Wiggle targets Russia and China with own-language websites

Wiggle has launched its website in Russian and Chinese, targeting markets that it says represent “a huge opportunity” for it.

The move takes its total number of sites to 10: the bike and trisports retailer already sells through sites in English, French, German, Spanish, Japanese, and as of this year Italian, Portuguese and Dutch. As of this year, payment can be also now be made in Brazilian reals, Chinese yuan, Swiss francs and Taiwanese dollars at the site.

Maddy Riordan, Wiggle’s international marketing manager, said: “We are delighted to launch our Russian and Chinese sites. Wiggle is committed to ensuring that all of our customers find the site easy and convenient to use. We want it to be accessible to customers all around the globe. China and Russia each represent a huge opportunity for Wiggle and we are excited about extending our offering to these important markets.”

Wiggle is a past winner of the cross border e-retail title at the ecommerce Awards for Excellence – an award it puts down to its overseas growth, and the fact that most shoppers can browse in their own currency and language.

Riordan said: “2011 has been a memorable year in Wiggle’s growth and popularity and we look forward to continuing the trend into what will be an exciting 2012.”

Wiggle started out as Butlers Cycles, an independent bike shop in Portsmouth that had been trading since 1920. It made its official online debut in 1999 and now sells in more than 80 countries.