Salesforce debuts Agentforce Commerce for AI-driven retail sales

Salesforce has launched Agentforce Commerce, a platform designed to enable retailers to sell across a growing number of AI-driven shopping channels as consumer habits change with the rise of tools such as ChatGPT. The move follows a significant increase in online traffic from AI assistants, with global traffic volumes rising by 119% during the first half of 2025. Salesforce data indicates these intelligent agents are expected to account for 22% of global orders during the upcoming Cyber Week.

AI-driven retail

Retailers are increasingly seeking methods to engage consumers through new digital interfaces powered by artificial intelligence. Agentforce Commerce enables merchants to connect product catalogues and checkout processes to AI channels like ChatGPT. This approach aims to help brands extend their customer acquisition efforts and maintain consistency across new points of sale.

The platform is designed as a unified system spanning digital commerce, point of sale, and order management. These operations are powered by data integrations that connect sales, service, marketing, and revenue functions, providing a consolidated view of both customer and enterprise activities.

Agentic experiences

Retailers can deploy personalised AI agents across their channels, ranging from digital storefronts to in-store environments. The platform's features support guided shopping, automated order management, and merchandising, allowing brands to retain control over the customer experience even as consumers move between platforms. These features are intended to facilitate deeper engagement and boost customer loyalty.

On retailer-owned properties, brands can implement AI tools that assist shoppers, automate product recommendations, and address frequently asked questions. Retailers are also able to automate merchandising tasks through Agentforce Actions, which use real-time data to adjust product visibility and enhance conversion opportunities.

New touchpoints

The system's integration protocols will allow brands to synchronise product catalogues and pricing with external AI platforms. Salesforce will soon enable native purchasing and checkout experiences through channels like ChatGPT, using the Agentic Commerce Protocol (ACP) in partnership with Stripe. Other planned integrations include support for Google's Agent Payments Protocol, expanding the options for secure, agent-led transactions across different platforms.

The platform includes advanced localisation capabilities, supporting conversations in seven languages, and improvements to page speed and one-click checkout, with the aim of driving higher cart sizes and conversion rates. Automated order management tools seek to optimise fulfilment, minimise costs, and maximise revenue for retailers working across complex supply networks.

Industry adoption

Global retailers such as Pandora and Pacsun have begun using Agentforce Commerce. Pandora has reported a 10% improvement in net promoter scores, attributing this to the automation of routine inquiries and AI-powered recommendations driving increases in order value and conversion. Pacsun is using Agentforce Commerce to create AI-driven shopping experiences on channels where younger consumers are active, including ChatGPT.

"Agentforce Commerce is delivering transformative new capabilities that span the entire agentic shopping journey. We are powering these agentic experiences across every customer touchpoint-from product discovery all the way to complete checkout-whether on a brand's website, mobile app, store, or syndicated channels like ChatGPT. Agentforce Commerce is the unified platform that connects this full picture, enabling our customers to not just participate in the agentic future, but to truly lead and define it." said Nitin Mangtani, SVP & GM, Agentforce Commerce & Retail, Salesforce.

"By integrating Salesforce-powered agentic experiences into our digital channels, we are redefining the online shopping journey. Our AI agents, like Gemma, will allow us to have a true dialogue with shoppers, taking the best of our personalized, high-touch in-store experience and bringing it online. This is more than just commerce; it's about using trusted AI and unified data to guide every customer, making them feel understood, supported, and valued. This strategic move sets Pandora apart and positions us for the future of retail," said David Walmsley, Chief Digital & Technology Officer, Pandora.

"Pacsun's purpose is to inspire the next generation of youth and build a community grounded in innovation and authenticity across every emerging channel. We believe the integration of Agentforce Commerce with OpenAI presents a powerful opportunity to extend our products into AI platforms like ChatGPT, transforming conversations into meaningful engagement and lasting relationships with our Gen Z and Gen Alpha customers," said Shirley Gao, Chief Digital & Information Officer, Pacsun.