ASOS Live launches as it “evolves into a video-led destination”

ASOS has launched ASOS Live, an “immersive video shopping experience” that we’re told “brings inspiration, discovery, and shopping together in one seamless journey”. 

The launch comes after a trial period that saw it blending creator-led content with real-time shopping, “allowing customers to watch live or on demand, shop instantly and engage with content, all within a dynamic, social-style experiences on the ASOS app”. 

Customers can get styling tips, beauty tutorials, and trend-led edits from creators, such as decoding denim in “Top 3 Jean Styles Every Wardrobe Needs”, or mastering skincare in “7 Quick Steps to Glass Skin”. The company said the offer “mirrors how fashion is consumed on social platforms”. 

Anthony Ben Sadoun, EVP of Digital Product at ASOS, said: “Today’s fashion lovers are discovering style through video and creator-led content. ASOS Live brings that inspiration directly into the shopping journey, helping customers feel confident, inspired, and less overwhelmed by choice.” 

The trial launch came in August since when it “has already seen strong engagement, with hundreds of thousands of views. Customers are spending longer on site and converting at higher rates, with 94% of views happening on replay, showing the value of flexible, on-demand access”. 

The retailer said the launch is a “key part” of its strategy to “deliver more inspirational shopping experiences and foster deeper connections with its customers. By blending content and commerce, ASOS is redefining the fashion journey, evolving into a video-led destination that inspires, engages, and connects through immersive, creator-driven experiences”.