Global online fashion retailer ASOS continues to expand its empire, launching into China with the help of e-commerce platform provider hybris.

The U.K fashion retailer has selected the hybris commerce suite for the new site. This will also include a full-integrated, feature-rich mobile version of the website as part of the launch.

According to figures from the China Internet Network Information Centre, 75 per cent of all of China’s internet users are accessing the web via their mobile devices and tablets and for ASOS to provide an omni-channel experience it gives the company an opportunity to reach 420 million potential consumers.

“Within the APAC region, China is recognised as being the primary driver of growth and, as such, it’s a market in which we want to be a major player,” said Pete Marsden CIO at ASOS.

“However, it is also a market with unique characteristics and requirements. To address these, we needed a proven and robust omni-channel platform that can support our new e-commerce business and the rapid growth and high traffic numbers that we’re expecting due to the size of the Chinese market.

“We also required one that would allow us to collaborate with local, native-speaking implementation partners who are familiar with the cultural, technical, legal, political and governmental issues in China to help facilitate the development process. hybris, with its fully localised Commerce Suite and established partner ecosystem in the region, was far and above the best fit to meet these requirements.”

According to Burghardt Groeber, vice president Asia at hybris, said it’s a realisation of many international retailers that opening an e-commerce business is a quick and more effective approach to reaching customers but along with that comes challenges to meet local, cultural and linguistic requirements.

“There are many complexities involved in China e-commerce implementations, some of which are quite unique to consumers, and many are unknown to retailers outside of local markets,” he said. “ASOS was willing to take a completely different look at the requirements for penetrating the market and we are delighted to be working with them to make their new venture a success.”