Liverpool FC Launches New Global Ecommerce Platform Alongside 2026/27 adidas Third Kit.

Roger Hampel

Image: Liverpool FC

Liverpool FC has launched a new global ecommerce platform as part of its wider digital transformation, timing the rollout alongside the release of its 2026/27 adidas third kit and a new lifestyle collection.

The redesigned online store introduces greater personalisation, curated product recommendations, improved performance and a streamlined checkout across mobile and desktop.

Liverpool Launches New Global Online Store Liverpool

Liverpool described the ecommerce platform as the latest step in its wider digital transformation.

The new store has been designed to make it easier for international supporters to discover and purchase official merchandise, with improvements focused on speed, personalisation and the overall customer journey.

Among the changes are curated product recommendations, enhanced personalisation, faster load times and a simplified checkout process.

The platform has also been designed to provide a more consistent shopping experience across desktop and mobile devices. Worldwide shipping is available, while Liverpool continues to connect its digital retail operation with the LFC Store app and its physical club stores.

Third Kit Becomes First Major Product Launch on New Platform

The first major release accompanying the ecommerce launch is Liverpool's 2026/27 third kit, produced by adidas.

The black shirt features maroon detailing and matte silver accents, with its design inspired by Liverpool's European nights and the atmosphere created at Anfield. A subtle graphic runs across the shirt, while the Liver bird, adidas logo and player names and numbers appear in metallic silver.

Liverpool and adidas have supported the release with the “Feel the Anfield Effect” campaign, featuring players including men's captain Virgil van Dijk and women's captain Grace Fisk. The campaign is narrated by actor and Liverpool supporter Owen Cooper.

The kit is available through the new ecommerce platform, the club's retail app and Liverpool's physical stores.

The launch also includes Originals Teamgeist 26, a wider adidas apparel range based around elements of the third kit's design. The collection includes jackets, track pants, T-shirts, outerwear and footwear, extending the visual concept beyond performance apparel and into lifestyle and streetwear.

Ecommerce Becomes Part of Liverpool's Digital Fan Strategy

The more significant business development, however, sits behind the merchandise.

Liverpool's new ecommerce platform is designed to make the retail experience more personalised for individual supporters while improving the technical performance of the store.

The club has also positioned the platform within a wider programme of digital upgrades, suggesting that ecommerce is being developed as one part of a broader digital relationship with supporters.

Executive Comments

Hannah Pym, Senior Vice-President of Marketing and Digital at Liverpool FC, said:

“This is an important step in the evolution of our digital retail experience and has been designed to make it easier than ever for supporters around the world to discover and shop our collections.”

Pym said the faster and more personalised platform forms part of Liverpool's wider effort to improve the digital fan experience across different devices and markets. She added that the ecommerce launch is one of several digital upgrades currently being developed by the club.