Companies

JD Sports to enable direct purchases through AI platforms

Jan 16, 2026 United Kingdom

The sportswear retailer has announced that its US customers will be able to use AI platforms to search for and purchase sports footwear, apparel, and accessories without having to leave the interfaces

Customers of JD in the US will be able to make purchases directly through AI platforms, including Microsoft’s Copilot, Google’s Gemini and OpenAI’s ChatGPT. This reflects the company’s aim to support its multi-brand retail strategy in the US market, which represents around 40% of its global sales.

To achieve this, the group is partnering with commercetools and Stripe to become the first retailer to leverage their Agentic Commerce Suite (ACS), connecting AI-driven search with secure checkout and payments. Starting with Microsoft Copilot and then moving on to other large language model platforms, US customers will be able to search for JD products, complete purchases and make payments directly within the AI interface without being redirected to external websites.

“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. 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”, commented Regis Schultz, Group CEO of JD Sports Fashion.

He added: “This strengthens our digital proposition for customers, and keeps us moving in line with the fast-changing retail landscape”. Over the last 18 months, JD has leveraged commercetools to re-platform its e-commerce channels in the US. It also plans to roll out equivalent platforms for its UK and European operations by 2026.

“JD Sports is pushing the industry forward by treating AI as a real channel for serving customers, not just a concept. commercetools created an approach that lets shoppers move from discovery to purchase in a single step, while giving JD Sports the accuracy, governance, and operational control an enterprise business requires. It’s a meaningful step toward making AI-driven commerce real for consumers at scale”, said Dirk Hoerig, Founder and Chief Innovation Officer of commercetools.

Image Credits: retailtechinnovationhub.com

United Kingdom United States AI Companies ecommerce JD Sports Technology