commercetools has introduced Assisted Selling, a native B2B eCommerce capability built into its platform that enables sales and customer service representatives to intervene directly in customer purchasing processes (commercetools Blog). The feature allows reps to view customer carts, edit products and quantities, override pricing, apply discounts, and configure complex orders—all while the cart is locked to prevent simultaneous editing by the buyer. Once changes are complete, the cart is handed back to the customer for final review and order placement.
The capability addresses a fundamental challenge in B2B commerce: while B2B buying now involves 6.8 buyer stakeholders across an average of 3.7 channels (commercetools Blog), many transactions require human intervention to resolve pricing entitlements, complex product configurations, and multi-stakeholder approval workflows. By embedding assisted selling into the Merchant Center—the central UI for sales and operations teams—commercetools eliminates the need for disconnected custom tools. This hybrid sales model, combining self-service digital commerce with expert human support, directly helps reduce cart abandonment, increase conversion rates, and improve average order value and customer lifetime value (commercetools Blog).
The Assisted Selling functionality is built on commercetools' modular, extensible platform architecture, positioning it as AI-ready for future autonomous sales agents and AI-driven commerce experiences. For B2B organizations managing high-complexity transactions, this native capability reduces operational overhead by consolidating cart support and order management into a single interface, lowering total cost of ownership and improving team productivity (commercetools Blog).