Salesforce has announced the findings of the sixth annual Connected Shoppers Report, revealing new trends and challenges in retailing.

The report, based on a survey of more than 8,000 consumers and 1,700 industry executives in 21 countries, highlights the important role of AGents in adapting businesses to consumer preferences and increasing demands of modern trade.

Increasing the cost of gaining customers and the volume of returns push Retilers’ profit margins, which are also called upon to manage inflation, competition and ever -changing consumer behavior. To effectively serve customers in increasingly contact points, the two main strategies of retail traders are artificial intelligence and unified commerce.

Increasing investment in artificial intelligence

Three in 4 retailers believe that AI agents, who can carry out autonomous actions in business systems, will be crucial to maintaining a competitive advantage in the following year.

Also, as 74% of consumers say they will abandon a brand after three or less bad experiences, businesses turn to automation solutions aimed at improving customer experience, such as AI agents whose basic use is the best customer service. In addition, retailers predict the use of AI agents in a number of other activities, such as optimizing websites and marketing campaigns, staff training and stock management.

Consolidated trade enhances the capabilities of AI Agents

AI agents need access to data from all retail systems to work effectively. With better and consolidated data, their answers are more personalized and immediate. However, many retail systems are usually disconnected, which creates challenges to employees and consumers. Indeed, 81% of retail traders say ineffective technologies and processes reduce the productivity of store workers. At the same time, 49% of consumers have abandoned purchases due to difficulties in the ordering process.

For these reasons, 86% of retail companies have launched unified trade initiatives, incorporating functions from different sections and channels into a single platform, to improve the efficiency of employees and consumer experience, while also enhancing the capabilities of Ai Agents.

Physical presence remains important but with a reduced market share, while consumers adopt AI in their markets

The percentage of purchases in physical stores is estimated to be reduced from 45% in 2024 to 41% to 2026. In addition, digital expenditure is fragmented in multiple channels, such as marketplaces, retail websites, brand sites and delivery applications.

Meanwhile, 39% of consumers are already using AI to search for products, a percentage of 54% for Gen Z. In fact, 63% of Gen Z consumers say they are interested in AI agents who can shop on their behalf.