Metcash Taps Coveo AI to Overhaul B2B Retailer Communication Portal

The deployment shifts the retailer experience away from static document lookups toward a system capable of understanding natural language. By embedding Coveo’s AI-Relevance technology, Metcash intends to reduce the administrative burden on its retail network, allowing business owners to resolve routine operational issues through automated guidance rather than manual service requests. This functionality will soon extend to internal support agents, who will utilize the same AI-driven insights to assist retailers with complex inquiries.

This initiative marks a deeper collaboration between the three firms, building on Metcash’s existing use of Coveo within its online B2B marketplace, Sorted. Publicis Sapient has spent the last two years architecting the underlying service foundations to ensure the AI can handle the specific, high-volume demands of wholesale logistics. According to Madeleine Fitzpatrick, general manager of retail at Metcash, the goal is to minimize time spent navigating digital systems so retailers can dedicate more resources to their own customers. The project highlights a broader industry trend toward agentic commerce, where complex enterprise information is converted into immediate, practical value for end-users.