British sportswear retailer JD Sports Fashion plans to allow customers in the US to search for and buy its products directly through leading AI platforms.
US shoppers will be able to complete transactions within AI tools such as Microsoft Copilot, Google Gemini and OpenAI ChatGPT, removing the need to move between multiple applications.
The US is JD’s largest market, where it operates more than 2,500 stores across JD, DTLR, Shoe Palace and Hibbett, generating 40% of group sales.
A global agreement with German e-commerce company commercetools underpins the initiative, under which JD will become the “first” retailer to use commercetools and Stripe’s Agentic Commerce Suite.
This will enable one-click purchasing directly within AI platforms.
Through the new setup, customers will be able to find and purchase sports footwear, apparel and accessories inside AI applications, with checkout and payment processing integrated into the same flow.
As part of the agreement, JD said its product information, pricing and inventory systems will be optimised for AI-driven commerce, allowing platforms to access accurate, real-time availability data and complete transactions securely.
It follows the retailer’s recent re-platforming of its US e-commerce operations using commercetools.
Looking ahead, the company said it intends to complete the rollout of equivalent platforms across its UK and European operations this year.
Addressing changes in consumer behaviour, JD cited 2025 research from Adobe Express indicating that 60% of surveyed US consumers used AI during their shopping journeys.
JD said the agreement positions the business to support direct purchasing through AI platforms in the US ahead of a wider international rollout.
JD Sports Fashion group CEO Regis Schultz said: “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.”
