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Topshop launches local e-commerce presence

British multinational fashion retailer Topshop has opened an online store in Australia.

The new online platform sees the retailer collaborating with local e-commerce suppliers and partners.

Officially launching in April, offers expanded product collections, lower pricing, faster delivery and a curated product range for the Australian market.

New styles will arrive online each week, concurrent with Topshop’s flagship store in the UK.

While Australians have been able to shop at Topshop’s bricks-and-mortar stores since 2011, when the retailer first arrived Down Under, they previously had to visit the retailer’s international website in order to buy online.

This involved browsing and ordering items priced in British pounds and costly international delivery.

The launch of a local e-commerce site improves that experience, while also enabling a number of new online and omnichannel services.

Every Topshop store in Australia will serve as a distribution centre for online orders and as collection points for customers to pick up items through click and collect.

Customers who buy online can also make in-store returns for free. And orders over $75 receive free express delivery.

Topshop intends to leverage the new e-commerce platform for in-store services as well, with the upcoming launch of an online booking engine to make complimentary appointments with a personal stylist.

Deborah Papazoglu, head of e-commerce for Topshop Topman Australia, said the local website launch will enable the brand to be more customer-centric.

“We are very excited to synchronise the physical and digital worlds to provide our customers with a seamless omnichannel experience.

“Our localised business mentality has always been consumer-centric and with our new e-commerce platform, we have the opportunity to respond to customer demand in real-time. We are very excited to now be able to offer Australian consumers a dynamic retail experience both in-store and online.”

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