Salesforce has signed a definitive agreement to acquire Cimulate. With the move, Salesforce aims to strengthen its Agentforce Commerce trading platform and help retailers make online shopping experiences more personal and intuitive with the help of AI.
The acquisition allows Salesforce to tap into the modern nature of the e-commerce world, where traditional keyword-based search functions are giving way to systems that try to understand the customer’s intent. Consumers increasingly expect online stores to actively help them find products, similar to a conversation with a salesperson in a physical store.
Cimulate
Cimulate develops technology that responds precisely to this need. The company has built a so-called “intent-aware context engine,” a system that analyzes both real and simulated customer experiences to better understand what a shopper is looking for. This enables online stores to display more relevant search results and make personalized recommendations throughout the purchasing process.
By integrating this technology into Agentforce Commerce, Salesforce wants to make it easier for consumers to discover and compare products in real time. At the same time, retailers should be able to work more efficiently and focus more on brand development and growth strategies, rather than on technical optimization of search functions.
Agentic commerce
According to Nitin Mangtani, senior vice president and general manager of Commerce and Retail at Salesforce, e-commerce is shifting toward what he calls “agentic commerce.” AI plays an active role in guiding customers. In his vision, online stores go beyond simple transactions and evolve into interactive and conversation-driven shopping experiences.
Cimulate also sees the acquisition as an opportunity for faster growth. CEO and co-founder John Andrews expects that Salesforce will make the technology available to large international retailers. He believes this will allow brands to move away from outdated search technology and switch to systems that better respond to customer behavior and needs.
Acquisition
With the acquisition, Cimulate’s specialized team will also join Salesforce, adding additional expertise in contextual and intent-driven search technology to the company’s commerce platform.
The transaction is expected to close in the first quarter of Salesforce’s fiscal year 2027, subject to customary approval procedures. That period runs until the end of April of this calendar year. Financial details of the acquisition have not been disclosed, but the move underscores Salesforce’s ambition to play a leading role in the next generation of AI-driven e-commerce.