August 9, 2011, 2:12 PM

Starbucks hopes its redesigned site provides a jolt to consumers

The new expands services and product selection.

Allison Enright


Lead Photo

Starbucks Corp. has redesigned and relaunched on a new outsourced e-commerce platform. The coffee retailer says the site now has more products and makes subscription-based ordering easier to manage than before.

The coffee retailer built on e-commerce services vendor PFSweb Inc.’s e-retail platform. PFSweb handles order management, fulfillment, returns and customer service for Starbucks’ online sales. PFSweb takes over from Inc., which previously handled e-commerce operations for

PFSweb president Mike Willoughby says the site redesign and deployment took about eight months to complete. He and Starbucks say the site now offers an improved subscription service that lets consumers manage their subscription online, schedule deliveries and modify existing orders. Consumers also can pre-order special items. The e-retail site also now sells Starbucks Reserve coffees—the retailer’s line of limited-edition coffees—which otherwise are available only at select Starbucks retail locations.

“Shopping at the new site reflects the unique, rich experience customers enjoy in our stores while offering an expanded collection of coffees, teas and merchandise,” says Stephen Gillett, chief information officer and executive vice president of digital ventures at Starbucks Coffee Co.

The site also sells products not normally sold in Starbucks coffee shops, including bulk-sized coffees, loose-leaf teas and electrical brewing equipment. is offering frequent Starbucks imbibers who have a My Starbucks Rewards Gold card—which requires coffee drinkers to buy 30 cups of coffee a year using a refillable gift card—free two-day shipping on online orders through the end of the month.


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