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Ted Baker taps BigCommerce’s platform to launch online store

BigCommerce, an Open SaaS eCommerce platform for fast-growing and established brands, has launched a composable, modern eCommerce experience for Ted Baker, the UK-based global lifestyle brand.

Built on BigCommerce’s transformational multi-storefront (MSF) headless solution, Ted Baker uses 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.

BigCommerce worked with Wunderman Thompson Commerce to integrate Bloomreach’s content management solution, and Bloomreach Discovery, its search and merchandising solution, into the Ted Baker store to drive more impactful, relevant shopping experiences for Ted Baker customers.

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 while offering modern and frictionless customer experiences tailored to the needs of each market. The company’s 12 regional storefronts will be fully localised to enable the luxury fashion retailer to meet the needs of its expanding customer base. Shoppers will 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.


Leon Shepherd, CIO 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.

“Built on the scalable yet robust platform, BigCommerce and its supporting partners created a tailored 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 VP and GM of EMEA at BigCommerce, said: “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, enable Ted Baker to deliver rich product and customer experiences to bolster online sales.”

Tjeerd Brenninkmeijer, EVP of EMEA, Bloomreach, said: “With the launch of this site, Ted Baker is solidifying their position as a digital leader in the luxury space. Personalisation, enabled through AI-optimisation, will play a critical role in the future of commerce.

“We are pleased to have worked with BigCommerce and Wunderman Thompson Commerce to bring this modern storefront to life for Ted Baker customers worldwide.”

Neil Stewart, Global CEO, Wunderman Thompson Commerce, said: “Today, global brands require a highly adaptable eCommerce platform that can meet the needs of both customers and the business.

“From the onset, our objective with Ted Baker was to modernise the commerce experience, using headless solutions from a wide array of industry-leading partners. With BigCommerce and Bloomreach, we were able to support Ted Baker’s digital transformation journey, helping them build a tech stack that offers simplicity, efficient site management, and the best possible customer experience across 12 regional storefronts.”

Wunderman Thompson Commerce further integrated BigCommerce and Bloomreach with Ted Baker’s back-office systems for product data, order processing and in-store omnichannel functionality. BigCommerce’s in-built integrations to Adyen, Klarna, PayPal and Avalara provide Ted Baker with global payment and tax coverage with future plans to integrate to Fluent Commerce’s SaaS order management system.

Ted Baker’s new website launch comes at a time of continued growth for the UK eCommerce market, a global trend which has been accelerated by the pandemic. In the UK alone, eCommerce sales are projected to reach $199 billion in 2022 with online sales currently accounting for 26.9% of overall retail sales. The launch is said to also underpin Ted Baker’s ongoing commitment to develop its eCommerce offering and drive digital and omnichannel growth.


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