How Whistles is tailoring its ecommerce site to international markets

The internationalisation of ecommerce is one of the main priorities for established brands, with foreign markets providing huge potential for business growth.

But this obviously brings with it a new range of challenges in terms of localised content, currency options and different fulfilment methods.

Luxury clothing retailer Whistles is currently just starting a process of internationalising its online store, so head of ecommerce Louise Salt knows a lot about the challenges of expanding into new markets.

At Demandware’s Xchange ’14 event Salt described how the company was approaching the challenge of catering to international shoppers.

Whistles launches mobile site, but UX issues need to be fixed

Whistles has launched a mobile optimised site as it ramps up efforts to offer its customers a multichannel shopping experience.

The women’s fashion retailer launched a revamped version of its desktop site a few years ago which suffered from a plethora of usability issues.

This is its first attempt at building a mobile site and the landing page initially looks very similar to the desktop site.

I tried out the site using an Android smartphone to see how easy it is navigate and make a purchase…