John Lewis launches on TikTok Shop and invests in AI product discovery
TL;DR: John Lewis has launched on TikTok Shop as a 90-day trial and is investing in AI product discovery so its products appear on ChatGPT and Google Gemini by year end. The retailer is also launching on-demand shopping via Uber Eats later this month.
The moves are part of John Lewis’s £800 million transformation programme and represent a significant push into new sales channels. The retailer has extended its partnership with AI e-commerce platform Commercetools to power the AI discovery work.
TikTok Shop trial
The TikTok Shop launch focuses on beauty and gifting items timed for Mother’s Day on 18 March. Products will be instantly purchasable through the social media app during the 90-day trial.
Broghan Smith, head of key accounts at TikTok Shop UK, said John Lewis “represents exactly the kind of quality brand our community loves to discover.”
AI-powered product search
By the end of the year, customers searching for inspiration on AI platforms like ChatGPT or Google Gemini will be served John Lewis products. Dom McBrien, chief digital and omnichannel officer, said: “Our customers are already using AI apps and discovery platforms to find products they love.”
Uber Eats delivery
Later this month, John Lewis will launch on-demand shopping via Uber Eats in Stratford, Kingston, Cambridge, and Liverpool. Customers will be able to order from a selection of 3,000 products across home, beauty, and tech categories, with delivery within 45 minutes.
Looking forward
John Lewis is betting that meeting customers where they already are — on TikTok, AI chatbots, and delivery apps — matters more than driving traffic to its own channels. The AI discovery investment is particularly notable, as it positions the retailer early for a shift in how consumers search for products.