The company is introducing AI commerce to its biggest customer market, so shoppers in the US will be the first to access the new technology.
Building on its 18-month partnership with commercetools, a technology provider that helped the retailer re-platform its e-commerce channels in the U.S., JD Sports is leveraging a new AI platform that will enable shoppers to use AI tools to search for and purchase sports footwear, apparel and accessories – all in a single click.
By integrating AI tools including Microsoft’s Copilot and Stripe, Google’s Gemini and OpenAI ChatGPT, JD Sports is creating an AI foundation that merges search, discovery and integrated payments. This will enable customers to find and purchase products in one step.
The new platform will optimize the British sportswear retailer’s product information, pricing and inventory systems. 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 solutions, they receive accurate and real-time information on product availability and can complete their purchases seamlessly.
“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,” said Regis Schultz, Group CEO of JD Sports Fashion plc. “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.”
