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.
ASOS key statistics
- ASOS generated £3.91 billion revenue in 2021, a 19% increase year-on-year
- It posted £190 million operating profit, beating 2020 figures
- 26 million are active buyers on ASOS, the majority are based in the UK
- In 2021, 95.2 million orders were placed on ASOS
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 £3.91 billion revenue in 2021, a 19% increase on 2020.
ASOS annual revenue 2012 to 2021 (£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 has been profitable every year since 2016 and apart from a dip in 2019 due to IT warehouse issues, it has climbed each year.
ASOS annual operating income 2016 to 2021 (£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 2021 (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
95.2 million items were ordered on ASOS in 2021, an 18% increase year-on-year.
ASOS annual orders delivered 2016 to 2021 (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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