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August 13, 2015

Salesforce hits the buy button

Company targets $349.1 billion e-commerce market with its Community Cloud

By James Nunns

Salesforce is enabling companies to embed a buy button into online communities through its Community Cloud.

The move will prove e-commerce capabilities that will help the communities of customers to discover, research and buy products in a single location the company said.

While it is not the first company to add a "click to buy button", it is among the first enterprise communities to do so.

The Community Cloud will allow businesses to build sites where customers can interact with both the company and each other. Early customers include TripAdvisor and Avid Technology.

According to the company, others that have attempted to offer this type of commerce experience within their communities have struggled. This is due to a lack of trust and ease at which transactions can be combined with the community.

With e-commerce sales expected to reach $349.1 billion, Salesforce looks as though it wants to get a slice of this market.

These features haven’t been built solely by the company, but has been partnering with e-commerce companies CloudCraze, Demandware and Bigcommerce. With the use of Salesforce’s Lightning Components, users will be able to add capabilities without programming.

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