Nina Jobst
Research expert covering South Korea
ASOS - statistics & facts
Short for ‘As Seen On Screen’, originally selling dupes of clothing seen in films and television, ASOS has become a highly successful online fashion store globally. It stands among the most popular online stores in the United Kingdom (UK), where the retailer was founded and is headquartered.
However, the increase in ASOS’s sales came to a halt in 2023. Despite remaining one of the top online fashion stores in the UK, the e-commerce brand suffered a large sales decline throughout the latest financial years. In light of this decline, in November 2023 the company announced that they would be investing a total of 30 million British pounds in brand building in hopes of rebuilding their image and returning to a clear path of growth. These efforts continued in 2024, when ASOS agreed to sell 75 percent stake in its Topshop and Topman brands previously acquired in 2021.
Ultimately, ASOS must continue to leverage their strong market position to the best of their abilities in order to achieve their goals of redeveloping a steadfast brand image, increasing brand usage, and eventually growing in sales once more.
A global player based in the UK
Despite a smaller UK customer base compared to that in the European Union (EU), ASOS generates more retail sales in its home country than in all of the EU. In 2024, the e-commerce company reported retail sales nearing 1.27 billion British pounds in the UK, while EU countries accounted for about 977 million British pounds. Additionally, ASOS also generates significant sales outside of the European continent, operating in over 200 markets globally, including the United States.However, the increase in ASOS’s sales came to a halt in 2023. Despite remaining one of the top online fashion stores in the UK, the e-commerce brand suffered a large sales decline throughout the latest financial years. In light of this decline, in November 2023 the company announced that they would be investing a total of 30 million British pounds in brand building in hopes of rebuilding their image and returning to a clear path of growth. These efforts continued in 2024, when ASOS agreed to sell 75 percent stake in its Topshop and Topman brands previously acquired in 2021.
With online popularity comes brand awareness
Although with fluctuations, global visits to the ASOS website have consistently remained in the millions each month. Most of the online audience is based in the UK, where asos.com had the second largest share of voice in 2025. This means that the company’s search visibility overshadows other major fashion brands like Mark and Spencer, H&M, and even Amazon. The brand’s online popularity mirrors the high level of brand awareness consumers in the UK have of ASOS. While only 21 percent of British online shoppers reported using the brand in 2024, a large portion of them, 84 percent, had heard of ASOS in some shape or form.Ultimately, ASOS must continue to leverage their strong market position to the best of their abilities in order to achieve their goals of redeveloping a steadfast brand image, increasing brand usage, and eventually growing in sales once more.
