As large language models (LLMs) and AI agents become new channels for product discovery, retailers must be able to convert intent into transactions across these environments. At NRF 2026 in New York in January, commercetools announced a set of customer and platform updates showcasing how its global retailer customers are moving from AI experimentation to agentic commerce execution.
The announcements highlight its AI Hub as the connective foundation for agentic workflows, early enterprise adoption of the Agentic Commerce Suite (ACS) developed by Stripe, and JD Sports’ use of commercetools Agentic Jumpstart and ACS, alongside other recent customer successes.
Stripe’s ACS connects AI-driven discovery directly to secure checkout and payment flows, allowing retailers to capture demand the moment intent is expressed. The result is a practical path that allows retailers to enable agentic workflows faster, without complexity or loss of control.
JD Sports has signed on as the first enterprise retailer to deploy the ACS, marking an early commitment to converting AI-driven discovery into live transactions. In addition to ACS, JD Sports is adopting commercetools’ Agentic Jumpstart (which includes the AI Hub), reflecting its investment in capturing demand as discovery increasingly shifts toward AI-powered interfaces.
Retailers are reaching an inflection point where discovery is increasingly happening inside AI-driven environments, but transactions still have to be reliable, secure, and scalable. With Agentic Jumpstart and our work with Stripe, JD Sports is moving early to connect AI-led discovery directly to real transactions. We’ve done the hard work to make this practical so enterprises can move faster, stay in control, and capture demand wherever shopping happens next,” Dirk Hoerig, Founder and Chief Innovation Officer, commercetools.
For JD Sports, this represents a concrete step toward a future where GenAI channels become a primary entry point for commerce. By combining Agentic Jumpstart with Stripe’s payments and fraud protection, JD Sports can participate in agentic commerce while maintaining governance over pricing, inventory, checkout, fulfilment, and customer experience.
“We want to make it as easy as possible for our customers to shop with us, no matter where they are or how they like to shop. As AI-driven interfaces become a real entry point for commerce, our partnership with commercetools and Stripe allows us to not only be discoverable – but also to be transactional – through those channels, without adding complexity to our operations. That strengthens our digital proposition for customers, and keeps us moving in line with the fast-changing retail landscape,” Regis Schultz, Group CEO, JD Sports Fashion Plc.
