4 Challenges of Modern Commerce | Commerce Keynote, Dreamforce 2026

Please welcome VP, Product Management, Agentic Commerce, Salesforce, John Andrews.

All right.

All right.

How's everybody doing? Welcome to the Salesforce Commerce Cloud keynote at Dreamforce. We have a great crowd here today, so thank you everybody for being here. My name is John Andrews, VP of Product Management. I'm actually the former CEO and co-founder of Simulate, and super excited to be here. I'm actually stepping in for Nitin Mangtani today. He had a family matter this week that he needs to attend to. So I have very big shoes to fill, but we have a lot to cover. So let's get into it right away. Okay. So first off, thank you for being here. Right? Thank you to be our customers. Thank you for being our partners. We're here because of you. When people think of commerce, they think of retail immediately, but we have customers doing amazing things in grocery, in health and life sciences, manufacturing and automation, media and technology, consumer goods, and of course retail, right? The trailblazers who have been pushing the boundaries on commerce forward for years and continue to do so in a really exciting time now. We've got Crocs here. We have Cuisinart. We have Sonos. You're gonna hear from them up on stage at some point throughout the, throughout the next hour. Thank you for giving us your time. We're gonna make it worth your while. Okay. Agentic commerce. Have you heard agent yet since you've been here? The agentic commerce movement is, is going extremely quickly right now, and it is real. I actually think it might be underhyped if you, if you, if you can actually wrap your head around that. It was just a few short years ago in late 2022 when we learned about this thing called ChatGPT. And just a few years after that, in the last holiday fall, fall and winter 2025, we found that 20% of retail sales were influenced in some way by an agent. And we only expect that number to increase. I promise you that number will increase this year. In fact, we're gonna see 1 in 3 e-commerce sites that have a shopper agent. We're going live, it feels like, with about a go-live a day right now. This is, this is, this is actually a true statement. So that 1 in 3 might actually be underrepresented. Okay. So with any transition into a new era, right, comes some challenges. And we spent a fair amount of time over the last year talking with all of you. In fact, we did a 25-city global tour where we— the reason we did that was because we were so excited about the release and what we're building and the momentum and the investment that we have right now. But when we talked to you, we heard some of the challenges, and there were 4 things that continued to come up regularly, right? The first was around kind of agents, and traffic and visibility and kind of the experience on the site. Of course, you want to build— you want to be able to get visibility on LLMs and on agentic channels, and we're gonna help you with that. But almost as— definitely as important, probably more important, is consumer expectations are changing because of these experiences that are being delivered, and you need to deliver the same experience on your website. Okay? And we're going to help you with that as well. This is why you need a shopper agent. This is why you need agent-to-commerce search capability powering that shopper agent. Second thing, second thing we heard is around the merchant experience and around site management and operations. Your consumers want fast sites. Okay? You want to deliver an experience that is easy to merchandise, right? And that is fast and also easy to deliver site management and site operations and launch new sites. Agents change the game here, and we are leaning in heavily, and you'll hear more about that in terms of how we're using agents to help with all of that. Next is from an omnichannel and a unified commerce perspective, in being able to enable to bring together the online world and your physical stores. You want one view of the customer. You want one view of inventory. This is good for you, but quite frankly, it's also good for, uh, it's also good for customers as well and consumers. And to our B2B customers and partners, uh, out there right now, uh, you have told us loud and clear that this needs to be the growth driver within your business. You need world-class, uh, self-service, right? You need to be better to work with. You need to be easier to work with, with your customers and with the long tail. Okay. So with that, what have we done, right? We have the biggest release in 5 years. This is the keynote for Commerce. This is our opportunity to get in front of you and make big grand statements. But I've talked to many of you, and in particular, I've talked to a lot of the partners out there who have spent, you know, have been by our sides for some, in some cases, a couple of decades working on this. And they all agree without hesitation that this is the most exciting release. So let's talk a little bit about what we've got coming. And there's so much, I've even got a little cheat sheet for this one. First, Carter, your shopper agent, and agentic commerce search. You need to deliver these agentic experiences. You need to be able to deliver these agentic experiences on your site. From a B2C commerce perspective, super exciting work with Storefront Next, with Merchandising Agents, and with the Agentic Developer Toolkit. Again, leaning into agents to help us go faster, help you go faster, and drive more revenue. From a B2B commerce perspective, buyer— we're doing agents here as well. Buyer and merchant agent, multi-cart editing capability, round-trip quoting, and a whole host of new headless commerce capabilities within B2B. And then finally, order management. for order management and modern point of sale, where we've put a ton of investment to deliver massive scale on these platforms, headless OMS, cross-platform hardware support on point of sale, and agents here where we're delivering our order servicing and our store associate agent. So a lot coming, a lot coming to you. What I wanna do now is actually make this real. And what I wanna do is have you join me in welcoming Felice Papich, the SVP of Digital Technology Experience and Insights at Crocs. All right. Please, first off, thank you for being here. You have been in high demand because you guys are doing some really interesting things. So appreciate your partnership, appreciate all the work that we've done together. If you can, people know the shoe.

