Manchester-headquartered Debenhams Group has become the first UK retailer to enable AI-driven in-app checkout on Meta platforms for US customers of brands including Karen Millen, boohoo, boohooMAN and PrettyLittleThing.
The new feature, powered by PayPal’s Agentic Commerce Services, is currently being piloted in the US and allows shoppers to complete purchases directly within Meta apps, including Facebook and Instagram.
The move means customers can browse and complete purchases without leaving the apps, in a bid to reduce friction in the shopping journey and speed up conversions.
Debenhams Group said the partnership builds on the strength of its social-first strategy, with its Youth Brands portfolio now boasting more than 46m combined social media followers.
The retailer said the collaboration forms part of its wider AI and technology strategy, which is focused on investing in AI tools, skills and partnerships to create “next-generation shopping experiences”.
It also expands on the Group’s existing relationship with Meta, following a recent US pilot of personalised ads across Karen Millen and boohooMAN. Earlier this year, Debenhams Group also partnered with PayPal to launch an AI-driven shopping experience within the PayPal app for US customers.
Dan Finley, CEO 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.
“Becoming the first UK retailer to partner with Meta in this way – enabling our brands to offer AI-driven checkout to US customers, reflects how we’re rethinking the shopping journey for a social-first world – using technology and partnerships to create faster, more intuitive experiences that better match how our customers want to shop.
“This is another important step in how we’re scaling that approach across the Group and driving the next phase of our growth.”
Mike Edmonds, VP of Agentic Commerce & Commercial Growth at PayPal, added: “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.”
