Best MarTech Tools for Online Retail Businesses

Which martech tools for online retail businesses add the most value to the global economy?

The global retail industry contributes a massive chunk of revenue (and goodwill) to the economy. Each year, the US retail market alone adds over one and half a billion US dollars in revenue generation. How are retailers able to fulfill the growing consumer demands?

The answer is AI-powered omnichannel retail marketing technology suites.

Recent innovations in Marketing Technology or MarTech tools for online retail businesses have pushed consumer expectations and revenue generation through the roof. According to BigCommerce, by 2040, 95% of all global sales will be made online. The shift to digital-only retail businesses has changed how brands position their value and proposition. While retail marketers increase speed to market to acquire new customers, new-age MarTech tools could significantly lower the barriers to reducing sustainability costs in new geographies across categories. Online retail marketers seek the latest Martech solutions to stay ahead of their fierce competitors and evolve with changing consumer expectations. Having seamless access to new-age capabilities such as AI-powered chatbots, virtual shopping assistants, product recommendations, digital payments and wallets, metaverse, NFTs, and augmented reality results in a winning formula for online retail marketers.

Here’s a curated list of the essential Martech tools for online retail businesses.

All-in-One Retail Marketing Platforms

Retail marketing philosophy in 2024 is very different from what it was in the pre-2020 years. Innovative and sustainable marketing tactics have emerged as the go-to activities in 2024. Once a buzzword, retail CMOs have quickly realized the value of investing in a full-stack Marketing Technology solution that can cater to all marketing needs, including omnichannel customer movement analytics and communications management.

We start our list of retail marketing platforms with these companies:

#1 Scurri

AI-powered Retail Technology that Answers 82% of WISMO Queries

Getting customer experience (CX) right is a big deal in the retail industry. Accenture’s most quoted report on retail CX reveals that most adult shoppers would be less inclined to shop at a store after having a negative experience.

Providing exceptional customer service while maintaining operational efficiency is a delicate balancing act.

Enter Scurri AI Concierge. Scurri offers a powerful AI-driven solution designed to transform the way retailers handle customer inquiries, particularly in the critical area of “Where Is My Order?” (WISMO) queries. By leveraging artificial intelligence, Scurri AI Concierge offers a game-changing approach that enables retailers to automate a significant portion of their customer service operations, thereby reducing costs and improving the overall shopping experience.

Online shoppers are aware their purchase reflect their personal values and beliefs. This sentiment is even more pronounced among millennials, for whom a poor experience is the primary factor in deciding not to return to a store.

Additionally, another study highlights that a remarkable 96% of customers view customer experience as a critical factor in fostering brand loyalty. Retail behemoths such as Amazon, Alibaba, and Walmart have managed to get this retail.

What is Scurri AI Concierge?

Scurri AI Concierge is a sophisticated tool that utilizes advanced artificial intelligence to automate customer interactions, specifically focusing on resolving WISMO queries — one of the most common and resource-intensive types of customer service inquiries. WISMO queries typically involve customers reaching out to retailers to ask about the status of their orders, often leading to long response times and increased pressure on customer support teams.