Yes.

Okay. Tell us a little bit about the company if you can.

Yeah, I mean, I think everybody knows the Croc shoe. Hopefully, right? But we've really moved into the space of being a lifestyle brand. So we've taken a step into actually launching Jibbitz, which hopefully everybody knows that you can personalize your Crocs. We have sandals, we have accessories, bags, everything we want to bring to life for the customer. So we've really kind of grown into that moment. The brand has had a surge basically since COVID where we've really kind of taken off and become a really big part of everyone's family, right? So down from kids all the way through adults, and we're just excited. about it. We're excited about the digital journey we're on. So we really have kind of expanded. We took a really big step into TikTok in the last over 2 years and really growing that momentum into the digital space. And we feel like it's just this great moment where we get to talk to the customer directly all the time. And it's such a moment where you learn instantly about your customer and their needs.

So yeah.

Love that. You guys, you had a great innovation initially, but you guys execute. Right, which is amazing. And I've seen it firsthand with the Shopper Agent and what you guys have released and launched in the last couple of weeks. Take us before that, right? What were you looking to accomplish? What was the goal with that?

Yeah, I think it's easy to get sucked up into the AI journey, right, of just launching agents, trying to do it. But I think if you take a step back, our journey was about the customer. It was about solving a customer experience need. It was about making it easy for them. So I think the big thing when we talk about it, you can launch multiple agents, you can launch them all over the site, you can think of different solutions, but then your customer has to solve the problem for themselves. You're not solving the problem for your customer. So we really took the super agent journey with you guys and really figured out how we can orchestrate the opportunity for the customers. That's the big moment where we really wanted Rivet to be able to solve any problem. So product discovery to where's my order, where's my refund, all of those moments altogether. And it was this great opportunity for us just to have the consumer really be able to shop by intent. So whatever they want, whether it was a vacation, it was a need for back to school, it was anything, that problem is solved immediately for them in one interface. They can add to cart and they can move through the process. And then we can also really gear towards lifetime value. So if they have other problems, questions about returns, anything like that, it's all in one space for them. So that was really the journey.

Amazing. Amazing. And I think the super agent is, like, the only way to go. And I think Salesforce— the reason when we're acquired that we're excited is it gave us the opportunity to participate in that super agent. What's next? Help us understand what customers can expect.

Yeah, I think for us, it's really that Rivet should become a shopping companion. So it is no longer, how do we service the question? It's, how do we actually understand needs from the customer, what they want? How do we predict that? How do we learn from their previous orders or their behavior on site and actually recommend a journey for them and really provide that. And again, we really think this moment is about personalization. So we really take that everywhere from product, from Jibbitz, and then really bringing that into Rivet and basically being able to provide you with a different experience than myself when you're coming on board and get to recommend everything. So completing the look, adding a bag, all of those aspects all in one. So we really think Rivet can take that level where people are used to this conversational intent moment and then really take it into one space. And potentially, maybe that's the only interface that they interact with. So we'll see.

Yeah.

Awesome. Well, listen, we really appreciate the partnership. Congratulations on all the success. And please join me in thanking Felice.

Thank you.

On stage. OK. All right. Amazing. Amazing partner. Check out the Rivet. It's really well done. What I want to do now is invite up my partner and friend and colleague, Ata Taheroglu, who's going to get into a little bit more of the weeds in terms of what we're doing from an agent-to-commerce perspective.

Thank you, John. Good afternoon, Dreamforce. It's great to be here with you guys today. My name is Ata Taheroglu. I am leading search and shop operation products at Commerce Cloud. And today, I would like to share with you some of the latest innovations we are bringing to the commerce world.

All right.

