After months of testing, consumer electronics retailer SharkNinja has launched an updated direct-to-consumer (DTC) ecommerce site that uses artificial intelligence (AI) agents.
The news follows a July report from Digital Commerce 360 that SharkNinja had been preparing its website to include technology from software provider Salesforce, along with AI-powered features. The technology, which Salesforce calls Agentforce, allows retailers to develop AI agents — digital tools that use training and large language models (LLMs) to proactively make decisions for their users.
Additionally, the new DTC ecommerce site features a unified sales platform for SharkNinja’s two brands: Shark and Ninja. They previously had separate DTC ecommerce websites, SharkClean.com and NinjaKitchen.com. SharkNinja formed when separate brands Shark (known for its vacuum cleaners) and Ninja (known for its blenders) merged in 2015. It then went public on the New York Stock Exchange in July 2023.
SharkNinja highlights its new website by indicating that both of its brands live “under one roof.” | Image credit: SharkNinja homepage, Oct. 13, 2025
How SharkNinja is using AI agents
The retailer released a statement explaining that it created the website with a mobile-first design.
Mark Barrocas, CEO of SharkNinja, said in the statement that Salesforce’s technology accelerates the retailer’s ecommerce capabilities. It also deepens its connection with consumers, he said.
SharkNinja is using Salesforce’s Agentforce primarily for customer support. In doing so, it allows the retailer “to focus on high-value interactions that deepen consumer relationships. In parallel, SharkNinja is extending this support to its wholesale partners, helping to enhance their own digital storefronts to deliver stronger, more connected shopping experiences for consumers everywhere.”
The retailer added that its new website “integrates a social-first experience” to help consumers learn more about its products and engage with the company. Post-purchase, consumers can access a hub for warranty information, frequently asked questions (FAQs), parts and accessories.
SharkNinja displays products from both its brands on its new direct-to-consumer (DTC) ecommerce website. | Image credit: SharkNinja homepage, Oct. 13, 2025
Combining the Shark and Ninja brands
In the statement, Barrocas said the “reimagination of SharkNinja.com” brings its brands under one destination to make it easier for consumers to explore and shop its products.
“This launch is a pivotal step in how we build lifelong relationships with consumers,” he said.
The new website also includes recipes, community stories and user-generated content, the retailer noted. It uses Salesforce Commerce Suite.
SharkNinja doesn’t have any physical storefronts — though it sells wholesale through other retailers. Its “best-foot-forward consumer touchpoint” is its social media presence, according to its senior vice president of global digital experience, Calvin Anderson.
Anderson previously told Digital Commerce 360 that SharkNinja has to “earn the right to gain the customer’s attention, especially in a world where SEO is moving so heavily to AI and those little blue links are getting further and further down the page.”
Do you rank in our databases?
Submit your data and we’ll see where you fit in our next ranking update.
Sign up
Stay on top of the latest developments in the online retail industry. Sign up for a complimentary subscription to Digital Commerce 360 Retail News. Follow us on LinkedIn, X (formerly Twitter), Facebook and YouTube. Be the first to know when Digital Commerce 360 publishes news content.
FavoriteThe post SharkNinja adds an AI agent to its new ecommerce site appeared first on Digital Commerce 360.
from Digital Commerce 360 https://ift.tt/zINvnAJ
0 Comments