Smart Teams Up with Salesforce to Launch AI-Driven Unified E-Commerce Platform

Smart Communications Inc. has partnered with Salesforce, the global leader in AI-powered customer relationship management, to build a unified, AI-driven digital storefront aimed at transforming the online experience for its over 50 million prepaid and postpaid subscribers. This new platform, powered by Salesforce Commerce Cloud, will enable Smart customers to seamlessly purchase devices, renew phone plans, and even port mobile numbers—all without needing to visit physical stores.

Salesforce’s AI capabilities will play a key role in enhancing the customer experience by intelligently recommending personalized mobile plans tailored to individual needs. To ensure smooth data flow and integration, Smart will leverage MuleSoft, a Salesforce-owned integration platform, connecting internal systems with third-party services to deliver a truly connected customer journey across multiple channels.

This collaboration is supported by Salesforce’s Professional Services team, ensuring a smooth and efficient rollout. The mobile-first design of the new storefront will deliver consistent, omni-channel experiences whether customers shop on their phones, tablets, or desktops. Smart also employs Salesforce’s Service Cloud and Marketing Cloud to further drive its digital transformation, enhancing customer support and targeted marketing.

With Commerce Cloud at its core, the platform will accelerate order management and fulfillment, improving customer satisfaction while boosting revenue growth and retention. Smart is also exploring expanding this e-commerce solution to serve its enterprise clients, opening new avenues for business growth.

Gilbert Gaw, FVP and Head of IT and Transformation Office at Smart & PLDT, highlighted the project’s significance: “This strategic collaboration with Salesforce is a pivotal step in our digital transformation journey. Leveraging Salesforce Commerce Cloud’s robust architecture and omni-channel features, we are creating a seamless and intuitive platform that empowers our customers with greater convenience and access to our full suite of products and services. This initiative will not only elevate customer satisfaction but also fuel business growth by enabling continuous innovation.”

Abraham Cuevas, Regional Vice President and Country Manager for Salesforce Philippines, emphasized the importance of the partnership: “Smart is a recognized leader in the Philippines’ dynamic telecommunications sector, with an unwavering commitment to innovation and customer-centricity. We are excited to empower Smart with a modern, AI-ready platform that will enable them to connect with their customers in a more personalized and engaging way. This transformation will not only streamline their e-commerce operations but also position them for continued success in the Philippines’ competitive telecommunications landscape.”

This new AI-powered platform marks a major leap forward in Smart’s digital journey, promising Filipino consumers faster, more personalized, and convenient access to mobile services and products in today’s increasingly digital world.