5 Key Differences Between a DXP and CMS

If you work in marketing or run a business, you’ve probably heard of two popular terms—DXP and CMS. If you’re wondering, DXP stands for digital experience platform, while CMS stands for content management system.

These two innovative types of software are closely connected and share several similarities—but there are also distinct differences worth mentioning.

In this article, you’ll find out everything you need to know about the two options and the key differences between them. Let’s get started!

  • CMS systems paved the way for DXPs

Traditional CMS systems first came on the market in the late 80s. In their earliest form, these systems appeared like a static brochure—it wasn’t until the late 90s that dynamic content surged in popularity.

In essence, a CMS system helps organisations manage their website and deliver content to customers. Some common features include reporting, workflow management, user administration, and security monitoring.

While CMS systems were useful for business for a long time, in today’s ever-changing digital environment, they simply don’t hold up. Today’s customers expect a cohesive online experience—and so the modern DXP was born.   

  • DXPs offer a fully integrated experience

Unlike traditional CMS software, the main benefit of modern DXPs involves the customer experience. Today’s customers have strict expectations about how their online shopping and browsing experiences should play out.

We like in a tech-heavy world. A typical online shopper might first come across your product when browsing social media on their phone and clicking on an advertisement you have delivered.

When clicking on your advertisement, the customer will expect to arrive at a mobile-friendly webpage that will allow them to easily add the item to their cart. The customer should then be able to return to the webpage at any time (and on any device) to seamlessly complete their purchase.

This streamlined experience is what DXP systems are all about.

  • DXPs are highly flexible

DXPs also offer a more flexible architecture than traditional CMS systems.

It’s important for marketers and developers to make quick changes without interrupting each other or risking website downtime. With DXP software, a website’s backend and frontend remain distinct, allowing both parties to make changes independently.

  • Control every point of contact with DXPs

As the number of ways customers interact with websites grows, you’ll need to stay on top of the game.

Using a digital experience platform, you can control every touchpoint, ensuring a smooth browsing and shopping experience even as new devices and apps become available.

This feature is distinct from traditional CMS systems, which couldn’t keep up with multiple points of contact.

  • DXPs allow you to gather actionable insights

A traditional CMS system might offer some basic sales data and customer information, but DXPs take insights a step further. Using quality DXP software, businesses can access crucial, actionable insights about their audience and operations.

Some essential insights include detailed customer profiles—including their location, purchase history, and browsing behaviour. This information allows marketers to precisely target audiences and sales staff to reference a customer’s history when handling complaints.


Unlike traditional CMS systems, DXPs create a streamlined customer experience and allow businesses to measure actionable insights. Using this modern software, you’ll gain full control of every customer’s online journey, regardless of where or how they choose to shop.