L’Oréal-owned British cosmetics company The Body Shop has launched a new mobile-first eCommerce platform as part of a three-year £10m digital expansion project.

The mobile web experience has been launched in 11 countries – including the UK, USA, Canada, France, Germany, Brazil, and Indonesia – with plans to roll it out to 20 more countries in 2017.

The platform is a hub for all of The Body Shop’s content, as well as featuring a live appointment booking service for in-store consultations and a personalised skincare diagnostic tool. A click and collect functionality is due to arrive later this year. The platform does, however, vary from region-to-region to suit ‘each market’s consumer preferences for merchandising, payment and delivery fulfilment’.  

“With the successful launch of a responsive, content-rich digital platform, we have established a strong foundation to support our future innovation agenda and global rollout,” said Harriet Williams, CDO at The Body Shop. “With a number of new digital innovations in the pipeline and continued in the consumer retail experience investment, we anticipate that ecommerce will form 20 per cent of our total sales.”

According to The Body Shop, 52 per cent of its existing online traffic comes from mobile – with 11 per cent from tablet. The company saw 19 per cent year-on-year growth in global eCommerce sales in 2016.