Flourishing department store John Lewis is to open up its website for international orders across Europe. This will enable the group to gather data and make strategic decisions on which cities could support physical department stores, and which countries will merit localised web sites in the coming years.
It’s expected that orders from up to 25 European countries are to be served via the existing John Lewis website from June this year. It is not currently possible to have goods delivered outside the UK via www.johnlewis.co.uk.
Andrea O’Donnell, commercial director at John Lewis, told the Financial Times that the “web-first” expansion strategy was “the most compelling”. Levels of online success would inform decisions about how to expand into Europe both on and offline, she explained. “To make a more significant investment, we need to be confident that the demand is worth it,” said O’Donnell.
Initially, continental consumers will not be able to purchase electrical products or larger items of furniture. Within the next 18 months, John Lewis will also consider launching foreign-language websites.
