ASOS launches 'live' shopping to elevate customer experience

ASOS has launched a new in-app feature that merges video content with real-time shopping, aiming to streamline inspiration, discovery, and purchase into a single experience.

Following a trial period, ASOS Live is now fully integrated into the retailer’s app, allowing users to watch live or on-demand videos, explore fashion and beauty content from creators, and shop featured products in real time.

Content ranges from styling advice and trend breakdowns to tutorials and exclusive runway access.

Anthony Ben Sadoun, EVP of Digital Product at ASOS, noted that today’s consumers increasingly turn to video and creator-led content for style inspiration.

"ASOS Live brings that inspiration directly into the shopping experience, helping customers feel more confident, inspired, and less overwhelmed by choice," he said.

According to ASOS, the platform has driven high engagement since its soft launch in August.

The company reports "hundreds of thousands of views", increased dwell time, and improved conversion rates.  Notably, 94% of views are occurring via replay, highlighting the importance of flexible, on-demand access for consumers.

Recent content on ASOS Live has included both educational and event-driven episodes, such as "Top 3 Jean Styles Every Wardrobe Needs", "7 Quick Steps to Glass Skin", and coverage of the Topshop and Topman AW25 Runway Show.

The introduction of ASOS Live is part of the company’s broader strategy to enhance the customer experience by delivering more interactive and personalised content.

By investing in this format, ASOS joins a growing number of retailers aiming to blend entertainment with retail, with the goal of deepening customer engagement and driving conversion across digital platforms.

Earlier this week, the online retailer said it made strategic progress in FY25 despite lower-than-expected sales, focusing on building profitable and resilient foundations as part of its multi-year turnaround strategy.

ASOS stated that its FY25 financial performance reflects the success of its strategic initiatives. Looking ahead, the retailer said that "building customer love" will be the primary focus for energy, investment, and resources in FY26.

"ASOS enters this exciting phase of its transformation with a business model, stock profile, and underlying cost base that positions it to succeed - with more new customer experiences to come," the company said in a statement.