Asos has launched Asos Live, an immersive new video shopping experience designed to bring “inspiration, discovery, and shopping together in one seamless journey”. 

Following a trial of the tool, Asos Live combines creator-led content with real-time shopping.

It allows customers to watch content live or on demand, shop instantly and engage with content, within a “dynamic, social-style experience” on the retailer’s app.   

Using the tool, shoppers can explore styling tips, beauty tutorials, and trend-led edits from creators. 

Asos Live is designed to mirror how fashion is consumed on social platforms, according to the ecommerce giant.

Asos EVP of digital product Ben Sadoun 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.” 

Since launching in August, Asos Live has seen hundreds of thousands of views, the business reported, with customers spending longer on site and converting at higher rates, with 94% of views happening on replay.

The initiative forms part of Asos’ strategy to deliver more inspirational shopping experiences and foster deeper connections with customers. 

The move comes after Asos saw improved profits in its recent full year trading update, despite witnessing a decline in revenues.

The retailer, which recently appointed a new VP customer and commercial, forecast profits to be towards the lower end of its guided range, as it pivoted to the final phase of its transformation.

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