Benefits of Scurri AI Concierge for Retailers

Automation of 82% of WISMO Queries: One of the standout features of Scurri AI Concierge is its ability to automatically resolve up to 82% of WISMO queries. This level of automation significantly reduces the volume of inquiries that require human support, allowing customer service teams to focus on more complex issues.
Cost Reduction and Operational Efficiency: Reducing the need for manual customer service responses leads to substantial operational savings. With AI handling the majority of WISMO inquiries, retailers can reduce labor costs, optimize workforce allocation, and minimize the risk of human error. In turn, this contributes to a more efficient use of resources, driving down operational costs and improving overall profitability.
Improved Customer Experience: Speed and convenience are crucial for today’s consumers, and Scurri AI Concierge ensures that customers receive immediate, accurate, and consistent responses to their queries.
Real-time Order Insights: With AI-powered automation, customers can quickly access real-time order updates and track their deliveries without waiting for a customer service representative to respond. This not only enhances customer satisfaction but also boosts trust and loyalty, as shoppers appreciate fast and reliable communication from brands.
Scalability: As retailers grow and experience increases in customer demand, scalability becomes a critical factor in maintaining operational efficiency. Scurri AI Concierge is designed to scale effortlessly with a business, handling spikes in customer inquiries during peak shopping periods without compromising on the speed or quality of service. Whether it’s Black Friday, holiday sales, or a new product launch, AI can manage high volumes of WISMO queries without requiring additional staff or resources.
24/7 Availability: In a globalized retail environment, customers expect support at all hours, regardless of time zones. Scurri AI Concierge provides round-the-clock service, ensuring that customers can access information and resolve issues at any time. This level of availability is essential for providing a seamless experience for customers, particularly in the e-commerce sector, where many shoppers make purchases outside of typical business hours.
Streamlined FAQ: As the AI system interacts with customers, it collects valuable data on consumer behavior, preferences, and recurring issues. Retailers can use these insights to improve their operations, refine their customer service strategies, and enhance their overall business performance. By analyzing the data, brands can better understand pain points in the customer journey and take proactive steps to optimize the shopping experience.

Why did we mention Scurri at MarTech Insights?

By integrating Scurri AI Concierge into existing retail customer service operations, brands can super-enhance the overall shopping experience — creating a win-win situation for businesses and their customers.

Here’s the link to view Scurri’s AI offerings for retail brands.

Want us to write more about Scurri? Let us know HERE.

#2 SAP Emarsys

MarTech for Retail Businesses: Your Partner in Personalized Customer Engagement

SAP Emarsys empowers retailers to deliver exceptional customer experiences at scale. With a focus on real-time personalization and omnichannel engagement, this retail-focused Martech platform enables businesses to build deeper digital connections with customers.

According to SAP Emarsys, online shoppers expect their favorite brands to integrate AI solutions into retail experiences. AI-powered retail marketing generates higher customer engagement and loyalty, strengthening the ROI of personalized marketing campaigns.

By harnessing the power of data and AI, retail marketers can create tailored campaigns that drive conversions, increase customer loyalty, and boost revenue.

Emarsys is very popular among CMOs involved with AI-powered retail marketing campaigns. Automated personalization, content generation, and customer segmentations drive more traffic to the product pages, engaging first-time buyers in a way that makes them repeat shoppers with high-value purchases at every visit.

Popular retail brands that use Emarsys’ Martech tools for online retail businesses include:

Adidas
Nike
PUMA
Aldo
Levi’s
Gibson
Pizza Hut

Benefits of using SAP Emarsys for online retail businesses

Marketers use Emarsys Martech tools for retail marketing to:

Accelerate time-to-market with rapid data integration and cross-channel campaign deployment.
Foster enduring customer loyalty through real-time, personalized interactions.
Achieve business success through data-driven insights, automation, and actionable analytics.
Drive predictable, profitable growth through measurable results.

Why did we mention SAP Emarsys at MarTech Insights?

SAP Emarsys has one of the strongest Martech innovation teams. It constantly announces new product features for CRM, Email, mobile, and analytics teams. Moreover, we are a big fan of the Omnichannel & AI Masterclass. Retail marketers can learn how to build an AI innovations roadmap and demonstrate ROI in volatile scenarios.

Here’s the link to view the SAP Emarsys Masterclass on AI and Omnichannel marketing.

Want us to write more about SAP Emarsys? Let us know HERE.

