John Lewis has announced it will expand into new retail channels with a “significant” investment into AI-powered purchasing, as well as launching on TikTok Shop to offer live shopping ahead of Mother’s Day.

Revealing its ambitions to become one of the first UK retailers to fully adopt and integrate AI within customer buying journeys, John Lewis said its products will start to be served to customers on AI platforms, such as Gemini and ChatGPT, later this year. 

AI-led discovery and shopping

Once the technology is introduced in the UK, John Lewis’ customers will be able to transact and purchase items via these AI platforms within a few clicks, as part of the retailer’s broader £800million multi-year digital transformation programme. 

The move will also see John Lewis extend its partnership with digital commerce platform, commercetools, to enhance new AI capabilities, meeting customers in the AI apps they are already using. 

“Our customers are already using AI apps and discovery platforms to find products they love,” Dom McBrien, Chief Digital and Omnichannel Officer at John Lewis, commented. “These investments mean we are right there when customers are looking for ideas – and being able to quickly and easily buy in a few clicks is a gamechanger.”

Making moves into live shopping

The retailer has also announced its will launch on TikTok Shop, with an initial 90-day pilot timed to coincide with Mother’s Day across its beauty edits and gifting ranges, making them instantly shoppable through the platform. 

“We’re delighted to welcome John Lewis to TikTok Shop,” said Broghan Smith, Head of Key Accounts at TikTok Shop UK.

“As a cornerstone of British retail, John Lewis represents the quality brand our community loves to discover. We’re excited to see how they’ll bring their trusted products to life in engaging ways for our users,” Smith added.