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Salesforce overhauls Demandware for branded e-commerce solution

28/09/2016 by Usha Tyagi


Over the past few years, Salesforce has made numerous acquisitions as it looks to bulk up its offerings and respond to market demands. Now, the customer relationship management (CRM) solution giant has said that it is launching the Salesforce Commerce Cloud, a solution formerly developed by Demandware.

Three months ago, Salesforce completed its acquisition of Demandware for $2.8 billion. Now, the firm has rebranded the product and is releasing it onto the market as the Salesforce Commerce Cloud. The release of this new on-demand software comes with a few additional functions; for example, there is support for Apple Pay, which enables secure transactions to be conducted on Mac, iPad and iPhone devices. According to Salesforce Senior Vice President of Retail and Consumer Products Shelley Bransten, this could be of particular interest to online companies that “increasingly see customers abandon the sale at checkout when they have to enter payment.” This area of interest is extremely important as, according to Bransten, 100% of e-commerce growth is as a result of mobile devices.

However, Apple Pay support is not the only new function, and Salesforce has promised that its new artificial intelligence (AI) tools will also be included in the Commerce Cloud Einstein edition. In theory, the addition of such functions would mean that retailers should be more easily able to identify consumers that are ready to make purchases.

The newest e-commerce product will join Salesforce’s raft of solutions for marketing, sales and business services. It means that the firm moves another step closer to providing a way to follow a customer’s entire journey, from testing and buying through to consumer support. This could be helped further by news of a “cloud alliance” between Salesforce, Microsoft and Adobe Systems, which might provide sales tracking tools, though Bransten was quiet on the subject.

Over the past few years, Salesforce has made some strategic moves when it comes to acquiring firms such as Demandware. Overall, the firm has said that it wants to knit these diverse companies together to provide an integrated set of solutions optimised for cloud use. These will be further developed by the addition of AI technology. For many experts in the industry, such a goal is a tall order to achieve. However, this does not seem to have stopped the firm. Salesforce will almost certainly be discussing the subject as its yearly Dreamforce consumer event gets underway at the start of October. 



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