What: Frasers Group partners exclusively with Commercetools to integrate agentic commerce and AI shopping channels like ChatGPT for its retail ecosystem.

Why it is important: Frasers Group’s adoption of agentic commerce sets a benchmark for innovation, supporting its leadership in digital retail and aligning with evolving consumer expectations.

Frasers Group has entered into an exclusive European partnership with Commercetools, becoming the first retailer in the region to implement the full agentic commerce suite. This collaboration allows customers to discover and purchase products from Frasers Group brands, including Sports Direct and Flannels, directly through AI channels such as ChatGPT, Gemini, and Perplexity. The initiative is a central component of Frasers Group’s broader AI strategy, aiming to reimagine the customer journey by delivering richer personalisation and seamless native checkout experiences. By leveraging Commercetools’ AI-first platform and investing in MACH architecture, Frasers Group is positioning itself as a leader in the rapidly evolving landscape of digital retail. The partnership not only enhances the group’s digital capabilities but also sets a new standard for how established retailers can adapt to the rise of agentic commerce, ensuring secure, scalable, and intuitive shopping experiences that meet the heightened expectations of today’s consumers.

IADS Notes: Frasers Group’s partnership with Commercetools reflects the broader industry trend observed in September 2025, where AI agents began transforming e-commerce by automating transactions and shifting engagement models (Journal du Net, September 2025; Forbes, February 2025). The integration of brands like Sports Direct and Flannels into AI shopping channels aligns with the group’s digital innovation efforts, as seen in the rollout of unified loyalty programs (Drapers, May 2025) and the launch of the Elevate retail media network (Fashion Network, May 2025). These initiatives collectively reinforce Frasers Group’s leadership in digital transformation and its commitment to setting new standards for agentic commerce (Fashion Network, October 2025).

Frasers Group dives into agentic commerce with Commercetools link-up