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John Lewis has announced that it will sell on AI platforms later this year and has launched on TikTok Shop, as part of its £800m multi-year investment programme.
The retailer said shoppers turning to chatbots such as ChatGPT and Google Gemini for inspiration will be suggested its products, which they can then buy “within a few clicks”.
To get its items on the platforms, the company has extended its partnership with tech company Commercetools, which allows AI systems to access companies’ product data and tailors how items are presented to users across channels.
The firm has made its TikTok Shop debut in a 90-day pilot scheduled to align with Mother’s Day shopping, with beauty and gift merchandise purchasable directly on the app.
It is also set to expand further into on-demand shopping with Uber Eats, which will allow customers within the delivery catchments of its Stratford, Kingston, Cambridge and Liverpool stores able to order home, beauty and tech products to their homes.
Commenting on the brand’s digital expansion, John Lewis chief digital and omnichannel officer Dom McBrien 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.”
Broghan Smith, head of key accounts at TikTok Shop UK, added: “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.”
