#commercetools #Agentic Commerce #JD Sports

commercetools Kicks Off NRF 2026 with Game-Changing Updates

On January 12, 2026, at the National Retail Federation's annual conference, commercetools revealed a series of transformative updates aimed at redefining the landscape of retail through its Agentic Commerce Suite (ACS). The event marked a pivotal moment as global retail giant JD Sports signed on to become the first retailer to adopt this comprehensive suite, showcasing an early enterprise commitment to harnessing AI-driven shopping experiences.

The Significance of AI Hub and Agentic Commerce Suite

The Agentic Commerce Suite, developed in partnership with Stripe, highlights a significant shift from theoretical exploration of AI in retail to practical execution. At the heart of this initiative lies the AI Hub, a tool designed to assist enterprise retailers in maintaining visibility and transaction capabilities in an increasingly AI-led commerce environment. The challenge that retailers face today is adapting to the rapid changes while ensuring that their operations remain integrated and efficient.

The AI Hub provides a centralized platform that connects and activates various AI discovery and purchasing channels, eliminating the need for custom integrations for every new agentic ecosystem. This not only simplifies operations but also ensures that product availability, pricing, and checkout processes are uniformly managed across diverse AI channels. The overarching goal is to empower retailers to capitalize on AI-driven channels, fostering seamless and efficient consumer experiences.

JD Sports Leads the Charge

JD Sports, a prominent name in global retail, is leveraging the Agentic Jumpstart along with the ACS to enhance its customer engagement strategy. According to Dirk Hoerig, the founder and Chief Innovation Officer at commercetools, JD Sports's early adoption is a clear indication of an industry prepared to integrate AI into everyday shopping experiences.

“Retailers are facing a significant moments where AI interfaces are becoming the primary means of product discovery. Our partnership with JD Sports is about capturing this demand while ensuring the transaction process remains secure and efficient,