German software provider Commercetools is expanding into the UK market with a new office and team located in London.

Led by Steven Fockema Andreae, head of sales Western Europe, the company is targeting UK retailers looking to replace legacy e-commerce platforms with cloud-based alternatives.

Joining him is UK business director James Dye - who has worked with Argos, IKEA, Game, Topshop, Ted Baker and Office - and solutions engineer Fernando Lisboa - who joins from Elastic Path.

Commercetools was founded in 2006 and in September 2014 was acquired by REWE digital, part of the German supermarket group REWE.

Andreae commented: “We are excited to be entering the UK market where first-generation commerce platforms simply aren’t fit for purpose at a time of intense competition and structural shake-up.

“Retailers and brands urgently need to complete their move to true cloud commerce platforms that can make them agile and responsive to dynamic consumer retail trends without the high costs, inflexibility and poor customer experiences associated with legacy platforms.”

The company already works with Carhartt, Vision Express, Tradeprint and World of Books, and has signed deals with implementation partners E2X, EPAM, Wundermann, Dept and Valtech.

The Commercetools platform lets brands add commerce to channels and devices beyond traditional web shops, including mobile apps, online games, augmented and virtual reality, and social media, as well as any internet-connected device such as kiosks, wristbands or automobiles.

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