commercetools announced a set of customer and platform updates at NRF 2026 showcasing how its global retailer customers are moving from AI experimentation to agentic commerce execution. The announcements highlight: (1) AI Hub as the connective foundation for agentic workflows, (2) Early enterprise adoption of the Agentic Commerce Suite (ACS) developed by Stripe, and (3) JD Sports’ commitment to executing agentic commerce using commercetools Agentic Jumpstart and ACS, alongside other recent customer successes.
Together, these updates illustrate how unified commerce infrastructure is evolving to support a new reality. Shopping increasingly begins inside AI-driven environments, while transactions must remain accurate, reliable, secure, and governed at enterprise scale. commercetools’ approach enables its retailer customers to execute agentic commerce without replatforming by extending their existing commerce foundation into emerging agentic channels while maintaining control over pricing, availability, payments, and customer experience.
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Turning AI-driven discovery into real transactions with Stripe
As large language models (LLMs) and AI agents become new channels for product discovery, retailers must be able to convert intent into transactions across these environments. Stripe’s ACS connects AI-driven discovery directly to secure checkout and payment flows, allowing retailers to capture demand the moment intent is expressed.
The result is a practical path that allows retailers to enable agentic workflows faster, without complexity or loss of control.
JD Sports has signed on as the first enterprise retailer to deploy the ACS, marking an early commitment to converting AI-driven discovery into live transactions. In addition to ACS, JD Sports is adopting commercetools’ Agentic Jumpstart (which includes the AI Hub), reflecting its investment in capturing demand as discovery increasingly shifts toward AI-powered interfaces.
“Retailers are reaching an inflection point where discovery is increasingly happening inside AI-driven environments, but transactions still have to be reliable, secure, and scalable,” said Dirk Hoerig, Founder and Chief Innovation Officer at commercetools. “With Agentic Jumpstart and our work with Stripe, JD Sports is moving early to connect AI-led discovery directly to real transactions. We’ve done the hard work to make this practical so enterprises can move faster, stay in control, and capture demand wherever shopping happens next.”
For JD Sports, this represents a concrete step toward a future where GenAI channels become a primary entry point for commerce. By combining Agentic Jumpstart with Stripe’s payments and fraud protection, JD Sports can participate in agentic commerce while maintaining governance over pricing, inventory, checkout, fulfillment, and customer experience.
We want to make it as easy as possible for our customers to shop with us, no matter where they are or how they like to shop,” said Regis Schultz, Group CEO of JD Sports Fashion plc. “As AI-driven interfaces become a real entry point for commerce, our partnership with commercetools and Stripe allows us to not only be discoverable – but also to be transactional – through those channels, without adding complexity to our operations. That strengthens our digital proposition for customers, and keeps us moving in line with the fast-changing retail landscape.
This deployment marks a significant shift in agentic commerce, transitioning from experimentation to execution when built on enterprise-ready commerce and payments infrastructure. This sets the stage for how retailers can extend these capabilities across broader intelligent workflows.
Extending unified commerce into agentic experiences with AI Hub
As AI-driven interfaces increasingly influence how consumers discover and evaluate products, enterprises need a way to participate across these environments without fragmenting their commerce operations. AI Hub, which commercetools introduced in 2025, provides a centralized way to activate and scale across multiple AI discovery and purchase experiences without requiring one-off integrations for each new agent ecosystem.
Rather than replacing existing systems, AI Hub extends them by connecting governed product data, pricing, availability, and checkout capabilities to emerging agentic channels while maintaining enterprise control. While solutions like the ACS demonstrate how AI-driven discovery can be converted into transactions, the AI Hub addresses the broader operational challenge enterprises face as AI adoption accelerates. It provides a consistent way to manage how products are represented, how intent is captured, and how transactions are completed across an expanding set of AI-led experiences.
With AI Hub, customers can:
- Reach shoppers across multiple LLMs and AI agents through a single, scalable approach that reduces point-to-point integrations.
- Keep product data accurate in real time, including descriptions, pricing, and availability, so AI experiences reflect what’s actually sellable.
- Convert intent into revenue by connecting discovery to cart and checkout flows that can complete purchases.
- Stay payment-processor independent, supporting current and future PSP integrations as the market evolves.
- Future-proof their approach as protocols and technologies mature, so work doesn’t become tomorrow’s rewrite.
- Drive conversions across channels as AI becomes a primary interface for discovery and decision-making.
“2025 was about understanding how discoverability changes in an AI-driven world. In 2026, retail enterprises now have to put that understanding into action,” said Dirk Hoerig, Founder and Chief Innovation Officer at commercetools. “Commerce is shifting faster than most enterprises can re- architect for. AI Hub helps retailers stay discoverable and ready to transact across emerging AI experiences, while the same commerce foundation continues to deliver performance at scale. That’s why our customers can move faster, stay in control, and show up wherever shopping happens next, and it’s the momentum we’re bringing into NRF and the year ahead.”
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From agentic readiness to enterprise execution at global scale
While AI Hub enables retailers to participate in emerging agentic experiences, its real value is revealed when paired with the demands of global commerce: complex catalogs, regional requirements, tightly governed brand experiences, and the need to operate consistently at scale. This is where unified commerce infrastructure moves from experimentation to long-term advantage.
As enterprises prepare for the next phase of commerce, unifying digital and physical experiences has become essential. Consistency across channels, flexibility to adapt locally, and operational resilience are now just as critical as performance during peak demand. Retailers that can meet these requirements are better positioned to translate AI-driven discovery into reliable, repeatable execution across markets.
Nespresso is a new commercetools customer, selecting the platform to support its efforts to connect digital and physical commerce experiences while maintaining a consistent global brand experience. With a flexible commerce foundation, Nespresso can address complex international requirements, simplify operations for internal teams, and scale without introducing friction for customers.
“Delivering a consistently high-quality customer experience at a global scale is our top priority,” said Thomas Kurlus, CTO at Nespresso. “We chose commercetools because of their ability to support complex, international requirements without adding friction for our teams or our customers. Their approach gives us the flexibility to deliver excellent experiences while
staying ready for what comes next.”
Preparing enterprises for what’s next
Together, these updates show how enterprises are unifying commerce operations, moving from AI experimentation to execution, and positioning themselves for a future where agentic AI plays a growing role in how shopping begins and completes. commercetools enables retailers to move forward without disruption, delivering reliability while supporting new ways to convert demand as the market evolves.
Attendees can experience these customer stories and see how commercetools supports unified and agentic commerce in action at booth #4248 and in the commercetools lounge at NRF 2026. For those not attending NRF, select experiences will also be available through the commercetools Innovation Studio.
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Source – PR Newswire
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