US fashion retailer American Apparel has increased e-commerce sales by 38% after rolling out a new web platform.

The retailer rolled Oracle’s ATG Web Commerce system out in October 2012. Sales increased 38% in the three months between October and December compared to the same period in 2011.

December 2012 sales increased by 59% compared to December 2011 after the retailer improved its ecommerce operations including content management, promotions, search and transaction processes.

The retailer says the system also provides staff with an improved visual interface, making it easier to manage content, page layouts and promotions.

It also plans to provide online shoppers with personalised content and customised search options.

American Apparel chief information officer Stacey Shulman said: “We required an open, scalable platform with the features and functionality to support us now and in the future.

“As we continue to grow sales worldwide, the Oracle solution will enable us to personalise and enhance the customer experience online, streamline service and introduce more international sites.”