Marks & Spencer (M&S) has announced the launch of Live Shopping on M&S.com.

The new service, which is facilitated by the company’s software partner LiSA, enables its 13.5 million online customers to join a live broadcast hosted by an M&S expert.

They will be able to hear more about products, asks questions via live chat, view product demonstrations, and buy the products as they watch.

The British multinational said that the move enables it to tap into a growing trend that is expected to make up “10 to 20 per cent of global e-commerce by 2026”, according to McKinsey figures.

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

The launch follows the introduction of several new in-store and online features brought in to help boost the retailer’s omnichannel offering. This includes the company’s digital Click & Collect format, which has “cut waiting times” and so far seen 70,000 self-service returns in store.

Only last week M&S announced it was trialling Augmented Reality (AR) tech at its White City store in London [link] The new app, called ‘List & Go’, shows customers exactly where each item is located on the shop floor.

It also recently launched online video consultations for people browsing furniture, menswear, and lingerie on its website. According to the company, since its launch nine months ago, there have been a total of 28,000 one-on-one consultations.

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