Your shoppers are looking for your products in AI channels. We are seeing 200% year-over-year increase of shoppers selecting the AI channels being the first stop shop. But that is only half of the equation. We are also seeing 40% increase on long-tail queries coming in your search bar. And shoppers are telling us they are expecting the same AI experience in your owned and operated sites. Introducing Carter. Carter is your shopper agent. I want you to think about the best in-store associate experience you have. The in-store associate who understands deeply about your catalog and be able to respond every single FAQ question you have. We are taking that experience and replicating on your own and operated sites. Carter helps you to convert further and improve your average order size. So Carter wins your shopper on your own and operated sites. But what about third-party channels? Is your catalog there too? That's Commerce Connect. From Business Manager, we help syndicate your catalog right into the third-party channels. We GA'd our ChatGPT integration last month. We just GA'd our Gemini integration this month, and we are doing a fast follow with TikTok in January. We are extremely excited to increase the third-party referral traffic data right into your site. Now, we discussed about Commerce Connect. We discussed about Carter. I wanted to introduce you to the powerful search engine powering Carter, Agent eCommerce Search, and I want to give you the secret sauce of it. So first, we build personas that represent your population. From there, with the help of AI agent, we let those personas shop in your catalog and we generate synthetic engagement data. We take that synthetic engagement data, plus we take your catalog, plus we take your real engagement data, and we train a small language model. That small language model understands the intent behind the query and is able to eliminate zero search results with relevant responses. We do believe the best search is the search that converts the highest. Agentic Commerce Search converts 13% higher compared to Salesforce Lexical Search. They are not— that's not the only great thing about Agentic Commerce Search. You can also deploy Agentic Commerce Search on any commerce platform, including Shopify, Magento, Adobe, even in your homegrown solution. That requires an applause, I agree. All right. So I want to introduce 2 of my dear friends to the stage, Blake and Yumer from Corner. They just went through Search and Shop integration with us. Blake and Yumer, welcome to Commerce Keynote.

Yes, yes. How you doing?

I'll take you right here.

Thank you, sir.

I'll take you right there. So 3 months ago, we were just discussing, Blake, in an SIC, and you were sharing some of the search difficulties that you had. Would you like to share it with the broader audience?

Yeah, definitely. So I think, you know, managing the DTC business, my team is, you know, often having to manage search, you know, on a daily basis, right? We all get bad results. Team needs to go into the system and correct that, right? So from an efficiency standpoint, I need my team selling, right? Merchandising, focusing on How are we driving top line? I think the challenge right now is, you know, there's a little bit of a lag there. So that's a current, you know, pain point for us.

That is amazing. And look at us, 3 months in, we transformed the search bar. We have a shopper agent now. It's looking great.

Yeah, absolutely.

We're super, super excited.

Now, instead of talking about it, I would like to show it to you. What do you think? Would you like to pull it up to Cuisinart.com and show it to the crowd?

Yeah, let's do it.

All right, absolutely. So Umer is a big ice cream guy, right? That's one of your favorites. So let's do a little search for a little summer ice cream treat. What do you think?

Absolutely.

All right. So you can see the search results here. Obviously, we want to make sure that we're getting the right impactful SKUs in front of the consumer. If we were to do this search before, this might have led to a dead result, obviously not converting the consumer. So I'm really happy. It seems from a simple perspective, but these are the type of conversational things that consumers are starting to change from an LLM perspective. We're seeing a lot of, you know, traditional keyword search is really going into these more kind of conversational searches as well. So we obviously need to show that result to drive impact.

That looks amazing. Now, I also wanted to show your Shopper Agent experience. Yes, let's do that. Let's go to the right-hand side of Cuisinart, and it's National Coffee Month. I'm going to throw a query. I'm going to start simple here. I'm looking for an iced coffee machine. All right. Agent Force is trained with Cuisinart catalog, so it takes my query, runs it through the Cuisinart catalog and gets back to me with some curated responses. I really like the first and second machine, if you scroll up a little bit, and I'm wondering what are the core differences between those 2. Now instead of wondering, I'm going to go ahead and ask, compare the first and second machine. Agent Force understands the common attributes between those 2 products and it's going to give me a curated table that is going to compare those 2 products. Now I have those 2 products in front of me. I'm more inclined to purchase the second one, but I have one last question. In case it comes home and I don't really like it, how fast I can return it back? I will go back and ask, what's your return policy? On the top of the catalog, Agent Force is also trained with frequently asked questions. So it takes my query, runs it through the frequently asked question knowledge database, and it's going to get back to me in a bit. Yeah, we're going to have a little bit of a drum roll moment here. All right. So I have 30 days to return it back. I feel much more comfortable right from here. I will go up. click on the product, which will take me to the PDP page. And from here I can add it to the cart and complete my checkout. This is how Agentforce turned a conversation right into a conversion for Cuisinart. So, Umer, we transformed—

Yeah, let's give a clap around.

Yeah, thank you. So, Umer, we transformed your search experience, we transformed your shopper agent experience. What's next?

Yeah, you mentioned earlier how Agentic Commerce Search is converting way higher versus lexical search. We're seeing in our numbers an uplift in average order value upwards of 13%, conversion rate for search sessions 10% increase, as well as average order value. And because of that, you know, it's energizing us to continue this journey. We're looking to implement the add to cart within checkout. We're looking to implement the Agentic Commerce full experience within checkout as well. And we're hoping to expand as well with our service optimization to address the where is my order questions. And we're hoping the sky's the limit.

That is amazing. Blake and Emre, thank you so much for joining us at the keynote. We are looking forward for the next steps together and congratulations on the launch.

