Marks & Spencer has become the first British retail chain to bring live shopping into your living room.
The High Street stalwart has launched a TikTok-style format to appeal to a younger market.
It is live-streaming from stores with experts showing armchair shoppers the latest ranges, giving them a chance to ask questions and, crucially, buy as they watch.
The trend to “buy the look” is hugely popular in the US and China and M&S is hoping its Live Shopping channel will boost sales and attract new, social media-savvy shoppers to its website.
Its 30-minute shows are being hosted by influencers and stylists.
Stephen Langford, director of M&S.com, said: “Live Shopping puts our experts front and centre and gives them the ideal platform to share the M&S point of difference in terms of quality, design and innovation features.”
Interactive shopping is predicted to account for up to 20% of online sales by 2026 and is already worth £127billion in China and £18.7billion in the US.
