Agentic Commerce and Digital Sales Rooms show how intelligent sales in eCommerce and B2B work today.
- Definition and potential of Agentic Commerce in the context of Shopware
- Possible uses of digital sales rooms for customised advice and scaling
- Differences between guided and self-guided presentations
- Role of AI agents in the automation and personalisation of sales
- Concrete benefits for companies in the B2B and eCommerce environment
The change in digital sales
Many online shops still work on the same principle as they did ten years ago. Customers click through categories, use filters, compare products and add items to their shopping basket. This process is clearly structured, but not very flexible.
Expectations have evolved. Customers no longer want a rigid experience. They are looking for relevant information, up-to-date data and advice that suits their situation. A clear presentation of complex offers is particularly important for business customers. The aim is to convey content in an understandable, personalised and straightforward way.
As a result, sales teams are faced with new challenges. They need to react faster, provide more precise advice and work more efficiently at the same time. This is exactly where the change begins. Solutions are needed that not only show what is available, but also actively support sales. The future no longer lies in the classic web shop, but in intelligent formats that directly combine information and decision-making.
What is Agentic Commerce?
Agentic commerce stands for a new form of digital commerce. It centres on artificial intelligence that acts actively and independently on behalf of users. These systems make decisions, compare offers, check availability and carry out purchases without humans having to take each step themselves.
The user defines a goal, such as a specific product with technical requirements or a budget framework. From this point, the intelligent agent takes over. It searches for suitable offers, evaluates options, takes framework conditions into account and makes suggestions or carries out the purchase directly. This saves time and reduces complexity, especially in complex procurement processes.
This is particularly relevant for business customers. Here, selection processes are often lengthy, as many stakeholders, approvals and technical specifications play a role. A digital agent can significantly speed up these processes and improve the quality of decisions.
Agentic commerce therefore means not only automation, but a genuine change of role. Customers no longer have to navigate through every step themselves. Instead, they receive support from systems that can understand and control the entire process.
The stage for modern sales
Today, sales no longer begins with direct dialogue. It begins where customers encounter information that matches their needs. Digital sales rooms were developed precisely for this purpose. They are digital presentation rooms in which companies can individually present products, solutions or offers.
Your sales team creates these presentations directly in the CMS. They combine landing pages, list views or product pages to create a targeted set of content tailored to a specific customer or use case. The content is not static, but accesses current data such as prices or stock levels live.
Guided session | Self-guided presentation (Self-Guided) |
| Live video call with personalised advice | Asynchronous use without sales involvement |
| Co-browsing, screen sharing, direct questions | Customer clicks through the presentation themselves |
| Interactive presentation by the sales team | Access via link, e.g. by email or customer account |
| Ideal for complex questions or personal support | Ideal for informed buyers or internal approvals |
After a guided session, the presentation can be automatically transferred to a self-guided version. The customer can call it up again at a later date, pass it on or vote on it internally. Both formats are directly linked to the shop.
Curious?
Find out more about what Shopware Digital Sales Rooms are all about and how we can support you.
Where do Agentic Commerce and Digital Sales Rooms meet?
Digital sales rooms provide the structure. Agentic Commerce provides the intelligence. Together, they create a sales model that not only displays content, but also supports targeted decisions and automates processes.
Agentic Commerce utilises precisely this environment to play to its strengths. AI agents can prepare presentations, select content and guide users through the available options.
For many of our customers, this is the next logical step in sales. With Digital Sales Rooms, we create a bridge between consulting and online purchasing - fully integrated in Shopware, without any additional tools.
Instead of manual configuration, an agent recognises which products are relevant for a customer, creates a self-guided presentation and sends it automatically. If it becomes clear during the process that a personal meeting is necessary, the agent can initiate a guided session and inform the sales team. This creates a smooth transition between automated support and human advice.
However, the interaction also works the other way round. Sales teams can use prepared sessions to work more efficiently and with the support of agents who take over follow-up actions, pre-formulate offers or provide additional information.
Agentic Commerce not only makes the digital sales room more dynamic, but also more responsive. Instead of running standard processes, it responds to what the user actually needs.
Guided vs. self-guided: The intelligent switch
Digital sales rooms solve the problem of customers being overloaded with too much information in guided or self-guided sessions. The big advantage is flexibility. Both formats can be used depending on the customer's situation, but until now they have been used manually by the sales team.
Agentic Commerce takes the next step here. The AI recognises which type of interaction is appropriate and automatically initiates the right action. The switch between self-guided and guided no longer follows a rigid sequence, but is dynamic and context-based.
A direct comparison shows the differences:
| Aspect | Classic eCommerce | Digital Sales Room | Agentic Commerce |
| Content | Standardised, often unstructured | Curated, customised | Automated, contextually generated |
| Interaction | Self-guided, unaccompanied | Guided or self-guided, manually controlled | Dynamic, AI-based mediated |
| Timing | User determines the process | Prepared and controlled by the sales team | AI recognises demand and actively controls timing |
| Flexibility | Low | Medium (two modes) | High (adaptive transitions in real time) |
| Scalability | High, but without depth | Scales with effort in setup | Scaled with consistent quality |
Agentic Commerce thus turns two separate worlds into one system that can decide what the next step should be.
What this means for companies
Agentic commerce not only changes the shopping experience, but above all the way companies think about and organise sales. Processes that were previously time-consuming to prepare or manually initiated can now be automated without losing quality.
Instead of creating each offer individually, agents can automatically compile relevant content and present it to the customer at the right time. This frees up time for sales teams to hold qualified discussions, while routine tasks are taken over by systems. Especially in B2B environments with long decision-making processes, many parties involved and a high need for coordination, this brings tangible efficiency gains.
For companies, this means
- Less friction in the sales process
- Higher closing rates
- Better scalability
- More visibility in the decision-making process
Conclusion
Agentic Commerce brings movement to digital sales. With digital sales rooms as the technical foundation, flexible, data-based sales processes are being created that seamlessly adapt to customer needs.
Those who create the right structures now can not only digitalise sales, but actively rethink them.
If you would like to know how Shopware Digital Sales Rooms and Agentic Commerce can actually work in your sales organisation: Talk to us! We will show you how to use Shopware specifically for this purpose and how to future-proof your processes.
