Debenhams Group has announced a pilot for AI-driven in-app checkout on Meta platforms, allowing US customers to browse and purchase products without leaving social media platforms.

The new features, which Debenhams Group claims are the first of their kind for any UK retailer, will integrate checkouts for boohoo, boohooMAN, Karen Millen, and PrettyLittleThing within Instagram and Facebook.

Through the initiative, Debenhams Group said the technology is focused on reducing friction and improving conversion rates for the more than 46 million social media followers across its youth brands.

The launch forms part of the group’s wider AI and technology strategy, through which it is targeting improved customer experiences, internal skills development, and organisational growth.

Dan Finley, chief executive of Debenhams Group, said: “More and more customers are discovering fashion through social, so bringing together inspiration and purchase in one connected experience is a natural next step for us.”
For the time being, the new features will only be available to customers in the United States.

Debenhams Group previously agreed a partnership with Meta, through which it trialled personalised advertisements for Karen Millen and boohooMAN within the US.

The new features are powered by PayPal’s Agentic Commerce Services, which allow merchants to embed purchases directly within established apps and platforms, with built-in support for AI agent interactions and fraud protection.

Mike Edmonds, vice president of agentic commerce and commercial growth at PayPal, said: “Social platforms are one of the most important storefronts for brands today, and our solution helps meet the demand in real time.

“We’re making it easier for merchants to turn everyday scrolling into seamless shopping moments. Working with partners like Meta and Debenhams Group, we’re starting to see how these experiences can come together more naturally for both merchants and consumers.”

Debenhams Group first announced the rollout of PayPal’s agentic AI assistant in February, which let select US customers browse products within the PayPal app.

This latest development comes a month after the retail group announced the appointment of Paul Aspden as its new chief technology officer. Formerly director of technology at the company, Debenhams Group said that Aspden would be charged with integrating AI more widely across the business.

The fashion retailer reported adjusted EBITDA of £53 million for the financial year ending 28 February, a 36 per cent year on year increase. In the second half of 2026, the group recorded a rise in EBITDA of 76 per cent year on year.

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