Marks & Spencer has appointed technology firm SapientNitro to create its own multichannel platform as it bids to increase multichannel sales to between £800 and £1bn by 2014.

The platform will replace that hosted for M&S at present by etail giant Amazon and is designed to enable greater flexibility to tailor its online offer to customer needs.

SapientNitro will lead the development project, “building key capabilities such as ecommerce, content management, search and analytics”.

Tata Consultancy Services will prove order management, product information management and integration with the existing business operational systems.

Marks & Spencer executive director of multichannel ecommerce Laura Wade-Gery said: “We have had a very successful relationship with Amazon but in order to fulfil our multichannel ambitions we need to build and manage our own platform.

“SapientNitro’s expertise in multichannel customer experience, coupled with a strong understanding of our business and brand, make it the right partner to help us take our multi-channel offer to the next level.”

SapientNitro managing director Nigel Vaz said: “We are tremendously excited to have the opportunity to work with an iconic British brand such as M&S on this strategic initiative.