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 “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 placing the brand directly within the tools consumers increasingly use to search for products.
In addition to AI integration, John Lewis will trial sales through TikTok Shop, the social commerce marketplace embedded in the TikTok app. The initial offering will focus on beauty products and gifts, categories suited to the platform’s influencer-driven model. Executives hope these initiatives will help broaden the appeal of the 162-year-old retailer beyond its traditional customer base.
Under the new system, users interacting with chatbots will receive tailored recommendations for John Lewis products. For example, a shopper asking for outfit suggestions for a spring party could be presented with clothing stocked by the retailer that fits their criteria. Over time, John Lewis plans to enable purchases directly through AI interfaces as embedded checkout features are rolled out.
Retail analyst Jonathan De Mello said the initiative reflects wider changes in consumer behaviour. “Retailers are embracing AI as a mechanism to reach tech-savvy consumers, particularly younger shoppers who use it for almost everything,” he said. “It’s becoming part of how people explore and discover products.”
John Lewis has partnered with commerce technology firm Commercetools to make its product catalogue compatible with AI search systems. This ensures chatbots can recognise John Lewis as a merchant and surface its products in relevant recommendations. Dom McBrien, the retailer’s head of digital strategy, said the approach positions the brand directly in digital environments where customers are increasingly making purchasing decisions. “Being able to quickly and easily buy in a few clicks is a gamechanger,” he said.
The push into AI and social commerce comes as John Lewis seeks to revitalise its business following challenging years. The retailer operates 36 department stores across the UK and has seen online transactions account for around 60 per cent of total sales. Its parent company, John Lewis Partnership, which also owns Waitrose, is undergoing a major turnaround led by chairman Jason Tarry, who took over in 2024.
The group will publish its 2025–26 financial results later this week, amid speculation that staff bonuses, suspended since January 2022, could be reinstated. At its peak, the annual bonus for employees, known internally as “partners,” reached 15 per cent of salary. Analysts say management may consider restoring the payment to boost morale after years of restructuring, store closures, and cost-cutting.
John Lewis executives see AI-powered commerce as central to keeping the retailer relevant in an evolving digital landscape, embedding the brand in platforms increasingly shaping how the next generation of consumers shops.
