However, traditional Digital Experience Platforms (DXPs) have struggled to keep up, leading to a shift towards Composable DXPs-a modular, API-driven approach that allows organisations to integrate best-in-class solutions tailored to their needs.
Legacy, monolithic DXPs, where all functionality is bundled into a single suite, have historically been the default choice for enterprises. While they do offer an all-in-one approach, they come with significant limitations:
If your organisation is experiencing any of these pain points, it’s time to evaluate a Composable DXP strategy.
A Composable DXP is a flexible and modular approach where organisations can select, integrate, and manage individual best-of-breed components such as CMS, personalisation engines, e-commerce, analytics, and AI-driven tools.
Instead of being locked into a single vendor, businesses have the freedom to create a digital experience that aligns with their specific needs.
Composable DXPs provide several advantages over traditional platforms, making them an attractive choice for enterprises in industries like Financial Services, Manufacturing, Utilities, and Membership Organisations.
A composable approach allows businesses to swap or upgrade components without overhauling the entire system. This is particularly beneficial for:
Financial services: Adapting to regulatory changes and implementing new security protocols quickly.
Manufacturers: Enabling digital self-service portals that can integrate with ERP and supply chain management tools.
Membership organisations: Delivering personalised content across member segments without rigid platform limitations.
Implementation Tip: Start by evaluating your current digital stack and identifying areas where flexibility is needed most.
Traditional DXPs often bundle features that may be unnecessary. With a composable model, businesses only pay for the functionalities they use, reducing overhead and licensing costs.
For example:
Utilities providers: Should avoid spending on bloated platforms and focus investment on customer self-service portals and AI-driven engagement.
Higher education: Can use best-of-breed solutions to support student engagement, personalisation, and digital content delivery.
Implementation Tip: Conduct a cost-benefit analysis to compare the costs of your current system versus a composable approach.
Composable DXPs allow organisations to integrate AI-powered tools for real-time personalisation and testing, ensuring that digital experiences continually improve based on data insights.
For example:
Retail & eCommerce: Have the ability to deliver AI-driven product recommendations for higher conversions.
Finance & Insurance: Can automate personalised customer journeys based on user behaviour.
Implementation Tip: Prioritise platforms that integrate with AI-powered decisioning and A/B testing tools like Optimizely's Web Experimentation.
Optimizely has emerged as a leader in the Composable DXP space by offering a suite of integrated solutions designed to help enterprises build future-proof digital ecosystems.
🚀 Industry Recognition: Optimizely was named a Leader in the 2025 Gartner® Magic Quadrant for Digital Experience Platforms.
Identify gaps in your current platform.
Choose specialised solutions for CMS, analytics, commerce, and personalisation.
Ensure marketing, IT, and digital teams align on technology choices.
Focus on customer experience over technology constraints.
By 2025 and beyond, Composable DXPs will become the standard for enterprises looking to deliver agile, scalable, and highly personalised digital experiences. Businesses that adopt this model will:
🔹 Leverage AI for hyper-personalisation.
🔹 Seamlessly integrate third-party applications with API-first architectures.
🔹 Scale digital strategies effortlessly across global markets.