A global player based in the UKDespite a smaller UK customer base compared to other more populated markets, ASOS generates more retail sales in its home country than in all the European Union (EU). In the 2022 financial year , the e-commerce company reported retail sales up to 1.7 billion British pounds in the UK, while EU countries accounted for about 1.1 billion British pounds. Since 2014, sales have more than quadrupled in the United States, projecting ASOS beyond European borders.
ASOS’s increasing revenues and acknowledged commitment to ethical matters was likely a contributing factor to its higher brand value. It comes as no surprise that ASOS continues to rank as one of the top online fashion stores in the UK each year.
With online popularity comes brand awarenessAlthough with seasonal fluctuations, monthly visits to the ASOS website have steadily increased over the last few years. Most of the online audience is based in the UK, where asos.com had the biggest share of voice in 2022. This means that the company’s search visibility overshadows other major fashion brands like Next, Boohoo, or even Amazon. Online popularity mirrors the increasing general perception of the brand in the UK. In 2023, almost 90 percent of British people had heard of ASOS, while over 40 percent expressed a certain appreciation for the brand.
Outside of the EU, Australian and Russian users make up significant shares of the desktop audience on asos.com. Likewise, in the same period, the Russian social network VKontakte was a main source of social traffic to the e-commerce site, after other established platforms like Facebook, YouTube, and Pinterest.