Fab finally upgrades its European social e-commerce site to catch up with the US

Fab finally upgrades its European social e-commerce site to catch up with the US

Rejoice, social shoppers: Fab has finally – and quietly – brought its European website up to par with its North America-focused Fab.com sister site. Although the company had said in the past that it would be upgrading the Fab Europe site experience some time in September, it hasn’t yet formally announced the move.

On its Twitter account, Fab earlier this week alluded that there was something new coming before the week was over, without sharing further details.

But, over the weekend the new site went live, no longer redirecting visitors to the English version of Fab.de (Fab Europe grew out of the startup’s acquisition of Germany’s Casacanda) but instead to eu.fab.com.

That means Fab customers in this part of the world – the company ships to 24 European countries, including the UK – can now enjoy features like Live Feed and deeper Facebook integration, and be able to browse the site based on categories, calendar or ‘inspiration’.

You no longer need to sign up to Fab to view which items for sale either, after the company recently implemented that change for visitors in the United States and Canada.

Fab now has over 7.5 million registered users, roughly 25 percent of which are in Europe. Fab has previously said it plans to turn its European operations alone into a $100 million+ business in 2013, and recently appointed a ‘chief European officer’ to help make that happen.

Upgrading the European site is a big step towards that goal, and Fab co-founder and CEO Jason Goldberg said earlier this week that Europe is also getting the company’s new mobile applications in 2 weeks.

Fab Europe

(Image credit: PHILIPPE HUGUEN for AFP / Getty Images)

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