July 17, 2013

ASOS has selected the hybris Commerce Suite to launch its new e-commerce business in China

hybris, the world’s fastest-growing commerce platform provider ranked “leader” by both principal analyst firms, today announced that ASOS, the UK’s largest online-only fashion and beauty store which makes more than 60 percent of its sales outside of the UK, has selected the hybris Commerce Suite to launch its new e-commerce business in China. According to figures from the China Internet Network Information Center(1), 75 percent of all of China’s internet users are tapping into the web from mobile devices and tablets. Providing a true omni-channel experience for those 420 million potential customers, the site will include a fully-integrated, feature-rich mobile version as part of the launch.

With 6.0 million active customers(2), ASOS is a global online fashion and beauty retailer selling over 60,000 branded and own-label products through each of its eight local language websites: UK, USA, France, Germany, Spain, Italy, Australia and Russia. It ships to 241 countries and territories from its 1.1 million square foot global distribution centre in the UK.

According to a report from eMarketer released in February 2013(3), this year’s B2C e-commerce sales are expected to grow 18.3 percent to $1.298 trillion worldwide as Asia-Pacific (APAC) surpasses North America to become the world’s No. 1 market for B2C e-commerce.

“Within the APAC region, China is recognized as being the primary driver of growth and, as such, it’s a market in which we want to be a major player,” said 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. hybris, with its fully localized Commerce Suite and established partner ecosystem in the region, was far and above the best fit to meet these requirements.”

“ASOS is one of those visionary retailers that recognizes the potential of the Chinese market,” commented Burghardt Groeber, Vice President Asia at hybris. “Most major U.S. and European retailers have opened traditional brick-and-mortar stores in China, but have realized that opening an e-commerce business is a quicker and more effective approach to reach the growing number of customers in second and third tier cities. However, this approach also comes with challenges to meet local, cultural and linguistic requirements.”

“There are many complexities involved in China e-commerce implementations, some of which are quite unique to consumers, and many are unknown to retailers outside of local markets,” he continued. “ASOS was willing to take a completely different look at the requirements for penetrating the market and we are delighted to be working with them to make their new venture a success.”

(1) http://www.engadget.com/2013/01/15/china-adds-51-million-internet-users-in-2012/
(2) 29 February 2012: 4.3 million – Defined as having shopped in the last 12 months
(3) http://www.emarketer.com/Article/Ecommerce-Sales-Topped-1-Trillion-First-Time-2012/1009649


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