Retailer JD Sports is embracing the age of AI shopping by teaming with commercetools and Stripe to help shoppers find and buy footwear, apparel, accessories, and other products directly through popular artificial intelligence assistants, including Microsoft’s Copilot, Google’s Gemini, and OpenAI’s ChatGPT.
As consumers increasingly tap AI to search for goods and services, the multinational U.K.-based company hopes to position itself as a leader in a changing retail landscape and to meet shoppers where they are. The initial launch focuses on the U.S., which accounts for 40 percent of JD Sports’ business and includes 2,500 brick-and-mortar JD, DTLR, Shoe Palace, and Hibbett stores. A global rollout will follow.
Harnessing the power of Commercetools and Stripe’s Agentic Commerce Suite (ACS) promises to make it easier for shoppers to discover JD Sports on AI platforms; ensure that they get accurate inventory and pricing information; and provide quick, easy, secure payment through a seamless one-click checkout and payment system—all without adding complexity to JD Sports’ own operations.
The announcement builds an 18-month partnership between JD and commercetools that successfully re-platformed the company’s e-commerce channels in the U.S. and will soon do the same for its U.K. and European operations.
“We see AI as a real opportunity to improve our customers’ experience with JD, as well as making our own operations more efficient,” says Regis Schultz, group CEO of JD Sports Fashion plc.
“JD Sports is pushing the industry forward by treating AI as a real channel for serving customers, not just a concept,” says Dirk Hoerig, founder and chief innovation officer at commercetools.
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