Case Study: FARFETCH doubles experimentation community and accelerates personalization with Optimizely

FARFETCH refashions personalization through its experimentation culture

FARFETCH, a global luxury e‑commerce and technology platform founded in 2007, wanted to embed a company‑wide “test and learn” culture to scale true 1:1 personalization and remove guesswork from product decisions. The challenge was to standardize experimentation across many teams, replace legacy external personalization tools, and use real‑time data to accelerate improvements across the customer journey.

Working with Optimizely and a server‑side experimentation platform, FARFETCH built a standardized framework and its in‑house recommendations engine, Inspire, to run progressive rollouts and continuous tests (including multi‑armed bandit approaches via Stats Accelerator). The program doubled the experimentation community (from ~80 to ~170), runs 20–50 experiments monthly, speeds iterative product decisions, and delivered measurable gains in personalized experiences and business growth.

Farfetch

Luis Trindade

Principal Product Manager of Experimentation