Originally an online marketplace for things seen on television, hence the name ‘AsSeenOnScreen’, ASOS transitioned in the mid-2000s to an online retailer selling all types of apparel. It was one of several online-only retailers to launch in the 2000s, which aimed to reduce costs by not having any physical presence.
In 2010, ASOS expanded outside of the UK to several European markets. It also launched Marketplace, which has grown into one of the largest streetwear and vintage marketplaces in the UK.
Even with the European and North American expansion, 42 percent of ASOS sales in 2021 came from the UK. It is one of the ten largest clothing retailers in the country, and has expanded rapidly following the acquisition of Arcadia Group, which owned the Topman, Topshop and Miss Selfridges brands.
ASOS has went through many different stages of online fashion marketing. In the early 2010s, ASOS said that 10 percent of its sales could be directly attributed to email marketing, this has switched to social platforms in the mid-2010s, with ASOS investing heavily into Instagram and TikTok.
Most of the company’s sales are now done through the app, and it was one of the first major retailers in the UK to offer buy now, pay later services for customers.
We have collected data and statistics on ASOS. Read on below to find out more. Need more insights? Check out our retail app report.
ASOS Key Statistics
- ASOS generated £3.54 billion revenue in 2023, a 9.9% decrease on the year prior
- It posted a £248 million operating loss, its largest annual loss
- 23 million are active buyers on ASOS, the majority are based in the UK
- In 2023, 83.7 million orders were placed on ASOS
Retail App Report 2024
Want to learn more about the retail app industry? In our Retail App report, we cover financials, market share, usage, downloads and demographics, with regional and country level breakdowns.
ASOS Overview
| Title | Title 2 |
|---|---|
| Launch date | June 2000 |
| HQ | London, UK |
| People | Nick Beighton (CEO), Ian Dyson (chairman), Anders Holch Povlsen (stakeholder) |
| Business type | Public (LSE: ASC) |
| Industry | Shopping |
ASOS Revenue
ASOS generated £3.54 billion revenue in 2023, a 9.9% decrease on 2022. It’s the company’s first annual decline in revenue.
ASOS revenue 2012 to 2023 (£bn)
| Year | Revenue (£bn) |
|---|---|
| 2012 | 0.55 |
| 2013 | 0.76 |
| 2014 | 0.97 |
| 2015 | 1.14 |
| 2016 | 1.44 |
| 2017 | 1.92 |
| 2018 | 2.41 |
| 2019 | 2.73 |
| 2020 | 3.26 |
| 2021 | 3.91 |
| 2022 | 3.93 |
| 2023 | 3.54 |
Sources: Retail App Report, Company data
ASOS Profit
ASOS reported its first annual operating loss of £248 million in 2023.
ASOS operating income 2016 to 2023 (£mm)
| Year | Operating income/loss (£mm) |
|---|---|
| 2016 | 63 |
| 2017 | 79.6 |
| 2018 | 101.9 |
| 2019 | 35.1 |
| 2020 | 151.1 |
| 2021 | 190.1 |
| 2022 | -9.8 |
| 2023 | -248.5 |
Sources: Retail App Report, Company data
ASOS Users
Over 23 million people are active users of ASOS, about 40% of which are based in the UK.
ASOS users 2016 to 2023 (mm)
| Year | Users (mm) |
|---|---|
| 2016 | 12.4 |
| 2017 | 15.4 |
| 2018 | 18.4 |
| 2019 | 20.3 |
| 2020 | 23.4 |
| 2021 | 26.4 |
| 2022 | 26.4 |
| 2023 | 23.3 |
Source: Company data
ASOS Orders
83.7 million items were ordered on ASOS in 2023, a 14% decrease on the previous year.
ASOS orders delivered 2016 to 2023 (mm)
| Year | Orders (mm) |
|---|---|
| 2016 | 38.1 |
| 2017 | 49.6 |
| 2018 | 63.2 |
| 2019 | 72.3 |
| 2020 | 80.2 |
| 2021 | 95.2 |
| 2022 | 98.3 |
| 2023 | 83.7 |
Source: Company data
ASOS Average Basket Value
ASOS changed the methodology in regards to average basket value in 2021, which is the reason for the plunge to almost half the 2020 value.
ASOS average basket value 2016 to 2023 (£)
| Year | Average basket value (£) |
|---|---|
| 2016 | 70.82 |
| 2017 | 72.24 |
| 2018 | 73 |
| 2019 | 71.29 |
| 2020 | 71.92 |
| 2021 | 39.75 |
| 2022 | 38.21 |
| 2023 | 40.88 |
Source: Company data
ASOS Brands
ASOS has changed the way it conducts business on its platform in the past five years, by acquiring more high street retailers and launching its own brands.
ASOS brands on platform 2016 to 2023
| Year | Brands |
|---|---|
| 2016 | 750 |
| 2017 | 850 |
| 2018 | 1,000 |
| 2019 | 950 |
| 2020 | 730 |
| 2021 | 850 |
| 2022 | 950 |
| 2023 | 1000 |
Source: Company data
Ecommerce App Sales vs Total Retail UK
The UK, ASOS’ main market, has quite a high percentage of mcommerce as total retail sales. In 2023, this figure was 16.8%.
Mcommerce sales as percentage of total retail in UK (%)
Want to learn more? Check out our Retail App Report
ASOS FAQ
What percentage of users access ASOS via the app?
In 2021, 83.2% of ASOS buyers access through the mobile app
What percentage of ASOS sales are from UK?
In 2021, 42% of ASOS revenue came from the UK
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