John Lewis is preparing to enter a new era of retail by selling products through artificial intelligence platforms and social media, as the historic department store seeks to attract younger shoppers and modernise its business model.

The retailer has launched a multimillion-pound strategy centred on what it calls “AI-powered shopping”, enabling its products to appear in recommendations generated by chatbots such as ChatGPT and Google Gemini. The move forms part of a wider digital expansion designed to place the brand directly within the new tools consumers increasingly use to search for products and inspiration.

Alongside the push into AI platforms, the chain will also begin trialling sales through TikTok Shop, the fast-growing social commerce marketplace embedded within the TikTok app. Executives hope the initiative will help broaden the appeal of the 162-year-old retailer beyond its traditional customer base.

Under the new system, users interacting with AI chatbots will be able to receive recommendations for John Lewis products when searching for items such as clothing, homeware or gifts.

For example, a customer could ask a chatbot to suggest a spring outfit for a party within a certain budget, and the AI could recommend a shirt stocked by John Lewis if it fits the user’s criteria.

Over time, the retailer hopes shoppers will be able to complete purchases directly within the AI interface itself, as developers roll out embedded checkout features across conversational platforms.

The shift reflects growing evidence that artificial intelligence is becoming a starting point for online shopping journeys. Research from KPMG found that 30 per cent of consumers aged between 25 and 34 had already used chatbots to search for deals and product suggestions.

Retail analyst Jonathan De Mello said the development reflects broader changes in consumer behaviour.

“Retailers are embracing AI as a mechanism to reach a consumer that is relatively tech-savvy, especially the younger generation that uses it for almost everything,” he said. “It’s becoming part of how people explore and discover products.”

In parallel with the AI initiative, John Lewis will begin selling selected products through TikTok Shop. Initially, the offering will focus on beauty products and gift items, categories considered well suited to the social media platform’s influencer-driven shopping model.

Since launching in 2021, TikTok Shop has become a major force in UK e-commerce. During last year’s Black Friday event, the platform recorded sales of 27 products every second, demonstrating the speed at which social media retail has evolved.

Other major retailers have already begun experimenting with the format. Marks & Spencer and Sainsbury’s both introduced TikTok Shop sales for selected products last year, signalling growing confidence among established brands in the channel.

To enable its products to appear within AI chatbot recommendations, John Lewis has partnered with the commerce technology company Commercetools.

The platform translates the retailer’s product catalogue into formats compatible with AI search systems, allowing chatbots to recognise John Lewis as a merchant and incorporate its products into recommendations.

This process effectively ensures the retailer’s catalogue can be interpreted correctly by conversational AI tools and surfaced in relevant searches.

Dom McBrien said the strategy is intended to place the retailer directly within the new digital environments where customers are increasingly making purchasing decisions.

“These investments will mean that we are right there when customers are looking for ideas,” he said. “Being able to quickly and easily buy in a few clicks is a gamechanger.”

John Lewis is not alone in exploring AI-driven commerce. Sportswear retailer JD Sports has previously indicated plans to enable customers to make purchases directly through AI apps in the future.

Meanwhile, technology companies are actively building tools to integrate retail within conversational platforms. Earlier this year Google announced partnerships allowing purchases through its Gemini AI platform, while ChatGPT has already trialled instant checkout tools in the United States.

The rapid development of AI shopping tools has prompted discussion among legal experts and regulators about how recommendations, advertising disclosures and consumer protection rules will apply in conversational commerce.

The push into AI and social commerce comes as John Lewis attempts to revitalise its fortunes following several difficult years.

The retailer operates 36 department stores across the UK and first launched its online shop in 2001. Today, online transactions account for around 60 per cent of total sales.

Its parent company, John Lewis Partnership, also owns the supermarket chain Waitrose.

The partnership is currently undergoing a major turnaround led by chairman Jason Tarry, a former Tesco executive who took over leadership in 2024 following the departure of Sharon White.

Tarry has launched a wide-ranging programme aimed at restoring profitability, modernising operations and strengthening the brand’s competitiveness in a rapidly evolving retail landscape.

Later this week the John Lewis Partnership will publish its results for the 2025–26 financial year.

Speculation has been growing that the company may reinstate staff bonuses, which have not been paid since January 2022. At its peak, the annual bonus for employees, known internally as “partners”, reached as high as 15 per cent of salary.

The employee-owned structure means roughly 70,000 staff members share in the company’s profits when bonuses are declared.

Although the group is expected to miss its £200 million profit target, analysts believe management may still consider restoring the payment in order to boost morale following years of restructuring, store closures and cost-cutting.

For a brand synonymous with traditional British retail values, the shift toward AI-powered commerce represents a significant strategic pivot.

Executives believe that embedding the company within AI platforms and social commerce environments will ensure John Lewis remains visible as consumer habits evolve.

As conversational AI becomes a new gateway to online shopping, the retailer hopes its early investment will ensure it remains relevant in the next generation of digital retail.

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The US granted India a 30-day waiver to purchase Russian oil amidst restrictions from the Strait of Hormuz. This temporary measure aims to support India’s energy needs during ongoing geopolitical tensions. However, the long-term implications for global oil markets and regional stability remain uncertain, as key maritime routes face continued disruptions.

The United States offered India a pass on Russian oil amidst the ongoing conflict in Ukraine, primarily to maintain strategic and regional stability. India, heavily dependent on imported energy, faced significant challenges in reducing its reliance on Russian supplies, which offered favorable pricing and reliable delivery. By providing diplomatic flexibility, the US aimed to ensure that India does not escalate tensions or retaliate against Western sanctions, thereby keeping the Indo-US relationship strong and cooperative.

