October 16 2025
Frasers Group will become the first European retailer to deploy commercetools' full agentic commerce suite, enabling Sports Direct, FLANNELS and FRASERS customers to complete purchases through ChatGPT and more.
This partnership positions Frasers Group as a sector leader in AI-first shopping, offering richer personalisation for customers.
Together, this partnership forms a key part of Frasers Group's broader AI strategy to reimagine the customer journey across its brand and retail ecosystems.
Frasers Group today announced an exclusive European retail launch partnership with commercetools, the leading AI-first commerce platform for global enterprises, marking a significant milestone for AI-driven agentic commerce. With this partnership, Frasers Group will be the first major European retailer to deploy commercetools' complete agentic commerce offering - including AI Hub and the Agent Gateway - enabling 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. 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."
"The future of commerce is agentic, and it's arriving faster than most retailers realize," adds 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."
With conversational commerce expected to grow rapidly over the next decade, this partnership demonstrates Frasers Groups and commercetools commitment to proactively meeting customers where they are, simplifying and improving the customer experience with generative AI to make it richer and more personalised than ever before. 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."
ENDS
For more information, please contact:
Frasers Group Communications, FGPR@frasers.group