John Lewis to sell via ChatGPT and TikTok as retailer launches AI-powered shopping push

John Lewis is preparing to enter a new era of retailing through artificial intelligence platforms and social media, as the historic department store seeks to attract younger shoppers and modernize its business model.

The retailer has launched a multibillion-pound strategy focused on what it calls “AI-powered shopping”, making its products visible in recommendations generated by chatbots such as ChatGPT and Google Gemini. The move is part of a broader digital expansion designed to position the brand directly within the new tools consumers use to search for products and inspiration.

Alongside the push into AI platforms, the chain will begin trial sales through the TikTok Shop, a fast-growing commercial marketplace embedded within the TikTok app. Management hopes the plan will help expand 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 John Lewis product recommendations when looking for items such as clothing, homeware or gifts.

For example, a customer can ask a chatbot to suggest a spring party dress within a certain budget, and the AI ​​can recommend a shirt from John Lewis if it matches the user’s criteria.

Over time, the retailer hopes that consumers will be able to complete purchases directly within the AI ​​interface itself, as developers roll out embedded payment features in all chat platforms.

The change reflects growing evidence that artificial intelligence is becoming the starting point for the online shopping journey. Research from KPMG found that 30 percent of consumers between the ages of 25 and 34 already use chatbots to search for deals and product recommendations.

Retail analyst Jonathan De Mello said the development reflected wider changes in consumer behaviour.

“Marketers are embracing AI as a way to reach the tech-savvy consumer, especially the younger generation who use it for almost everything,” he said. “It becomes part of the way people explore and discover products.”

In line with the AI ​​programme, John Lewis will start selling selected products through the TikTok Shop. Initially, the offering will focus on beauty products and gift items, categories considered suitable for a social media-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, which shows the speed with which social media sales have developed.

Some major retailers have already started experimenting with this format. Marks & Spencer and Sainsbury’s both launched TikTok Store sales for selected brands last year, reflecting growing confidence among established brands on the channel.

In order for its products to be able to appear within 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 engines, allowing chatbots to recognize John Lewis as a retailer and include its products in recommendations.

This process effectively ensures a vendor’s catalog can be correctly interpreted by AI conversational tools and appear in relevant searches.

Dom McBrien said the strategy is aimed at positioning the retailer directly in the new digital environment where customers continue to make purchasing decisions.

“This investment will mean that we are where customers are looking for ideas,” he said. “Being able to shop quickly and easily with just a few clicks is a game changer.”

John Lewis is not alone in exploring AI-driven commerce. Sportswear retailer JD Sports has previously shown plans to allow customers to shop directly through AI apps in the future.

Meanwhile, technology companies are actively developing tools to integrate sales within chat platforms. Earlier this year Google announced a partnership enabling purchases through its Gemini AI platform, while ChatGPT has already tested instant payment tools in the United States.

The rapid development of AI shopping tools has sparked discussion among legal experts and regulators about how recommendations, advertising disclosures and consumer protection laws will apply to chat commerce.

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

The retailer operates 36 supermarkets across the UK and first launched its online store in 2001. Today, online transactions account for nearly 60 percent of total sales.

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

The partnership is currently undergoing a major shake-up led by chairman Jason Tarry, a former Tesco chief executive who takes over in 2024 following the departure of Sharon White.

Tarry has launched a comprehensive program aimed at restoring profitability, modernizing operations and strengthening product competitiveness in a rapidly evolving retail environment.

Later this week the John Lewis Partnership will publish its results for the 2025–26 financial year.

There has been increasing speculation that the company may restore employee bonuses, which have not been paid since January 2022. At its peak, the annual bonus for employees, known internally as “partners”, reached a maximum of 15 percent of salary.

The employee-owned structure means that approximately 70,000 employees share in the company’s profits when bonuses are announced.

Although the group is expected to miss its £200 million profit, analysts believe management may consider reinstating the payout to boost morale following years of restructuring, store closures and cost-cutting.

For a brand associated with traditional British retail values, the shift to AI-powered commerce represents an important strategic pivot.

Management believes that embedding the company within AI platforms and social commerce environments will ensure that John Lewis remains relevant as consumer habits change.

As conversational AI becomes the new gateway to online shopping, the retailer hopes its early investment will ensure it remains viable for the next generation of digital marketing.