John Lewis Embraces AI-Powered Shopping and TikTok Shop Integration

With a 162-year legacy, John Lewis is adapting to the evolving retail landscape by integrating artificial intelligence (AI) and social commerce platforms like TikTok Shop. This move aims to broaden the retailer’s appeal, particularly among younger shoppers, and enhance the overall shopping experience.

AI-Powered Shopping with Chatbots

John Lewis is set to enable product recommendations through AI chatbots such as ChatGPT and Google Gemini. Users will be able to seek suggestions for items – like shirts for a spring party, specifying budget and formality – and the AI will determine if John Lewis products meet their criteria. The ultimate goal is to facilitate direct purchases through these apps as AI platforms expand their e-commerce capabilities.

According to KPMG research from October 2025, 30% of individuals aged 25-34 have already utilized chatbots for deal hunting, highlighting the growing trend of AI-assisted shopping.

Jonathan De Mello, founder of JDM Retail, noted that retailers are adopting AI to connect with tech-savvy consumers, especially younger generations who heavily rely on it.

TikTok Shop Integration

John Lewis will also begin trialing sales through TikTok Shop, the e-commerce arm of the popular social media platform. TikTok Shop has develop into a significant player in British e-commerce, with users increasingly purchasing larger and more expensive items. Sainsbury’s and Marks & Spencer have already begun selling products on TikTok Shop.

TikTok Shop experienced its highest single-day sales on Black Friday in November 2025, processing 27 items per second. John Lewis will initially focus on selling beauty products and gifts through the platform.

Dom McBrien, Chief Digital and Omnichannel Officer at John Lewis, stated that these investments will position the retailer strategically when customers are seeking inspiration, offering a streamlined purchasing process.

Technical Implementation and Wider Industry Trends

To integrate its product catalog with AI platforms, John Lewis partnered with Commercetools. This technology translates John Lewis’s product information into a format compatible with chatbot protocols, enabling the chatbots to recognize and recommend John Lewis products.

Other retailers are also exploring AI integration. JD Sports announced plans to enable one-click purchases through AI apps in January 2026, with its Chief Technology Officer, Jetan Chowk, calling AI “the future of how people will shop.” Google has also partnered with major retailers like Walmart, Etsy, and Target to enable direct shopping through its Gemini AI. ChatGPT introduced an “instant checkout” tool for US users in September 2025.

John Lewis’s Ongoing Transformation

John Lewis currently operates 36 stores in the UK and launched its online store in 2001. Online purchases now account for 60% of total sales. The company is also introducing same-day deliveries within 45 minutes for customers in London, Cambridge, and Liverpool.

The John Lewis Partnership (JLP), which includes Waitrose, is expected to reveal its financial results for the 2025-26 fiscal year. Chairman Jason Tarry has initiated a turnaround project following recent challenges, including losses and store closures. There is speculation that Tarry may reinstate staff bonuses, which have been suspended since January 2022, despite potential shortfalls in profit targets.

JLP’s unique partnership structure means it is employee-owned, with approximately 70,000 partners eligible for an annual bonus, historically up to 15% of their salary.