US Consumers Will Soon Be Able to Shop From JD Sports Directly on ChatGPT, Copilot + Other AI Platforms

JD Sports is introducing a new way for U.S. shoppers to browse and buy its footwear, apparel, and accessories directly inside popular AI chat platforms—streamlining product discovery, selection, and checkout without leaving the conversation.

Shopping inside AI chats

The retailer will enable one-click purchasing with integrated payments within AI assistants, turning them into a “one-stop shop” for JD’s catalog. The experience will launch first on Microsoft Copilot and later expand to additional platforms, including OpenAI’s ChatGPT and Google’s Gemini, with more large language models expected to follow.

Powered by a new commerce stack

To enable AI-native shopping, JD is becoming the first retailer to use Commercetools and Stripe’s agentic commerce suite. The partnership is designed to optimize product data, pricing, and inventory for AI channels and provide secure checkout and payment processing. JD has already re-platformed its U.S. e-commerce operations on Commercetools and plans to extend equivalent platforms to the UK and Europe in 2026.

Why it matters

JD frames this launch as a step toward leading in AI-driven commerce—meeting customers where decisions are made and reducing friction to just a click or two. Company leadership highlights AI as a way to both elevate the shopping experience and streamline operations, aligning with the JD Group’s “Beyond Physical Retail” strategy to invest in infrastructure, technology, and digital capabilities. Technology partners emphasize that AI is rapidly becoming central to product discovery and that retailers should treat it as a real sales channel, not just an experiment, while avoiding added back-end complexity.

What U.S. shoppers can expect

• Ask an AI assistant for the latest running shoes, lifestyle sneakers, or JD exclusives and receive curated options from JD’s assortment.
• Check size availability, compare styles, and get recommendations without leaving the chat.
• Complete purchases with integrated payments inside the same interface and receive order confirmations and support in-chat.

Rollout and availability

The experience will debut in the United States via Microsoft Copilot, with additional AI platforms added over time. With the UK and Europe scheduled to adopt the updated commerce infrastructure in 2026, JD is laying the groundwork for broader international availability as AI shopping becomes more commonplace.