The folks at Salesforce have been keeping busy.
In addition to gearing up for next week’s Dreamforce conference, the company’s rumored to be considering an acquisition of Twitter and also introducing the results of its largest acquisition to date: the so-called Commerce Cloud.
The Commerce Cloud makes Apple Pay available on the web sites of Salesforce customers, including LVMH Moët Hennessy Louis Vuitton, Adidas, L’Oréal, Lands’ End, Jimmy Choo and more. This means that shoppers using the Safari web browser — including on an iPad or iPhone — can check out using Apple Pay. That’s a big deal, especially for mobile shopping, as it streamlines a clunky checkout process that has been to blame for shopping cart abandonment.
The Commerce Cloud is what’s become of the e-commerce platform Demandware, which Salesforce bought in June for $2.8 billion. Salesforce is a cloud-based customer relationship management firm that provides business services in sales, marketing, analytics and more. It anticipates that the Commerce Cloud will help companies better connect with customers.
“Our fashion brands are seeing 50 percent of their traffic on mobile, and nearly half of mobile carts are abandoned,” said Elana Anderson, senior vice president of worldwide marketing at Demandware.
Making it easier to buy on the go is a priority for many brands. And for good reason: Salesforce reports that 100 percent of the e-commerce growth it is seeing is driven by mobile.
Transactions on Apple Pay can be authenticated using Touch ID on an iPhone or Apple Watch, which automatically inputs payment and address information from the user’s account. Although Apple Pay has previously been available within mobile apps, adding it to Safari on mobile devices greatly expands it potential.
“Everything that we have seen is all about accelerating the journey, and our clients are trying to solve the problem of unifying the experience for the customer,” Anderson said.
The Commerce Cloud is intended to help brands better understand and follow the customer journey with connections into e-mail, social media, customer profile data and more. It also allows clients to add a ‘Buy Now’ button on platforms such as Pinterest and Twitter. (Salesforce has not confirmed the Twitter acquisition talk and a company spokeswoman said it doesn’t comment on rumors or speculation.)
Next week at Dreamforce, Salesforce plans to formally introduce Commerce Cloud Einstein, which uses artificial intelligence to provide personalized product recommendations and e-mail to customers.
Salesforce’s Customer Success Platform connects Salesforce’s cloud apps for sales, service, marketing, community and analytics, and provides a system of record and a system of engagement for companies. This puts Salesforce into competition with companies that provide e-commerce services, like Magento and Shopify, and transaction platforms provided by Amazon and eBay.