Salesforce released two major data reports: its State of Commerce report and Holiday 2026 Predictions, presented by Caila Schwartz, the company's newly appointed Head of Agentic Commerce Shopper Insights. The reports reveal dramatic shifts in shopper behavior driven by AI agents and LLMs across the buying journey (Retailgentic).
Key findings show agentic commerce reshaping conversion and discovery. Agentic search traffic converts at roughly 2.5–3.5%, about 2–3 times overall conversion rates and far above social's sub-1% (Retailgentic). Fifteen percent of shoppers now start their buying journey with an LLM or agent, up from 5% last spring (Retailgentic), and about 50% have used a general-purpose LLM, social media agent, or branded agent in their buying journey over the past 12 months, a 67% increase over last year (Retailgentic). Seventy-four percent of shoppers trust agent recommendations, and over 80% feel more confident in purchases made after interacting with a brand-owned agent (Retailgentic).
For holiday 2026, Salesforce predicts about one in five e-commerce visits will come from crawlers and agents, not people (Retailgentic). About a third of B2C organizations have agents deployed today, over half plan to deploy within six months, and by Cyber Week one in three e-commerce sites will have a branded agent on site (Retailgentic). Commerce professionals cite data unification as the number-one barrier to building effective agents, with four in five saying their tech stack grew over the last two years (Retailgentic).