As the e-commerce market continues to grow around the world, providing a satisfying digital experience for customers has never been more important.
With the market estimated to be worth more than $98 trillion by 2032[1], those businesses that deliver user-friendly, seamless experiences will be best placed to capitalise on this demand. Those that fail to do so will rapidly fall behind.
Achieving a satisfying digital experience requires a business to have a clear view of how customers interact with its digital platforms. Senior managers need to be able to monitor everything from drop-off rates and click-through patterns to journey timelines.
Customer experience drives business turnover
Experience shows that a positive digital experience has a direct impact on satisfaction and retention. With businesses facing increasingly uncertain economic conditions, political tensions, and supply chain disruptions, profit margins are being squeezed more than ever. Losing customers as a result of poor digital experience is something that needs to be avoided.
A company’s digital experience has become an extension of its brand. It helps to shape how customers perceive, interact with, and ultimately establish an ongoing relationship. Research[2] shows 55% of consumers will abandon their purchase if their digital experience falls short.
At the same time this trend represents a significant opportunity. When companies enhance the customer journey thoughtfully, they can drive significant revenue gains while also strengthening long-term business outcomes.
In a landscape where customer attention is fleeting and loyalty is hard-won, having a seamless digital experience can ensure a consistent revenue stream.
The importance of Digital Experience Monitoring
It needs to be remembered, however, that improving customer digital experience requires significantly more nuance than many businesses might realise. Site speed matters, but so does navigation flow and streamlined checkout processes. For IT teams already burdened with daily operational demands, identifying inefficiencies, optimisation opportunities, and upselling moments while keeping sites running smoothly can become overwhelming.
This is where Digital Experience Monitoring (DEM) can be of assistance. DEM captures every user interaction – from page loads to purchase drop-offs – revealing how they are truly experiencing a digital environment.
The true benefit of DEM comes from its ability to measure problems in business terms. Downtime becomes measurable in lost customers, missed opportunities, and concrete revenue impact.
However, DEM’s value extends well beyond identifying when things break and, when used strategically, becomes a catalyst for growth. DEM allows a business to continuously refine each step of their customer journey, preventing revenue loss while uncovering opportunities to enhance the experience.
DEM can also help businesses to pinpoint exactly where customers abandon their journey and understand why. Perhaps there is a slow-loading product page or a confusing checkout flow losing revenue at the final step. With this intelligence, businesses can make targeted improvements that directly boost the bottom line.
The strategic role of IT
The relationship between IT teams and senior leadership has fundamentally changed. C-suite executives are increasingly recognising that IT professionals can directly influence key performance indicators and drive productivity across entire organisations. This represents a major departure from traditional models where IT operated in isolation from strategic business decisions.
When business leaders bring IT into the strategy conversation, real-time observability shifts from being a technical metric to a powerful decision-making engine. Shared performance indicators can directly link system reliability to revenue impact, aligning technology outcomes with business goals.
With IT experts contributing data-driven insights at the boardroom level, real-time monitoring becomes a vital tool for guiding investments, optimising resources, and identifying new market opportunities.
In this model, IT is no longer a reactive support role but instead becomes a proactive growth partner, driving accountability for both customer experience and commercial success.
The advantages of this alignment reach well beyond short-term performance gains. Organisations with strong collaboration between IT and leadership are more resilient in the face of disruption.
Whether confronting technical failures, market volatility, or operational hurdles, these businesses can adapt swiftly and decisively. They’re better equipped to sustain revenue during challenging times and retain customer trust when others struggle. Most importantly, this partnership redefines IT spending, not as a cost to be managed, but as a strategic investment that delivers measurable business returns.
Evolving digital experience into business growth
It’s clear that businesses can drive substantial revenues through enhancing their digital experiences. Companies that commit to improving customer journeys at every touchpoint will create loyal customers who return repeatedly and will be likely to recommend their services to others.
A positive digital experience is no longer a luxury but a core driver of business success. The companies best positioned to thrive are those that treat digital experience as a strategic priority, not an afterthought.
By embedding observability and aligning IT performance with business outcomes, leading organisations are converting operational complexity into a source of competitive advantage and growth.
For those ready to turn digital experience into a true revenue engine, there’s no better time to start than now.
[1] https://www.skyquestt.com/report/e-commerce-market#:~:text=E%2DCommerce%20Market%20Insights,recommendations%20to%20supply%20chain%20productivity.
[2] https://betanews.com/2025/05/14/poor-online-experience-leads-to-rise-in-digital-rage/#:~:text=A%20new%20report%20from%20performance,zero%20tolerance%20for%20digital%20friction.