Toys ‘R’ Us has been vocal about growing its US$1.2 billion e-commerce business in 2015, and now Toysrus.com, Babiesrus.com and FAO.com are in line for some changes as the New Jersey-based retailer brings its domestic e-commerce operations in-house.

The new online shopping experiences are set to launch by the end of summer 2016.

TRU says the move provides flexibility for growth and the ability to quickly respond to changing customer dynamics, especially as the toy retailer continues to compete with Amazon, Target and Walmart for online eyeballs and sales. In doing so, Toys ‘R’ Us will manage and control all aspects of its e-commerce platform, which has been in the hands of a third-party provider for the past nine years.

The decision also falls in line with the company’s ongoing TRU Transformation strategy, which first launched last year. Aside from e-commerce, the other three TRU Transformation pillars include creating new in-store experiences, international growth particularly within China and Southeast Asia, and restructuring company operations.

Last month, Toys ‘R’ Us posted a Q1 domestic sales dip of 2.3%, while international store sales were up 1.2%.