John Lewis today announced that it is accelerating its digital transformation with a major investment in AI-powered shopping and social commerce, as the retailer looks to position itself at the forefront of the next wave of omnichannel retail.

The department store chain has revealed plans to integrate its product catalogue with AI discovery platforms such as ChatGPT and Google Gemini, enabling shoppers to discover (and eventually purchase) John Lewis products directly through AI-powered apps.

The move forms part of the retailer’s broader £800m multi-year transformation programme aimed at modernising its stores, technology and customer experience.

Through an expanded partnership with a digital commerce platform, John Lewis aims to ensure its products appear prominently when customers use AI tools for inspiration or product recommendations. As the technology rolls out more widely in the UK, shoppers will ultimately be able to move from discovery to purchase within a few clicks inside these apps.

Dom McBrien, chief digital and omnichannel officer at John Lewis, said the retailer is focused on meeting customers wherever they are already searching for ideas.

“Our customers are already using AI apps and discovery platforms to find products they love,” he said. “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 gamechanger.”

Alongside the AI initiative, John Lewis has also launched on TikTok Shop as it pushes further into social commerce.

The 90-day pilot, timed around the Mother’s Day shopping period, will feature a curated range of beauty and gifting products that can be purchased directly through the platform. The launch includes a final drop of the retailer’s previously sold-out Mother’s Day Beauty Box, featuring products from brands such as Jo Malone London, Augustinus Bader and Estée Lauder.

The move taps into the explosive growth of discovery-led commerce on TikTok. Around 58 per cent of TikTok users (roughly 870 million people) have made purchases through TikTok Shop, while 71.2 per cent of shoppers say they buy items they discover while scrolling their feeds.

The platform has become a major source of product discovery, with 58 per cent of users saying they use TikTok for shopping inspiration.

Beauty, womenswear and home products (categories where John Lewis already has strong offerings) are among the most popular on the platform.

Broghan Smith, head of key accounts at TikTok Shop UK, said the partnership reflects the growing importance of social platforms in the modern retail journey.

“We’re delighted to welcome John Lewis to TikTok Shop,” Smith said. “As a cornerstone of British retail with a proud heritage, John Lewis represents exactly the kind of quality brand our community loves to discover.”

Research also suggests the platform’s influence extends beyond impulse purchases. Around 55 per cent of TikTok users say they have bought something from a brand after seeing its products on the app, while half of users have made purchases after watching a TikTok Live.

For retailers, the figures highlight how social platforms are increasingly shaping the path to purchase.

John Lewis is also expanding its presence in on-demand retail as part of its wider omnichannel strategy.

Later this month, the retailer will broaden its partnership with Uber Eats, allowing customers within delivery catchments of its Stratford, Kingston, Cambridge and Liverpool stores to order from a range of around 3,000 products spanning home, beauty and technology.

Orders will be delivered within 45 minutes, building on an earlier pilot involving two stores.

The initiatives reflect John Lewis’ ambition to meet customers across every stage of the shopping journey – from AI-powered discovery and social commerce to rapid delivery.

McBrien added: “We look forward to rolling out these functionalities and welcoming them into our omnichannel mix alongside our own app, website and physical stores.”

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