Yeah, thank you so much.

Thanks so much.

With that, I will pass it over to Gordon for the next chapter. Gordon, over to you.

All right.

Thank you, Ata. Great job. That was amazing. Talk about great results for the Cuisinart team. That is outstanding. Hello, Dreamforce. Gordon's here with you now. This is my, I don't know, 20th Dreamforce, so it's great to be back. In commerce, though, we know that launching and updating your site takes time. It's been expensive. You're doing lots of complex customizations. You've got dozens of third-party apps that you are integrating. There's a lot to manage. There's gotta be a better way. That is why we are thrilled to announce Storefront Next. It's a new era in commerce with Salesforce. Storefront Next gives you all of the enterprise capability, all the power that you're used to with this product, But now out-of-the-box simplicity and ease of use so you can get started fast. We've got new templates in the storefront for you. So if you wanna start with a retail template or subvert template like beauty or furniture or footwear, so you can get started that much faster. If your devs are not using our new Agentic Developer Toolkit, you are missing out. This is how you use Claude, or Copilot or Cursor to implement and operate your sites. And we've got new tools for designers as well with our Figma-to-code automation. So you can go from design to live site much quickly, much more quickly. And thrilled to announce that Bagolini was able to go live on Storefront Next in just 28 days. Amazing.

Woo!

Congrats to that team. And it's not just about getting live. It's also much easier now to operate the site. So I'm sure there's a bunch of merchandisers out there as well. We've got a merchant agent for you to help you run and manage your site. We talked about it in the first 2 sections, but being discoverable is more important than ever. And we've got some great tools right in the merchant agent to help you with catalog management, with improving product discoverability. You know, we all miss attributes sometimes. Now we can automate, we can identify when product items don't have attributes. We can automate the generation of those for you. We can do translation all right in Business Manager now. And we've brought AI Help Chat right into the merchant agent as well. So now you don't have to go out to the help site or chase the documentation. to find out what you need to do on each one of those sites. And it's not just in the merchant agent. We've shipped dozens of new features just in the B2C product itself. In fact, we're going to go through all of them one by one now. So starting with visual merchandise. No, seriously, if you want, right after this session, you can just go to the B2C roadmap session. It's right after this, it's just upstairs. But there's all kinds of new generally available features for you to take advantage of. And so what I'd like to do now is let's look at Storefront Next in action. We'll look at the merchandising agent. We're even gonna show you a little bit of the developer toolkit. So please welcome to the stage Paul Olson. Paul, what do you got?

All right. Thank you, Gordon. So let's see how Storefront Next and the agent merchant is collapsing timelines to get live and launched and making your jobs easier to manage. So here we are on Storefronts. And I'm taking a look at some of the templates. We have a number of industry-based templates. These are not just a sample site. These are best practices infused sites. Here in the retail example, we have things like the style discovery, the lookbook styles are being built in. In beauty, we're bringing in transparency cards, shade finders. This is all making us to get live much faster. If we take a look here, this is a sample of the real site. It is production ready. It has all of the functionality you need to get up and running, color size selectors, pickup in store, inventory, add to cart, one-click checkout, it's all here. So this is reducing the efforts that you need to get up and running. If I want to go ahead and launch one of these sites, all I have to do is select the template right from within Business Manager. I give the storefront a name, so I'm going to launch my Market Street site. I pick that site, and either attach it to GitHub or just say I'm just going to download some code in my and use my CLI, and I'm off and running. So this has reduced this down to a few clicks. Things that used to take hours to get up and running. Now we've made this so simple for the users. Click start, and minutes later they're going to have a site they can work with. As Gordon mentioned, they can combine that with the power of the Agentic B2C Developer Toolkit. This toolkit is. Purpose-built to accelerate the implementation. It has all your agent tools that you need in here. So CLI that allows the agents to automate tasks, plugins to your IDE to get developer going. The MCP skills plug right into Claude Code or your favorite assistant. So things, again, that used to take weeks now are being collapsed down to days where we're leveraging agentic development and streamlining how we build these out. All right, let's move on to—

Well, hey, wait a minute, Paul. Sorry, you said I could now use Claude to build and operate a storefront.

It's right here. Install the plugin, you're off and running in a matter of minutes. You can ask Claude to set up the site for you to start to get things implemented and then make customizations. And it's all done in the vibe coding that we all like to do.

And again, really empowering the developer So I didn't mean to surprise you, Paul. It's great stuff. Great stuff. What else you got?

