Toys"R"Us has launched a dedicated Web store, Toysrus.com.cn, for the China market.
The launch of e-commerce capabilities is an integral part of the company's continued strategy for growth over the long term in the country, according to the US firm. Toys"R"Us currently operates 30 stores across 21 cities throughout China.
E-retail sales in China are expected to hit US$360 billion in 2015, tripling the spending today, according to The Boston Consulting Group. The firm has also stated that e-commerce sales will account for nearly 10 percent of retail sales in China by or shortly after 2015.
In 2010 and 2011, Toys"R"Us experienced double digit growth in its global e-commerce business, and generated US$1 billion in online sales last year.
The company also unveiled new mobile shopping capabilities in Canada, France, Germany, Spain, Japan, Australia, Portugal, Austria, Switzerland, the Netherlands and the U.K., with a mobile-optimised website and dedicated applications for iOS and Android operating systems.
In the coming months, the retailer will introduce the same capabilities in Portugal, Austria and Switzerland, as well as the Netherlands, where it does not currently have a store presence.
Earlier this month, Toys"R"Us announced that international shipping is now available for online orders on Toysrus.com and Babiesrus.com to more than 60 countries across Asia, the Caribbean, Central America, Europe, North America and South America.
"With the launch of our new e-commerce site in China and the addition of mobile shopping capabilities in our international markets, Toys"R"Us is more accessible now than ever before to customers around the globe," said Jerry Storch, chairman and CEO, Toys"R"Us. "These initiatives help us advance the company's international growth and omnichannel strategies, while allowing more customers to shop with us whenever, wherever and however they choose."
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