation tool. A DXP vendor is responsible for how these capabilities work together. For a full explanation of how the two platform types differ, see CMS vs. DXP. 

Who are the main DXP vendors?

The table lists well-known vendors that position their products as digital experience platforms, or as the content and experience layer of one. It is not a ranking. Vendors are listed alphabetically, and each description is based on the vendor's own product pages as of October 2026.

Analyst reports and review sites cover many more vendors. The next sections explain the main types and how to compare them. 

What are the main types of DXP vendors? 

• Unified DXP vendors. Sell one platform that combines content management, digital marketing, and often commerce, with one interface and one data model. Example: Kentico (Xperience by Kentico).
• Enterprise suite vendors. Sell several products, such as content management, customer data, commerce, and marketing, that are licensed separately and connected into a suite. Examples: Adobe and Optimizely.
• Composable DXP vendors. Sell API-first platforms that teams combine with other specialized services. Examples: Sitecore, Liferay, and Magnolia describe their DXPs as composable.
• Commerce-first vendors. Start from product discovery, merchandising, and personalization for online stores, then add content. Example: Bloomreach.
• Open-source-based vendors. Build on an open-source code base that customers can extend. Example: Acquia, built on Drupal.

Many vendors fit more than one type, and the lines move as vendors change their positioning. Use the types to understand each vendor's starting point, not as fixed categories. 

How do analysts and review sites compare DXP vendors? 

Most buyers start their shortlist with independent comparisons. The most widely used are: 

• Gartner Magic Quadrant for Digital Experience Platforms. Places vendors by ability to execute and completeness of vision. Gartner Peer Insights adds verified user reviews of DXP vendors.
• The Forrester Wave: Digital Experience Platforms. Evaluates a small group of major vendors in depth. The Q4 2025 edition scored nine DXP providers.
• G2 Grid Report for Digital Experience Platforms. Ranks vendors by user satisfaction and market presence, based on verified user reviews. It is updated every quarter.
• DXP Scorecard. An independent site that scores DXP and CMS platforms against a published set of criteria, such as developer experience, content authoring, AI capabilities, and total cost of ownership.

Each source measures something different. Analyst reports weigh strategy and market presence, while review sites reflect how users rate the product in daily work. Use them to build a shortlist, then test the vendors against your own requirements. 

How do you evaluate and choose a DXP vendor?

1. Fit for your channels and teams. Check that the platform supports the channels you need (websites, email, apps, headless delivery) and that marketers can build pages, emails, and campaigns without waiting for developers.
2. One platform for content, marketing, and customer data. Check whether content, customer data, and marketing tools share one platform, or whether they are separate products that need to be licensed and integrated one by one.
3. Support and user satisfaction. Check what support is included in the subscription, and how users rate the product and the vendor's support on review sites such as G2.
4. Total cost of ownership. Compare the cost of licenses, implementation, integrations, hosting, maintenance, and people over three to five years, not only the license price.

Ask every vendor to demo the same scenarios, and talk to reference customers in your industry. 

What are agentic DXP vendors? 

Agentic DXP vendors build AI agents into their platforms. The agents carry out marketing and content tasks, such as reviewing content, analyzing campaigns, or building segments, while people stay in control of what gets published. 

Today, most DXP vendors offer some form of AI or agentic capabilities.
Examples include Sitecore (Agentic Studio in SitecoreAI), Optimizely (Optimizely Agent Platform), Bloomreach (Loomi AI), Adobe (AI agents across Adobe Experience Cloud), and Kentico (AIRA Agentic Marketing Suite). When you compare them, check what each agent can do on its own, how it fits into your team’s workflow, and how your data is used. 

A few have also dropped the "DXP" label: Acquia now calls itself an agentic content platform, and Optimizely describes its CMS as agentic. A new name is a positioning choice, not proof of stronger or more advanced AI agents, so compare what the agents actually do rather than what the platform is called. For more, see Agentic DXP.

How do DXP vendors price their platforms? 

Most DXP vendors don't publish their full prices. Enterprise plans are usually priced by quote, based on the number of sites or channels, traffic, features, hosting model, and contract length. Some vendors charge a fixed subscription, while others charge per product or by usage. Open-source platforms have no license fee, but hosting, support, and add-ons cost money. 

Because pricing models differ so much, compare the total cost over three to five years for the same scope. Our guide to the total cost of ownership (TCO) of a CMS or DXP explains how. 

How does Kentico work as a DXP vendor?  

Kentico is the vendor of Xperience by Kentico, a unified, hybrid headless DXP. It combines content management, digital marketing, commerce, and AI in one platform, so marketers, editors, and developers work in one application instead of several connected tools. 

• One platform for content and marketing. Content hub, Page Builder, email, marketing automation, personalization, activity tracking, and customer journeys are built in. Email, marketing automation, and commerce are part of the Advanced edition.
• Multichannel and headless delivery. Websites, email, and headless channels are managed in one application. Each headless channel has its own GraphQL API.
• Native commerce. Product catalog, orders, customers, shipping, payments, and promotions in the same platform (Advanced edition).
• AI built in. AIRA helps with content generation, translations, and image descriptions. The AIRA Agentic Marketing Suite adds AI agents for content strategy, SEO and AI readability, customer journeys, and campaigns.
• SaaS or private cloud. Run on Kentico SaaS in one of 20 Azure regions, or host the platform in your own cloud. Xperience by Kentico is built on .NET.
• Security and compliance. The Kentico Trust Center lists ISO/IEC 27001, SOC 2, GDPR, CCPA, and DORA.
• Migration tools. The Kentico Migration Tool moves projects from earlier Kentico versions. The Universal Migration Tool imports content and data from other sources.

On G2, Xperience by Kentico is a Leader in the Grid Report for Digital Experience Platforms. Reviewers rate its ease of use at 90% and estimate an average payback period of 11 months (G2, Summer 2026). Kentico has also been included in the Gartner Magic Quadrant for Digital Experience Platforms since the report's first edition in January 2018, most recently in the 2025 edition. 

What results have organizations seen after switching DXP vendors? 

• Oppenheimer (financial services, implemented by Sagepath Reply) moved from CrownPeak and consolidated 2,961 pages. Results: more than $175,000 in annual licensing cost savings and more than 35% fewer developer hours per year.
• United Federal Credit Union (implemented by SilverTech) replaced Sitecore and launched its new site in six months. Updating product rates now takes 90% less time.
• Anglicare WA (implemented by ALYKA) moved from Sitecore. Engagement time per session increased by 21.6%.
• Australian Institute of Architects (implemented by DDSN Interactive) moved from Episerver. A six-person team moved the site of about 1,200 pages in five weeks.
• Contact Energy moved from a legacy Sitecore implementation to a SaaS solution built on Xperience by Kentico (Site of the Month, December 2025).
• Westport moved from Umbraco to Xperience by Kentico using migration tools (Site of the Month, November 2025).

Explore more customer stories to see the impact of migrating or upgrading to Xperience by Kentico