Spanish retailer Mango wants to expand globally via the Internet through its own shop and selected e-commerce stores worldwide. The aim is ambitious: to make online sales account for 7% of the company’s total turnover in three years.

In late 2009, Mango launched its e-business with international stores such as ASOS, John Lewis and House of Fraser in the UK, Nelly in the Nordic countries, and more recently China’s Taobao.

The Spanish company is now looking to expand its own online operations to 27 member states of the EU in addition to non-EU countries in Europe, as well as Canada, Japan, the United States and China. It is forecast to open in Russia for the forthcoming autumn 2010 season and several Asian countries by year-end.

In 2009, online sales generated a turnover of €11.7 million, representing a 47% increase from the year before, or 1% of the group’s total turnover. The forecast for this year is double that figure.

In the first half of 2010, company turnover via Internet sales exceeded the figure for the same period last year by 80%. Accounting for 80% of turnover, the brand’s own online store continues to dominate, given that sales via third parties are a recent development and will be consolidated in the coming months.

Mango, which opened its online store in 2000, registers an average of 2 million visits a month. Consumers currently place over 15,000 orders a month, with an average purchase amount of €90.

In time for its tenth anniversary, Mango will launch a redesigned online store featuring 2.0 web technology, including a search engine, user opinions, integration with social networks and product improvements.