Digital commerce impacts every industry, company and function, but perhaps none more so than marketing. In a sense, all marketing is about driving revenue. By extension, all digital marketing is about digital commerce — and all marketing leaders, whether they know it or not, are digital commerce marketers. Marketing's heightened role in digital commerce isn't the only thing that has changed. There was a time when digital commerce meant static storefronts and shopping carts. Today, digital commerce spans an integrated set of personalized digital experiences, from customer acquisition through retention, which are often owned and managed by marketing.