More opps and challenges for e-commerce properties

Macy's plans to expand its website capabilities and staff, adding about 725 new positions over the next two years, reports the Wall Street Journal. The retailer's online platform is one of many with with consistent sales growth.

Macy's plans to expand its website capabilities and staff, adding about 725 new positions over the next two years, reports the Wall Street Journal. The retailer's online platform is one of many with consistent sales growth.

Macy's, for its part, has seen its online sales grow in the double digits on a percentage basis over the past few years. For the first 10 months of fiscal 2010, online sales were up 29%.

Macy's, which has about 161,000 employees, expects to add the positions in New York and San Francisco to expand macys.com and bloomingdales.com. 

Brands finally seem to be investing in their own online platforms, for good reason.

In my marketing analysis this month, which looks at the relationship between multi-brand e-commerce sites and their featured brands, Havaianas president Afonso Sugiyama said that the company recognizes the promotional and social media potential of multi-brand sites. But its online sales largely grew through its proprietary e-commerce platform, and have risen steadily since the site's 2007 launch.

It will be interesting to see how this kind of progression affects multi-brand e-tailers' business - will they have to work even harder to lure brands to their platform? - how mainstream retailers like Macy's leverage the opportunity -and how tech- and SEO-savvy traditional marketers become while vying for those 725 positions.

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