Ecommerce software provider Salesforce released updates to its platform, Agentforce Commerce, adding artificial intelligence (AI) agents for both business-to-business (B2B) and business-to-consumer (B2C) brands.

On the B2B end, Salesforce said, it has introduced AI agents, “full headless flexibility” and business search. It seeks to help B2B companies streamline both the purchasing experience for customers and the operations for companies themselves.

Among the B2C features in the announcement are a Shopper Agent for retailers’ websites, as well as agentic commerce search capabilities. Salesforce announced “deep integration with ChatGPT, Gemini, and Google AI Mode.”

The OpenAI integration connects sellers’ product catalogs directly to ChatGPT, according to Salesforce. It syncs without extra software or third-party tools, Salesforce added. Later in the summer, Salesforce said, it expects to roll out an integration with Google that enables search and discovery.

In both cases, Salesforce said, the retailer remains the merchant of record.

“Every order lands on the same platform that runs your service, loyalty program, and marketing — not in a separate admin panel waiting to be reconciled,” Salesforce explained in the announcement.

78 of the Top 2000 online retailers in North America use Salesforce as their ecommerce platform, according to Digital Commerce 360 data. In 2025, those 78 online retailers combined for more than $192.60 billion in web sales. The Top 2000 is Digital Commerce 360’s database ranking North America’s largest online retailers by their annual ecommerce sales.

Salesforce adds AI agents for B2B

In its newest Agentforce Commerce update at the end of June, Salesforce announced the Buyer Agent and Merchant Agent.

The former meets buyers inside WhatsApp and SMS conversations, according to Salesforce. The B2B Buyer Agent is designed to orchestrate the entire procurement process in those channels. As an example, Salesforce said a buyer can text “Need 40 cases of the 16-oz fasteners, same as the March order.” From there, the agent will sent product images to confirm the required SKU, current contract pricing and a completed order, according to Salesforce. The company touted that the agent does not require the B2B company to use a portal or login, nor make a phone call.

Meanwhile, the latter helps B2B teams organize catalogs, sort products and respond to trends “in plain language,” Salesforce said. The Merchant Agent uses natural language to help B2B teams organize catalogs, create boost and bury rules and tune sort orders. Natural-language capabilities let users describe what they want instead of clicking through admin menus, according to Salesforce.

“Each one moves past the bolt-on chatbot model, wired natively into your catalog, inventory, and orders from the first day,” according to the announcement.

Other B2B ecommerce updates to Agentforce Commerce

Salesforce called headless commerce capabilities “the bigger architectural shift underneath” B2B ecommerce.

“Headless commerce” is where the front-end and back-end of a commerce platform are decoupled and stand independently of one another. This separates the content presentation layer and the business logic/functional layer.

Agentforce can now run fully headless, Salesforce said. Whether or not B2B companies use the Salesforce front end, the back end will run underneath. That means the same catalog, pricing, accounts and Buyer Agent, according to Salesforce.

It also has B2B Search.

“Technical buyers need surgical precision,” according to Salesforce.

Salesforce said its B2B Search functionality factors in synonym management, weighted attributes and predictive discovery. The company claims it also offers ” extensible search endpoints developers can tailor — so a buyer finds the exact component and merchants keep control of relevancy.”

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