Marks & Spencer aims to inspire customers and generate spend with the launch of a live shopping service on its website.

Live shopping on Marks & Spencer's website

M&S has launched a live online shopping service presented by its experts

The service allows shoppers to watch a live broadcast presented by an M&S expert and an “external influencer”, asking questions and purchasing products as they view.

The livestreaming initiative launched with Marks & Spencer putting its Goodmove athleisure range as the focus.

The broadcasts, which last up to 30 minutes, can also be watched afterward.

The launch followed a trial, which M&S said had gone down well with customers, and taps into a livestreaming retail trend that has taken off internationally in countries including China.

M&S said live shopping services are expected to account for between 10% and 20% of global ecommerce by 2026. The trend is already worth $170bn (£128bn) in China and is forecast to be worth $25bn (£19bn) in the US by next year.

The venture, run with specialist software partner Lisa, is the latest online initiative from M&S, which has made a switch towards being a digital-first business. 

M& director Stephen Langford said: “Live shopping on M& is the latest in a wave of initiatives we’ve introduced to improve our customer experience. 

“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 quality, design and innovation features.”

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