Marks & Spencer (M&S) says it is now offering goods online in more than 100 countries after a major expansion of its markets.

The food, fashion and homewares retailer, which has been cutting back on stores domestically and abroad in recent years under its Never the Same Again transformation programme, said it had added 46 websites to its international portfolio.

The launch, which takes in nations including Argentina, Iceland and Pakistan, was part of the focus to “turbocharge” online sales as shoppers increasingly turn to digital channels for clothing and groceries.

The shift in consumer behaviour has been hastened by the COVID-19 pandemic in that it has forced ‘non-essential’ retail stores to be shuttered and wary supermarket shoppers to clamour for delivery slots.

M&S is the retail partner in Ocado’s delivery network in the UK.

The company pointed to its most recent half-year results as evidence of strong international online demand.

They showed a 75% lift in international e-commerce sales.

M&S said: “The expansion has been achieved using a low cost approach which combines an adaptable website platform specifically designed for its international business and customers, with orders from these websites fulfilled through M&S’ established distribution network.

“This means that ongoing costs mirror customer demand, and by having an adaptable website platform M&S can further increase the localisation of its offer quickly and efficiently in response.”

International director, Paul Friston, added: “Launching in an additional 46 markets means we can now reach a number of new customers who can purchase online with M&S for the first time and receive our fantastic M&S products in a few short clicks, as well as enabling us to explore underlying demand in these markets without significant upfront investment.”

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