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PepsiCo has announced plans to implement Agentforce, Salesforce’s autonomous AI platform, in a move that signals a deep shift toward AI-driven sales, service, and retail execution.
In doing so, PepsiCo is making a significant bet on AI to modernize how it engages with retailers and executes ecommerce operations across its global business. The rollout is not just about automation. It marks a reengineering of PepsiCo’s B2B commerce infrastructure, aimed at making ecommerce faster, smarter, and more integrated — from online ordering and inventory tracking to trade promotions and in-store fulfillment.
PepsiCo’s deployment of Agentforce will span customer service, field sales, marketing, and supply chain execution. But the clearest implications are for its ecommerce strategy, which is being reshaped to support a growing ecosystem of retailers, distributors, and digital marketplaces.
In North America, 76 of the Top 2000 online retailers use Salesforce as their ecommerce platform, according to Digital Commerce 360 data. In 2024, those 76 online retailers combined for more than $136.116 billion in web sales. The Top 2000 is Digital Commerce 360’s database ranking North America’s largest online retailers by their annual ecommerce sales.
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According to the company, AI agents will automate routine workflows and coordinate data across systems, removing friction from ordering, improving on-shelf availability, and increasing promotional precision.
Among the key ecommerce-related enhancements:
PepsiCo’s also designed its AI overhaul to better support sales through third-party ecommerce platforms and retailer-operated digital marketplaces. By linking AI systems to real-time product data, marketing assets, and fulfillment systems, PepsiCo is aiming to make its digital product catalog more dynamic and responsive. That would improve discoverability and conversion across platforms like Instacart, Amazon, and Walmart Connect.
PepsiCo is also expanding its partnership with AWS, which will provide cloud infrastructure for its internal Generative AI platform, PepGenX. This system will support AI-powered content creation, digital shelf optimization, and supply chain modeling. It also will allow PepsiCo to automate ecommerce asset development and adapt pricing and availability in near-real time.
The move away from traditional sales execution is becoming clearer. Instead of sales reps spending time on order capture and manual checks, PepsiCo envisions hybrid teams where AI handles transactional and operational tasks, while human reps focus on strategic growth, cross-selling, and retail collaboration.
The company is equipping teams with tools that blend ecommerce and in-store insights. That enables more data-driven promotion planning and execution — whether on a store shelf or on a digital storefront.
“This is about empowering our teams and partners with real-time intelligence,” said Athina Kanioura, PepsiCo’s chief strategy and transformation officer. “AI allows us to optimize execution and respond faster to what’s happening in the market — whether it’s an out-of-stock alert or an opportunity to boost a product online.”
PepsiCo’s adoption of Agentforce reflects a growing trend across consumer goods. That is, the convergence of AI, ecommerce, and supply chain into a unified, data-led operating model. For the thousands of small and large retail accounts PepsiCo serves, the result will be:
The investment also reinforces a broader market shift. As retailers — particularly in convenience, foodservice, and big-box — expect CPG brands to plug directly into their ecommerce ecosystems, suppliers like PepsiCo are under pressure to deliver digital readiness at scale.
PepsiCo’s AI deployment is more than a tech upgrade. It’s a foundational change in how the company executes ecommerce and serves its B2B partners. By automating back-end workflows and enhancing the digital customer experience, PepsiCo is aligning its sales and supply operations with the demands of a retail landscape increasingly driven by data, speed, and personalization, the company said.
Sign up for a complimentary subscription to Digital Commerce 360 B2B News. It covers technology and business trends in the growing B2B ecommerce industry. Contact Mark Brohan, senior vice president of B2B and Market Research, at [email protected]. Follow him on Twitter @markbrohan. Follow us on LinkedIn, X (formerly Twitter), Facebook and YouTube.
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Copyright © 2025 Digital Commerce 360 | Vertical Web Media LLC

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