UK's Ted Baker opens online store with BigCommerce platform

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 seamlessly 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, the company said in a press release.

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. 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.

“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,” Leon Shepherd, chief information officer of Ted Baker, said in a statement.

“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,” Jim Herbert, senior vice president and general manager of EMEA at BigCommerce, 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,” Tjeerd Brenninkmeijer, EVP of EMEA, Bloomreach, said.

“Today, global brands require a highly adaptable e-commerce 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,” Neil Stewart, Global CEO, Wunderman Thompson Commerce, said.

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

Fibre2Fashion News Desk (GK)