Man Utd woos global fans with new online shopping site

The jury might still be out on head coach Erik ten Hag’s reign at Manchester United FC but the Premier League club is leaving nothing to chance when it comes to fan engagement, with the launch of a new ecommerce platform.

The new direct-to-consumer platform based on, and powered by, the Scayle commerce engine is designed to provide an enriched shopping experience with greater speed, reliability and personalisation for United fans buying official club products and services online.

Scayle was chosen by Manchester United because of its capability to support millions of visitors to the club’s ecommerce site with smooth, secure transactions even at peak times. With technology to support multiple languages and currencies, the new platform is designed to provide a localised experience for Manchester United fans worldwide.

Backed by Scayle’s enterprise infrastructure, the platform allows for advanced features such as “make your shirt” and “shop by player” customisation, fast load times, and a mobile-first experience for fans in every region.

The new platform has been delivered on schedule seven months after Scayle was selected by Manchester United following a competitive process. Both teams will continue to work closely together to ensure innovation-driven experiences, focusing on the needs of fans and long-term digital growth for the club.

Manchester United chief commercial development officer James Holroyd said: “Our new ecommerce platform is a game changer in terms of the quality and reliability of service we can offer fans. We are excited to be working with Scayle to set new standards in digital commerce and respond to the growing demand for our products from all corners of the globe.

“This milestone is an important moment in our partnership and the wider digital transformation of Manchester United as we futureproof the club for a new era of digital engagement with fans.”