LONDON — Styloko, the British online marketplace that describes itself as a “shopping discovery engine,” will launch a U.S.-specific Web site Friday.

The firm, which uses algorithms to provide its users with a personalized feed of online fashion recommendations, said that 30 percent of its traffic had already been coming from the region.

The new U.S. site will provide prices in dollars, with content written in a more international tone that will span across both the U.S. and U.K. sites.

The U.S. site,, will show products from British-based online stores, such as,, and, along with U.S. stores such as Saks Fifth Avenue and Macy’s. The site publishes an editorial mix of fashion content, with users then clicking through to the different retailers to buy the products.

Shannon Edwards, chief executive officer of Styloko, said that the new site will “offer a platform to enable Americans…to use our technology to discover even more popular British labels, while also shopping with the local brands they love.”

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