Salesforce unleashes major Agentforce Commerce release

- Salesforce's biggest Agentforce Commerce release includes new AI capabilities across B2C and B2B commerce, order management, and point of sale 

- The latest capabilities enable retailers to deliver AI-powered shopping experiences while maintaining control over their customer relationships and data 

- Shopper Agent, Buyer Agent, and Merchant Agent are now generally available



Salesforce has announced that Shopper Agent, Buyer Agent, and Merchant Agent are generally available now — with native integration into ChatGPT; Google Search, including AI Mode; and the Gemini app arriving in the coming months.

Agentic commerce has already reshaped the customer journey, Salesforce said. During the 2025 year-end holiday shopping season, AI influenced 20% of global online sales to the tune of US$262 billion. Peak season also revealed that some AI strategies outperform others. AI-referred traffic converts at eight times the rate of social*, for instance. Retailers running their own shopper agents also grew sales 59% faster than retailers still on the sidelines, Salesforce added, noting that the gains hold year-round. 

Product discovery has moved, according to Salesforce. Customers now begin shopping using AI assistants like ChatGPT and Gemini, often well ahead of any traditional search bar. Four in 10 (41%) customers in the Asia Pacific region (APAC) are already using AI for product discovery**. 

On the back end, Salesforce noted that agentic commerce has also reshaped how companies sell and operate. Generative AI holds a conversation, while agentic AI checks inventory, confirms the shipping cutoff, and closes the sale. This gives merchandisers a faster way to run promotions while developers launch storefronts and operators route orders with new intelligence. 

The commerce foundation built for the new reality is Agentforce Commerce. The business logic and customer data underneath the experience decide whether an agent can promise a real delivery date, honour a contract price, resolve a service issue, or earn the next purchase. 

Agentforce Commerce gives retailers a workforce of ready-to-deploy agents that their business owns and their data grounds. Each agent moves past the bolt-on chatbot model, and is wired natively into the retailer's catalogue, inventory, and orders from day one. 

- Shopper Agent carries the customer conversation from discovery through checkout and into service, speaking in the business' voice on a branded storefront. 

- For B2B, Buyer Agent meets buyers inside WhatsApp and SMS. 

- Running the back office, Merchant Agent lets teams organise catalogues, sort products, and respond to trends in plain language.  

But ensuring that products show up in new large language model (LLM)-driven channels is only half the battle, Salesforce said. Brands have to connect their owned properties with external channels so the shopper who finds them in ChatGPT or Gemini and the shopper on their sites are recognised as the same customer, not treated as two completely different strangers.

"Referral traffic to brand sites will be hugely influenced by AI platforms — Gemini, ChatGPT, Anthropic — and social apps like Instagram and TikTok. But commerce itself will happen predominantly on owned and operated properties: your website, your app, your messaging channels, your stores. Syndicated commerce with UCP will also play an important role long-term, driving commerce directly into external channels, and we're providing agentic commerce comprehensively across all channels. The brands that win will have their Shopper Agent live on their own properties for the 2026 shopping season," said Nitin Mangtani, EVP & GM, Agentforce Commerce. 

Explore 

Read the 12 key launch highlights and the full announcement at https://www.salesforce.com/news/stories/agentforce-commerce-announcement/ 

Pricing and packaging are subject to change. Availability may vary by region and is governed by customer agreements. Customers should base purchasing decisions on products and services currently available.

*Salesforce 2025 Holiday Shopping data, based on an analysis of more than 1.5 billion shoppers.

**Salesforce Connected Shoppers Report 2025, based on dual surveys of 8,350 shoppers and 1,700 retail industry decision-makers.

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