THE WHAT? John Lewis is investing in AI-powered shopping technology and has launched a pilot store on TikTok Shop as part of its digital retail strategy.

THE DETAILS The retailer plans to make its product range visible on AI platforms such as Google Gemini and ChatGPT, allowing customers to discover and purchase products directly through third-party apps with just a few clicks. The initiative is part of John Lewis’s broader £800 million multi-year transformation programme and builds on its partnership with AI-first digital commerce platform commercetools.

Alongside this, John Lewis has launched a 90-day pilot on TikTok Shop featuring a curated selection of beauty and gifting products. The offering includes items from brands such as Jo Malone London, Augustinus Bader and Estée Lauder, as well as the final release of its Mother’s Day Beauty Box. The company is also expanding on-demand delivery through Uber Eats, enabling customers near select stores to order from around 3,000 products across home, beauty and tech categories with delivery in as little as 45 minutes.

THE WHY? The initiatives aim to meet consumers where they increasingly discover products—through AI tools, social commerce platforms and on-demand services—while attracting new, younger shoppers and accelerating digital sales growth.

Source: Fashion Network

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