Frasers Group has partnered with Commercetools, an AI-first commerce platform for global enterprises, to launch the complete agentic commerce offer, which includes Agent Gateway and AI Hub. Frasers Group is the first European retailer to deploy Commercetools’ full agentic commerce suite.
The move allows the customers of Frasers’ retail ecosystgem to find and purchase products directly within AI shopping channels through the Agentic Commerce Protocol. Through this partnership, Frasers Group is delivering enhanced customer experiences across ChatGPT, Gemini, and Perplexity, including native checkout in ChatGPT, as explained by Frasers.
UK-based Frasers Group is the owner of Sports Direct, Flannels, Evan Cycles and other brands. Commercetools, founded in 2010, is headquartered in Munich and has additional offices in Berlin, London, Valencia, Melbourne and Boston.
