Salesforce announced updates to Agentforce Commerce, introducing AI agents for both B2B and B2C ecommerce brands (Digital Commerce 360 - AI). For B2B, the company launched the Buyer Agent, designed to orchestrate procurement through WhatsApp and SMS without requiring portal logins or phone calls, and the Merchant Agent, which uses natural language to help teams organize catalogs and manage product sorting (Digital Commerce 360 - AI). B2C features include a Shopper Agent for retailers' websites and agentic commerce search capabilities (Digital Commerce 360 - AI).
The platform now supports deep integration with ChatGPT, Gemini, and Google AI Mode, with the OpenAI integration syncing sellers' product catalogs directly to ChatGPT without requiring extra software or third-party tools (Digital Commerce 360 - AI). A key architectural shift is Salesforce's move to full headless commerce, allowing B2B companies to run the platform's back end independently from the front end while maintaining the same catalog, pricing, accounts, and Buyer Agent (Digital Commerce 360 - AI). The B2B Search functionality incorporates synonym management, weighted attributes, and predictive discovery to help technical buyers locate precise components (Digital Commerce 360 - AI).
All orders and interactions remain unified on the same platform that runs service, loyalty, and marketing operations, eliminating separate admin workflows (Digital Commerce 360 - AI). Seventy-eight of the Top 2000 online retailers in North America use Salesforce as their ecommerce platform, and in 2025 those retailers combined for more than $192.60 billion in web sales (Digital Commerce 360 - AI).