Autho launches new identity capabilities for B2C and B2B businesses

In September 2026, Okta announced new Auth0 capabilities aimed at helping businesses manage identity across consumer and enterprise applications, including AI-assisted commerce and multi-tenant SaaS environments. For B2C businesses, the new capabilities include the Identity Conversion Suite, which adds anonymous sessions and tools to test sign-up and login flows, and AI Identity for Agentic Commerce, which is designed to authenticate and authorize customers who are interacting with businesses with the help of AI assistants.

Whether optimizing for consumer growth or scaling enterprise readiness, Auth0 helps to streamline identity across every touchpoint. For consumer brands, the Identity Conversion Suite boosts sign-up and sign-in conversion, while AI Identity for Agentic Commerce delivers secure, personalized experiences for AI-assisted shoppers. For SaaS platforms, B2B Connect adds enterprise-grade identity to existing stacks without costly migrations, complemented by Tenancy-as-a-Service for streamlined tenant management. Ultimately, end users enjoy frictionless, trustworthy onboarding and login experiences whether they are shopping with AI agents or accessing enterprise workplace tools. The company said the capabilities can support purchases made through third-party AI assistants, including ChatGPT, as well as authentication and security for businesses’ own AI assistants.

For B2B organizations, Auth0 also introduced B2B Connect, which allows enterprise identity capabilities such as single sign-on, federation and multi-tenancy to be added to existing identity infrastructure without requiring a full migration of users, applications or tokens. The company said the offering is designed to support deployment within 90 days or less.

The company has also expanded its tenancy-as-a-service capabilities to support self-service configuration and delegated administration for enterprise customers, including management of member roles, permissions, and onboarding.

Impact on the ICT Market

The next massive shift in digital commerce is already underway as AI agents are projected to drive up to 25% of U.S. e-commerce through the course of the next four years. Businesses across both B2C and B2B sectors are also increasingly getting into AI and digital expansion to open up new revenue streams, but every new growth vector creates a constant tug-of-war: how do you add capabilities and drive revenue faster, without opening the door to new security risks?

In order to grow safely and securely, businesses can no longer treat identity as something that is static. A modern, flexible identity layer is now a critical requirement to convert traffic, retain customers, and seamlessly protect the bottom line in an AI-first world. Whether powering consumer-facing platforms (B2C) or scaling enterprise SaaS offerings (B2B), Auth0’s latest innovations equip digital, marketing, product, and security teams to build frictionless, resilient experiences.

Impact on the Agentic AI in Enterprise Operations Market

The global agentic AI in enterprise operations market is driven by the rise of AI-powered agents that adapt, learn, and act within enterprise ecosystems. The market is experiencing significant growth, led by rapid digital transformation, increasing demand for autonomous decision-making for business activities, and increasing integration of AI with enterprise software.

According to Precedence Research, connectivity and compatibility with ERPs, CRMs, and Supply Chain Management systems are important accelerants for the adoption of AI tools in enterprises, especially when the tool works natively on the enterprise information systems that exist, so the enterprise can realize value quickly. Organizations all over the world are under pressure to reduce costs, reduce mistakes in processes, and improve return on investment. Agentic AI automates repetitive, resource-consuming tasks with greater accuracy and intelligence that improve efficiencies and free up employees to do the strategic portions of their jobs.

The agentic AI in the enterprise operations market is further being driven by the shift to hyper-personalization at scale. Unlike legacy automation approaches, agentic AI can learn user preferences dynamically, autonomously reconfigure workflows, and respond contextually across various enterprise functions. The growth of agentic AI is also tied to the growing demand for organizations to make autonomous decisions. Agentic AI offers organizations the potential for lower manual intervention in tasks, contributory workflows, and acquisition agility in open environments. Initial applications that can be observed are real-time uses of agentic AI, such as AI-driven intelligent customer service agents, financial risk assessments, autonomous supply chain and logistics platforms, and workflows.

Impact on the Digital Commerce Market

The global digital commerce market size is calculated at USD 6.96 trillion in 2025 and is predicted to increase from USD 8.06 trillion in 2026 to approximately USD 29.29 trillion by 2035, expanding at a CAGR of 14.36% from 2026 to 2035.

According to Precedence Research, the market's expansion is due to the rapid urbanization of the world. Additionally, rising internet usage and the use of gadgets like smartphones, laptops, and tablets to access digital commerce portals are boosting industry expansion. Through digital commerce, companies may conduct transactions without having a physical presence, which lowers their infrastructure, communication, and administrative expenses. The industry is also fueled by the rising popularity of online shopping, particularly among women, and the expanding impact of social networking sites on purchasing decisions.

Technology has also greatly improved the effectiveness and accessibility of the digital commerce industry. Companies engaged in digital commerce are aiming to combine their technology stacks and build an integrated ecosystem that offers a full spectrum of capabilities for digital commerce operations. Legacy systems that have become harder to maintain will be replaced with optimized content management, simple campaign orchestration, and constant experimentation from a single digital experience platform (DXP).

Expert Opinion

“No matter what line of business you’re in, revenue shouldn’t have to come at the expense of risk,” said Gareth Davies, Chief Product Officer, Auth0. “As AI agents increasingly act and transact on behalf of consumers, the surface area for both business opportunity and vulnerability expands. These latest innovations streamline the process of building a robust identity solution so that businesses can focus on growing safely – whether their users are humans or AI agents.”