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Toys R Us moves to new web strategy despite Amazon opposition

Antony Savvas

Toys R Us is moving ahead with a new online sales strategy despite Amazon.com trying to scupper its plans.

Toys R Us has chosen GSI Commerce to provide a new e-commerce platform, and Exel to supply supporting logistics solutions for its new online strategy.

The new Toysrus.com site is expected to go live on 1 July. GSI Commerce will provide systems and customer service and support, while Exel is providing fulfilment services.

The new e-commerce platform is being launched two months after Toys R Us won a court battle to end an e-commerce agreement it had with Amazon.com, which saw the toy firm selling its products via Amazon’s online marketplace.

The decision allowed Toys R Us to run its own independent retail website, although Amazon is appealing the judgement.

Amazon has attempted to stop Toys R Us from building its own independent e-commerce platform in the courts, pending its appeal, but its efforts have so far drawn a blank.


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