Debenhams Group pilots AI-driven checkout inside Facebook and Instagram in the US

Manchester-based Debenhams Group says it has become the first UK retailer to offer AI-driven in-app checkout on Meta platforms. US shoppers buying from its brands, among them boohoo, PrettyLittleThing, boohooMAN and Karen Millen, can now use the service.

The feature uses PayPal’s Agentic Commerce Services and is being trialled in the US. It lets shoppers buy items without leaving Meta apps such as Facebook and Instagram.

Keeping browsing and payment in one place is designed to make buying easier and convert interest into sales more quickly.

Debenhams Group said the partnership builds on its social-first strategy. Its Youth Brands portfolio now has more than 46m followers across social media.

The retailer said the project is part of a wider AI and technology strategy centred on spending on AI tools, skills and partnerships to create “next-generation shopping experiences”.

It also extends the group’s existing work with Meta, which recently included personalised ads trialled in the US for boohooMAN and Karen Millen. Earlier in the year the group also worked with PayPal on an AI-driven shopping experience for American customers inside PayPal’s own app.

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.

“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 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.”