All right. So not only for the developers, we have Merchant Agent for the business users. So I'm here in product list. I have a customized set of daily activities that I work on. I've streamlined that too. And in product list, I can see really quickly here my readiness scores, what items are online, out of inventory, maybe need a category. And that's what I find myself spending a lot of time on. I need to categorize those items. They come in, What am I going to do? I'm going to leverage AI. I'm just going to click here, say, help me, AI. The merchant agent says, here's some suggestions. And I click here, I save. It's categorized all these items for me, taking clicks away from me having to do things. I review each suggestion, decide if I want to accept it, and I can do the same thing with descriptions. We generate these rich keywords that are going to be AI optimized here. So we now have boosted our few words into many words for descriptions, and we can do the same thing around language. Right here, I don't need third-party tools to translate these same products. But not just managing products, I need to merchandise those products. So we come into visual merchandising. I could manually do one of these. This is great. But if I want to do this at scale, I need to leverage rules. And I can create those rules without having to know the taxonomy and my attributes and everything. I could just say I want to do a boost rule that's going to boost up my bestsellers and limited edition items. The AI merchant agent takes this, Generates those rules, it sets the conditional items for me, picks the attributes, assigns it to a category, gives it a boost. I apply and my job's done. It's gotten that much easier for me to execute on what I used to spend days of my week to do into minutes.

Amazing stuff, Paul. Please give Paul Olson a hand. Thank you so much. That's great, man. Very impressive. All right. If we can switch back over to the slides, this is not the only thing. team. We've got much more to come. I also want to make sure you saw that we closed the acquisition of Contentful. This is going to help you deliver reusable AI-crafted content across all your channels. It works with Page Designer, so you can scale your content operations across all your brands and locales. And they've got this new capability that I need each one of you to check out. It's called Palmata. This will give you an understanding of how your brand shows up in a and give you the tools to do something about it. So it's a great way to get a health check on your brand and how people are searching for it. Okay, so that is a lot of new capability for B2C Commerce. Now to tell you how we're going from site to store in Unified Commerce, please welcome to the stage our Head of Point-of-Sale Product, Deb Datta. Deb.

Thank you, Gordon. Hello, Dreamforce. How's it feeling? Woo! I'm Deb Datta. I head up our point-of-sale product team, and also we're working on bringing unified commerce to life. So retailers, for too long, for too long, connecting your— bringing your physical and your digital channels to talk together has been tough, right? We're hearing that literally 88% of our retailers find that without a unified commerce strategy, our consumers and our store associates end up having a really disjointed experience. And this has gone on for too long. And yet only 15% have actually gone ahead and implemented this. Why is that? And that's because bringing that consistent site-to-store experience is expensive, it's tedious, you have to write a lot of code. And we want to fundamentally change that. So with modern point-of-sale, We at Salesforce are bringing this not just as a point of sale, but it's a point of action. And now it's a point of action on any device. So I'm really excited to announce that today Salesforce Modern Point of Sale is now available on Android, Windows, and of course iOS, thanks to our strategic partnerships with HP, Zebra, Elo, Google, and Apple. So brands, you can now eliminate your hardware spend. You can choose to keep what you wish. You can upgrade when you want. You can mix and match that really works with your business needs. This becomes even more powerful when you're really connecting the physical and the digital. So now with Salesforce Modern Point of Sale at the heart of unified commerce, we are bringing customer order and inventory data right to the fingertips of your store associates. What does that mean? We are now able to bring powerful omnichannel capabilities, clienteling, endless aisle right to the store, right? So your associates will never miss a sale. And last but not the least, with, you know, complete microservices-based architecture and a mobile-first UI, we've essentially made your point of sale as easy to use as your mobile device. You don't need a manual to learn it, right? So we've now actually been able to reduce your training time from days to just minutes so your associates can start selling from day one. And this is why we are trusted by world-class brands. By like Under Armour, Crate and Barrel, Steve Madden, who've been essentially going live with our point of sale, really bringing that modern experience. But having great hardware and having these unified data is really the foundation. What really happens and like what kind of magic can we bring when we bring an associate working the shop floor alongside your store associates? Let's meet the store associate agent.

Woo!

