JD Sports has announced the launch of one-click purchases on AI platforms, including Microsoft’s Copilot, Google’s Gemini and OpenAI’s ChatGPT, enabling U.S. shoppers to search, discover and purchase sportswear in a single click without leaving the AI app.

Announced at NRF 2026, JD Group will be the first retailer to leverage commercetools and Stripe’s Agentic Commerce Suite (ACS), which allows customers in North America to use AI platforms as a ‘one-stop-shop’, including integrated payments.

As AI adoption accelerates, the move will allow the sportswear and fashion retailer to meet customers where their shopping decisions are being shaped, as Regis Schultz, Group CEO of JD Sports, explained.

“We want to reach customers wherever shopping decisions are happening, and make it easy for them to complete a purchase. As AI becomes an entry point for commerce, our partnership with commercetools and Stripe allows customers using AI to find and transact with JD quicker and easier, at the click of a button.”

“AI is quickly becoming part of how customers discover products, and retailers need a way to participate without adding complexity behind the scenes,” Dirk Hoerig, Founder and CIO of commercetools, added.

A one-stop-shop for AI purchases

The new global agreement with commercetools and Stripe will optimise JD’s product information, pricing and inventory systems specifically for AI platforms. LLMs will connect directly to the ACS, providing secure checkout and payment processing, while also ensuring customers receive accurate and real-time information on product availability to make purchases seamlessly within the AI platform.

“JD Sports is 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 accuracy, governance and operational control,” said Jetan Chowk, Chief Technology & Transformation Officer of JD Sports.

The initiative forms a key part of JD Group’s ‘Beyond Physical Retail’ strategic pillar, as the Group continues to invest in infrastructure, technology and digital to support its long-term growth ambitions.