Frasers Group is implementing a suite of agentic commerce tools that use the
Agentic Commerce Protocol (ACP) to enable shoppers to purchase products directly within genAI chatbots, including ChatGPT, Gemini, and Perplexity.

The move makes it the first retailer in Europe to implement the agentic commerce technology from commercetools, signalling its strategy to position itself as a leader in AI-powered shopping and provide richer personalisation for customers.

Co-developed by Stripe and OpenAI, ACP provides a standardised framework for retailers and brands to interact with consumers through AI agents and facilitate a seamless, instant checkout experience.

Frasers Group, which owns several well-known clothing retailers including Sports Direct, Flannels, and House of Fraser, said the partnership represents a key part of its broader AI strategy to “reinvent” the customer journey across its brands.

David Clark, chief customer officer at Frasers Group, said the digital customer ecosystem is evolving “faster than ever”, in line with customer expectations.

Commenting on the move towards agentic commerce, he said: “This marks a shift in our digital capabilities, delivering an even more intuitive and personalised shopping experience for our consumers.”

The move comes after Walmart announced earlier this week a partnership with OpenAI that enables customers and members of Sams’s Club to complete purchases directly within ChatGPT.

The AI firm announced the launch of Instant Checkout last month.

Earlier this month, Visa introduced Trusted Agent Protocol, a foundational framework for agentic commerce designed to establish secure communication between merchants and AI agents during transactions.

The protocol provides a framework for recognising trusted agents with commerce intent and distinguishes them from malicious automation and rogue bots.

Visa added that it created the protocol for a new era where AI can search, compare and pay on behalf of consumers, while ensuring trust between merchants and AI agents.

The move comes after rival Mastercard and payments firm PayOS earlier this month completed a payment transaction using a Mastercard Agentic token, a digital credential designed to enable AI agents to execute transactions on behalf of users.

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