JD Sports is set to launch a new way of shopping its assortment directly through AI platforms.
On Monday, the British sportswear retailer said that it will enable customers to use AI platforms to search for and purchase sports footwear, apparel and accessories – all in a single click without leaving the apps.
As part of the move, JD customers in the U.S., the company’s largest market, will be able to purchase directly through AI platforms including Microsoft’s Copilot, Google’s Gemini and OpenAI’s ChatGPT.
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Starting with Microsoft Copilot and later extending to other leading large language models, customers in the U.S. will be able to find and purchase products from JD using the AI platforms as a “one-stop-shop,” including integrated payments.
To help bring this project to life, the JD brand has agreed to become the first retailer to leverage CommerceTools and Stripe’s agentic commerce suite. The new global agreement is set to optimize JD’s product information, pricing, and inventory systems specifically for AI platforms, while also providing secure checkout and payment processing. JD noted that it has already re-platformed its e-commerce channels in the U.S. with CommerceTools, and will complete the roll-out of equivalent platforms to its UK and European operations in 2026.
Regis Schultz, group chief executive officer of JD Sports Fashion plc, said in a statement that this move places the company “at the forefront” of AI commerce. He explained that the company’s 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 operations.
“We want to reach customers wherever shopping decisions are happening, and make it easy for them to complete a purchase,” Schultz said. “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.”
Jetan Chowk, chief technology and transformation officer of JD Sports, further noted that this initiative forms a key part of JD Group’s “Beyond Physical Retail” strategic pillar, as the company continues to invest in infrastructure, technology and digital to support its long-term growth ambitions.
“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,” Chowk said. “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.”
Dirk Hoerig, founder and chief innovation officer of CommerceTools, added that AI is “quickly becoming part of how customers discover products, and retailers need a way to participate without adding complexity behind the scenes.”
“AI is quickly becoming part of how customers discover products, and retailers need a way to participate without adding complexity behind the scenes. JD Sports is pushing the industry forward by treating AI as a real channel for serving customers, not just a concept,” Hoerig said. “It’s a meaningful step toward making AI-driven commerce real for consumers at scale.”
