Ted Baker uses the BigCommerce platform to launch an online store


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

Leveraging 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-growing partner network to strengthen its digital brand position.

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 deliver more impactful and relevant shopping experiences to Ted’s customers Baker.

With its new multi-store screenless platform, Ted Baker will manage its global online presence from a single store and streamline day-to-day employee operations while delivering modern, seamless customer experiences tailored to the needs of each market. The company’s 12 regional storefronts will be fully localized 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.

Digital first

Leon Shepherd, CIO of Ted Baker, said: “Central to Ted Baker’s forward-looking growth strategy is to adopt a digital-first approach that supports our efforts to deliver a top notch to our customers and build brand awareness beyond Europe.

“Built on the scalable yet robust platform, BigCommerce and its support partners have created a bespoke solution that simplifies the complexities of the backend, showcases our premium product offering, and improves the customer journey as we continue to grow. in new markets.

Jim Herbert, Senior Vice President and Managing Director of EMEA at BigCommerce, said: “We are delighted to be working with one of the world’s leading British fashion and lifestyle brands as it digitally transforms its activity to stimulate 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 drive online sales.”

Tjeerd Brenninkmeijer, EVP EMEA, Bloomreach, said: “With the launch of this site, Ted Baker solidifies its position as a digital leader in the luxury space. Personalization, enabled by AI optimization, will play a vital role in the future of commerce.

“We are thrilled to have worked with BigCommerce and Wunderman Thompson Commerce to bring this modern storefront to life for Ted Baker customers around the world.”

Neil Stewart, Global CEO of Wunderman Thompson Commerce, said, “Today’s global brands need a highly adaptable e-commerce platform that can meet customer and business needs.

“From the start, our goal with Ted Baker was to modernize the commerce experience, using headless solutions from a wide range of industry-leading partners. With BigCommerce and Bloomreach, we were able to support the transformation journey Ted Baker’s digital platform, helping them build a technology stack that delivers 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 built-in integrations with Adyen, Klarna, PayPal, and Avalara provide Ted Baker with global payments and tax coverage with future plans to integrate with Fluent Commerce’s SaaS order management system.

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

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Key words: BigCommerce, e-commerce, Ted Baker, website


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