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Dreamforce 2021 – Salesforce Announces New Tech Offerings


Author: Kalpan Vyas, Salesforce Technical Director

October 19, 2021

It is unbelievable that over a month has already passed since Dreamforce 2021 was live on salesforce+, Salesforce’s new streaming service. Following tradition, Dreamforce delivered a jam-packed content offering, covering product announcements, workshops, guest sessions, and lot more over the three-day event and extending onto their streaming platform.   

Dreamforce is undoubtedly becoming the key annual networking event for the entire Salesforce community get together to share ideas and information about the Salesforce ecosystem. It was no different for our team here at LiveArea, a Merkle company. Our team has already compiled list of their favorite episodes here, focusing on new Salesforce platform features and product announcements from a commerce perspective. 

One key lesson that organizations have learned during the pandemic is that having a siloed commerce strategy does not work well with today’s demanding customers. Instead, organizations need to move rapidly to provide a connected commerce experience which serves personalized, relevant, and targeted customer experiences to boost revenue, increase customer satisfaction, and increase brand loyalty and engagement. According to research conducted by Salesforce, 70% of customers want organizations to offer the new and latest technology through the products and services they already love. According to Lidiane Jones (EVP & GM – Salesforce Commerce Cloud) more than 56% of organization revenue is expected to come from digital channels in the next three years – that’s over half. Salesforce’s highly scalable platform allows organizations to innovate quickly to provide a robust customer experience. Here are some of the innovative new features that will be available soon across SF commerce platform: 

Salesforce announces CDP for commerce will be available as GA starting Oct 2021 

CDP (customer data platform) will allow organizations to not only collect data from first party platforms like commerce, OMS, and CRM, but also from third party streaming data, providing a 360-degree view of customer engagement across the entire customer journey. Once data is available on the CDP platform, teams can create segments based on the various criteria. These customer segments can then be utilized to send marketing promotions via SFMC or target on commerce platforms to provide a personalized experience.  

Salesforce Tableau connector for SF B2C commerce 

This will be available from Oct 2021 as GA. Tableau is undoubtedly the number one data platform. Imagine the power of Tableau features on customer-centric data. The merchant will be able to collect and analyze a massive amount of customer data by building customizable dashboards to allow users to drill, slice, and dice data to capture key KPIs and to derive actionable and measurable decisions.  

Rule-based product assignment releases and enhancements 

Salesforce has announced they will be releasing and enhancing features like rule-based product assignments to categories for existing B2C commerce merchant teams. These assignment rules can be based on product attributes, category attributes, product custom attributes, price, and product active data. The merchant will also be able to create product exclusion lists and can build and schedule custom jobs to run rule-based product assignments at specific times (for example catalog imports in staging instance) using Business Manager.  

Security features 

When it comes to security and trust, Salesforce has been and will be dominating the market in the coming years. Salesforce continuously provides features to enhance platform scalability, availability, and security, and the B2C commerce platform is no exception to that. In the near future, merchants will be able to take advantage of some of the B2C commerce platform features like selective origin shielding, additional CDN Zones features via business manager, MFA for call center operators, enhanced workflows for high privileged roles, improved crypto library, and improved customer security using the CXF webservice framework migration.   

Composable commerce and headless solutions 

Composable commerce is a new buzzword in today’s market. No single commerce platform can fulfill all the demands of today’s customer. Salesforce provides tools that will allow the merchant and developers a tailored commerce experience that can be evolved rapidly, depending on the introduction of new technology, to meet customer’s ever-changing desires. The Salesforce headless solution allows developers to build composable commerce rapidly. Salesforce’s PWA (progressive web app) and managed runtime are available now as GA. PWA runs on commerce headless APIs. New shopper login and API access allows customers to login on to any device, site or app using single click. 

To support composable commerce efforts, Mulesoft has launched Salesforce B2C accelerator which helps kickstart B2C commerce project implementations (up to three times faster) by providing a foundational structure out of the box for headless commerce implementation, consequently simplifying development efforts significantly and increasing speed of delivery. 

