Shoes are displayed backstage of the Topshop Unique catwalk show during London Fashion Week Spring/Summer 2017 in London, Britain, September 18, 2016. Reuters/Neil Hall

Topshop Australia has announced that it would be launching its e-commerce platform in April offering expanded product collections. The platform is currently in its soft-launch stage.

The global fashion retailer e-commerce head Deborah Papazoglu said that they were excited to provide a seamless omnichannel experience by synchronising both the physical and digital worlds. Papazoglu said that the e-commerce launch stays true to the company's brand key point of difference. She said that the platform would help the company to answer the customers' queries in real-time. She pointed out that the platform complemented the company's consumer-centric mentality.

Ominchannel experience means that the website feature localised editorial-style content. The website also features online-only services including complimentary express delivery for purchases over $75 and free returns in store. It has a click-and-collect option where the customers can purchase at any Topshop store across the country. The new platform offer products with Australian dollar prices.

Customers who prefer booking a complimentary appointment should wait until the brand launches the booking option. The company planned to roll out personal shopping booking engine that would allow customers to book with a personal stylist in store.

In 2011, Topshop opened its first store in Melbourne then it expanded to Sydney's Pitt Street Mall as its flagship store. The online store came more than five years after the retailer first broke in the Australian market. The online store only offers styles and pieces available in the physical store and the full range of styles are available in the international online store.

Afterpay has been integrated into Topshop's website allowing customers to buy now and pay later. The retailer was offering it technically for months but it was available only in its physical store.

Australia's leading retail payment innovator offers a buy now, receive now and pay later service. The retail payment service allows the customers to purchase in four installments with no upfront payment. Customers who want to use the service should create an account. When the customer makes a purchase, the service will automatically deduct the payments from the credit card or bank account every two weeks. Unlike credit cards, it does not charge and interest or fees. However, late fees apply if the customer fails to make one of the payments.

It is trusted by Australian brands including Spell Byron Bay, Surfstitch, Athelete's Foot, Cotton On, City Beach, Showpo, Glue Store, Seafolly, Mon Purse, Marcs and Tony Bianco. Minkpink and Dr Denim have recently joined the retail payment family.