commercetools has introduced Assisted Selling, a native B2B eCommerce capability that enables sales and customer service representatives to step into active customer carts and sessions to modify orders, configure products, apply special pricing or discounts, and resolve issues in real time (commercetools Blog). The feature operates through two main workflows: cart viewing and takeover in locked edit mode, followed by seamless handoff back to the buyer for final review and purchase completion (commercetools Blog).
This capability addresses a core challenge in B2B commerce: while B2B buying now involves 6.8 buyer stakeholders across an average of 3.7 channels, not all interactions can be fully automated (commercetools Blog). Complex product configurations, negotiated pricing, and entitlement checks often require human intervention. Assisted Selling helps businesses reduce cart abandonment, increase conversion rates, average order value and customer lifetime value by empowering sales teams to resolve checkout friction and apply custom terms directly within the same transaction journey (commercetools Blog).
The feature is built on commercetools' modular, extensible platform and includes role-based permissions and audit tracking for enterprise-scale security (commercetools Blog). It is available out of the box with commercetools B2B Commerce and is positioned as future-ready for AI-driven and agent-driven commerce experiences (commercetools Blog).