Africa News Bulletin

Mango Initiates Online Sales Expansion, Targeting Entry into Twenty New Markets

European Fashion Leader Mango Rapidly Expands Online Presence, Entering Over 20 New Markets

Mango, a prominent player in the European fashion industry, is making significant strides in international expansion by introducing its online business to more than 20 new markets.

This year alone, the company has launched its e-commerce platform for its Woman, Man, Teen, and Kids lines in 22 countries, primarily within Africa. This expansion extends Mango’s digital footprint to over 110 markets, marking a substantial leap in its global reach.

Mango’s latest expansion effort ventures into previously untapped regions, including countries like Ghana, Tanzania, Zimbabwe, and Haiti. Simultaneously, the company is reinforcing its commercial presence in markets where it already maintains physical stores, such as Sri Lanka, Cameroon, and Kenya.

The expansion of encompasses a diverse array of countries, including Senegal, Ghana, Cameroon, the Republic of the Congo, Kenya, Bermuda, Haiti, the Dominican Republic, Sri Lanka, Cambodia, Benin, Ethiopia, Tanzania, Zambia, Zimbabwe, Mali, Chad, Rwanda, Uganda, Mozambique, Madagascar, and Malawi.

Elena Carasso, Mango’s Director of Online Operations and Customer Relations, states, “The expansion of our online store to around twenty markets is a great step forward in our internationalization strategy to bring our value proposition to the entire world.” She emphasizes that entering African markets, particularly those where Mango lacks a physical presence, will enhance the company’s ability to cater to the diverse needs of customers in each territory.

In the first half of 2023, Mango reported nearly 10% growth in online sales compared to the same period the previous year. Notably, the company also commenced online operations in Brazil through a collaboration with Dafiti, a local fashion tech company and a major player in Latin America’s fashion industry.

Mango has consistently been at the forefront of digital penetration in the European fashion industry. In 1996, it launched its website to establish a global presence and introduced e-commerce in 2000 across the fifteen countries that constituted the European Union at the time. This pioneering move marked Mango as one of the earliest adopters of e-commerce in Europe.

Over the next two decades, Mango progressively expanded its digital sales to encompass 90 markets across all five continents by the end of 2022. In that year, online sales amounted to €960 million, contributing to 36% of the company’s total revenue, with its website registering over 885 million sessions.

Mango’s strategy for e-commerce expansion is grounded in localization, catering services to the unique preferences and customs of customers in each region.

Currently available in 28 languages, the website offers diverse payment, shipping, and return methods tailored to specific locations. Additionally, Mango actively collaborates with third-party marketplaces, differentiating itself in the industry by operating within such a multifaceted distribution ecosystem.

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