Additionally, India’s geopolitical importance in the Indo-Pacific region prompted the US to adopt a pragmatic approach. Washington recognizes India as a crucial partner in balancing China’s rise and enhancing regional security. Granting India leeway on Russian oil helps to foster stronger bilateral ties and promotes shared interests without alienating New Delhi during a sensitive period.

Ultimately, the US’s leniency reflects a complex balancing act. While aiming to sanction Russia effectively, Washington understands the need to maintain key alliances in Asia. By allowing India to continue oil imports from Russia, the US hopes to strengthen diplomatic cooperation while managing broader geopolitical concerns and ensuring regional stability.

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NYMEX Crude oil has surged to a near one-year high as the conflict in West Asia intensifies, disrupting key energy routes and amplifying fears of deeper supply shocks. The region, home to the vital Strait of Hormuz, through which nearly 20% of global oil trade flows, has witnessed escalating military strikes and retaliatory attacks, sharply raising geopolitical risk premiums.

This geopolitical stress is now echoing across major Asian importing nations. India’s MCX crude futures have climbed to around Rs 7,800 per barrel, marking their highest level since October 2023 and extending a firmly bullish streak. Benchmark crude prices for other key Asian buyers have also strengthened, with the Indian crude basket rising to about USD 88 per barrel, underscoring the broader regional cost pressures triggered by tightening supply routes. In a fragile environment, crude oil markets have become hypersensitive to geopolitical headlines, as traders, refiners, and governments reassess supply security amid fears of structural shortages.

Refinery Vulnerabilities and Supply-Side Disruptions

The military flare-up in West Asia has already resulted in strikes damaging critical oil facilities and tanker vessels. Iranian retaliatory attacks and earlier drone strikes have disrupted operational continuity at several sites, raising fears of further hits on major refineries. Any large-scale damage to these assets could trigger immediate production stoppages, sharply reduce short-term supply, and accelerate price spikes as markets move to price in lost barrels.

These risks remain particularly acute because refinery and infrastructure assets are difficult to shield from targeted assaults. Even limited interruptions can lead to disproportionately large market reactions, given the fragile balance between global supply and demand.

The Strait of Hormuz: A Chokepoint Under Threat

The Strait of Hormuz remains the world’s most critical oil chokepoint, handling nearly one-fifth of globally traded crude. Recent closures and tanker suspensions following threats from Tehran have already interrupted flows, with more than 200 vessels forced to anchor outside the strait. Any prolonged blockage would severely constrain supply, pushing crude significantly higher.

Speculative buying and the ‘war premium’

As risks deepen, futures markets have built a notable “war premium,” with Brent front-month contracts trading at elevated levels as traders price in worsening instability. Speculative flows intensify when uncertainty rises, amplifying volatility and accelerating upward price momentum.

Worries about whether other suppliers can offset disruptions

Although alternative suppliers such as the US, Russia, and West Africa can help diversify flows, there is caution that global producers may not fully compensate for a major Gulf supply loss. Even OPEC+ signalling modest output increases has not eased concerns, as physical disruptions in Hormuz-linked exports would outweigh incremental supply adjustments.

Inflation Risks and Long-Term Fragility

The intensifying conflict has raised fears that prolonged instability could fuel inflation globally. Shipping delays, tanker bottlenecks, and stricter maritime security measures are already causing supply delays, tightening near-term availability of crude. This adds to inflationary pressures at a time when many economies are still grappling with elevated price levels and slow-to-moderate growth.Long-term supply fragility is also emerging as a central concern. Countries heavily reliant on Gulf energy—particularly in Asia—face potential headwinds to growth, macroeconomic stability, and financial conditions if disruptions persist.

Impact on Key Importing Nations: India, China, Japan, and South Korea

India and China, both deeply dependent on Gulf oil, face significant vulnerabilities. For India, disruptions in Hormuz threaten nearly 40–50% of its crude inflows, raising import costs, widening the current account deficit, and putting pressure on the rupee. Inflation risks intensify as higher crude prices cascade into fuel, logistics, and industrial costs.

For China, prolonged supply uncertainty risks weakening economic momentum, heightening financial instability, and triggering energy-driven inflation. Meanwhile, Japan and South Korea—both reliant on crude shipped through Hormuz—are grappling with rising procurement costs and heightened exposure to global market volatility.

The crisis has also reached Europe, where attacks on QatarEnergy’s LNG facilities have contributed to a sharp spike in natural gas prices.

However, Asian importers are boosting strategic reserves, diversifying supplies toward Russia, the US, West Africa and Latin America, expanding long-term contracts, and securing alternative shipping routes to overcome the situation.

Outlook: Short-Term Shock, Medium-Term Uncertainty

While the current surge reflects a geopolitical shock, crude prices may stabilise once tensions ease and shipping flows resume. History shows that even temporary Hormuz-related disruptions can trigger volatility, but diversified supply chains and strategic reserves across key Asian importers help mitigate prolonged damage.

That said, the ongoing conflict-driven rise in crude prices poses broader threats to global growth. Higher energy costs risk squeezing corporate margins, slowing consumption, widening current account deficits, and pressuring currencies in energy-dependent economies. If disruptions persist, borrowing costs could rise, compounding financial stress.

In the near term, markets will remain highly reactive to geopolitical developments, with the trajectory of the conflict shaping crude’s direction. Over the longer term, the episode underscores the urgent need for diversified energy routes, enhanced strategic storage, and resilient supply chains to navigate an increasingly uncertain global energy landscape.

(Disclaimer: Recommendations, suggestions, views, and opinions given by experts are their own. These do not represent the views of the Economic Times.)