Toys ‘R’ Us kicks its e-commerce business up a notch

Wayne, N.J. – Toys “R” Us is taking e-commerce into its own hands.



In a move to optimize its e-commerce business and significantly improve the customer experience online, the toy giant announced plans to bring its U.S. e-commerce operations in-house. The plans include building and managing a new platform for Toysrus.com, Babiesrus.com and FAO.com.



Toys “R” Us expects to launch its own online platform by the end of summer 2016.



“As part of our ‘TRU Transformation’ strategy, one of our most important priorities is to optimize our e-commerce business and significantly improve the customer experience online,” said Fred Argir, senior VP, chief digital officer, Toys “R” Us. “To accomplish this, we believe it is in our best interest to manage and control all aspects of our e-commerce platform as we move forward. We expect this will provide us with the flexibility needed to grow and expand in an omnichannel world, while allowing us to rapidly respond to changing customer dynamics and an ever competitive marketplace.”



Toys “R” Us has worked with its current e-commerce platform provider since 2006. The companies will continue to work together to ensure optimal operations for the existing websites, while facilitating a seamless transition to the new platform over the course of the next year.