John Lewis to sell via ChatGPT and TikTok in youth push

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 seeks to attract younger shoppers and modernise its business model.

The retailer has launched a multimillion-pound strategy centred on what it calls “AI-powered shopping”, enabling its products to appear in recommendations generated by chatbots such as ChatGPT and Google Gemini. The move forms part of a wider digital expansion designed to place the brand directly within the new tools consumers increasingly use to search for products and inspiration.

Alongside the push into AI platforms, the chain will also begin trialling sales through TikTok Shop, the fast-growing social commerce marketplace embedded within the TikTok app. Executives hope the initiative will help broaden the appeal of the 162-year-old retailer 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 searching 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 stocked by John Lewis if it fits the user’s criteria.

Over time, the retailer hopes shoppers will be able to complete purchases directly within the AI interface itself, as developers roll out embedded checkout features across conversational platforms.

The shift reflects growing evidence that artificial intelligence is becoming a starting point for online shopping journeys. Research from KPMG found that 30 per cent of consumers aged between 25 and 34 had already used chatbots to search for deals and product suggestions.

Retail analyst Jonathan De Mello said the development reflects broader changes in consumer behaviour.

“Retailers are embracing AI as a mechanism to reach a consumer that is relatively tech-savvy, especially the younger generation that uses it for almost everything,” he said. “It’s becoming part of how people explore and discover products.”

In parallel with the AI initiative, John Lewis will begin selling selected products through 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 launching 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 every second, demonstrating the speed at which social media retail has evolved.

Other major retailers have already begun experimenting with the format. Marks & Spencer and Sainsbury’s both introduced TikTok Shop sales for selected products last year, signalling growing confidence among established brands in the channel.

To enable its products to appear within AI chatbot recommendations, John Lewis has partnered with the commerce technology company Commercetools.

The platform translates the retailer’s product catalogue into formats compatible with AI search systems, allowing chatbots to recognise John Lewis as a merchant and incorporate its products into recommendations.

This process effectively ensures the retailer’s catalogue can be interpreted correctly by conversational AI tools and surfaced in relevant searches.

Dom McBrien said the strategy is intended to place the retailer directly within the new digital environments where customers are increasingly making purchasing decisions.

“These investments will mean that we are right there when customers are looking for ideas,” he said. “Being able to quickly and easily buy in a few clicks is a gamechanger.”

John Lewis is not alone in exploring AI-driven commerce. Sportswear retailer JD Sports has previously indicated plans to enable customers to make purchases directly through AI apps in the future.

Meanwhile, technology companies are actively building tools to integrate retail within conversational platforms. Earlier this year Google announced partnerships allowing purchases through its Gemini AI platform, while ChatGPT has already trialled instant checkout tools in the United States.

The rapid development of AI shopping tools has prompted discussion among legal experts and regulators about how recommendations, advertising disclosures and consumer protection rules will apply in conversational commerce.

The push into AI and social commerce comes as John Lewis attempts to revitalise its fortunes following several difficult years.

The retailer operates 36 department stores across the UK and first launched its online shop in 2001. Today, online transactions account for around 60 per cent of total sales.

Its parent company, John Lewis Partnership, also owns the supermarket chain Waitrose.

The partnership is currently undergoing a major turnaround led by chairman Jason Tarry, a former Tesco executive who took over leadership in 2024 following the departure of Sharon White.

Tarry has launched a wide-ranging programme aimed at restoring profitability, modernising 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 has been growing that the company may reinstate staff bonuses, which have not been paid since January 2022. At its peak, the annual bonus for employees, known internally as “partners”, reached as high as 15 per cent of salary.

The employee-owned structure means roughly 70,000 staff members share in the company’s profits when bonuses are declared.

Although the group is expected to miss its £200 million profit target, analysts believe management may still consider restoring the payment in order to boost morale following years of restructuring, store closures and cost-cutting.

For a brand synonymous with traditional British retail values, the shift toward AI-powered commerce represents a significant strategic pivot.

Executives believe that embedding the company within 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.

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John Lewis to sell via ChatGPT and TikTok in youth push