Mango is making its online selling platform available for the first time in African countries such as Ghana, Tanzania and Zimbabwe as well as Cameroon and Kenya.
The news means Mango now has an online presence in 110 countries. In 2022 its online sales reached €960m ($1.02bn) representing 36% of the company’s turnover.
Mango is now available online in these countries
- Republic of the Congo
- Dominican Republic
- Sri Lanka
The expansion strategy of Mango’s e-commerce is based on localisation: entering new markets, adapting the services to the needs and customs of the customers in each region. Currently, the website is translated into 28 languages, with different payment, delivery and returns methods (among others) according to each location.
“The enlargement of our online store in some 20 markets is a major step forward in our internationalisation strategy to take our value proposal to the entire world,” Mango’s online and customer director, Elena Carasso, explains.
“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”.
Last month Mango announced it was opening its first West Houston, Texas store following its success in New York and Miami and hopes to open six additional Texas stores in the coming months as part of its US expansion strategy.
In May, Mango announced it plans to open over 15 new stores throughout the US in 2023, and the retailer has its sights set on having 40 in the country by 2024 as part of its wider goal of making it a key market in the coming years.
In the first half of 2023, Mango announced a 20% sales increase and said it plans to accompany its period of growth with a €200m ($220.42m) investment in its technology, logistics, stores and new Mango campus.