Frasers Group becomes first European retailer to tap commercetools agentic commerce suite

Frasers Group is set to become the first major European retailer to deploy commercetools’ agentic commerce offering - including AI Hub and the Agent Gateway - enabling shoppers to discover and purchase products from its retail ecosystem (which includes Sports Direct) directly within AI shopping channels such as ChatGPT via the Agentic Commerce Protocol (ACP).

"The digital customer ecosystem is evolving faster than ever before, and so are customers’ expectations,” says David Clark, Chief Customer Officer at Frasers Group.

“With this partnership, Frasers Group is now at the forefront of this evolution to deliver enhanced customer experiences across ChatGPT, Gemini and Perplexity – including native checkout in ChatGPT - across Sports Direct, FLANNELS and FRASERS. This marks a shift in our digital capabilities, delivering an even more intuitive and personalised shopping experience for our consumers.”

“Crucially, it builds on our group wide investment into cutting-edge MACH architecture to lead the group into a new era of seamless agentic commerce.”

“The future of commerce is agentic, and it’s arriving faster than most retailers realise,” says Andrew Burton, CEO at commercetools. “Frasers Group understands that when customers start delegating shopping to agents or doing their shopping through an LLM, the retailers who will win will be those ready to deliver seamless, trusted, consistent experiences through those agents.”

“As our exclusive European retail launch partner, Frasers Group is setting the standard for how established retailers can move at the speed of this transformation - preparing to deploy agentic commerce responsibly, securely, and at scale across a diverse brand portfolio."

2025 RTIH INNOVATION AWARDS

Agentic commerce will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced last week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.