JD Sports Fashion first retailer to use commercetools and Stripe AI technology

JD Sports Fashion is using commercetools’ Agentic Jumpstart solution and Stripe’s Agentic Commerce Suite (ACS), with the former’s AI Hub acting as the connective foundation for agentic workflows.

It is the first enterprise retailer to deploy the ACS, connecting LLM powered shopping to checkout and payments, without replatforming or added complexity.

Its customers in the US will be able to purchase directly through AI platforms including Copilot (Microsoft), Gemini (Google) and ChatGPT (OpenAI).

“This agreement places JD right at the forefront of AI commerce. We want to reach customers wherever shopping decisions are happening, and make it easy for them to complete a purchase,” says Regis Schultz, Group CEO at JD Sports Fashion.

“As AI becomes a real entry point for commerce, our partnership with commercetools and Stripe will allow customers using AI for searches to find and transact with JD quicker and easier, at the click of a button through those channels, without adding complexity to our operations. This strengthens our digital proposition for customers, and keeps us moving in line with the fast changing retail landscape.”

“We see AI as a real opportunity to improve our customers’ experience with JD, as well as making our own operations more efficient, and so I’m really pleased that with this big step forward we are putting our words into action.”

“Retailers are reaching an inflection point where discovery is increasingly happening inside AI driven environments, but transactions still have to be reliable, secure, and scalable,” says Dirk Hoerig, Founder and Chief Innovation Officer at commercetools.

“With Agentic Jumpstart and our work with Stripe, JD Sports is moving early to connect AI led discovery directly to real transactions. We’ve done the hard work to make this practical so enterprises can move faster, stay in control, and capture demand wherever shopping happens next.”

Jetan Chowk, Chief Technology & Transformation Officer at JD Sports, comments: “We’ve seen that customers want to be able to shop though different channels and it’s important that we meet them where they are. Today’s announcement is an important step into the next era of online shopping and positions JD to be ahead of the curve as the global retail industry embraces AI.”

RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by VenHub Global, 3D Cloud and EdTech Innovation Hub.

This is now open for entries. Deadline for submissions is Friday, 5th December. It’s free to enter and you can do so across multiple categories.

Check out categories and entry forms here.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.