Retailer JD Sports is now letting customers purchase products through AI platforms, as AI commerce and shopping grows.
Shoppers will be able to buy products through AI tools like ChatGPT, Copilot, and Gemini – starting with Copilot and later rolling out to other large language models.
These purchasing capabilities are set to roll out initially in the US, and expand across the UK and European markets this year.
The technology underpinning the commerce function will be powered by API cloud-based commerce company Commercetools and Stripe’s Agentic Commerce Suite – the financial company’s agentic e-commerce offering.
JD is the first retailer to use the tools, letting their product information, pricing and inventory systems be used by the platforms to enable the integrated checkout.
The move will mean customers no longer need to navigate through to the JD Sports website to purchase the retailer’s sports clothes and footwear.
“This strengthens our digital proposition for customers, and keeps us moving in line with the fast-changing retail landscape,” said Regis Schultz, CEO at JD Sports Fashion.
AI Commerce
Consumer behaviour is shifting to shoppers discovering products and services through AI chatbots over browser searching.
August research from Adobe found that traffic to US retailers from AI tools increased 4700 percent year-on-year. The study also found that 38 percent of US consumers have used GenAI for online shopping, with 52 percent planning to do so in the near future.
The natural evolution of this has been the availability of integrated payments within AI chatbots, so that users can discover and shop at the same time.
For brands, this means not only optimising for AI tools, but ensuring their commerce, payments and inventory systems are ready to support agent-led transactions.