#3 Salesforce Retail CRM

MarTech Powerhouse: AI-powered CRM for E-commerce

Salesforce makes retail marketing look like a cakewalk. Known for its CRM that ties together the power of AI, data, and CX in one rope, Salesforce Marketing Cloud for retail is custom-built for retailers of all sizes. Small retailers enjoy working on Salesforce for a variety of reasons. We found out the top three reasons for Martech users in retail. These are:

Seamless CRM integration with generative AI and predictive AI capabilities for personalized messaging
Ease of setting up digital storefronts that generate new shoppers online and convert these shoppers into high-premium customers using AI-powered omnichannel marketing
Powered by Einstein AI and top-class customer data platform to elevate connected CX and service management from store to the contact center and back

Brands that use Salesforce Retail CRM for marketing campaigns include:

GE Appliances
Kellogg’s
FILA
Yeti
GrubHub

Benefits of using Salesforce CRM for online retail businesses

Marketers use Salesforce Martech tools for retail marketing to:

Reinvent retail marketing conversations and conversions with in-store and digital customers using AI-powered CRM and CDP
Create agile, personalized marketing campaigns for each stage of the customer journey.
Build lifelong customer relationships with the audience and shoppers.
Open new channels of customer service and satisfaction management across different e-commerce channels.

Why did we mention Salesforce CRM for Retail at MarTech Insights?

Salesforce CRM for retail connects marketers to shoppers in a whole new way. Customers increased their email and web conversions on e-commerce services by 60% in the last three years. Average order value (AOV) increased by 35%. For marketers in retail, ROI with Salesforce CRM could be as high as 200%+.

Want us to write more about the Salesforce Marketing Cloud? Let us know HERE.

#4 Adobe Experience Manager (AEM) for Connected Commerce

Build Great Experiences with Connected Commerce Marketing Tool

Way back in 2017, Adobe launched the Adobe Experience Cloud at its annual summit. In today’s fast-paced digital landscape, efficiency is paramount. By adopting a “create once, publish everywhere” (COPE) strategy, businesses can streamline their content creation process while maximizing reach and impact with Adobe Experience Manager, a robust Martech tool for online retail businesses. This approach involves producing high-quality content once and repurposing it across multiple channels, ensuring consistency and saving valuable time and resources. Magento, now Adobe Commerce, continues to be among the most popular open-source e-commerce content management systems for retail brands.

Adobe Experience Manager (AEM) has become a staple for many leading retail brands due to its robust content management and commerce capabilities.

Brands that use Adobe Experience Cloud for marketing campaigns include:

Adidas: Known for its digital-first approach, Adidas leverages AEM to deliver personalized shopping experiences.
Nike: The sports giant uses AEM to manage its extensive product catalog and create engaging customer journeys.
Staples: The office supplier retailer adopted a headless commerce approach, empowering them to deliver seamless customer experiences across all touchpoints with Adobe.
Best Buy: AEM powers Best Buy’s omnichannel strategy, providing seamless customer experiences across online and in-store channels.
Samsung: The tech giant utilizes AEM for content management and personalization across its diverse product range.
Walmart: AEM supports Walmart’s massive online presence, enabling efficient product catalog management and personalized shopping experiences.
Lowe’s: The home improvement retailer uses AEM to deliver engaging content and drive in-store traffic.

These are just a few examples, and the list of AEM users continues to grow as more retailers recognize the platform’s value in creating exceptional customer experiences.

Other prominent brands that use Adobe for their retail experience management include Tesla, Under Armour, Prada, Hugo Boss, and Otto.

Benefits of using Adobe Experience Cloud for online retail businesses

Marketers use Adobe Experience Cloud Martech tools for online retail experience management to:

Drive ROI-centric business growth with personalized customer experiences across devices
Tap into self-service capabilities with headless commerce features
Provide content velocity and enhance experience delivery using a Customer Data Management platform (CDP), Journey Optimizer, Mix Modeler, and Customer Journey Analytics

Why did we mention Adobe Experience Manager at MarTech Insights?

Adobe Experience Manager empowers premium retail brands to craft seamless, personalized customer experiences across every touchpoint. Brand marketers achieve this by unifying data, content, and channels to design highly targeted and relevant interactions. Leveraging AI-driven insights, brands can predict customer behavior and optimize journeys in real time, fostering deeper connections and driving long-term loyalty.

