Marks and Spencer has become the first major British retailer to launch a 'live shopping' channel in a bid to appeal to younger consumers.
The service will see weekly broadcasts that will be hosted by an M&S expert in a TikTok style format as the retailer hopes to stay more relevant with its consumers.
M&S has said the new service, that is facilitated with their partner Lisa, will live-stream from their stores giving shoppers from home the opportunity browse through their latest ranges without leaving the house.
It will also give shoppers the opportunity to ask questions, view product demonstrations and buy the products as they watch.
It comes as the US and China has been seeing a rise in the "buy the look" trend and M&S hopes that the live shopping experience will help them to embrace new opportunities with the younger, more technological savvy shoppers.
Stephen Langford, director of M&S.com, said: “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.”
Interactive shopping is predicted to account for up to 20% of online sales by 2026 and is already worth £127billion in China and £18.7billion in the US, reports The Mirror.
M&S' new live shopping service launched today, January 28, with a focus on their leading activewear brand Goodmove after it was revealed consumers had an increased focus on health and wellness.
Shoppers can check out the new M&S live shopping experience here.
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