Frasers Group expands into agentic AI commerce

The retail giant has partnered with AI platform Commercetools to roll out its complete agentic commerce offering, including AI Hub and Agent Gateway.

The move allows shoppers to discover and purchase products from Frasers’ retail ecosystem directly within AI shopping channels via the Agentic Commerce Protocol (ACP).

The retailer said the collaboration builds on its existing partnership with Commercetools and represents a “significant acceleration” of its AI strategy.

Frasers Group chief customer officer David Clark said: “The digital customer ecosystem is evolving faster than ever before, and so are customers’ expectations.

“With this partnership, Frasers Group is now at the forefront of this evolution to deliver enhanced customer experiences across ChatGPT, Gemini and Perplexity – including native checkout in ChatGPT – across Sports Direct, Flannels and Frasers.

“This marks a shift in our digital capabilities, delivering an even more intuitive and personalised shopping experience for our consumers. Crucially, it builds on our group-wide investment into cutting-edge MACH Architecture to lead the group into a new era of seamless agentic commerce.”

Commercetools chief executive Andrew Burton added: “The future of commerce is agentic, and it’s arriving faster than most retailers realise. As our exclusive European retail launch partner, Frasers Group is setting the standard for how established retailers can move at the speed of this transformation — preparing to deploy agentic commerce responsibly, securely and at scale across a diverse brand portfolio.”