The age-old rule of business states that if you’re not growing, then you’re shrinking, and while that might not be 100 percent true anymore, retailers that have the room and resources to expand aren’t taking any chances.
One of those very retailers is Target, which announced Thursday (Oct. 29) that it had launched its first internationally facing website. The new site bring Target’s product lines to the U.K., along with 200 other countries and markets, for the first time, and Jason Goldberger, president of Target.com and mobile, said that the move will help the company expand in both digital and physical presence.
“We believe international consumers will love shopping the great brands, great prices and exclusive products that are synonymous with Target,” Goldberger said in a statement. “Target.com already gets tens of millions of visitors every year from outside the U.S., and this test will give us even greater insight into how shoppers around the world engage with Target.”
Target has partnered with Borderfree, an eCommerce platform provider, to launch its new international marketplace. Borderfree is already active in the U.K. through relationships with various retailers, such as apparel retailer Austin Reed, which Borderfree helped in reaching foreign markets.
Though customers from hundreds of different countries now have access to Target’s digital catalog, all prices shown will be based on their U.S. equivalents. Altogether, about 60 currencies will be supported by the site. Of course, as part of its international launch, Target is also rolling out international shipping to China, Mexico, India, Canada and the EU.
“International shipping marks another step toward Target being able to truly deliver for guests anytime, anywhere,” Goldberger said. “We look forward to getting feedback from our international guests so we can continue to test, learn and iterate to help ensure we provide a great value to our new international guests.”
With roughly a month for customers to warm up to Target’s international site before Cyber Monday arrives, the retailer’s international shipping network might get its first stress test sooner rather than later this holiday shopping season.
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