Liverpool has launched a new global e-commerce platform as part of its wider digital transformation strategy, timing the rollout alongside the release of its 2026/27 adidas third kit and a new lifestyle collection.
The redesigned online store introduces a more personalised shopping experience, curated product recommendations, improved performance and a streamlined checkout process across both mobile and desktop devices.
The new platform is designed to make it easier for supporters around the world to discover and purchase official Liverpool merchandise. Faster load times, enhanced personalisation and a simplified customer journey are among the key features of the updated digital store.
Liverpool will also continue to connect its online retail operation with the LFC Store app and its network of physical club stores, with worldwide shipping available.
Third kit becomes first major launch
The first major product launch on the new platform is Liverpool’s 2026/27 third kit, produced by adidas.
The black shirt features maroon detailing and matte silver accents, with a design inspired by the club’s European nights and the atmosphere at Anfield. The Liver bird, adidas logo, player names and numbers all appear in metallic silver.
Liverpool and adidas have supported the launch with the “Feel the Anfield Effect” campaign, featuring men’s captain Virgil van Dijk and women’s captain Grace Fisk. The campaign is narrated by actor and Liverpool supporter Owen Cooper.
The launch also includes the Originals Teamgeist 26 collection, featuring jackets, track pants, T-shirts, outerwear and footwear inspired by elements of the third kit’s design.
E-commerce at the centre of Liverpool’s digital strategy
Beyond the new kit, the launch represents a broader step in Liverpool’s approach to digital fan engagement.
The club is positioning its e-commerce platform as more than just a retail channel, using personalisation and improved technology to create a stronger digital relationship with supporters across different markets and devices.
Hannah Pym, Senior Vice-President of Marketing and Digital at Liverpool FC, described the launch as an important step in the evolution of the club’s digital retail experience.
The new platform is expected to be part of a wider programme of digital upgrades as Liverpool continues to invest in technology, fan experience and global commercial growth.