The Future of Commerce is Conversational

Written by Jason Rieckewald-Schmidt, Advisory Solutions Director, RafterOne

Traditional ecommerce sites—designed for static browsing and self-driven discovery—no longer meet the expectations of modern buyers. Customers and partners alike expect more than transactional experiences; they demand intelligent, guided interactions that simplify their purchasing journey. In short, they want a guided selling process that is built on trust and personalization.?

This is where conversational commerce steps in. Powered by AI, personalization, and automation, conversational commerce shifts ecommerce from a transactional model to an interactive one, where digital agents guide buyers through the decision-making process with personalized recommendations and real-time insights. Solutions like Agentforce, combined with Sales Applications that can be extended to external users like Commerce Cloud and Revenue Cloud, are at the forefront of this transformation, enabling businesses to create smarter, more engaging buying experiences.

Why Guided Selling is the Future

Traditional ecommerce models rely on passive browsing and manual product discovery. Buyers are left to sift through vast product catalogs, read through dense product descriptions, and compare multiple options on their own. While some sites have a chat option, the long wait times and the support agent’s limited knowledge of the buyers typically leads to a poor buying experience. This self-service approach often leads to frustration, abandoned carts, and missed opportunities for engagement.

Guided selling, facilitated by AI-powered digital agents, changes the game. Instead of forcing customers to navigate complex choices alone, digital agents interact directly with buyers, asking targeted questions to understand their needs, preferences, and goals. By mimicking the personalized assistance of an in-store sales representative, these agents transform ecommerce into an interactive, conversational experience.

Agentforce, for example, acts as an intelligent guide, leveraging Salesforce AI to proactively assist buyers. Whether a customer is searching for the right software package, a partner is configuring a complex quote, or a B2B buyer is navigating enterprise procurement, digital agents provide curated recommendations, answer questions in real time, and help streamline purchasing decisions.

How Digital Agents Enable Personalized Guided Selling Experiences

Conversational commerce isn’t just about engagement—it’s about effectiveness. Digital agents improve the buying experience in three key ways:

1.?Understanding Buyer Needs Through Targeted Interactions

Rather than relying on static filters or endless search queries, digital agents initiate conversations with buyers. By asking relevant questions, these agents uncover key customer requirements—while pairing this with all of the past buying behaviours—that provide precise and personalized recommendations.

2.?Simplifying Complex Purchases With Real-Time Guidance

For industries with complex products—such as SaaS, manufacturing, or telecommunications—choosing the right solution can be overwhelming. Even with wikis or product documentation, the onus is on the buyer to understand the exact product they should be adding to a cart. Guided selling eliminates decision fatigue by surfacing the most relevant products, comparing features dynamically, and presenting the best-fit options in an intuitive format. For example, the digital agent can ask what criteria is important to the buyer such as function, size or other criteria that typical filters don’t account for.

3.?Building Trust and Confidence Through Conversation

A conversational approach reduces hesitation. Buyers feel more assured when they receive tailored guidance, rather than facing an impersonal, one-size-fits-all shopping experience. The vast amount of previous purchase data, added to the typical buyer journey provides an improved search experience. This builds trust, increases purchase confidence, and ultimately drives conversions. It is the difference between a novice searching for products for the first time versus a seasoned professional acting as a tour guide throughout the commerce experience.

Conversational Commerce for Both Customers and Partners: Expanding the Use Case

Guided selling isn’t just for direct customers. Partners and resellers also benefit from intelligent digital agents that help them sell more effectively.

Empowering Channel Partners With AI-Driven Selling Tools

Partners face the same challenges as customers when it comes to understanding complex product portfolios. AI-powered digital agents provide them with an interactive, knowledge-driven resource that simplifies the sales process. With real-time insights, partners can quickly identify the best configurations, receive personalized recommendations, and generate accurate quotes with minimal friction. No more ‘onboarding videos and documentation’ to help new partners understand how to quickly navigate the complex quoting process. The digital agent will ask a series of questions to guide partners through the entire quoting process.

Streamlining B2B Procurement and CPQ

B2B buyers often deal with intricate pricing structures, volume discounts, and approval workflows. Conversational commerce, integrated with Revenue Cloud, simplifies this process by guiding buyers through complex Configure, Price, Quote (CPQ) scenarios. Digital agents ensure that pricing rules, product compatibility, and contract terms are seamlessly aligned, reducing delays and improving deal velocity.

By enabling guided selling for both customers and partners, businesses create a unified, intelligence-driven ecosystem that enhances the entire commerce value chain.

The Business Impact of Conversational Commerce: Driving Revenue and Retention

Conversational commerce isn’t just an improved user experience—it’s a strategic advantage that delivers measurable business results.

1. Higher Conversion Rates

Guided selling eliminates friction in the buying process. With real-time recommendations and tailored interactions, buyers move through the funnel faster and with greater confidence. This leads to higher conversion rates and lower abandonment rates.

2. Increased Average Order Value (AOV)

Personalized recommendations drive upselling and cross-selling opportunities. Digital agents can suggest complementary products, highlight premium alternatives, and bundle relevant offerings—boosting overall transaction value.

3. Improved Customer Satisfaction and Retention

A seamless, personalized shopping experience fosters long-term customer relationships. When buyers feel understood and supported, they are more likely to return for future purchases. Conversational commerce enhances customer satisfaction (CSAT) scores and strengthens brand loyalty.

4. Enhanced Partner Performance

For businesses with indirect sales channels, providing partners with guided selling tools improves sales efficiency. Partners close deals faster, make fewer errors in quoting, and deliver a higher-quality customer experience.

Future-Proofing Commerce With Conversational AI

As AI and automation continue to evolve, the role of digital agents in commerce will only expand. Businesses that invest in conversational commerce today will gain a competitive edge, differentiating themselves through superior customer experiences and streamlined sales processes.

Agentforce, combined with Salesforce Commerce Cloud and Revenue Cloud, provides the foundation for this next-generation commerce experience. By integrating AI-driven guided selling across customer and partner channels, businesses can create a more intuitive, engaging, and profitable commerce ecosystem.

The future of commerce isn’t just about transactions—it’s about conversations. Companies that embrace this shift will lead the way in building customer-first, partner-friendly, and revenue-driven digital experiences.

Jason Rieckewald-Schmidt (JRS) has been in the Salesforce ecosystem for 15+ years. He started in implementations, worked at Salesforce as a Solution Engineer and Manager (where he was SE of the year 2x) and now works for RafterOne selling implementation services for Salesforce. He lives in Southern California with his wife and 3 kids. When he's not working, he's on his Peloton or hiking with his family.

RafterOne is a Salesforce Summit consulting partner, which focuses solely on implementing all of Salesforce's Clouds for customers.

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