British Fashion Retail Group

Delivering flexible, high‑performing checkout worldwide

A multi‑brand British fashion retail group with a global footprint set out to improve how it managed direct‑to‑consumer commerce across international markets. While the group operated in more than 100 countries, its existing systems made it difficult to deliver a consistent brand experience, scale efficiently, or support customer acquisition.

To unlock international growth, the group needed a partner that could simplify payments, localize checkout, and provide the operational and data transparency required to support expansion at pace.

About the brand

This British fashion retail group manages multiple apparel brands, offering stylish and affordable clothing to customers worldwide. With a focus on quality and accessibility, the group serves a diverse international customer base and prioritizes a seamless shopping experience across markets.
As global demand increased, the group sought a more flexible and scalable ecommerce foundation to support its international ambitions.

The Challenge

  • Complex international DTC operations
  • Poor customer experience around returns
  • Limited marketing and performance data
  • Inflexible legacy systems

The Solution

  • Localized checkout‑only solution
  • Flexible payments and currencies
  • Self‑service tools and analytics
  • Fast‑tracked international launches

  • 140+

    Currencies enabled

  • 70%+

    Checkout conversion rate achieved globally

  • 95%

    Payment success rate worldwide

The Challenge

Managing international direct‑to‑consumer commerce had become increasingly complex and costly.

Key challenges included:
  • A cumbersome and expensive existing system that limited agility across markets
  • Poor returns experiences that discouraged customer acquisition investment
  • Limited access to actionable marketing and performance data
  • A lack of support and flexibility from their previous provider
The group was reluctant to invest in growth initiatives without confidence that the end‑to‑end customer experience—particularly checkout and returns—would support long‑term loyalty.

The Solution

ESW delivered a flexible, checkout‑focused solution designed to enhance payment performance, localization, and operational visibility across brands and countries.

Localized checkout at global scale

ESW implemented a tailored checkout solution available in 33 languages across desktop and mobile, reflecting the unique identity of each brand. Shoppers were able to pay in their preferred currency using local payment methods, with support for 140+ currencies and 95+ global and express payment options, including Apple Pay, Google Pay, Amazon Pay, Klarna, and Afterpay.

Faster onboarding and market readiness

The streamlined solution enabled fast‑tracked onboarding to meet tight international launch timelines, allowing the group to expand quickly without adding operational complexity.

Data, control, and optimization

To address the lack of insight and flexibility, ESW provided access to the ESW Service Portal, enabling the group to self‑manage country configurations, brand setups, and pricing strategies.
In addition, ESW Analytics delivered detailed insights and KPIs across checkout, payments, logistics, and financial settlements—empowering teams with the data needed to optimize performance and support growth across markets.

A Scalable Global Growth Model

With ESW as a strategic partner, the retail group transformed international expansion into a scalable, repeatable model.

By improving checkout performance, increasing payment success, and gaining better control over data and operations, the group strengthened its brand presence globally while supporting growth across key international markets.

"Our partnership with ESW has fundamentally transformed our approach to international markets. They didn’t just offer a service; they became an integral part of our strategy."

Carrier Manager, British Fashion Retail Group

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Why Choose ESW?

We Remove the Risk and Unlock the Ambition.

We provide an enterprise-grade ecommerce platform — standardised for scale, yet configurable for your exact market strategy and supply chain needs. We don’t believe in one-size-fits-all. We use a composable approach to architect an end-to-end worldwide operation that fits your business.

AI-driven intelligence and automation optimise decisions, adapt to local complexity, and future-proof all your commerce surfaces. We absorb the complexity and evolve with your ambition.

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