June 29, 2012, 3:58 PM

Falabella extends e-commerce across four countries

The chain retailer develops sites for Chile, Argentina, Peru and Colombia.

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Falabella, a Santiago, Chile-based diversified retailer, is moving ahead with e-commerce sales on four web sites launched within the past year.

The company, whose operations include department stores, home improvement stores, supermarkets, retail banking and travel services, developed its first online presence in Chile in 1999.

But its first major push into e-commerce came in 2011, when it relaunched its Chilean site, Falabella.com, on the Oracle ATG Web Commerce technology platform, Julius Odian, vice president of strategy and development at Falabella, said at a conference in Chicago this week sponsored by the Oracle Retail software unit of Oracle Corp.

Falabella also built separate sites on the Oracle ATG platform in Argentina (Falabella.ar), Peru (Peru.pe) and Colombia (Falabella.co). Each site handles its own warehousing and fulfillment, shipping only to customers within its host country, Odian says.

The retailer offers e-commerce sales in Chile of products also sold in its department stores, home improvement centers and supermarkets. In the other three countries it sells only products from its department stores, Odian says.

Falabella, a closely held company that reported a 17.5% increase in total revenue last year, didn’t publicize e-commerce sales figures. Internet Retailer estimates its 2011 web sales at $128.25 million.

“We significantly fortified our Internet presence in 2011 and gave a decisive push to remote sales throughout the region,” Juan Pablo Montero, Falabella Retail corporate CEO, says on Falabella’s web site.

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