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Marks & Spencer is about to cash in on a shopping trend that has been taking other nations by storm in a UK-first.
The High Street giant will bring live shopping into your living room with the launch of its TikTok-style videos to appeal to a younger market, Mirror Online reports.
The channel will see the retailer 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.
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