The retailer — which sells on WhatsApp, WeChat, Instagram and other social platforms — has doubled its revenues since the start of the pandemic. Now it’s betting on a new service that allows independent personal shoppers to use its technology.

During a blockbuster year for online sales, Farfetch surged ahead of rivals to position itself at the front of luxury’s e-commerce race. Can it spin the current momentum into sustainable — and profitable — growth and become the unrivalled platform for luxury fashion online?

“Marchetti has done something that, in the year 2000, appeared unlikely: he has succeeded in persuading executives in the luxury goods industry, many

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