Salesforce announced updates to its Agentforce Commerce platform on June 24, 2026, introducing AI agents for both B2B and B2C ecommerce operations (Digital Commerce 360 - AI). For B2B, the company launched the Buyer Agent and Merchant Agent. The Buyer Agent operates within WhatsApp and SMS conversations to orchestrate procurement, allowing buyers to place orders by text without requiring portal logins or phone calls (Digital Commerce 360 - AI). The Merchant Agent uses natural language to help B2B teams organize catalogs, create boost and bury rules, and tune sort orders without navigating admin menus (Digital Commerce 360 - AI).
Salesforce also introduced full headless commerce flexibility, enabling the platform to run independently of its front end while maintaining the same catalog, pricing, accounts, and Buyer Agent (Digital Commerce 360 - AI). The platform now includes B2B Search functionality with synonym management, weighted attributes, and predictive discovery, plus extensible search endpoints developers can customize (Digital Commerce 360 - AI). For B2C retailers, Salesforce announced deep integration with ChatGPT, Gemini, and Google AI Mode, with the OpenAI integration connecting sellers' product catalogs directly to ChatGPT without requiring third-party tools (Digital Commerce 360 - AI).
For commerce practitioners, the significance lies in eliminating manual order reconciliation. Salesforce emphasized that every order lands on the same platform running service, loyalty, and marketing operations rather than waiting in a separate admin panel (Digital Commerce 360 - AI). Among the Top 2000 North American online retailers, 78 use Salesforce as their ecommerce platform, with those retailers combining for more than $192.60 billion in web sales in 2025 (Digital Commerce 360 - AI).