Frasers Group has become the first European retailer to deploy AI platform Commercetools Agentic Commerce Suite.
The move allows Flannels, Sports Direct and Frasers shoppers to carry out purchases via ChatGPT and Google’s Gemini.
Frasers has teamed up with Commercetools to launch the complete agentic commerce offer, which includes Agent Gateway and AI Hub.
This enables customers to find and buy products from Frasers’ retail ecosystem directly within AI shopping channels through the Agentic Commerce Protocol.
Frasers Group chief customer officer David Clark said: “The digital customer ecosystem is evolving faster than ever before, and so are customers’ expectations.
“With this partnership, [we’re] now at the forefront of this evolution to deliver enhanced customer experiences across ChatGPT, Gemini and Perplexity, including native checkout in ChatGPT.”
Related Story
He added: “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.”
Commercetools CEO Andrew Burton said: “The future of commerce is agentic, and it’s arriving faster than most retailers realise.
“Frasers Group understands that when customers start delegating shopping to agents or doing their shopping through an LLM (large language model), the retailers who will win will be those ready to deliver seamless, trusted, consistent experiences through those agents.
Last month, Asda made investments into AI, revealing an AI and Cloud tie-up with Microsoft.
Earlier this month, Ebay also rolled out a £3m AI small business programme.
Click here to sign up to Retail Gazette‘s free daily email newsletter