So meet the store associate agent. The one thing that— this is just the beginning, guys. So what we really wanted to optimize for is to help our store associate agent do one thing really well, to make your store associates product experts no matter their experience. So first, we can find products instantly. If the customer walks up, they have a question, Your associate can literally ask that same question in natural language to the agent, and your agent is grounded in your unified product catalog. So it's able to come back with responses with appropriate product results that they can immediately surface back to the customer. So the associate is not doing manual lookups or searching. The second thing is it is grounded in real-time omnichannel inventory. So is this in stock? Can I go grab it or should I ship it to your house? It's all available right through the same experience. Now we all know that speed of checkout is paramount, and that's why we've done this where we can take all the way from natural language search to checkout all in one seamless experience. Now that's a modern point of sale. But giving you a stellar online and in-store experience is really just half the journey, right? When the customer clicks purchase, a promise is made. And this is where our order management solution comes in, right? Our order management was built for you to increase your service center efficiency with seamless order servicing. So you're eliminating the whole swivel chair between cancellations and discounts and things like that. Second, we actually grow your revenue by surfacing real-time omnichannel inventory that retailers, you can show on your storefronts along with agentic fulfillment. With our commitment to deliver that trusted enterprise-grade order fulfillment, we ensure that we're constantly looking to lower your shipping costs and get those products delivered to your customers in record time. And this one is particularly important because there can be weather delays, there can be supply chain issues. Our order management doesn't just kind of track, it actually anticipates, it acts. And this is where we are trusted by world-class brands like WSP, Saks, in fact, who saved over $1 million just by leveraging our order servicing and help and grow. So I'm really excited to announce some of our brand new capabilities with order management. Firstly, order management now comes with a headless toolkit. That's right. So everything that you want to manage about your order management solution, you don't need to log into the app. This is available through any of your existing apps for such as even Microsoft Teams. Second, we all love Slack. We never want to leave Slack, so you shouldn't have to leave Slack either. So any of these insights, weather issue or supply chain issue, this is all going to be surfaced right into your order workflow, sorry, right into your flow of work as you're using Slack. Third, and very importantly, we've now unified your digital and physical order fulfillment, whether that's your goods and services can all be surfaced and managed through one single system. And last but not the least, we have released cost-based order fulfillment. So we can run simulations to identify what is the most cost-effective and the most optimal way to essentially get the order fulfilled.

One more.

Amazing. So this, you know, we are able to operate with this degree of scale and this degree of innovation and pace Why? Because Salesforce is powered by our point of sale, our order management, and B2C are all powered by one unified backend. And this is what the power of unified commerce is. But seeing is believing. So I'd love to welcome back on stage our dear colleague, Paul Olson, to help us as I navigate through our live Dream Store environment to show you how this all comes to life. Now let me take a moment while Paul is setting up. You know, to deliver this consistent unified experience, retailers, what's really happening behind the hood is you're handling all of these building blocks of your product catalog, your inventories, your orders need to sync, your shopper profiles need to be all synced. Today these actually sit on independent systems that don't talk to each other without a lot of code. We've solved that problem. So all of these systems, something that only Salesforce can do, really all communicate with one another with just a few clicks. So with that, I'd love to bring on Lauren, our shopper. So Lauren is excited to come to Dreamforce. She is so excited that she heard about the Dream Store, and she preordered her t-shirt that she can actually go ahead and have it shipped and picked up at the Dream Store. But before she heads out, she says, you know what? I'm at the airport. I just want to— I'm going to be dehydrated. I need a water bottle. So she goes online. She searches her favorite water bottle, adds it to cart, saying she's going to pick it up at the Dream Store. Her sister loves this merch, so she's going to ship another one to her sister who lives in New York, adds it to cart, and essentially has a cart sitting over here. But while she was browsing, she notices that cute little blue water bottle for her kid. She's like, you know, I'm going to save it to my wish list. I think I'll pick it up another time. And as she's about to check out, she gets interrupted. She has to board the plane. And that wishlist and that cart on most retail sites would live and die on that site. But not to worry, it's going to follow her right into the store. Now, it's the first day of Dreamforce. John, our store associate, is all excited. He pulls up his point-of-sale app, and he sees Lauren's order is right there, queued up, ready to be packed. He rushes in. pulls up the water bottles, pulls up a t-shirt, packs them. It sends a notification to Lauren to come in and pick up the order. Lauren walks into the store. What's beautiful here is this is one view of Lauren that everyone shares, every channel shares. So when he pulls up Lauren, he gets to see everything across her entire profile that is shared. So that's her loyalty tiers. She can see her loyalty tiers. You can see her past purchases. As you continue scrolling, you can see her wish list that was so recent. You can also see some of these saved items in her cart. So when Lauren walks up, he's not asking her about what she's looking for. He actually says, hey, Lauren, I see these items in your saved cart. Did you want to purchase them today? And she's like, thank you. I'm delighted because with everything going on, I was so busy, I didn't know. So thank you. I would like to complete the purchase. Paul goes ahead and just showed that he actually added these to the cart and completed the checkout. But while she's there, he asks her, you know what? I think she said she have a Dreamforce concert tonight. I would love to also buy a sweater. So this is where the store associate agent comes in. In natural language, he just speaks to it and says, hey, I'm looking for that warm jacket to help Lauren out. It essentially— this is your AI shopper agent working alongside the floor with John to help her find the appropriate jacket, is able to add it to cart right from here and complete the entire checkout, picks up the right size and so on, and complete the entire checkout. And this is the advantage of essentially being powered by the same backend and the same Shopware agent advancements that you saw earlier today to be brought right into the store. Now, as this continues on, Lauren packs her order and she leaves the store. But remember that the water bottle that was to be shipped to her sister, turns out there's a warehouse issue. And now we're wondering, typically that's a call to IT, that's a call to the warehouse. It could take a few hours or even days to resolve. Luckily, with order management with Salesforce, this is— our order management is automatically able to not only diagnose but also solve the problem automatically. All we have to do is the agent creates a rule with a couple of clicks, and the agent is now prepared to diagnose these issues, detect these challenges in real time, and get the order fulfilled appropriately from the right warehouse. Zero impact to the customer. And essentially you have your point of sale, order management, and e-commerce all working together to deliver that one unified experience. I would encourage you all to go actually check out the Dream Store because you get to experience this in real time. Our Dream Store here at Hertz is powered by point of sale and order management working in unison. Now to tell you all about our B2B product, I'd love to welcome on stage my colleague, Aaron Schubert.

