Salesforce has launched Agentforce Commercea platform so retailers can have full control of the assisted purchasing processwith the possibility of unifying brand experiences and customer relationships at all touch points. With it, they will be able to distribute product catalogs to new consumer AI channels, such as ChatGPT, to offer personalized and agent experiences in their channels to improve loyalty and customer lifecycle value.
With Salesforce Agentforce Commerce, platform users will be able to bring AI to every part of their business, through innovations in both Salesforce channels and unified agent experiences. Additionally, for the future, the company aims to offer native integration with ChatGPT, in addition to integrating the Agentic Commerce Protocol with Stripe to have an instant, AI-based purchasing and payment experience on channels like ChatGPT; and to launch the partnership with Google Agent Payments Protocol (AP2), which allows integration into Google’s open protocol to carry out secure transactions through payments managed by agents on all platforms.
Salesforce’s new capability Agentforce Commerce offers a complete brand experience across all of your own touchpoints. Additionally, brands can now deploy personalized agents, trained using business and buyer data. Among this data are orders and inventory of products and the catalog.
These agents help customers with discovery, product recommendations, complex FAQs, and seamless checkout. Retailers can offer personalized agent experiences, ensuring complete brand control and localization on an unparalleled scale.
Salesforce Guided Shopping enables them to achieve higher conversion rates and larger shopping carts through agent-guided conversational shopping. This innovation transforms the agent-buyer experience through product page content, interactive image carousels, and a one-click checkout process with double the speed. New localization capabilities make it easy to have conversations in any geographic area, in seven languages.
Salesforce Order Routing for Order Management also improves merchant efficiency through agent automation, which optimizes order routing, minimizes costs, and maximizes revenue across complex fulfillment networks. Salesforce Agentforce Actions for Merchandising proactively executes merchandising tasks such as boosting or hiding products autonomously to optimize search results and conversions based on catalog data and real-time purchasing information.
Finally, Salesforce Agentforce Actions for POS provides store associates with agent-guided shopping and customer service tools that provide contextual product and loyalty insights to deliver personalized customer experiences at the point of sale.
Guided Shopping is now available, while Order Routing for Order Management, Data 360 Zero Copy Access for Commerce and Agentforce Actions for Merchandising (in testing) will be available throughout the winter, while Agentforce Actions for Point-of-Sale will arrive in testing in spring 2026.
Enrique Mazón, Regional Vice President Commerce Cloud of Iberiahas highlighted that «Agentforce Commerce offers transformative new capabilities that span the entire agent buying process. We drive these experiences across all customer touchpoints, from product discovery to checkout, whether on the brand’s website, mobile app, in-store, or syndicated channels like ChatGPT. Agentforce Commerce “It is the unified platform that connects this entire ecosystem, allowing our clients to not only participate in the future with agents, but to start leading it today.”