B2C commerce platform extending solution beyond traditional retail industry 

The platform will also be providing a referential architecture solution that can be easily extended across the telecommunication, automotive, and insurance industries. All these solutions are built across multiple Salesforce Cloud platforms to provide an intuitive commerce experience in as little as six weeks. Aimed at the telco industry, the commerce platform can provide eligibility-based offers and pricing, guided selling, and customizable product bundles using the core functionality of Salesforce Communication Cloud and Commerce API. This will allow merchants to add, move, or disconnect telecommunication services. On the other hand, the B2C commerce solution for insurance uses the power of commerce, Marketing Cloud, and insurance. This solution will be able to provide functionality such as; customers requesting digital quotes and policies online, purchasing insurance policies online, bundling insurance and non-insurance products in single cart, marketing emails for abandoned cart, insurance claim management, and insurance renewals under their account. The automotive commerce quick start solution is GA available and built on B2C, Marketing and Sales Cloud.  

B2B enhancements 

Salesforce has also announced they are launching some exciting new features for the B2B commerce platform, such as enhanced promotion engine, multiple carts foundation (via API currently), modular PDP page components, fractional quantity support (i.e. weight based), allowing the user to add products (with a quantity selector to increase or decrease quantity) on the search results page and category page, enhanced product quantity rules (minimum quantity, maximum quantity, quantity increment rules), hiding categories from the storefront experience based on buyer’s entitlement policies, support for single CSV template-based file uploads to create simple and varied products, price, entitlements, product images and translation All of this allows the merchant to extend and enable commerce functionality on existing experience cloud websites.  

B2B merchants able to create D2C storefront 

Starting Winter 2022, the Salesforce B2B2C platform will allow B2B merchants to create D2C (Direct to Consumer) storefronts effortlessly (“clicks not code”). This will significantly reduce operational overhead for the merchant’s team. In fact, the merchant will be able to provide a graceful integration for the customer journey across marketing, commerce, sales, and service platforms. Salesforce’s recent partnership with vendors like FedEx and Stripe makes it breeze for a merchant to provide third party integration on commerce experience. FedEx and ShopRunner integration allow two-day standard shipping with fast and easy returns support. This helps the merchant increase efficiency by optimizing shipping workflows and reducing cost. Similarly, the Stripe payment solution will enable the merchant to support low effort, out of the box payment solutions. With the Stripe payment solution, the merchant will be able to support payment methods like credit cards, PayPal, and Klarna natively. Starting in Q4 2021, Stripe payment integration on B2C platform will support payment zones, multiple MID support, and enhanced Auth and Capture API functionality. Salesforce statistics shows around 6% lift in conversion and around 15% reduction in fraud.  

 Release of Salesforce OMS for B2B  

This means the merchant can have a single view of orders and shared order management workflows for B2C & B2B channels. The OMS platform leverage Salesforces’ new powerful flow builder to create and customize workflows related to order management, like payment and order fulfillment. Salesforce OMS combined with the power of Salesforce omnichannel inventory management means the merchant can have a unified view of inventory availability and management across platforms and locations and optimize order fulfillment workflows.  

Slack integration 

Lastly, Slack workflows integration for commerce allows teams to collaborate for a faster and better performance. Imagine providing the power to commerce team to finish their tasks without even switching between applications. Some of the real-world use cases shown during the live sessions were pulling marketing campaign performance results, DevOps problem resolution, creating contacts, and creating cases upon delays in order fulfillment. All these just from Slack – that’s the power of Slack for Commerce.  


In conclusion, there is a phenomenal momentum currently in the commerce world and Salesforce are well and truly ahead of the game with their solutions. With all the new features offered within Salesforce ecosystems, our team here at LiveArea, a Merkle Company, are looking forward to the opportunity to utilize these innovative solutions to provide fast, modern solutions to fit our customers’ needs. 


Riding the B2B Wave

Riding the B2B Wave

It’s no secret that a new generation of business-to-business (B2B) customers is rising in the ranks of your clients’ organizations. Raised as “digital natives,” they expect a consumer-like experience while transacting business online. Now is the time to take B2B eCommerce in your business to the next level. But how?


Riding the B2B Wave

Riding the B2B Wave

It’s no secret that a new generation of business-to-business (B2B) customers is rising in the ranks of your clients’ organizations. Raised as “digital natives,” they expect a consumer-like experience while transacting business online. Now is the time to take B2B eCommerce in your business to the next level. But how?


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