Gap now allows customers to shop all of its stores online as though it were one site. Visitors can switch stores via a tabbed interface, add products to a single cart and check-out in one go.

Gap multi-store cart

While Gap previously allowed visitors to create one account that worked for all of its sites and allowed you to go to its other sites (Old Navy, Banana Republic and PiperLime) the tabs make it easier. Will be interesting to see if it affects average order value and if other multi-brand online retailers follow suit.

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