Frasers Group Pioneers AI Shopping with ChatGPT Integration
Frasers Group Launches AI-Powered Shopping Through ChatGPT
London, October 20, 2025 — In a groundbreaking move for European retail, Frasers Group has become the first major retailer to implement Commercetools' Agentic Commerce system, enabling customers to shop using ChatGPT and other AI assistants. The integration allows seamless transactions within chat interfaces across brands like Sports Direct.
How It Works
The system leverages Commercetools' AI Hub and Agent Gateway technologies to:
- Interpret customer requests via natural language
- Recommend products based on preferences
- Process payments without leaving the chat environment
"This isn't just another checkout option," said a Frasers Group spokesperson. "We're fundamentally reimagining how consumers interact with retailers."
Industry Implications
Commercetools CEO highlighted the accelerated adoption timeline:
"Many retailers underestimated how quickly agentic commerce would scale. Within 18 months, we expect 30% of digital sales to occur through conversational interfaces."
The technology offers:
- Personalized shopping: AI remembers preferences across sessions
- Reduced friction: Eliminates app switching and form filling
- 24/7 availability: Instant assistance without human operators
Consumer Benefits
Early tests show:
- 40% faster checkout times compared to mobile apps
- 25% higher average order values from targeted suggestions
- Improved accessibility for visually impaired shoppers
Key Points:
- First major European retailer implementing conversational commerce
- Transactions completed entirely within ChatGPT interface
- Uses Commercetools' proprietary Agentic Commerce protocol
- Expected to reshape retail customer service standards
- Personalization engine adapts to individual shopping patterns
