Challenge

Wolf & Badger was founded in London in 2010 on a straightforward premise: independent brands should be discoverable. But makers, emerging labels, and small-batch craftspeople often lack the commercial infrastructure to compete for shoppers’ attention on their own. Over time, the company developed the technology, catalog depth, and brand relationships needed to help independent brands reach customers at scale.

As shoppers began to use AI-powered tools to find and buy products, Wolf & Badger saw an opportunity to invest in a new revenue channel. “We wanted to continue our strategy of reaching customers where they are,” said George Graham, the company’s CEO and cofounder.

To get there, the business needed a way to make its catalog discoverable to AI agents, starting in the US and extending to the UK, while also supporting agentic commerce transactions. The ideal solution would be easy to integrate, allowing Wolf & Badger’s team to focus on the company’s core business. And the company wanted the agentic commerce tools to integrate with the rest of its financial infrastructure, so it could have a single view of customers across every channel—from its London flagship store, to its boutiques in New York and Los Angeles, to purchases made online by individuals and via AI agents—from anywhere in the world.

Solution

A longtime user of Stripe Payments, Wolf & Badger decided to adopt Stripe’s Agentic Commerce Suite, which allows businesses to share near real-time product, price, and availability information with AI agents via a single integration.

As part of its value proposition to shoppers, Wolf & Badger had spent years developing richly structured product data for every product across more than 2,000 brands. When it was time to embrace agentic commerce, the Wolf & Badger team was able to connect that product catalog directly to Meta shoppable ads and Microsoft Copilot. As a result, products could be discovered and purchased through AI shopping interfaces in the US, opening up a new channel in one of the company’s most strategic markets.

“We’ve spent a number of years building out really robust data about our brands and our products—the sustainability attributes behind each designer, where things are made, how they’re made. We layered this information into a bespoke product catalog, which we then passed through to ACS via an API,” said Graham.

The integration built on Wolf & Badger’s existing payments infrastructure. The company had already adopted Stripe’s Optimized Checkout Suite, which includes embeddable UI elements through Stripe Checkout, dynamically presented payment methods, and Link—a digital wallet built by Stripe that enables customers to check out faster with their preferred payment method. The company partnered with Stripe professional services for strategic and technical guidance, with a particular focus on fraud and disputes, while enabling payment methods, including: cards; digital wallets such as Apple Pay, Google Pay, and PayPal; buy now, pay later options such as Klarna, Afterpay/Clearpay, and Affirm; and iDEAL|Wero for Dutch customers. AI models built into the Optimized Checkout Suite personalize which payment methods appear, and in what order, based on factors such as customer location.

The company had also adopted Stripe Terminal, including the Stripe Reader S700, to power the point of sale across its three stores. With Terminal’s combination of hardware and software, Wolf & Badger gained a unified view of every transaction across all channels.

Results

Wolf & Badger launched a new revenue channel quickly by enabling agentic commerce

Adding agentic commerce required no change to Wolf & Badger’s underlying payments architecture. Because the marketplace and its physical stores all operated on a single Stripe account, extending to the Agentic Commerce Suite was straightforward. Wolf & Badger was live in the US within days. “ACS is a single integration,” said Graham. “It was straightforward for our engineering team to handle.”

The first transaction through the new channel was a gold necklace from an independent brand based in Brixton, connecting a maker with a shopper who might never have found them otherwise.

300,000+ products are now discoverable on AI shopping surfaces

Wolf & Badger’s catalog of hundreds of thousands of products and more than 500,000 SKUs now streams directly to Meta and Microsoft Copilot in the US. The same product data that powers the marketplace feeds agent surfaces in real time, keeping information accurate and current. Over time, Wolf & Badger plans to integrate more agents as it learns more about performance across agentic channels.

One payments platform now powers everything, from boutiques to AI agents

Thanks to Wolf & Badger’s Stripe integration, the company’s customer data, payment information, and order history remain consistent across all channels—whether a shopper buys through an AI agent, on the website, or in a physical store. As new agentic surfaces emerge, Wolf & Badger can now connect to them without rebuilding its payments layer.