Asos has launched a new immersive video shopping experience on its app to mimic how fashion is consumed on social media platforms.

Asos Live is a creator-led, real-time shopping experience, with customers able to watch live or on demand, shopping instantly and engaging directly with content.

The launch follows a successful trial of the shopping experience.

Through the new service, customers can gain access to styling tips, beauty tutorials, and trend-led edits from creators.

Founded in 2000, ASOS has 18 million active customers in over 200 markets.

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

The company said that since launching Asos Live in August, it has already seen strong engagement, with hundreds of thousands of views.

It added that customers are spending longer on site and converting at higher rates, with 94 per cent of views happening on replay.

Recent episodes on Asos Live include seasonal styling guides like “5 Key Styles to Know This Season” and exclusive moments such as the Topshop and Topman AW25 Runway Show.

Asos said that the move is a key part of its strategy to provide "more inspirational shopping experiences and foster deeper connections with its customers."

It comes after the online fashion retailer launched a new loyalty programme for UK customers in July.

ASOS.WORLD offers exclusive benefits and experiences, including early access to collections and sales, priority back-in-stock alerts, and invites to exclusive events.

At the time, Asos said the loyalty scheme is designed to evolve the way ASOS connects with its customers beyond traditional shopping.

Earlier this year, Asos also became the first British retailer to roll out a nationwide next-day delivery service across InPost lockers in the UK.

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