Salesforce has put its own mark on Demandware's e-commerce cloud service, adding support for the Einstein AI and Apple Pay, and rebranding the service as Commerce Cloud.

Commerce Cloud is a relaunch of Demandware, which Salesforce.com Inc. acquired for $2.8 billion in June. Einstein and Apple Pay support are the two big new features for Commerce Cloud, which is otherwise a straight-up rebranding. (See Salesforce Scoops Up Demandware for $2.8B.)

The service formerly known as Demandware is designed to unify retail shopper experiences on mobile, the web, and in brick-and-mortar stores. Store salesclerks using Commerce Cloud can know what a customer has been shopping for online, order merchandise from other stores, or on a company's e-commerce site. Likewise, a customer visiting an e-commerce site can be served recommendations based on past experience on the Internet, mobile and in stores.

"The PoS transaction shouldn't be different from e-commerce," Dwight Moore, Salesforce senior director of retail product marketing, tells Light Reading. "The customer can be served anywhere and everywhere, in the store and outside it."

Integration with Salesforce's Einstein AI is designed to provide predictive recommendations based on customer behavior, as well as predictive sorting, where site searches can be sorted based on greatest relevance, Moore says.

By integrating with Salesforce CRM -- which was previously available from Demandware -- Commerce Cloud supports the "entire customer lifecycle" -- from marketing and advertising to shopping and purchasing, to post-purchase service and engagement, Moore says.

T-Mobile US Inc. is a marquee customer for the cloud service, along with Adidas, Jimmy Choo, Payless and other retailers.

Salesforce acquired Demandware in June, as an entry into the e-commerce market, broadening from Salesforce's mainstay CRM and ratcheting up competition with Oracle Corp. (Nasdaq: ORCL), which has its own e-commerce technology.

Salesforce's annual Dreamforce conference is in San Francisco from October 4-7, and Light Reading will be there.

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— Mitch Wagner, , Editor, Light Reading Enterprise Cloud