Want us to write more about the Adobe Experience Cloud? Let us know HERE.

#5 NICE Retail CXone

Creating AI-powered Self-service CX Solutions

NICE provides one of the most hyper-advanced CX technologies for retail. The exceptional CX-centric platform analyzes 100% of all customer interactions from diverse data sources to orchestrate personalized journeys. In exchange for a great hyper-contextualized retail experience, online shoppers maximize their purchasing intent across web browsers and mobile app channels. Retailers could use CXone for smart digital self-service for conversational marketing and customer service management. Branded as “Enlighten AI for CX”, NICE CXone’s retail suite consists of these solutions:

Enlighten Autopilot: Virtual assistant or agent for seamless self-service customer experience
Enlighten Copilot: AI-powered virtual assistant for employee experience management
Enlighten Actions: Generative AI for CX leaders
Enlighten AutoSummary: Generative AI note-taking tool for agents and managers
Enlighten AI for Complaint Management: AI-based complaint management solution for reputation and financial risk analysis
Enlighten AI for Customer Satisfaction: CXone AI tool for enhancing CSAT scores based on sentiment analysis
Enlighten AI Routing: Agent-matching tool to improve customer experiences and KPIs
Englighten AI for Sales Effectiveness: Sales enablement, acceleration, and RevOps management tool for retail sales teams
Enlighten XO: Experience optimization for agentless smart self-service delivery
Enlighten AI for Vulnerable Customers: Regulatory compliance management solution for retail business process.

Brands that use NICE CXone for retail include:

Given its reputation as a leading customer experience platform, NICE CXone is likely deployed by a significant number of Fortune 500 retailers and global fashion brands. While specific customer data is often confidential, the platform’s robust feature set and proven track record suggest widespread adoption among industry leaders. BOSE, Designer Show Warehouse (DSW), Lands’ End, and Teleflora are some of the popular brands that use NICE CXone for retail.

According to Enlyft, ITSM, software, and telecom customers make up the majority of NICE CXone users. 77% of all NICE CXone customers are based in the US. 49% of the customers are large enterprise companies with 1000+ employees in their organization.

Benefits of using NICE CXone for online retail businesses

Marketers use NICE CXone Martech tools for online retail experience management to:

Create effortless, friction-free experiences in voice, digital, mobile and social media
Engineer high-quality personalized self-service channel to acquire, share and store curated knowledge for all customer service channels
Increase CLTV, CSAT, NLP, AOV, ROMI and other important KPIs
Provide agents and managers with integrated AI-powered workspaces with real-time assists and guidance

Why did we mention NICE CXone at MarTech Insights?

NICE CXone has emerged as a leading Conversational AI platform for retail brands. The AI-powered self-service and agent-assisted CX software for retail and other industries directly addresses the needs and wants of the digital landscape. With its connected CX platform for every digital touchpoint, CXone software by NICE enables retailers to meet consumer expectations with an unparalleled shopper and agent experience.

Want us to write more about the NICE CXone? Let us know HERE.

#6 Vonage Conversational Commerce

Reinventing Retail Conversations with Unified Communication APIs

Retail brands can communicate with consumers at the speed of light, thanks to technology companies like Vonage. Tech-savvy customers love to shop from retail destinations that match their tech expectations, save time and reduce frustrations. In the last few years, communications have profoundly changed, and the era belongs to retail enablers powered by unified cloud communications software companies. AI, or conversational AI, to be precise, takes the brand closer to shopper’s fingertips, ensuring every conversation is geared toward building a lifetime relationship with the customers.

MarTech News: Top 10 Marketing Automation Tools for Full-stack Marketers

Vonage’s cloud-based solutions empower businesses to connect with customers and employees across various channels. By unifying voice, video, messaging, and contact center capabilities, retailers can deliver exceptional customer experiences, improve operational efficiency, and drive growth.

