Shop, watch and buy: M&S launches live shopping series

M&S has launched a live shopping series on M&, tapping into a growing trend for younger shoppers that’s expected to account for up to 20% of global ecommerce by 2026.

Taking inspiration from consumers’ increased focus on health and wellness, the series is kicking off with a focus on M&S’ leading activewear brand Goodmove, with the first broadcast scheduled to take place on Friday 28 January at 12.30.

The new service – which is reminiscent of Tik Tok and other social commerce platforms – will allow the 13.5 million customers that visit M& each week to find out more about the ranges they’re browsing, ask questions through the live chat function and view product demonstrations.

Crucially, each live episode is also completely shoppable, meaning customers can buy the products as they watch.

Read more: Social commerce boom sees 39% of younger shoppers buy as they scroll

The live shopping service, facilitated by M&S software partner LiSA, is the latest example of M&S’ drive to offer a seamless shopping experience as it looks to be “more relevant, more often”. It follows a wave of initiatives which have been implemented over the last 18 months, including the new digital Click & Collect format as well as user-generated content and a ‘shop the look button’.

“Live Shopping on M& is the latest in a wave of new initiatives we’ve introduced to improve our customer experience,” commented director of M&, Stephen Langford.

“It’s a global trend that responds to how customers are using social media – we all know how much more we’re scrolling and engaging with video content – at home, or on the go.

“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 both quality, design and innovation features.”

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