M&S launches Live Shopping series, M&S Live

David Murphy

M&S has launched Live Shopping on M&S.com. The service, facilitated by M&S software partner LiSA, allows any of the 13.5m customers who visit M&S.com each week to join a live broadcast hosted by an M&S expert, where they can hear more about the ranges they’re browsing, ask questions through the live chat function, view product demonstrations, and buy the products as they watch. 

The first live shopping event – Lingerie, Womens & Kids Activewear with Rosie Underwood & Soozie Jenkinson – takes place at 12.30 UK time today, with a heavy focus on M&S’s activewear brand, Goodmove. Each broadcast will be made available to watch after the event via the Inspire Me section of the website.

M&S said that Live Shopping will open up a new channel of communication with customers, giving the retailer the opportunity to drive brand awareness and style perceptions, and gather customer feedback. 

More widely, M&S is continuing with its push to further develop the capabilities of M&S.com, with recent initiatives including the introduction of user generated content and a ‘Shop the look’ button. 

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