John Lewis is launching on TikTok Shop and making major investments into AI-powered shopping, in the hopes of attracting more customers.
As part of its £800million multi-year transformation programme, the 162-year-old retailer aims to become fully integrated with AI. Starting later this year, its products will be served to people looking for inspiration on AI platforms like Google Gemini and ChatGPT. Customers will be able to purchase items through these apps with a few clicks, where the software is available.
The brand has also launched an initial 90-day pilot on TikTok Shop today, March 9, timed for Mother’s Day. The trial focuses on a curated edit of beauty and gifting items, instantly shoppable through the platform.
The retailer said it will make the customer experience seamless so they can buy instantaneously, and believes the changes will attract new customers.
Dom McBrien, chief digital and 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.”
Broghan Smith, head of key accounts at TikTok Shop UK, said: “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.”
Later this month, John Lewis will expand its on-demand shopping with Uber Eats, following an initial trial last year involving two stores.
Around 3,000 John Lewis products across home, beauty and tech will be available for delivery within 45 minutes for customers within the delivery catchments of the Stratford, Kingston, Cambridge, and Liverpool stores.
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