ASOS has introduced ASOS Live, an immersive video shopping experience that combines blends creator-led content with real-time shopping – mirroring how fashion is consumed on social platforms.

ASOS Live lets customers watch live or on demand, shop instantly and engage with content, within a social-style experience on the ASOS app.   

Since launching in August, ASOS Live has already seen strong engagement with customers spending longer on site and converting at higher rates, with 94% of views happening on replay. 

“Today’s fashion lovers are discovering style through video and creator-led content,” said Anthony Ben Sadoun, EVP 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.” 

Recent episodes have ranged from seasonal styling guides to exclusive moments such as the Topshop and Topman AW25 Runway Show. 

The pureplay retailer says ASOS Live is a key part of its strategy to deliver more inspirational shopping experiences and foster deeper connections with its customers.

By blending content and commerce, ASOS says it is redefining the fashion journey, evolving into a video-led destination that inspires, engages, and connects through immersive, creator-driven experiences.