The range of goods sold by Courts online has doubled as part of a revamp of its e-commerce business.

The Singapore-based listed retail company also operates in Malaysia and Indonesia.

Specialising in furniture and consumer electronics, Courts originally launched in 2012 with 7000 products. Now, through a partnership with e-commerce agency SmartOSC, the site now offers 14,000 products.

Research firm Statista estimates Singapore’s e-commerce market will reach US$6.42 billion by 2020. Courts has seen growth throughout Southeast Asia, most notably in Indonesia and Malaysia.  

In April last year the business revamped its traditional stores to engage with customers more effectively, and opened two offline “test beds”, in Causeway Point and Sri Damansara in Malaysia. As a result, the brand is moving toward an integrated shopping experience involving both in-store and online.

Court’s Group CIO Stan Kim says the strategy is really about creating an omni-channel experience for customers.
He says Courts is looking to establish a new industry standard for a mobile-first and user-centric experience. The brand plans to also enhance its click-and-collect offering, which now contributes about  half of its online sales.