In the first half of 2025, the volume of online traffic generated by agentic AI assistants grew 119% year-on-year and agentic intelligent agents are expected to further drive 22% of global orders during the Christmas season, accumulating the Black Friday and Cyber Monday periods, according to data from Salesforce.
This shift in purchasing behavior presents retailers with a double challenge: efficiently reaching shoppers through these new AI-powered touchpoints, while maintaining brand value, voice and control over their customer relationships.
First unified platform for retailers
To address these market behaviors, Salesforce has announced the launch of Agentforce Commerce, the first platform designed to offer retailers complete control over the entire assisted purchasing process. This tool allows them to unify brand experiences and customer relationships across all touchpoints, leaving behind fragmented point solutions.
Innovations in the new Salesforce platform enable brands to seamlessly distribute their product catalogs to new consumer AI assistant channels, such as ChatGPT, to effectively engage customers, while delivering personalized and agent-driven experiences on their own channels to significantly increase loyalty and customer lifetime value.
“Agentforce Commerce offers transformative new capabilities that span the entire agent purchasing 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 is the unified platform that connects this entire ecosystem, allowing our customers to not only engage in the future with agents, but to start leading it today,” says Enrique. Mazón Regional Vice President Commerce Cloud Iberia.
Agentforce Commerce is leading the next decade of agentic commerce, bringing artificial intelligence to every part of retailers’ business through innovations in both owned channels and unified agent experiences:
Unified Agentic Experiences
Salesforce already offers complete omnichannel commerce, ensuring buyer engagement across channels like Instagram, TikTok, messaging apps, and more. To lead the next era of commerce, Salesforce is innovating modern, open agentic protocols to extend brands’ reach directly into the new frontier of consumer-facing AI and payment ecosystems.
- Native integration with ChatGPT in the near future: Native integrations with third-party consumer AI channels will soon allow brands to integrate their product catalog and pricing through connectivity under the Agentic Commerce Protocol (ACP).
- The Agentic Commerce Protocol (ACP) integration with Stripe enables consumers to enjoy an instant, native, AI-powered shopping and payment experience directly on channels like ChatGPT.
- Partnership with Google Agent Payments Protocol (AP2) Enables integration into Google’s open protocol to securely initiate and transact through agent-managed payments across platforms.
Agents in own channels
The new Agentforce Commerce capability delivers a complete brand experience across all proprietary touchpoints, including storefronts, mobile apps, brick-and-mortar stores, merchandising and distribution channels. Brands now have the ability to deploy custom agents, fully trained on business and shopper data such as orders, product inventory, and catalogs. These agents directly help customers with discovery, product recommendations, complex FAQs, and seamless checkout. Retailers can now offer truly personalized agent experiences, ensuring complete brand control and localization on an unparalleled scale.
Salesforce Is Innovating Modern, Open Agentic Protocols to Expand Brands’ Reach
- Guided Shopping Drive higher conversion rates and larger shopping carts through agent-led conversational shopping. New localization capabilities make it easy to have conversations in any geographic area, in seven languages.
- Order Routing for Order Management Improves merchant efficiency through agent automation, which optimizes order routing, minimizes costs, and maximizes revenue across complex fulfillment networks.
- Agentforce Actions for Merchandising Proactively perform merchandising tasks such as boosting or hiding products autonomously to optimize search results and conversions based on catalog data and real-time purchasing information.
- Agentforce Actions for POS provides store employees with agent-guided shopping and customer service tools that offer contextual information about products and loyalty to provide highly personalized customer experiences at the point of sale.
