With this partnership, Frasers Group will be deploying commercetools’ complete agentic commerce offering — including AI Hub and the Agent Gateway.
Frasers Group has announced a European retail launch partnership with commercetools, the AI-first commerce platform for global enterprises, marking a key step in adopting AI-enabled shopping.
With this partnership, Frasers Group will be deploying commercetools’ complete agentic commerce offering — including AI Hub and the Agent Gateway.
This will enable shoppers to discover and purchase products from Frasers Group’s retail ecosystem directly within AI shopping channels such as ChatGPT via the Agentic Commerce Protocol (ACP).
“The digital customer ecosystem is evolving faster than ever before, and so are customers’ expectations,” said David Clark, Chief Customer Officer at Frasers Group.
“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.”
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“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.”
Andrew Burton, CEO of commercetools, said, “The future of commerce is agentic, and it’s arriving faster than most retailers realise.”
“Frasers Group understands that when customers start delegating shopping to agents or doing their shopping through an LLM, the retailers who will win will be those ready to deliver seamless, trusted, consistent experiences through those agents.”
“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.”
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With conversational commerce expected to grow rapidly over the next decade, this partnership demonstrates Frasers Group’s and commercetools’ commitment to proactively meeting customers where they are, simplifying and improving the CX with generative AI to make it richer and more personalised.
The collaboration builds on Frasers Group’s existing partnership with commercetools and represents a significant acceleration of the retailer’s AI strategy.
“This is a commitment to driving innovation and constantly improving the shopper’s experience across one of Europe’s largest and most diverse retail portfolios,” added Burton. “Proving agentic commerce works from value-focused Sports Direct to luxury FLANNELS will define what’s possible for European retail.”
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