B2B buyers now use an average of ten channels throughout their purchasing journey, according to McKinsey & Company, and they expect to switch between them seamlessly. Disconnected channels lead to messy handoffs between sales reps, digital storefronts, and back-end systems — leaving buyers stuck in the gaps. Many companies still struggle with fragmented systems that force customers to work too hard just to place an order. Whether it’s a search bar that returns zero results for complex parts or a disconnect between digital carts and sales reps, friction costs revenue.
Today, we are thrilled to announce a suite of B2B Commerce innovations (GA June 2026) designed to make it as easy as possible for customers to interact and transact with your business. From agentic commerce to headless flexibility, we’re helping you turn the buyer lifecycle into a friction-free engine for growth.
Enhance B2B discovery and conversion
Buyer Agent (via Agentforce): This AI-powered conversational agent is built natively into B2B Commerce on the Agentforce platform. It acts as a 24/7 intelligent buying assistant, and it’s available wherever your buyer is (WhatsApp, SMS, and more). Your out-of-the-box Buyer Agent helps customers find products, manage orders, and complete purchases entirely through natural conversation, without ever needing to call a sales rep.
Buyer Agent also recommends products with rich visuals, rather than simply offering text descriptions of products. This offers a much more consumer-like, white-glove experience to help buyers find what they need faster.
AI-Driven and Attribute-Based B2B Search: New intelligent search capabilities go far beyond traditional keyword matching. Instead of requiring buyers to know the exact product name or SKU, the search engine understands the intent behind a query and surfaces the most relevant results, even from complex, sprawling B2B catalogs. Merchandisers now also have granular control over attribute-based search and product visibility to adjust rankings or use custom product attributes.
Before, buyers would either need to know hyper-specific nomenclature to search for an exact item (NU2344ECMA/C3 bearing), or they would need to enter a general search term (turbine bearing) that might return hundreds of results — or none at all. Now, they can simply use plain language to explain product parameters, and AI-driven search will return precise results: I need a bearing replacement for a large offshore wind turbine, high load, saltwater environment.
Omni-channel B2B and headless extensibility
Omni-channel B2B Buying: For complex B2B deals, the buying journey rarely ends at the digital storefront, and it rarely begins with a clean handoff. Buyers often toggle between self-service research, back-and-forth negotiations, and sales rep conversations, with no easy way to carry context across those touchpoints. Omni-channel B2B Buying changes that.
Omni-channel B2B Buying offers a seamless bridge between your digital channels and your sales team, powered by unified data. The experience starts with Request for Quote (RFQ) — already generally available — giving buyers a structured way to initiate pricing conversations directly from the portal. Now, we’re completing that journey with Quote to Cart: once a quote is negotiated and approved, sellers can share it with customers as a cart, so they can view their items and check out easily. This Round Trip Quoting flow ensures more seamless handoffs between buyers and sellers, while expediting the touchpoints needed between negotiations and complex orders.
Mobile Publisher: Without building from scratch, Mobile Publisher allows you to build and easily deploy and launch branded mobile apps into Apple & Google app stores. Now, you can empower buyers to browse products, add items to their cart, and check out directly from their mobile device. You can also take advantage of native mobile capabilities as well, such as FaceID, camera, notifications, location, and more.
Headless Reference Architecture & API Library: Accelerate your time-to-market with the B2B Commerce Headless Reference App, part of our Headless360 initiative, giving you the power to put commerce anywhere while keeping the back-end unified. This pre-built, functional application provides a blueprint for orchestrating complex B2B journeys, from catalogs to checkout. By demonstrating official best practices and the correct API sequences, it empowers developers to build with modern frameworks like React or Vue while maintaining a single, unified source of truth across every digital touchpoint.
How do these new features benefit your business?
- Boost AOV with Intelligent Discovery: By replacing “no results found” with AI-driven recommendations and natural language search, you ensure customers find exactly what they need—plus the accessories or parts they didn’t know they needed.
- Scale Without Increasing Headcount: The Buyer Agent acts as a 24/7 sales assistant. By handling routine transactions on WhatsApp or SMS, your human sales team can stop “order taking” and start “relationship building.”
- Agility via Headless360: With Headless360, we’re making our robust back-end available via any frontend. You can launch new channels or business units quickly by leveraging an existing experience — or create a new one. This allows you to easily build a consistent, cohesive brand experience across every touchpoint.
Customer highlight: How Siemens unified its tech stack and customer experience
Siemens is a leading global technology company that manages a vast portfolio of 1.5 million products across 190 countries. With multiple business units spread across various geographies selling highly technical products, all that complexity adds up. To simplify the buyer journey and ensure a consistent experience for customers across all touchpoints, Siemens undertook a strategic effort to consolidate its brand and technology. Ultimately, Siemens wanted to make it as easy as possible for buyers to interact and transact.
With Siemens Xcelerator, the business is accelerating growth by unlocking entirely new customer segments and markets — and one segment stands out: small and medium-sized enterprises. SMEs represent enormous untapped potential for digital sales. But they also face the steepest hurdles in digital transformation. Many simply don’t know where to start, which solutions to choose, or which partners to trust.
To address this, Siemens needed a way to make it easier for customers to find, buy, and manage complex industrial products. To achieve this, the business launched a completely new front-end experience, significantly transforming the company website to focus on ecommerce and sales. All with complete control over the experience layer and B2B buying journey.
The technical core of this unification? A headless architecture, which Siemens used to integrate previously disparate sales channels. This approach was powered by Agentforce Commerce and Headless360.
Siemens partnered with Salesforce to modernize its customer marketplace experience. Agentforce Commerce offered the capability to consolidate siloed offerings onto one user-friendly platform, accelerate digital transformation, and enhance customer engagement. The platform’s scalability was essential to support their extensive product catalog and global operations. Furthermore, native AI capabilities presented an opportunity to create intelligent and personalized user experiences, optimizing sales and customer satisfaction.
The results:
- Global Scale and Reach. Siemens has launched Agentforce B2B Commerce in over 25 countries. Next, they plan to unify their digital experience even more by selling hardware, software, and services in a single cart.
- Rapid Implementation and Adoption. Siemens’ new marketplace was one of the fastest implementations of an integrated B2B commerce solution. Now, Siemens supports more than 2,500 offerings listed by 900 sellers via the Xcelerator Marketplace.
- Improved Customer Experience Leads to Growth. Siemens aims to transform the customer experience, raise customer satisfaction, and provide a more user-friendly platform. Compared to the previous year, Siemens has seen a ~90% increase in GMV powered by Salesforce B2B Commerce, fully integrated into the Siemens Xcelerator Marketplace
- Enhanced Sales Efficiency. The platform is designed to enable an efficient and profitable sales process and increase the number of leads sent to the Sales Operations Center.
New capabilities for less friction and more revenue
The gap between what B2B buyers expect and what most companies deliver has never been more costly to ignore. These new innovations from Salesforce B2B Commerce give you the tools to meet buyers wherever they are, however they want to transact. Whether you’re helping a buyer find a replacement part for an offshore wind turbine or enabling your sales team to close a complex deal in minutes, these features are designed to turn every interaction into an opportunity — not an obstacle.
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