B2B e-commerce platform: Salesforce integrates more AI

In addition to using AI to improve e-commerce for both B2B buyers and sellers, the cloud-based business software company is providing new support for high-volume orders as well as integrated shipping, tax, and checkout services.

A “cloud-based business software” refers to applications, tools, or systems that are hosted and accessed via the internet rather than being installed on individual computers or servers. This software is typically stored and maintained on remote servers (or “in the cloud”). These allow users to access it from any device with an internet connection. Cloud-based business software often includes a range of functionalities such as Customer Relationship Management (CRM), Enterprise Resource Planning (ERP), project management, collaboration tools, and more, providing businesses with flexibility, scalability, and accessibility.

Salesforce Inc. is heavily focusing on AI in a multi-tiered upgrade of its B2B commerce software. It promises to enhance e-commerce activities between buyers and sellers.

This week, the cloud-based provider of CRM, e-commerce, and analytics technology introduced five commerce offerings on the Salesforce Commerce Cloud platform. These were developed to assist B2B companies in commerce, aiming to “boost efficiency and revenue with AI and data.”

In announcing the upgrade and explaining “why it matters,” Salesforce referenced the recent Digital Commerce 360 report. It noted a 17% growth in B2B e-commerce sales in 2023.

Salesforce had previously mentioned the company’s emphasis on developing AI technology applications back in February. For the fiscal year 2024, ending on January 31, an 11% increase to $34.86 billion in revenue was reported.

The five new AI applications from Salesforce to support B2B companies include:

1. Einstein Copilot for B2B buyers. A customizable, conversational generative AI assistant allowing B2B buyers to work with simple voice commands and photos. With it, buyers can identify desired products and receive personalized recommendations. Further they can engage in “nuanced conversations with a company on any digital channel.”
2. AI-driven goal-setting and recommendations. This enables B2B sellers to set growth targets in the Commerce Cloud as well as goals such as higher profit margins and average order values. Sellers then receive AI-driven recommendations for achieving these goals through the Salesforce Data Cloud.
3. Generative SEO metadata optimization. This feature utilizes Salesforce’s Einstein AI platform to “develop search engine optimization recommendations. Sellers can use these to modify the titles and descriptions of their products in search results.”
4. Enterprise-scale shopping carts and split deliveries. The feature supports up to 2,000 items in a single online shopping cart for high-volume transactions. “This gives B2B customers the flexibility to split a single order into multiple delivery addresses or shipping speeds based on their distribution needs.”
5. Native merchant services. Integrates shipping, tax, and checkout processes into the Commerce Cloud, “eliminating the complexity of setting up critical integrations with external applications.”

In a recent global report on digital commerce technology applications for B2B companies, technology market research firm IDC mentioned that Salesforce “has strongly pivoted towards integrating generative AI in very interesting, intelligent, and secure ways.”