Clothing & ShoesOnline & Digital

Ted Baker launches new website to boost online sales

The retailer will now manage its global online presence from a single store

Ted Baker has announced the launch of its new website in partnership with BigCommerce, an Open SaaS ecommerce platform, in a bid to boost online sales for the UK-based global lifestyle brand.

With its new multi-storefront headless platform, Ted Baker will manage its global online presence from a single store and “streamline” day-to-day back-end employee operations.

Ted Baker said its 12 regional storefronts will be “localised” to meet the needs of its expanding customer base. 

Shoppers will also be able to browse in their preferred language such as English, French, German and Spanish, and make purchases using their preferred currency, including pounds, dollars and euros. 

Built on BigCommerce’s multi-storefront (MSF) headless solution, Ted Baker uses a single BigCommerce store to operate multiple storefronts and leverage the platform’s partner network to “strengthen” its digital standpoint. 

Additionally, BigCommerce’s in-built integrations to Adyen, Klarna, PayPal and Avalara reportedly provide Ted Baker with global payment and tax coverage, with future plans to integrate to Fluent Commerce’s SaaS order management system.

Leon Shepherd, chief information officer of Ted Baker, said: “Central to Ted Baker’s future-looking growth strategy is adopting a digital-first approach that supports our endeavour to offer a premier shopping experience for our customers and build brand awareness beyond Europe.

“With its scalable yet robust platform, BigCommerce and its supporting partners created a custom-made solution that simplifies backend complexities, showcases our high-end product offering and enhances the customer journey as we continue to expand into new markets.”

Jim Herbert, senior vice president and general manager of EMEA at BigCommerce, added: “We are pleased to be working with one of the UK’s world-renowned fashion and lifestyle brands as it digitally transforms its business to drive growth and improve its competitiveness.

“BigCommerce’s headless multi-storefront solution, consumed through enterprise grade APIs and partner solutions, enables Ted Baker to deliver rich product and customer experiences to bolster online sales.”

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