Brands that use Vonage for retail:

Domino’s
Coca-Cola
Carts Guru
Yeti
GrubHub

Key benefits of adopting Vonage’s unified communications platform include:

Enhanced customer experience: Deliver consistent, personalized interactions across all touchpoints using the AI-powered Vonage Contact Center for retail and e-commerce.
Increased productivity: Streamline internal communication and collaboration.
Cost savings: Reduce reliance on legacy communication systems.
Scalability: Adjust to evolving business requirements with adaptable solutions.
Data-driven insights: Gain valuable customer data for informed decision-making.

By harnessing the power of unified communications, retailers can build stronger customer relationships, optimize operations, and stay ahead of the competition.

Want us to write more about Vonage? Let us know HERE.

#7 Qualtrics XM for Customer Experience

Connecting Happy Customers and Happy Employees to Transform Brand Experience

Did you know happy customers are 5 times more likely to repurchase from the same brand? However, brands have very little time to acquire customers— let alone make them happy!

Qualtrics does it for retail marketers.

Leading retail brands rely on Qualtrics to generate revenue and customer loyalty. The customer base spans $800 billion worth of annual revenue, making Qualtrics one of the largest Martech tools providers for the global retail marketing industry.

Here’s how Qualtrics drives success for Porsche.

Currently, 450+ retailers work with the Qualtrics Experience Management platform. Qualtrics CustomerXM is the go-to solution to analyze how customers interact with brands across different touchpoints, even at stages that extend beyond post-purchase interactions and feedback.

Want us to write more about Qualtrics? Let us know HERE.

#8 Hubspot

Marketing Hub for Omnichannel Retail Marketing

Marketing fatigue is a brand killer. Yet, most brands ignore the early warning signs.

Why?

They lack marketing insights. Hubspot is a popular Martech tool for online retail businesses.

Marketers today face an onslaught of campaigns and a shrinking attention span. Juggling multiple initiatives while delivering impactful results is a daunting challenge. Hubspot’s Marketing Hub offers a streamlined solution. By unifying customer insights with a robust automation platform, Hubspot’s Martech solution empowers marketers to attract, engage, and convert leads efficiently. Focused on inbound marketing activities, this platform simplifies complex campaigns, allowing you to focus on what truly matters: building strong customer relationships.

Want us to write more about Hubspot? Let us know HERE.

#9 ConstantContact

Simple email marketing for everyone

ConstantContact is a popular Martech tool for retailers and small-sized e-commerce stores. Most users rely on ContastContact’s marketing technology to capture leads and drive traffic to relevant destinations. In a fast-changing digital age, small businesses face unprecedented challenges and opportunities.

ConstantContact enables such businesses to thrive with highly effective tools and solutions for email marketing, e-commerce, social media, and customer relationship management.

Top features for retail customers include

Email Marketing Automation
Customer List Management
Lead generation landing pages
Social media automation management
Customer intelligence and listening, and others

Customers have shared their experience working with ConstantContact’s Martech solutions. Here’s the link.

Want us to write more about ConstantContact? Let us know HERE.

#10 Genesys

Taking experiences beyond the clicks, carts, and call center chats

Shopping trends continue to impact retail outcomes across industries. According to recent reports, retailers are falling short of expectations. Incorporating Genesys into the 2025 retail strategy is more than just enhancing customer experience; it’s about driving meaningful marketing outcomes for everyone. From increased retention and improved brand perception to maximizing sales during peak times, the benefits are profound.

Why do brands choose Genesys Cloud CX™?

Let’s see how Genesys does this.

Customers are no longer satisfied with just good service; they seek memorable interactions that anticipate their needs and preferences. Organizations that excel in delivering these enhanced experiences foster loyalty and encourage repeat business. Every interaction is an opportunity to impress, and companies that prioritize exceeding expectations will stand out in a crowded market. Genesys retail customer service solutions make a difference.

Retail marketing teams use Genesys to meet shopper demands and adapt to evolving expectations—all through a unified platform. With integrated digital tools, retail marketers can respond to inquiries, manage orders, and resolve issues efficiently—ensuring that customers feel valued and heard, no matter how they choose to engage with your brand.