Thank you so much, Deb.

Great job.

Hello, Dreamforce. I'm Aaron Schubert, Vice President and Head of Product for B2B Commerce. And I'd like to start off with a trend that I think no one in this room is probably a fan of. It's that everything costs more than it ever has before. Unfortunately, what that's doing for our businesses, it's creating a lot more pressure on margin. And for customers that I work with that I've seen navigate this really successfully over the last year, They're all doing the same thing. They're continuing to drive up their bottom line by driving more volume. In order to do that, they're asking more of their sales organizations, but unfortunately, 70% of our sales reps' time is trapped in non-selling activities. So I hear from leaders over and over again, my sales reps can't scale my business fast enough, and oh, by the way, hiring more headcounts, not the answer here. I need a digital channel. And that digital channel is B2B commerce as the growth engine for your business. We've helped customers modernize selling in emerging channels and established ones from SMB all the way up through enterprise. We help customers like Siemens and Remarkable hit their growth and revenue targets with simplified agentic ordering experiences. And we help customers supercharge their sales reps with a channel that puts more hours in their day at enterprise scale. Kona Services, or Coke One North America, is a great example of this. They engage over 152,000 buyers every day, resulting in over 72,000 orders each week. On the note of scale, I'd like everybody to give a big round of applause to our current B2B customers. They created over 100 million orders in 2025. And I'm really excited to announce just a couple of the innovations that we're bringing that are going to help folks place even more orders in 2026. First off, headless B2B commerce. We've built new tools, an open-source React-based reference app along with open-source code, prescriptive documentations with the persona of an AI agentic coding tool in mind. The result has been customer and partner feedback already that deploying commerce capabilities headlessly is about 30% faster than before. Coming in January, we have multi-cart editing for those scenarios where you might have multiple buyers at the same account that need to collaborate on a single cart or order and then have a manager place them, helping customers do business more easily than ever before. And finally, available now, we have order templates. These order templates come in 2 flavors. Think about a buyer creating lists of products with their quantities that they can easily reorder and purchase over and over again, but also sales reps can create these lists based on whether it's seasonal changes, new product introductions, or just recommendations based on a conversation that they had with the customer and deploy those out massively to all their buyers. Additionally, we also have more innovation with agents. Our new capabilities with buyer agent allow for simple checkouts to be done, but we also are going to support all the complexity of a B2B checkout flow by January. Our merchant agent also has new capabilities as well. Merchant agents able to take both transactional and engagement data, combine those to help optimize your search configurations, automatically boosting and burying products, We also have new skills both for merchandisers and sales reps to help target customers as well as promote and launch products to them as well. To see more, let's flip over to a demo. So we're sitting here in the Commerce app, and with the Commerce app here, our merchant agent has a couple of recommendations for us. We can see the catalog audit, some of that search optimization, but on the far right, we clicked on our merchant agent to help us create a win-back segment for our customers. What we're seeing here is a merchant agent starting to create a buyer group for us. We're gonna actually rename this buyer group as we're using it to target these win-back customers and ask it for a recommendation on a segment. Merchant agents can come back with a recommendation on a segment. We see here it's asking us who and how we want to target. Recommendation here for customers that haven't placed orders over a certain amount of time. We're gonna go ahead and actually look for customers specifically who haven't purchased our wind systems. Maybe we've had a conversation with our sales director, let's target customers that we're not sure about from the last quarter. So over the last 90 days, all the customers that have not placed any orders for wind system products. What Merchant Agent is now doing, what used to take typically a sales rep talking to maybe a merchandiser, marketer, or IT individual, potentially days or weeks to complete, is done in seconds. Our segment in Data Cloud has already been created. We're also seeing the buyer group has been created so we can target these customers as well. And you can see we actually have a population of 182 customers that have been selected with this criteria. This is how we're helping sales reps drive more volume with merchant agent. As we flip over to the buyer agent, we now have a customer, they're on the go, they're visiting us via mobile. As they log into the site here, we can see they have multiple carts here. You can see maybe based on different projects or POs, they have multiple carts that they're working with, but we'll jump into the buyer agent itself. where we have an in-progress conversation going. Our buyer's been looking for batteries. They've actually found the battery that they're ultimately looking for. This project's a little bit different than others though, so they're going to actually want to request for a quote instead of buying at their contracted price. When they do request for a quote, what they're going to do is simply tell the buyer agent, here's how many I'm looking for, and here's the price I'm hoping to get for these products as well. Just like that, buyer agent's going to go ahead, it's going to create the entire quote And make sure that quote gets directly to our buyer's sales rep, sales agent. As if they were having a conversation with their actual sales rep, they might be working on some other quotes as well. So they're going to ask for what other recent quotes we have going on. Maybe there's been some updates or some movement there. What we're seeing is we actually have a quote that's been approved already. We're okay with that price. So instead of asking our sales rep to go ahead and take that quote and convert it to an order, we're going to go ahead and add that directly to our cart. The quoted and agreed-upon prices are going to stick with us in that cart. What allows our buyer to do is check out at their convenience with these additional quoted products, and it saves time from our sales rep, so they don't have to go back and place that order as well.

