UK retailer John Lewis is investing in AI-powered shopping capabilities and testing sales through TikTok Shop as part of its £800m ($1.07bn) multi-year transformation programme.
The retailer said its products are expected to appear on AI platforms, including Google Gemini and ChatGPT, later this year.
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It will allow customers seeking ideas or inspiration through these applications to discover John Lewis products.
Once the technology becomes available in the UK, shoppers are expected to be able to complete purchases directly within the apps through a few steps.
To support the initiative, John Lewis has expanded its partnership with commercetools, which the retailer described as an AI-first commerce platform.
The integration is intended to facilitate AI-led product discovery and enable transactions through third-party platforms.
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By GlobalDataSeparately, the retailer has launched a 90-day pilot on TikTok Shop.
John Lewis said the initiatives are designed to place its products on platforms where consumers increasingly search for inspiration and discover new items, while also enabling purchases within those same environments.
The retailer noted that it first introduced its online shopping website in 2001, and digital sales now account for around 60% of total sales alongside its network of 36 physical stores.
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 game-changer.”
Later this month, John Lewis will also extend its on-demand retail partnership with Uber Eats.
Customers within delivery zones of its Stratford, Kingston, Cambridge and Liverpool stores will be able to order from around 3,000 items across home, beauty and technology categories, with deliveries expected within 45 minutes.
The expansion follows an initial trial involving two stores last year.
