Debenhams Group has enabled AI in-app checkout on Meta, with U.S. customers of Karen Millen, boohoo, boohooMAN, and PrettyLittleThing now able to check out directly within Meta apps, including Facebook and Instagram. 

In what Debenhams describes as a ‘first’ for a UK retailer, the feature, which is enabled by PayPal’s Agentic Commerce Services, is being piloted in the U.S. and allows North American shoppers to combine browsing and checkout in one place to reduce buying journey friction.

“More and more customers are discovering fashion through social, so bringing together inspiration and purchase in one connected experience is a natural next step for us,” said Dan Finley, CEO of Debenhams Group. 

Finley added that the move “reflects how we’re rethinking the shopping journey for a social-first world – using technology and partnerships to create faster, more intuitive experiences.”

With over 46 million combined social media followers across its Youth Brands, the partnership allows Debenhams Group to meet customers where they already discover fashion.

“Social platforms are one of the most important storefronts for brands today, and our solution helps meet the demand in real-time,” Mike Edmonds, VP of Agentic Commerce & Commercial Growth at PayPal, commented. “We’re making it easier for merchants to turn everyday scrolling into seamless shopping moments.”

The collaboration is part of Debenhams Group’s wider AI and technology strategy, focused on investing in AI tools, skills and partnerships to deliver more customer-centric, next-generation shopping experiences. It also builds on Debenhams Group’s partnership with Meta, which includes a recent U.S. pilot of personalised ads across Karen Millen and boohooMAN.