Salesforce announced a suite of B2B Commerce innovations in June 2026 designed to unify fragmented customer journeys. B2B buyers now use an average of ten channels throughout their purchasing journey (Salesforce Commerce Blog), and disconnected systems create costly handoffs between sales reps, digital storefronts, and back-end systems. New features include a Buyer Agent built natively into B2B Commerce on the Agentforce platform that acts as a 24/7 intelligent buying assistant available on WhatsApp, SMS, and other channels; AI-driven and attribute-based search that understands buyer intent rather than requiring exact product names or SKUs; omni-channel B2B buying with Round Trip Quoting to bridge digital channels and sales teams; Mobile Publisher for branded app deployment; and a Headless Reference Architecture as part of Headless360 to enable developers to build with modern frameworks while maintaining a unified back-end.
For commerce practitioners, these capabilities address core pain points: AI-driven search replaces "no results found" errors with intelligent recommendations, boosting average order value; the Buyer Agent scales customer service by handling routine transactions on messaging platforms, freeing sales teams to focus on relationship-building rather than order-taking; and headless architecture enables rapid channel launches and consistent brand experiences across touchpoints. The omni-channel approach eliminates context loss when buyers toggle between self-service research, negotiations, and sales conversations.
Siemens, a leading global technology company managing 1.5 million products across 190 countries, exemplifies the impact: after implementing Agentforce Commerce and Headless360, Siemens launched the solution in over 25 countries, now supporting more than 2,500 offerings listed by 900 sellers via the Xcelerator Marketplace, and achieved a ~90% increase in GMV compared to the previous year (Salesforce Commerce Blog).