Does Frasers Group allow AI agents?
Open accessfrasers.group · Last checked · Evidence: official docs
Frasers (Sports Direct's parent) is in Visa's first wave of European merchants accepting verified agent purchases via the Trusted Agent Protocol.
What's been observed
- Named in Visa's first wave of live agentic-commerce merchants (Visa, July 2, 2026). Exact storefronts covered not specified.
Official agent route
Visa Trusted Agent Protocol: Visa Trusted Agent Protocol (Visa Intelligent Commerce, Europe)Status: live · details
Sources
Visa and Banks Across Europe Reach the Next Phase of Agentic Commerce, Unlocking Secure Access to Merchants
Visa · Jul 2, 2026
Visa takes agentic commerce live with European banks and merchants
Retail Systems · Jul 2, 2026
Based on the sources above as of the date shown (Official documentation or announcement from the brand or platform partner.), not a guarantee of what any agent will experience. Agents Allowed is not affiliated with Frasers Group; the name is used only to identify the website. Something changed or wrong? Submit an update. See the disclaimer.