Asos to launch Chinese e-commerce

Young online fashion retailer Asos is to debut in the Chinese e-commerce market via a new partnership with Hybris. Hybris, an e-commerce software and multi-channel solution for online retailers, will tailor Asos' platform to a country which has its own set of characteristics.

Asos is the UK's largest online fashion store

Asos is currently the UK's largest online-only fashion and beauty store with over with six million active customers, of which the company sells 60 percent of its sales outside of the UK.

In addition to stocking 60,000 labels, ASOS also sells its own-label products through each of its eight local language websites: UK, USA, France, Germany, Spain, Italy, Australia and Russia.

With a distribution of 241 countries and territories, the company sends each of its deliveries from a 1.1 million square foot global distribution centre in the UK.

“Within the APAC region, China is recognised as being the primary driver of growth and, as such, it’s a market in which we want to be a major player,” says Pete Marsden CIO at Asos. “However, it is also a market with unique characteristics and requirements. To address these, we needed a proven and robust omni-channel platform that can support our new e-commerce business and the rapid growth and high traffic numbers that we’re expecting due to the size of the Chinese market.

We also required one that would allow us to collaborate with local, native-speaking implementation partners who are familiar with the cultural, technical, legal, political and governmental issues in China to help facilitate the development process."

Image: Online shoppers

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