ASOS has gone live with its Russian website. It will be followed up with a launch in China later in the year. While orders placed via the Russian site are fulfilled from the UK, ASOS’ Chinese operating model will be different. ASOS is establishing a standalone technology platform, local third-party distribution centre, local delivery solutions and payment methods, and a larger in-country team. The initial Asos China website will contain roughly 10 per cent of the full product range, which will expand as the Chinese business grows. Asos expects the setup to cost up to £6 million.
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