At NRF 2026, commercetools used its stage time to show how enterprise retailers are moving beyond AI experimentation and into real execution, particularly as shopping and discovery shift into AI environments. The updates focused on payments, infrastructure, and keeping enterprise commerce systems usable inside emerging agentic channels.
Highlights from the announcement include:
- commercetools’ AI Hub is designed to help enterprises stay discoverable and transactable as shopping shifts into AI chatbots and interfaces. Rather than requiring custom integrations for every new agent or assistant, AI Hub connects governed product, pricing, and commerce operations into emerging agentic channels using existing infrastructure.
- This is similar to Shopify’s mission with its agentic ecosystem, including its new Agentic Plan, however the two companies are going about it fundamentally different, as commercetools is not trying to own the agent, the channel, or the checkout. Rather, it’s simply providing the “plumbing” or infrastructure for the various agentic events to take place.
- JD Sports is the first enterprise retailer to deploy Stripe’s Agentic Commerce Suite in production via commercetools. The deployment is tied to commercetools’ Agentic Jumpstart and AI Hub, which provide the commerce logic, product data, pricing, and inventory controls that Stripe then connects to checkout and payments.
- Nespresso just joined as a new customer of commercetools.
Regis Schultz, Group CEO of JD Sports Fashion, said:
“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. 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.”
