John Lewis integrates AI-powered shopping and TikTok Shop

UK retailer John Lewis is making a significant investment in artificial intelligence-powered shopping, aiming to be one of the first businesses in the UK to fully integrate the technology. The initiative will allow products from the John Lewis Partnership to be served to customers seeking inspiration on platforms such as Google Gemini and ChatGPT, starting later this year.

Once the technology is fully deployed, customers will be able to transact and purchase items directly within these applications. This investment marks the latest milestone in a broader 800 million pound (1,067 million dollars) multi-year transformation programme for the group.

To facilitate this integration, the retailer has extended its partnership with Germany-based commercetools, an AI-first digital commerce platform. This move is designed to position the company at the forefront of the retail revolution by meeting consumers within the applications they already frequent.

Expansion into social commerce and on-demand delivery

In a further strategic step, the brand launched on TikTok Shop on March 9, 2024. Initially structured as a 90-day pilot to coincide with Mother’s Day gifting, the trial focuses on a curated edit of beauty and gifting items. The offering includes a final release of the sold-out Mother’s Day Beauty Box, featuring brands such as Jo Malone London, Augustinus Bader and Estee Lauder.

John Lewis chief digital and omnichannel officer, Dom McBrien, stated: “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.”

The retailer originally pioneered online shopping 25 years ago, launching its first website in 2001. Currently, e-commerce accounts for 60 percent of total sales, complementing the 36 physical stores operated by the company.

Strategic growth through third-party platforms

The expansion into new digital spaces follows a successful history of omnichannel innovation. Later this month, the company will broaden its on-demand shopping presence through US-based Uber Eats.

Following an initial trial with two locations last year, customers within the delivery catchments of stores in Stratford, Kingston, Cambridge and Liverpool will be able to order from a selection of 3,000 products. The range spans home, beauty and technology categories, with delivery expected within 45 minutes.

TikTok Shop UK head of key accounts, Broghan Smith, noted that the community values the quality associated with the British heritage brand. Smith expressed interest in how the retailer will utilize discovery commerce to bring trusted products to life for users on the platform.