UK retailers turn to TikTok & AI as social shopping grows

UK retailers are pushing further into social commerce as product discovery shifts from search and store visits to short-form video feeds and AI assistants, according to new research from Photoroom and recent moves by established brands.

The shift is changing where shoppers first encounter products and how quickly they judge a seller or marketplace as credible. Photoroom's State of GenAI in Marketplaces 2026 report found that 87% of shoppers say product visuals influence purchase decisions, and 51% would switch marketplaces for clearer, more accurate images.

This emphasis on visuals comes at a difficult time for physical retail. UK high streets lost 13,479 stores in 2024-about 37 closures a day-adding pressure on established chains and strengthening the case for new digital sales channels.

TikTok trials

John Lewis is among the best-known names testing social commerce more directly. The retailer launched a 90-day TikTok Shop pilot in March and is also investing in AI-powered shopping, including surfacing products through platforms such as ChatGPT and Google Gemini.

The pilot reflects a broader push by heritage retailers to meet customers inside the apps where they already spend time. Social platforms increasingly combine discovery and checkout in one place, and retailers are responding by adding catalogues, product tags, and storefront features within those services.

Photoroom's data suggests consumers expect marketplaces to take more responsibility for listing quality, even when third-party sellers supply the products. In the research, 77% said marketplaces should ensure listings are accurate and trustworthy.

Trust and images

Visual presentation has become central to that trust. The research found that 63% of consumers say inconsistent product images or branding make a marketplace seem unreliable, while 55% say poorly executed AI-generated or heavily edited images reduce trust.

Accountability is shifting as well. Photoroom found that 28% of consumers blame the marketplace rather than the seller when images are misleading; among 18-24 year olds, that figure rises to 40%.

The numbers highlight a tension for marketplaces and social commerce platforms. Many rely on high volumes of sellers and rapid listing creation, yet consumers appear less tolerant of inconsistent imagery or unclear representation when purchases are driven by seconds-long views in a feed.

Industry research cited by Photoroom suggests about 70% of consumers now discover products through social media. That early-stage discovery often happens through creators, livestream demonstrations, and short-form video-content that blends entertainment with promotion and direct links to buy.

AI search shift

Alongside social discovery, retailers are preparing for AI-led product search. Instead of typing keywords into a marketplace or retailer site, shoppers are increasingly asking AI tools for suggestions. This can surface a narrower set of recommendations, raising the stakes for how products are presented-especially visually-when customers land on a listing.

As a result, retailers face a growing workload for images and video. Social platforms demand frequent updates, mobile-first formats, and creative variations. Marketplace listings still require consistent standards, clean backgrounds, and accurate depictions. Brands also need assets that work across ads, creator collaborations, and product detail pages.

Photoroom positions visual AI tools as a way for sellers and brands to keep up with that volume while maintaining consistency. It says it processes more than seven billion images each year and has been used by more than 300 million people.

Founded in 2019, Photoroom offers photo editing and design tools across mobile, web, and API. Its products include background removal, batch editing, and generative AI features such as AI Backgrounds, AI Images, and AI Shadows.

For retailers, the key question is whether faster image creation also builds trust-or undermines it through obvious manipulation. Photoroom's research suggests consumers can tell the difference and will penalise marketplaces that appear to allow misleading listings, whether created by humans or AI.

Over the next year, retailers are expected to expand pilots and partnerships across social commerce and AI search, while marketplaces tighten controls on image quality as consumer scrutiny increases.