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Marks & Spencer launches "live shopping" service to attract younger shoppers

Jeremy Lim
28 January 2022

Marks and Spencer is set to be the first major UK retailer to launch a "live shopping" service, which will use influencers to model various outfits over a live video stream.

Customers will be able to ask questions while they watch from their mobile devices and "buy the look" in real time, as the retailer hopes to make the service "more relevant, more often" with its customers.

The new feature is fundamental to Marks and Spencer's strategy to promote its fashion brands online and attract younger shoppers following the rise in sales from brands including Hobbs, Joules, Phase Eight and White Stuff during the festive period.

Marks and Spencer will host its first live shopping experience to promote its activewear range GoodMove, followed by a broadcast on Valentine’s Day gift ideas.

Last week, the 137-year-old retailer became the latest grocer to launch an in-store augmented reality (AR) shopping app in Westfield London, to replace the paper shopping list that guides customers to the correct shelf.

Stephen Langford, director of Marks and Spencer, told The Telegraph: "Live Shopping is a growing global trend that combines easy-to-use shoppable technology with the opportunity to tell the story behind products.

"This gives our Marks and Spencer experts the ideal platform to bring to life the points of difference in our product – in terms of both quality, design and innovation features."

Live shopping took off globally on TikTok during the festive period last month, with retailers using the social media app to connect shoppers to its latest deals. Twitter, Instagram and Facebook have also launched initial tests of the live-stream shopping service for customers in the US.


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