Ted Baker launches new website, adds fully local global versions

By

Sandra Halliday

Published
Mar 9, 2022

Ted Baker has unveiled a brand new website after linking up with open SaaS e-commerce platform BigCommerce as it works to boost its online sales both at home and abroad.

It’s built on BigCommerce’s transformational multi-storefront (MSF) headless solution, with the company using a single BigCommerce store to operate multiple unique storefronts and “leverage the platform’s ever-evolving partner network to strengthen its posture as a digital-first brand”. 

Ted Baker “will manage its global online presence from a single store and streamline day-to-day back-end employee operations while offering modern and frictionless customer experiences tailored to the needs of each market”.

Its 12 regional storefronts will be “fully localised” with the pages being presented in a variety of languages and shopping available in multiple currencies. 

“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,” said its CIO Leon Shepherd.

The company is prioritising digital growth as part of its major transformation plan. But even aside from Ted Baker's own turnaround targets, prioritising digital makes clear sense given the continued growth of the UK e-commerce market that has only been added to by the pandemic.

UK online sales are projected to reach $199 billion in 2022 with online currently accounting for almost 27% of all retail sales, a figure that just a few years ago hadn't been expected to be reached quite so quickly.