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Unified Commerce Isn’t Over. It’s Just Getting Started (For B2B)

Updated: Jun 25

At this year’s Salesforce Connections, Nitin Mangtani, founder of PredictSpring and now a Salesforce Commerce Cloud leader, took the keynote stage and laid out a compelling timeline of innovation in digital commerce:


  • 1995 – Ecommerce goes online

  • 2005 – Ecommerce goes SaaS

  • 2010 – Mobile Commerce

  • 2015 – Social Commerce

  • 2020 – Unified Commerce

  • 2025 – Agentic Commerce


The message was clear: commerce is undergoing yet another foundational shift. We’re stepping into an era where autonomous agents are the new front door, guiding customers with real-time personalization, intent recognition, and decisioning. And Salesforce is doubling down, especially in the B2C space.


There’s no denying the momentum. From OMS Agentic Skills that allow self-service for order updates to Revenue Cloud subscriptions, this was a B2C-heavy moment and it was energizing.


But if you were paying close attention, you noticed that B2B was mostly left out of this hype cycle. 



The Real Work in B2B Is Still Unified Commerce


In one of our sessions at CNX, our customer Karyn Carlton from Shorr Packaging brought this reality home. Karyn talked about automation, process improvements, and digital transformation, but made it clear she wasn’t talking about Agentforce just yet.

As she put it, they’re still moving “from Flintstones to Jetsons,” but it’s not about futuristic AI overlays. It’s about turning offline behaviors into digital ones. Teaching buyers how to self-serve. Building operational systems that support modern expectations.


This is the truth we see across nearly all of our B2B clients, regardless of industry.


These organizations are incredibly savvy, but they’re often still operating with legacy systems, fragmented processes, and human-heavy workflows. For them, Unified Commerce isn’t a thing of the past—it’s the goal.



Why We’re Still Talking About Unified Commerce


Some may look at the keynote timeline and think Unified Commerce peaked in 2020. But our customers didn’t experience that wave then, but they’re catching it now.


And here’s why it matters:

  • Unified Commerce is what enables B2B companies to finally offer a consistent buying experience across digital, phone, and rep-led channels.

  • It’s how we connect OMS, ERP, and ecommerce platforms into a single workflow.

  • It’s the bridge to automation, and will allow us to introduce Agentforce actions like Buy on Behalf Of, Reorder, and Warranty Lookup when the customer is ready.


At Saltbox Mgmt, we’re not skipping steps. We’re doing the real work with our customers, which means standing up the infrastructure and experiences that make the future possible.



Investing 110% in B2B


We are proud to be B2B-first and B2B-focused. That means:


  • Helping brands like Daikin Applied digitize their previously manual processes with Salesforce B2B Commerce and OMS

  • Partnering with Salesforce AEs to guide accounts through their first foray into self-service

  • Leading with Order Management, Commerce Cloud, and Agentforce expertise, not just in strategy, but in execution


Unified Commerce isn’t out of date. It’s just that most of the B2B world hasn’t arrived yet, but we’re on a mission to help them get there.



If You're in B2B, Here's What to Know


If you're supporting a B2B account today, here are a few signals to listen for:


  • "We're still taking most of our orders over the phone or email."

  • "Our buyers want to reorder faster, but we don’t have a good system."

  • "Our team spends too much time tracking inventory or managing cancellations."

  • "We want to offer more digital self-service, but don’t know where to start."


If you hear that, bring us in. That’s our sweet spot. That’s where Unified Commerce begins. And that’s where Saltbox Mgmt does its best work.

 
 
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