John Lewis is preparing to enter a new era of retail by selling products through artificial intelligence platforms and social media as the historic department store looks to attract younger shoppers and modernize its business model.
The retailer has launched a multimillion-pound strategy focused on what it calls “AI-powered shopping”, allowing its products to appear in recommendations generated by chatbots such as ChatGPT and Google Gemini. The move is part of a broader digital expansion aimed at integrating the brand directly into the new tools consumers are increasingly using to find products and inspiration.
In addition to the push into AI platforms, the chain will also begin testing sales through TikTok Shop, the fast-growing social commerce marketplace embedded in the TikTok app. Executives hope the initiative will help broaden the 162-year-old retailer’s appeal beyond its traditional customer base.
Under the new system, users interacting with AI chatbots will be able to receive recommendations for John Lewis products when they search for items such as clothing, homeware or gifts.
For example, a customer could ask a chatbot to suggest a spring outfit for a party within a certain budget, and the AI could recommend a shirt from John Lewis if it fits the user’s criteria.
The retailer hopes that over time, as developers roll out embedded checkout features across conversational platforms, shoppers will be able to complete purchases directly from the AI interface itself.
The shift reflects growing evidence that artificial intelligence is becoming the starting point for online shopping journeys. KPMG research found that 30 percent of consumers between the ages of 25 and 34 had used chatbots to search for offers and product suggestions.
Retail analyst Jonathan De Mello said the development reflected broader changes in consumer behavior.
“Retailers are using AI as a mechanism to reach a relatively tech-savvy consumer, particularly the younger generation who use it for almost everything,” he said. “It’s becoming part of the way people explore and discover products.”
In parallel with the AI initiative, John Lewis will begin selling selected products via the TikTok Shop. Initially, the offering will focus on beauty products and gift items, categories considered well-suited to the social media platform’s influencer-driven shopping model.
Since its launch in 2021, TikTok Shop has become a major force in UK e-commerce. During last year’s Black Friday event, the platform recorded sales of 27 products per second, showing the speed at which social media retail is evolving.
Other major retailers have already started experimenting with the format. Marks & Spencer and Sainsbury’s both launched TikTok Shop sales on selected products last year, signaling growing confidence in the channel among established brands.
To enable its products to appear in AI chatbot recommendations, John Lewis has partnered with commerce technology company Commercetools.
The platform translates the retailer’s product catalog into formats compatible with AI search systems, allowing chatbots to recognize John Lewis as a retailer and integrate its products into recommendations.
This process effectively ensures that the retailer’s catalog can be correctly interpreted by conversational AI tools and displayed for relevant searches.
Dom McBrien said the strategy aims to place the retailer squarely in the new digital environments in which customers are increasingly making purchasing decisions.
“With these investments, we are right where customers are looking for ideas,” he said. “The ability to shop quickly and easily with just a few clicks is a game changer.”
John Lewis isn’t the only one exploring AI-driven trading. Sportswear retailer JD Sports has already hinted at plans to allow customers to purchase directly via AI apps in the future.
Meanwhile, tech companies are actively developing tools to integrate retail into conversational platforms. Earlier this year, Google announced partnerships that enable purchases through its Gemini AI platform, while ChatGPT has already tested instant checkout tools in the US.
The rapid development of AI shopping tools has sparked discussions among legal experts and regulators about how recommendations, advertising disclosure, and consumer protection regulations are implemented in conversational commerce.
The push into AI and social commerce comes as John Lewis looks to revive its fortunes after several difficult years.
The retailer operates 36 department stores across the UK and first launched its online store in 2001. Today, online transactions account for around 60 percent of total sales.
The parent company John Lewis Partnership also owns the supermarket chain Waitrose.
The partnership is currently undergoing a major turnaround under the leadership of chairman Jason Tarry, a former Tesco executive who took over in 2024 following the departure of Sharon White.
Tarry has launched a wide-ranging program aimed at restoring profitability, modernizing operations and strengthening the brand’s competitiveness in a rapidly evolving retail landscape.
Later this week, the John Lewis Partnership will publish its results for the 2025-26 financial year.
Speculation is increasing that the company could reintroduce staff bonuses that have not been paid out since January 2022. At its peak, the annual bonus for employees, known internally as “partners,” reached up to 15 percent of their salary.
Due to the employee participation structure, around 70,000 employees participate in the company’s profits when determining the bonuses.
Although the group is expected to miss its £200m profit target, analysts say management could still consider resuming payments to boost morale after years of restructuring, store closures and cost cutting.
For a brand that represents traditional British retail values, the shift towards AI-powered commerce represents a key strategic pivot.
Executives believe embedding the company in AI platforms and social commerce environments will ensure John Lewis remains visible as consumer habits evolve.
As Conversational AI becomes a new gateway to online shopping, the retailer hopes its early investment will ensure it remains relevant in the next generation of digital retail.
