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Quote:Content management is becoming a key means of differentiation for leading e-retail sites, with the way most web retailers deploy web content management falling into one of three buckets.... to maximize content reuse, most retailers use web content management as a central source for product data and content – an aggregation point from which they can then push content into multiple channels – or as a feed into an external product data repository – one that normalizes and aggregates both structured and unstructured data centrally, allowing output for various channels.

A third common deployment for e-retailers is to integrate a web content management solution with a commerce platform that serves as a central source for product data. Forrester’s report notes that some content management products now incorporate delivery capabilities as well.