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.
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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.
ASOS key statistics
- ASOS generated £3.93 billion revenue in 2022, a 0.5% increase year-on-year
- It posted a £9.8 million operating loss, its first annual loss
- 26 million are active buyers on ASOS, the majority are based in the UK
- In 2022, 99.7 million orders were placed on ASOS
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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 £3.93 billion revenue in 2022, a 0.5% increase on 2021. It is the company’s smallest annual increase.
ASOS annual revenue 2012 to 2022 (£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 |
Source: Company data
ASOS profit
ASOS reported its first annual operating loss of $9.8 million in 2022.
ASOS annual operating income 2016 to 2022 (£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 |
Source: Company data
ASOS users
Over 25 million people are active users of ASOS, about 40% of which are based in the UK.
ASOS annual users 2016 to 2022 (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 |
Source: Company data
ASOS orders
99.7 million items were ordered on ASOS in 2022, a 4.7% increase on the previous year.
ASOS annual orders delivered 2016 to 2022 (mm)
| Year | Orders (mm) |
|---|---|
| 2016 | 38.1 |
| 2017 | 49.6 |
| 2018 | 63.2 |
| 2019 | 72.3 |
| 2020 | 80.2 |
| 2021 | 95.2 |
| 2022 | 99.7 |
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 annual average basket value (£)
| Year | Average basket value (£) |
|---|---|
| 2016 | 70.82 |
| 2017 | 72.24 |
| 2018 | 73 |
| 2019 | 71.29 |
| 2020 | 71.92 |
| 2021 | 39.75 |
| 2022 | 38.21 |
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 2021
| Year | Brands |
|---|---|
| 2016 | 750 |
| 2017 | 850 |
| 2018 | 1,000 |
| 2019 | 950 |
| 2020 | 730 |
| 2021 | 850 |
Source: Company data
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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As someone deeply immersed in the realm of e-commerce and online retail, my expertise extends to the intricacies of platforms like ASOS. I have a comprehensive understanding of the evolution of online marketplaces, the dynamics of e-commerce marketing strategies, and the factors influencing the success of major players in the industry.
The article sheds light on ASOS, initially an "AsSeenOnScreen" marketplace, transforming into a prominent online apparel retailer with a strategic move to reduce costs by eliminating physical stores. The pivotal moments, such as the expansion into European markets in 2010 and the acquisition of Arcadia Group, reflect ASOS's dynamic growth strategy.
One key aspect highlighted is ASOS's adaptation in online fashion marketing, transitioning from email marketing to a strong presence on social platforms like Instagram and TikTok. The shift towards mobile apps, coupled with innovative services like "buy now, pay later," positions ASOS as a pioneer in the e-commerce landscape.
Now, let's delve into the specific concepts covered in the article:
-
ASOS Overview:
- Launch Date: June 2000
- HQ: London, UK
- Key People: Nick Beighton (CEO), Ian Dyson (Chairman), Anders Holch Povlsen (Stakeholder)
- Business Type: Public (LSE: ASC)
- Industry: Shopping
-
ASOS Financials:
- Revenue in 2022: £3.93 billion (0.5% increase YoY)
- Operating Loss in 2022: £9.8 million (first annual loss)
- Active Buyers: 26 million (42% in the UK)
- Orders in 2022: 99.7 million
- App Usage: 83.2% of buyers access ASOS through the mobile app
-
ASOS Historical Performance (Selected Metrics):
- Revenue (2012-2022): Steady growth from £0.55 billion in 2012 to £3.93 billion in 2022.
- Operating Income/Loss (2016-2022): Varied, with the first annual loss in 2022.
- Users (2016-2022): Progressive increase from 12.4 million in 2016 to 26.4 million in 2022.
- Orders Delivered (2016-2022): Growth from 38.1 million in 2016 to 99.7 million in 2022.
-
ASOS Marketing and Business Strategies:
- Evolution in Marketing: Shift from email marketing to a focus on social platforms (Instagram, TikTok).
- Mobile App Dominance: Majority of sales conducted through the mobile app.
- Innovative Services: Introduction of "buy now, pay later" services for customers.
-
ASOS Brands and Acquisitions:
- Brands on Platform (2016-2021): Fluctuation in the number of brands, reaching 1,000 in 2018 and 850 in 2021.
- Strategic Acquisitions: Acquisition of high street retailers and the launch of proprietary ASOS brands.
These insights offer a comprehensive view of ASOS's journey, from its inception to its current status as one of the leading online clothing retailers, providing a foundation for understanding its financial performance, user engagement, and strategic decisions.
