Salesforce has made Agentforce Commerce generally available, and the headline piece is where those agents will live: inside ChatGPT, with Google Search's AI Mode and the Gemini app to follow later this summer.

The release, announced June 29, ships three agents. The Shopper Agent runs on a brand's own storefront, answering questions and completing purchases in a single conversation, with native access to inventory, order management, and customer data. The Buyer Agent handles B2B orders over WhatsApp or SMS, confirming SKUs from images and honoring contract pricing without a portal login. The Merchant Agent covers back-office work like catalog and promotion operations.

The ChatGPT integration is the part worth watching. Rather than waiting for OpenAI's shopping surface to find them, brands on Agentforce Commerce can extend their own agent, with their own catalog and pricing, into the assistant where buyers are already asking questions. PacSun's chief digital and information officer, Shirley Gao, put it plainly: "We believe the integration of Agentforce Commerce with OpenAI presents a powerful opportunity to extend our products into AI platforms like ChatGPT." Notably, Salesforce keeps the brand as merchant of record, so orders placed through these surfaces stay on the brand's own systems for service, loyalty, and marketing.

Salesforce is also candid about the timing. Nitin Mangtani, who runs Agentforce Commerce, framed it as a deadline: "The brands that win will have their Shopper Agent live on their own properties for the 2026 shopping season." Salesforce cites internal data showing retailers running their own shopper agents grew sales 59% faster than those without, a vendor-reported figure worth the usual skepticism, but directionally consistent with Adobe's measurement of a 4,700% year-over-year jump in generative-AI traffic to US retail sites.

The GA lands amid a broader scramble to standardize how agents transact, alongside OpenAI's Instant Checkout and the Agentic Commerce Protocol. The through-line: the major platforms and the major commerce vendors now agree that the AI assistant is a primary shopping surface, and the infrastructure for transacting there is shipping, not piloting.

Why it matters for brands: the conversation a buyer has with an AI assistant is becoming the storefront itself. What that assistant knows and says about your products is now a merchandising question, not a hypothetical.