Awesome.

Next up, I'm very excited. Next up, I'm very excited to welcome to the Dreamforce stage one of our headless customers that's seeing a great success, Sonos. Please help me in giving a warm welcome to Sharif Kadri, Director of Revenue Systems at Sonos. Welcome, welcome, Sharif.

Thanks for having me.

Of course. Let's jump right in. So tell me a little bit about what B2B ordering looked like for you and your customers before and what you guys set out to change at Sonos.

Well, I think the easiest example is if you think back to the internet in the 1990s, That was sort of what our buying experience used to feel like. And it was stitched together, kind of designed around our ERP system. And really what it meant is that when buyers wanted to place orders or manipulate their orders, they typically had to call us. That's not what we were looking for. We wanted to have an experience that had the same bar as what all of you hopefully have if you know Sonos as a brand and you go to sonos.com. Any buyer should be able to place an order themselves, regardless if they're our smallest account or our biggest account. If they wanna cancel an order, change an order, find the status of the order, that should be easy. Something that they could do on our B2B commerce portal.

Awesome. In addition to not having to call you guys anymore, what else is different for your buyers today?

Well, as a result of the implementation that we did, we were actually, able to change the way that we service our accounts. So previously we would've needed to, just as you actually kind of alluded to earlier, hire more sales staff to scale our operation. But as a result of this, because so much can be done on their own now on the portal, we were able to take our sellers and have them focus on our highest value accounts. And that allowed us to take our smallest accounts and also not have to give up any functionality. So the result of that really has been, and it, you know, well, actually, maybe I'll, I'm teasing our next topic, but go ahead.

Yeah, yeah. Tell us a little bit about what that's done for your business, and maybe you can add on as well afterwards what's next for you and Sonos.

Yeah, so, well, it's driven more revenue. It's increased our NPS substantially. And also it's driven, it's reduced the contact volume that we were seeing. So we had, we have a fulfillment team that also sort of services all of these accounts. We've seen contact volume drop there. So on top of all of that, our NPS is up. So we know from both verbatims as well as just raw numbers that our buyers are happier than they've ever been and business is better than it's ever been.

Awesome.

And in terms of what's next, this has all really been focused around our Americas business, which is our oldest channel, and now we're looking to roll this out globally.

Amazing. Well, thank you so much.

Yeah.

Thank you so much, Sharif, for sharing the success of Sonos. Who doesn't want NPS to go up, be able to drive more volume as well? To bring us home, I'd like to welcome back up Gordon Evans to the Dreamforce stage.

Thanks, Aaron.

Great job. That was amazing. So great to see all the innovation in B2B commerce. Well, look, folks, we have covered the 4 biggest problems that you shared with us this summer. As John mentioned, we went on this 25-city tour. We talked to a lot of you from Melbourne to Montreal to London, Amsterdam. We talked about all these 4 problems and we talked about how we are addressing them across the entire portfolio. And one of the things, if we go forward one slide, forgot my clicker. You, 10 of you in this room are going to get to experience the Dream Store point of sale and order management firsthand. So look under your seats. There should be about 10 lucky winners in the room. There's a golden ticket for $100 shopping. So we got one.

All right, great.

Very good.

Any others?

All right.

Oh, there's another one. Okay. All right, Jenna, let's go. All right, so take these upstairs. You can redeem them in the Dream Store. You can experience point of sale firsthand. Look, this session's over, but if you want to unpack this keynote and talk to our engineers that built it, come to the Decoded session. Thank you very much and have a great Dreamforce.

Thank you.