Marks & Spencer has resumed online clothing orders following a 46-day pause triggered by a cyberattack. The retailer restarted standard home delivery across England, Scotland and Wales, focusing initially on best-selling and new items instead of the full range.
A spokesperson stated that additional products will be added daily, enabling customers to gradually access a wider selection. Services such as click and collect, next-day delivery, and international orders are expected to be reintroduced in the coming weeks, while deliveries to Northern Ireland will resume soon.
The disruption began on 25 April when M&S halted clothing and home orders after issues with contactless payments and app services during the Easter weekend. The company revealed that the breach was caused by hackers who deceived staff at a third-party contractor, bypassing security defences.
M&S had warned that the incident could reduce its 2025/26 operating profit by around £300 million, though it aims to limit losses through insurance and internal cost measures. Shares rose 3 per cent as the online service came back online.
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Online fashion retailers are increasingly using artificial intelligence to tackle the costly issue of clothing returns, with up to 30% of purchases being sent back due to sizing problems. A study by McKinsey estimates that each return costs between $21 and $46, significantly affecting profit margins. Many customers order multiple sizes and return those that don’t fit, creating logistical headaches for retailers.
To address this, companies are adopting AI-driven sizing tools. French start-up Fringuant, for instance, uses an algorithm that analyses a shopper’s height, weight, and a quick selfie to predict the best size. Zalando, a German e-commerce giant, has also implemented its own AI-powered tool that guides customers by comparing their body shape with garment dimensions. These technologies are already helping some brands reduce return rates significantly.
Beyond sizing, AI is also improving warehouse operations to prevent shipping mistakes. Smart cameras on order pickers’ trolleys at logistics firms help ensure the right product is selected, while AI-equipped robots track stock levels, reducing errors that lead to returns. As online shopping continues to grow, retailers hope these innovations will streamline processes and boost efficiency.
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