John Lewis expands digital strategy with AI shopping and TikTok Shop pilot

John Lewis is investing in AI-powered shopping as part of its £800 million transformation programme, while testing social commerce through a TikTok Shop pilot focused on beauty and gifting.

The AI-powered shopping initiative will enable John Lewis products to appear to customers seeking inspiration through AI platforms such as Google Gemini and ChatGPT.

When the technology becomes available in the UK later this year, customers will be able to complete purchases through these apps in "just a few steps".

The retailer, which has focused on integrating its physical and digital channels, said the investment is an early step in preparing for AI-enabled shopping experiences.

As part of the effort, John Lewis has extended its partnership with commercetools to utilise new AI-driven commerce capabilities designed to support product discovery and transactions across third-party platforms.

Dom McBrien, Chief Digital & Omnichannel Officer at John Lewis, said: "Our customers are already using AI apps and discovery platforms to find products they love. These investments will mean that 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.

"We look forward to rolling out these functionalities and welcoming them into our omnichannel mix alongside our own app, website, and physical stores."

John Lewis has also announced a 90-day pilot on TikTok Shop, marking its latest step into new digital commerce channels. The trial will feature a curated range of beauty and gifting products, timed to capture demand in the run-up to Mother’s Day.

Products are available for direct purchase through the platform and include a final release of the John Lewis Mother’s Day Beauty Box, featuring items from brands such as Jo Malone London, Augustinus Bader and Estée Lauder.

Broghan Smith, Head of Key Accounts at TikTok Shop UK, said: "We're delighted to welcome John Lewis to TikTok Shop.  As a cornerstone of British retail with a proud heritage, John Lewis represents exactly the kind of quality brand our community loves to discover.

"We're excited to see how they'll succeed with discovery commerce on TikTok Shop, bringing their trusted products to life in new and engaging ways for our users."

Strategically, the retailer said the initiatives are intended to position the brand on platforms where customers increasingly look for product inspiration and discovery, while allowing purchases to be completed within the same environment.

Digital commerce has been a focus for the company for more than two decades. After launching its first online shopping website in 2001, online sales have expanded to represent around 60% of total revenue, supported by its network of 36 physical stores.