How to Build a Drupal-Powered Digital Experience Platform (DXP)

As brands race to deliver personalized, consistent, and omnichannel experiences, the need for a flexible Digital Experience Platform (DXP) is higher than ever. While many enterprises turn to costly proprietary DXPs, there’s a powerful alternative already trusted by organizations like NASA, Pfizer, and the BBC: Drupal.

Drupal isn’t just a CMS it’s the foundation for a modular, open-source DXP that can unify content, users, personalization, analytics, and engagement across every channel.

In this blog, you’ll learn how to build a scalable DXP using Drupal, and how it can replace (or outperform) commercial platforms at a fraction of the cost.

What Is a Digital Experience Platform (DXP)?

A DXP is an integrated tech stack that manages the entire customer journey across:

• Web and mobile apps

• Social and email channels

• Personalized content delivery

• E-commerce experiences

• Customer data and analytics

• Marketing automation workflows

While tools like Adobe Experience Manager or Sitecore dominate the paid DXP market, Drupal lets you build a composable DXP that’s scalable, customizable, and 100% yours.

 Why Drupal is a Strong Foundation for a DXP

Here’s what makes Drupal ideal for DXP architecture:

• Open-source and highly extensible

• API-first for omnichannel delivery (web, apps, kiosks, IoT)

• Modular — plug in what you need (not what you don’t)

• Built-in user roles, workflows, and access control

• Strong multilingual, multisite, and personalization support

• Supported by a global ecosystem of enterprise developers

Core Components of a Drupal-Based DXP

Let’s break down what you need to build a true DXP with Drupal:

1. Content Hub

Drupal’s structured content system supports:

• Custom content types

• Reusable components (via Paragraphs or Layout Builder)

• Media libraries

• Multilingual versions

• Editorial workflows and revisions

You can deliver this content to multiple frontends — headless, decoupled, or traditional.

2. User Segmentation & Personalization

Use modules like:

• Smart Content: Show blocks based on user behavior, geolocation, or referral

• Profile Module: Extend user profiles with custom fields

• Personalize: A/B testing and personalized experiences

• Combine with browser cookies or CRM data for deeper targeting

3. Marketing Automation

Integrate Drupal with:

• CRM tools (HubSpot, Salesforce, Zoho)

• Email marketing (Mailchimp, Sendinblue, etc.)

• Webhooks/Zapier for triggering workflows

• Custom tagging via Google Tag Manager

You can capture leads via Webforms and sync them into multi-step nurture flows automatically.

4. Omnichannel Delivery

Drupal supports:

• RESTful APIs, JSON:API, and GraphQL for headless delivery

• Decoupled frontends using React, Vue, or Next.js

• Integrations with mobile apps, kiosks, smart TVs, or even voice assistants

• Static site generation for edge-delivered performance

Your content becomes portable and future-proof.

5. Analytics & Optimization

Use:

• Metatag + Schema.org modules for SEO

• Google Analytics 4 integration

• A/B testing with contributed modules

• Heatmaps and session tracking (via Hotjar or Clarity)

• Custom dashboards to track content, user behavior, and conversions

6. Commerce Integration (Optional)

If your DXP includes e-commerce:

• Use Drupal Commerce for native capabilities

• Or integrate with Shopify, BigCommerce, etc. via APIs

• Handle product catalogs, carts, payments, and fulfillment all from one interface

Real-World Examples of Drupal DXPs

• University of Oxford: Multisite, multilingual student experiences

• The City of Boston: Civic engagement across devices

• Weather.com: Massive-scale headless DXP

• Mediacom: Personalized customer portals

These organizations use Drupal to serve millions — securely and scalably.

Let Drupalify Build Your DXP the Right Way

At Drupalify, we help enterprises and growing brands build modular DXPs with Drupal that are built to scale.

We handle:

• Custom content architecture

• API development for headless delivery

• Personalization and CRM integration

• Editorial workflows and role-based access

• Performance, SEO, and analytics setup

👉 Explore Our Drupal Services
📅 Book a Free Strategy Call

Final Thoughts

Drupal gives you the freedom to build your ideal DXP - no license fees, no vendor lock-in, and no compromise. Whether you need content, commerce, personalization, or all of the above, Drupal is ready to deliver.

A well-built DXP doesn’t need to cost a fortune. With Drupal, it just works — on your terms.