Shortly after launch, 2XU (pronounced “two-times you”) came to dominate the Australian market for performance sportswear. And after a successful seven-year run in the domestic market, they began an ambitious international expansion. Beginning in the United States, they quickly expanded to the United Kingdom, mainland Europe, New Zealand, and Hong Kong.
At first, 2XU seemed unstoppable, but as often happens with global expansions, they experienced some significant growing pains—none of which were made easier by the changing digital landscape. Given the growth in online shopping, especially via mobile devices, executives at 2XU knew they had to address these challenges if they wanted to experience continued success.
- Net Solutions created a set of interconnected, mobile-optimized e-commerce website, including direct consumer sites and partner portals
- Provided a stunning new design
- Created a smooth, powerful backend enabling 2XU to operate seamlessly across the globe
- Worked the 2UX’s marketing teams to optimize conversion
Challenges Threatening 2XU’s Global Expansion
Despite their success, 2XU faced the following challenges.
Lack of Mobile-optimization: The mobile shopping trend was sweeping the world, and 2XU’s customers were no exception. With mobile traffic increasing steadily, management was rightly concerned. After all, their websites were not designed to handle mobile traffic or mobile transactions.
Dated Design: 2XU had been in business for more than a decade at this point, and their web design was dated. They needed an update to remain relevant.
Bloated and Heavy Websites: The old backend technology had begun to take its toll, making the websites slow and difficult to use. This can lead to frustrated customers and lost revenue.
Regional-specific Challenges: 2XU’s expansion into new countries and territories brought challenges related to localization. Each site needed to support specific languages, currencies, taxation rules, and other regulations.
Simply creating one site and copying it for each location would have increased the risk of installation fragmentations, making site maintenance difficult in the long-run and costing 2XU greatly in the years to come.
Partnership Integration: In some geographies, 2XU had partners representing them, and each partner required their own workflows, specific access levels, and other customizations that the current system could not support.