And, this goes beyond the usual cadence of clicks, cart additions, and call-center conversations.

By leveraging a unified platform to deliver personalized, omnichannel experiences, retailers can not only meet customer demands but exceed their expectations—ultimately earning their loyalty and share of wallet.

#11 Sprinklr

Customizing AI models with unified enterprise-grade Martech integrations

Sprinklr’s AI-powered marketing automation platform offers “true Martech unification” across channels, processes and teams. Trusted by 200+ brands across different spaces, Sprinklr has emerged as a go-to platform for retailers. Using this platform for retail marketing and advertising operations enables brand governance and compliance, reduced martech costs, and radical productivity that drives real CX impact.

if you are a retailer, you can gain access to:

Sprinklr Service
Sprinklr Insights
Sprinklr Social
Sprinklr Marketing

Sprinklr—a powerful platform designed to empower retail brands to navigate this complexity seamlessly. Here’s how Sprinklr is revolutionizing the retail sector.

1. Unified Customer Engagement

Sprinklr brings all customer interactions into a single platform, enabling retail brands to maintain a consistent voice across social media, email, and in-store communications. By consolidating these touchpoints, brands can ensure that their messaging aligns and that customers receive the same information, no matter where they engage.

2. AI-Driven Insights

With Sprinklr’s advanced AI capabilities, retail brands can analyze vast amounts of customer data to gain deep insights into preferences, behaviors, and trends. This data-driven approach allows brands to tailor their marketing strategies and product offerings, ensuring they resonate with their target audience.

3. Personalized Customer Experiences

In a market saturated with choices, personalization is key. Sprinklr enables retailers to craft individualized experiences based on customer interactions and past behaviors. By delivering personalized messages, recommendations, and support, brands can foster loyalty and drive repeat business.

4. Real-Time Engagement

The retail landscape changes rapidly, and Sprinklr equips brands to respond in real-time. Whether it’s managing a sudden surge in inquiries during a sale or addressing customer feedback instantly, Sprinklr ensures that brands can adapt quickly and effectively, maintaining high levels of customer satisfaction.

5. Comprehensive Analytics

Understanding the effectiveness of campaigns and customer interactions is crucial for growth. Sprinklr offers comprehensive analytics tools that allow retail brands to measure performance, track engagement, and refine their strategies. This insight helps brands make informed decisions that lead to better outcomes.

6. Seamless Integration

Sprinklr integrates seamlessly with existing tools and systems, enabling retail brands to enhance their workflows without disruption. This flexibility allows brands to leverage their current resources while maximizing the capabilities of Sprinklr.

More martech companies to watch out for in 2025

RTB House

Intuit Mailchimp

NIQ (GFK is now part of NIQ)

Conclusion

As the retail landscape evolves, the integration of advanced Marketing Technology (MarTech) tools becomes essential for brands striving to meet soaring consumer expectations and drive revenue growth. With predictions that 95% of global sales will be online by 2040, retailers must adapt their strategies to remain competitive. The shift to digital demands not only speed and efficiency but also innovative, sustainable marketing practices.

AI-powered omnichannel retail technology platforms like Scurri, SAP Emarsys, Salesforce, Adobe Experience Manager, NICE CXone, Vonage, Qualtrics, HubSpot, Constant Contact, Genesys, and Sprinklr are leading the charge in transforming how retail brands engage with their customers.

Preparing for the 2025 New Year?

In this dynamic environment, seamless access to cutting-edge capabilities—such as AI concierge, chatbots, virtual assistants, and augmented reality—will be crucial for success. Retail marketers must invest in the right MarTech solutions to not only streamline their operations but also foster loyalty and enhance customer satisfaction.

Ultimately, the right MarTech stack tailored to specific business needs can significantly elevate customer experiences and drive sustainable growth. As we move further into the digital age, retailers that prioritize innovation and adaptability will emerge as leaders in the marketplace.

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