Spanish retailer Mango has expanded its online business to a range of African markets as part of its international growth plans, the company has announced.

The retailer has made its online selling available for the first time in countries such as Ghana, Tanzania and Zimbabwe, while it has strengthened its commercial presence in markets such as Sri Lanka, Cameroon and Kenya, where it already has physical stores.

In total, it is launching in 22 new countries, to surpass 110 markets worldwide having closed 2022 with a turnover of 960 million euros in its online business. This represented 36% of total company turnover, the fashion group said.

“The enlargement of our online store in some twenty markets is a major step forward in our internationalisation strategy to take our value proposal to the entire world” said Mango’s Online and Customer Director, Elena Carasso.

She added: “Opening up our e-commerce in various countries in Africa, especially in ones in which we do not have a presence, will not only allow us to gain knowledge of the market, but also strengthen our capacity to satisfy the needs of our customers in each territory”.

During the first quarter of 2023, Mango strengthened its online selling channel with a growth of approximately 10% compared to the same period last year. The company also started to operate online in Brazil for the first time, through an agreement with the local company Dafiti, the biggest fashion tech company in Latin America and part of the Global Fashion Group (GFG).

Among its other new markets, it will have an online presence in Senegal, Republic of the Congo, Bermuda, Haiti, Dominican Republic, Cambodia, Benin, Ethiopia, Tanzania, Zambia and Zimbabwe.

Earlier this month it was revealed that fashion is leading the way for Metaverse participation among retailers. In July, Mango said it planned to invest in virtual avatars reflecting a trend of retailers enhancing  their presence in the virtual world in recent months.

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Image source: Mango