Greater Manchester based JD Sports have announced 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.
JD customers in the US will be able to purchase directly through leading AI platforms including Copilot (Microsoft), Gemini (Google) and ChatGPT (OpenAI), further reflecting how with over 2,500 stores across JD, DTLR, Shoe Palace, and Hibbett, the Group delivers a market-leading, multi-brand proposition blending agility with trend-driven innovation.
The JD Group is redefining sports fashion retail in North America, its largest market representing c.40% of its global sales. As part of this drive, the JD brand has agreed to become the first retailer to leverage commercetools and Stripe’s innovative Agentic Commerce Suite (ACS).
Starting with Microsoft Copilot and later extending to other leading Large Language Models (LLMs), customers in the US will be able to find and purchase products from JD using the AI platforms as a ‘one-stop-shop’, including integrated payments. As LLMs become increasingly sophisticated and roll out new features to regions outside of the US, JD will be well positioned as one of the leaders in the field of agentic commerce.
JD’s omnichannel approach combines vibrant, theatrical stores – where sports fashion meets music – with cutting-edge digital experiences. Its recent re-platforming via commercetools in the US has strengthened JD’s ability to offer a seamless, premium shopping experience across digital channels. Today’s announcement in agentic AI commerce marks the next step in JD’s journey to revolutionise sports fashion retail, harnessing technology to elevate its customer experience and set new standards for the industry. JD Group isn’t just adapting to change – it’s driving it.
Regis Schultz, Group CEO of JD Sports Fashion plc, said:
“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. 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.”
To support the launch of the partnership, Regis Schultz, Group CEO of JD Sports Fashion plc, and Jetan Chowk, JD’s Chief Technology & Transformation Officer, will attend the National Retail Federation ‘Retail’s Big Show’ in New York City this week for demonstrations of the ACS alongside executives from commercetools and Stripe.
Today’s announcement builds on JD and commercetools’ successful partnership established over the last 18 months. JD has leveraged commercetools to successfully re-platform its e-commerce channels in the US, and JD will complete the roll-out of equivalent platforms to its UK and European operations in 2026.
The new global agreement with commercetools and Stripe will optimise JD’s product information, pricing, and inventory systems specifically for AI platforms. Through bespoke and cutting-edge technology, LLMs will connect directly to the Agentic Commerce Suite, which will provide secure checkout and payment processing. This ensures that when customers interact with AI platforms, they receive accurate and real-time information on product availability, and can complete their purchases seamlessly.
