"Factors related to speed of shipping, stock accuracy, or even quality of packing are very important when you're talking about a customer like ours," Teixeira says.
"So with time we have learned how to deal with the fact that we don't touch the goods. And we had to put a lot of standard operating procedures into practice to control these metrics and be able to help our partners to scale their operations, and get better and better at them."
The average Farfetch order is high value, and can be fulfilled from a variety of locations. The platform algorithm calculates the most efficient source and delivery route. Partner boutiques and brands pack the goods with care and often a personal note, an appealing bonus for the customer.
"Farfetch's success is due to their technology enabling things that felt impossible or unrealistic from luxury retailers," says Tom Gehani, Director of Client Strategy for digital-focused business intelligence and research firm L2.
He points out that nearly a quarter of global luxury spending comes courtesy of small and specialty retailers, who may not have the resources to push their prestige goods online.
"Farfetch enabled these brands to sell to the online customer without all the technical implementations of order management and shipping, and with a great customer experience," Gehani explains.
L2's research shows that traffic to Farfetch is largely driven by very specific keywords, including brand names, like "Gucci flip-flops," rather than broad terms like "shoes" or "handbags." These shoppers know exactly what they want, and Farfetch helps them find and receive it, no matter how far away it is, or how small the boutique is that holds it in stock.
The Farfetch platform has approximately 1,000 engineers working so that customer visits to the website go as smoothly and quickly as possible, aiming to turn visitors into repeat customers.