The Commerce Keynote at Dreamforce 2025 showcased how Salesforce is reimagining the future of digital commerce, connecting data, people, and processes to deliver smarter, more personalized experiences. The Cloudgaia Team of experts were there to experience firsthand how Salesforce is shaping the next generation of digital Commerce.
Its next step is defined by unified and agentic experiences, where every customer interaction becomes seamless and contextual. The core message was clear: commerce is no longer just about transactions; it’s about engagement.
Salesforce’s innovations in B2C and B2B Commerce Cloud are helping organizations move beyond silos, harmonize data, and turn insights into meaningful customer moments.
The keynote emphasized a shift that’s transforming every industry: commerce is no longer about isolated transactions. It’s about continuous engagement, powered by AI, automation, and integration. The session explored the evolution of digital commerce, from eCommerce and mobile, to social, unified, and now agentic experiences powered by Agentforce 360.
If you want to dive deeper into how Agentforce 360 is redefining business across every Salesforce Cloud, don’t miss our recap of the Main Dreamforce Keynote: How Agentforce AI Is Transforming the Enterprise.
The Rise of Agentic Commerce: From Conversation to Conversion
The next generation of Agentforce Commerce is here — and it’s transforming how brands interact with customers.
Through Agentforce 360, Salesforce introduced Agentic Commerce, a model where every buying journey becomes conversational, contextual, and frictionless.
In the live demo, attendees watched as a shopper engaged directly with Agentforce, asking for product recommendations, checking sizes, confirming policies, and even completing a purchase — all within the same conversational interface. This innovation marks a milestone for how consumers and associates interact across digital and physical channels. Agentforce can understand natural language, interpret intent, and act across websites, apps, mobile, or even voice.
Salesforce’s new partnership with OpenAI,
This new alliance allows Commerce Cloud customers to integrate directly into ChatGPT experiences, enabling consumers to discover and purchase products without leaving the conversation.
“If someone is looking for a product, for example, a more stylish pair of sneakers, whether on your website, in your store, on a messaging channel, or now on ChatGPT, I can make that purchase with a single click”
– Nitin Mangtani, SVP & GM, at Salesforce
This collaboration represents a massive leap toward Agentic Commerce, where shopping happens anywhere — naturally, instantly, and powered by AI.
Expanding Beyond iOS: Salesforce POS Arrives on Android
Another key announcement at Dreamforce was the expansion of Salesforce’s modern Point of Sale (POS) beyond iOS.
For the first time, retailers can now run Salesforce POS on Android devices, with a native inventory management module that includes full functionality for cycle counts, stock adjustments, and operations.
“We are now launching a full inventory management module on Android.”
– Deb Dutta, Senior Director, Product Management at Salesforce
This shift signals the start of a multi-platform strategy, giving brands the flexibility to deploy Commerce Cloud across their existing hardware ecosystems — from tablets to handheld devices.
The move also reinforces Salesforce’s One Platform vision, integrating in-store and digital experiences into a single operational flow.
Efficiency and Precision: RFID and the Unified Product Catalog
Operational efficiency took the spotlight with the introduction of RFID-powered cycle counts — designed to dramatically reduce the time required for in-store inventory management.
“RFID-powered cycle counts… what took hours now takes minutes.”
– Deb Dutta, Senior Director, Product Management at Salesforce
This feature allows associates to spend less time managing stock and more time assisting customers — reinforcing Salesforce’s focus on empowering front-line workers with smarter, more efficient tools.
In parallel, Salesforce unveiled the new Unified Product Catalog, a single pane of glass to manage all products across POS, eCommerce, and Order Management Systems, now launching a unified product catalog.
This capability eliminates data silos between channels and ensures full alignment between digital and physical operations — a fundamental step toward Unified Commerce.
B2C and B2B Commerce: Smarter, Faster, and More Connected
The keynote also introduced a new wave of capabilities for B2C and B2B Commerce Cloud, reaffirming Salesforce’s leadership in enterprise-scale commerce innovation.
B2C Commerce Highlights
- Intelligent Merchandising Dashboards: AI-powered recommendations driven by Data Cloud.
- Agent-Assisted Product Curation: Rules and promotions built automatically through natural language.
- Abandoned Cart Journeys: Connected to Marketing Cloud to recover up to 50% of lost sales.
- Native Intelligent Search: Contextual search embedded directly into storefronts.
- Multi-language and Multi-site Management: Streamlined operations for global scalability.
B2B Commerce Highlights
- Agentic Buyer and Merchant Agents: Automate product configuration, authentication, and order management.
- Smart Delivery Estimations: Powered by omni-channel inventory data for precise lead times.
- Agentic Order Routing: Automatically reroutes orders during disruptions.
- Open Source Storefront Components: Up to 80% faster implementation and customization.
These advancements bring Salesforce’s Agentforce 360 vision to life — a connected ecosystem where data, AI, and automation seamlessly unite every part of the buying experience.
CONA Services: Scaling Omni-Channel Engagement
At the Commerce Keynote, CONA Services shared how its unified digital ecosystem is transforming the way Coca-Cola bottlers engage with customers across North America.
As the IT backbone for 11 largest Coca-Cola bottlers, CONA has built a customer-centric commerce platform that integrates sales, service, retail execution, and B2B commerce within a single Salesforce environment. This architecture enables every bottler to operate with a shared, real-time view of customer interactions — driving consistency, efficiency, and more informed business decisions.
Mariano Maluf, Chief Product Office at CONA Services, emphasized that CONA’s approach is relentlessly customer-centric, business-led, and data-driven. Their digital transformation is focused on unifying Sales, Service, and Commerce to ensure consistency, agility, and visibility across every interaction.
This connected ecosystem enables:
- 350,000+ customers migrated
- 242 million products sold
- 72,000+ weekly orders processed
- 51.4% daily conversion rate
Maluf’s remarks pointed to a clear vision of the future — one where intelligent automation and predictive engagement will empower bottlers and retailers to connect seamlessly across channels.
As Mariano explained, this approach helps keep complexity under control and lowers the total cost of ownership:
“By having this unified platform, we can modulate the customization needed for each market, each segment, and each bottler’s specific operations, while keeping platform-level standardization that brings economies of scale.”
— Mariano Maluf, Chief Product Officer, CONA Services
CONA’s platform stands as a benchmark for how large-scale Consumer Goods enterprises can modernize customer engagement through integration, agility, and automation — empowering teams to focus on what truly matters: the customer.
This approach reflects the broader shift seen across the industry at Dreamforce 2025, where leading brands are reimagining commerce as a unified, data-driven experience powered by Salesforce Commerce Cloud and B2B Commerce.
If you want to learn more about CONA’s omni-channel journey check out CONA Services Enhances Customer Engagement with Salesforce
Watch the full Commerce Keynote
The Future of Commerce: Unified, Contextual, and Human
Dreamforce 2025 marked a turning point for Salesforce Commerce Cloud. By combining Agentforce 360, Data Cloud, and OpenAI integration, Salesforce is shaping a future where commerce becomes conversational, contextual, and human — powered by data but centered on experience.
As a 100% Salesforce Summit Consulting Partner, Cloudgaia was on-site to connect with Salesforce leaders, clients, and innovators — capturing firsthand the trends shaping the future of Commerce, Data, and AI-driven customer engagement.
Talk to a Cloudgaia expert and learn how we can help you optimize your customer engagement using the power of Salesforce and Agentforce.
