Lacoste Invests in AI-Enabled Global Marketplace Expansion
Lacoste is accelerating its expansion on major fashion marketplaces such as Galeries Lafayette and El Corte Ingles through an AI-enabled platform.
The move aligns with a trend where top fashion houses leverage the platform economy — which is faster than traditional e-commerce — to power their growth.
It is working with Mirakl Connect, an AI-enabled multichannel selling platform, which lets Lacoste maintain control over its brand experience across multiple channels.
Rather than managing fragmented technical integrations marketplace by marketplace, many premium brands are instead turning to solutions powered by AI to seamlessly absorb operational complexity. This frees up their teams to focus on driving sales growth and improving the customer experience.
Lacoste needed help reaching new audiences while strengthening its omnichannel approach, ensuring the consistency of its brand experience across every channel, and preparing it for the future evolution of commerce — notably the rise of agentic commerce," said Thomas Voisin dit Lacroix, chief digital officer at Lacoste.
"Our ambition is to make marketplaces one of the key growth drivers for Lacoste," he said in a statement.
Retailers that leverage marketplace infrastructure record 34% annual growth — nearly four times the rate of traditional e-commerce — according to Mirakl's 2025 Marketplace and Dropship Index. In 2025, marketplace growth advanced nearly three times faster than traditional e-commerce. Also, brands operating across multiple channels experience an average business volume that's 17.5 times higher than those presenting on a single channel.
The AI-enabled platform uses proprietary language models to reduce the journey to market from months to weeks by automating product catalog optimization at scale. Day to day, the platform centralizes order, inventory and pricing management across all channels, giving Lacoste's teams full control over their brand experience without the complexity of in-house integrations.
This also gives Lacoste access to more than 50 fashion and luxury marketplaces across Europe, so the company can expand its presence into new markets seamlessly, regardless of the channel.
Lacoste was founded in 1933 and sells in nearly 100 countries.
A version of this article was first published on the website of sister brand P2PI.
