Salesforce to add digital commerce capabilities with US$2.8bn Demandware acquisition

The purchase will allow Salesforce to offer Commerce Cloud and get into e-commerce

Salesforce.com is moving beyond CRM and into e-commerce with the acquisition of cloud service provider Demandware.

It will use the purchase to kick-start a new field of business, the Salesforce Commerce Cloud, it said Wednesday.

The company already has its Sales Cloud, Service Cloud, Marketing Cloud, Analytics Cloud.

By rebranding Demandware Commerce Cloud as its own, Salesforce will be able to combine e-commerce, order management, point-of-sale, store operations and predictive intelligence into its own platform.

Commerce Cloud will allow Salesforce customers to connect with their own clients in new ways, the company said, while Demandware customers will gain access to sales, marketing and analytics functions from Salesforce. Demandware customers include L’Oreal and U.K. retail chain Marks & Spencer.

"There are so many ways it accelerates our mission to transform retail," Demandware CEO Tom Ebling said in a conference call to discuss the deal.

Being part of Salesforce will add to Demandware's credibility when approaching large accounts, he said.

It will also help the company expand to new countries. "We've just got started in places like Japan and Italy but there are many other untapped geographies for us," he said.

A third area where it will benefit is omnichannel marketing, helping retailers engage customers everywhere. "The combination of CRM capabilities, knowledge of the customer, with the commerce engine will be a way to accelerate that capability," he said.

Salesforce's Chief Product Officer Alex Dayon said the deal will increase its customers' insight into their business.

"Our customers' information systems are going to be powered by data. You need a complete view of your customers. Having commerce as part of the CRM platform is important," he said during the same conference call.

He hammered home the need for more data in response to a question about Salesforce's ad targeting capabilities.

"For us it's all about the data, whether you use your own data, your own targeting, or whether you connect to companies like Google or Facebook," he said.

The companies expect to close the deal, worth around US$2.8 billion net of cash acquired, before August, subject to customary closing conditions.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

yes AI should be a course so many People Use AI https://g-techsolutions.com...

M Abdullah Khan

Is AI on course to take over human creativity? - Modern creative - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.

Pooja Gupta

Donut King takes in-store marketing to the next digital level

Read more

this is very benefit for us we can through all the thing in this and its very benefit for city personhttps://g-techsolutions.com...

M Abdullah Khan

What does the Oculus Rift launch mean for marketers?

Read more

as we all known AI is very spread and alot of companies used ai and we take alot of work from AI https://g-techsolutions.com...

M Abdullah Khan

Making sense artificial intelligence - Food for thought - CMO Australia

Read more

virtual marketing have as much benefits as also disadvantageshttps://g-techsolutions.com...

M Abdullah Khan

The ethical debate facing marketers around virtual reality - Data-driven marketing - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in