VTEX has expanded its AI-native commerce architecture with autonomous agents across commerce, customer experience and retail media. The system is now in use by global brands and retailers in multiple markets.
The update brings AI into day-to-day retail operations, including merchandising, customer service and campaign management. It marks a shift from AI as a discrete product feature to an embedded layer across the broader platform.
The Commerce Platform now includes VTEX AI Workspace, described as a command centre for business teams using natural-language inputs. It also includes AI Personal Shopper for online storefronts, AI Quotation for B2B transactions, and an integration with Google's Universal Commerce Protocol in the US that enables product discovery and checkout within Gemini and Google AI Mode.
Its customer experience software has also been extended with autonomous agents across web, WhatsApp and other messaging channels. According to VTEX, post-sales systems now handle more than 91% of order, return and exchange interactions, while end-to-end commerce transactions can also take place within WhatsApp.
On the advertising side, VTEX has added AI Campaign Management and AI Insights for Brands to its VTEX Ads Platform. The tools are designed to help retailers manage campaigns across channels and track attribution and share-of-market data.
Several customers are already using the new setup. Decathlon, Whirlpool, Amo Beleza and Grupo CVLB are among the companies using VTEX AI Workspace, which VTEX says allows teams to reduce operational processes from weeks to hours through natural-language commands.
Whirlpool also moved its Brazilian B2B channel to VTEX during the quarter. In Europe, Portuguese retailer HOMYCASA has started operations on the platform, adding to VTEX's regional presence.
Customer base
VTEX supports about 2,200 customers across 44 countries. Its customer roster includes Carrefour, Colgate, Sony, Stanley Black & Decker, OBI, KitchenAid, Whirlpool and Electrolux.
The company is positioning the architecture as a way for large organisations to run commerce functions more directly through conversational systems instead of manual processes and separate interfaces. That includes both consumer-facing activity and internal operations across B2B, B2C, customer service and retail media.
"AI is no longer a feature; it is the operating layer of modern commerce. For CIOs and CEOs running commerce at enterprise scale, the question is no longer whether to invest in AI, it is whether their commerce backbone can absorb AI safely, profitably and consistently across markets. Our role is to be the connected backbone that lets global brands and retailers move from running commerce to growing through commerce," said Santiago Naranjo, Chief Revenue Officer, VTEX.
The move comes as retailers and brands look for ways to reduce manual work in core digital operations while maintaining service levels across sales, support and media channels. VTEX's latest expansion brings those functions into a single architecture for multinational groups operating across several markets and business models.
VTEX has described the design as multi-tenant and cloud-native, with autonomous agents integrated into the core platform rather than added as stand-alone tools. Early adopters cited by the company span Europe and Latin America, while brands such as Decathlon, Whirlpool and Sony are among the wider set of companies connected to its platform.
For retailers, the practical aim is to automate repetitive tasks that have typically relied on separate teams and software tools. In areas such as product merchandising, customer support and media buying, that could mean more decisions and actions initiated through text-based prompts and pre-configured workflows rather than manual intervention.
VTEX has built the architecture across its three main software layers: commerce, customer experience and ads. The structure reflects a broader shift in the retail technology market, as suppliers seek to bring transactional systems, support channels and advertising tools together while merchants look for tighter control over digital operations and customer data.
The rollout also underlines how suppliers are increasingly framing AI around direct operational use rather than recommendation features alone. For enterprise customers, the key test is whether these systems can handle routine work accurately at scale across different countries, sales channels and customer touchpoints.