E-commerce software provider ATG has launched its first on-demand product designed to allow medium and large sized merchants to easily and rapidly deploy fully-featured web sites.

ATG LiveStore could help customers to launch a site in as little as four months, featuring personalisation, 'searchandising' and guided navigation, which helps boost conversion rates, according to ATG.

The software is built on ATG's highly scalable e-commerce platform, ensuring high throughput and fast response times, said the firm.

Organisations can either purchase a licence for the product, or pay monthly using the more familiar software-as-a-service (SaaS) model.

Customers are also given the option of buying a SaaS model initially, and then moving to a managed service, or even starting with SaaS and moving in-house.

One of LiveStore's early customers is clothing brand Tommy Hilfiger. Tom Davis, director of e-commerce at the firm, said that he chose the hosted platform to allow the in-house web team to focus on the resource, rather than the technology.

"We have been impressed with how quickly we've been able to see positive results," he said. "Now it's easy for us to take what we learn about our customers and personalise their shopping experience, which makes them happier and encourages them to shop at our site instead of our competitors'."