Frasers Group will become the first European retailer to deploy commercetools’ full agentic commerce suite, meaning Sports Direct, FLANNELS and FRASERS customers can discover and purchase products within AI shopping channels.
“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 within ChatGPT.”
David Clark, Chief Customer Officer, Frasers Group.
“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,” Clark added.
Frasers Groups says the deployment supports its strategy to proactively meet customers where they are, simplifying and improving the shopper journey with generative AI to make it richer and more personalised.
“The future of commerce is agentic, and it’s arriving faster than most retailers realise,” said Andrew Burton, CEO of commercetools.
“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.”
Retail Rewired 
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