ASOS Elevates Shopping Experience with Live Platform Launch

Asos Live debuts globally. The British ecommerce company introduces Asos Live, an immersive real-time shopping experience via live video that has received thousands of views since its first tests in August.

The group’s live platform combines content from creators and real-time shopping, allowing consumers to make instant purchases and interact with the content. Live videos are recorded in the app, where users can re-watch them.

As the group pointed out in the presentation of its new format, its customers spend more time on its platform and generate higher conversion rates, with 94% of views in replays.

Asos joins the ‘live shopping’ trend, like Mercado Libre, Shein and Estée Lauder

Asos joins the wave of companies that have strengthened their sales in the online channel by implementing digital strategies such as live shopping. Mercado Libre, the largest ecommerce company in Latin America, projects that only its fashion and beauty segment will grow 35% in volume this year, which is why it has implemented new modalities such as a virtual fitting room, interactive product kits, reviews, live shopping and partnerships with influencers.

In the cosmetics sector, this format was also implemented by Estée Lauder, which will incorporate up to 360 campaigns led by its new president, Lisa Sequino, appointed in June. She will lead the group through a combination of influencer marketing, native content and live sales.

This new form of commerce, however, is not new. Shein has been marketing products from its site through live shows, as well as offers and discounts, for years.

Asos currently has 18 million active customers in more than 200 markets, according to its latest published figures. The group closed its first half of the current financial year with a halving of its red numbers, even though its sales continued to fall.