Shares in JD Sports Fashion Plc rose on Monday after the sportswear retailer announced it would be enabling customers to make one-click purchases on AI platforms including Copilot, Gemini and ChatGPT.
A global agreement with digital commerce tech firm Commertools will kick off in the US initially, with JD Sports partnering with Stripe to become the first retailer to roll out the payments platform's Agentic Commerce Suite (ACS).
Customers in the US - JD Group's largest market representing around 40% of global sales - will be able to find and purchase products from JD using the AI platforms as a 'one-stop-shop', the company said.
"As [large language models] become increasingly sophisticated and roll out new features to regions outside of the US, JD will be well positioned as one of the leaders in the field of agentic commerce," JD said in a statement.
The complete roll-off of equivalent platforms to JD's UK and European operations will happen later in 2026.
"This agreement places JD right at the forefront of AI commerce," said group chief executive Regis Schultz, who said the company is attempting to reach customers "wherever shopping decisions are happening".
"As AI becomes a real entry point for commerce, our partnership with commercetools and Stripe will allow customers using AI for searches to find and transact with JD quicker and easier, at the click of a button through those channels, without adding complexity to our operations," he said.
The stock was up 2.1% at 86p by 0839 GMT.