Retailer LightInTheBox Holding Co. Ltd. has added language support for Bahasa Malaysia, Bahasa Indonesia and Thai to its e-commerce site, a move that supports its expansion into Southeast Asia, LightInTheBox announced last week.

The China-based retailer says customers in Malaysia, Indonesia and Thailand now have easier access to its web site.

“The population covered by our three new languages is greater than 100 million people, representing a strong base of potential customers,” says Alan Gou, LightInTheBox chairman and CEO. “As this market rapidly grows in both number of internet users and online consumers, it is only natural to offer these potential customers a more attractive and localized e-commerce experience.”

LightInTheBox now makes its e-commerce site available in 27 languages, with 10 added in 2013. While based in China, the retailer sells mainly outside of that country, with more than half of its 2012 sales going to consumers in Europe. LightInTheBox is No. 177 in the Internet Retailer Europe 500 guide.