Jigsaw has seen its online sales grow by a third after implementing omnichannel technology that enables e-commerce orders to be shipped directly from stores if the items are unavailable online.

The High Street fashion retailer reported that online transactions increased by 32 per cent in the first 11 months of deployment of OneStock’s technology, which unifies web and in-store inventory to offer customers access to an entire product range.

Conversion rates rose by 29 per cent after the brand implemented the OneStock portal, which allows a retailer to adjust order allocation to business needs. Overall, 36 per cent of the extra e-commerce sales were fulfilled by a store.

Each Jigsaw store sends an average of 100 products a month, the company said.

Sonja Cavor, head of e-commerce at Jigsaw, commented: “Online shoppers benefit from access to stock wherever its sits, while our stores have more room to display new collections – we've seen a cultural shift within the business from shop floor versus online to working together to do what’s best for our customers.”

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