ASOS Live has rapidly become one of fashion e-commerce’s most compelling platforms, proving especially effective for brands and creators looking to leverage video shopping and boost conversions. Offering an immersive, creator-led video shopping experience within the ASOS app, ASOS Live seamlessly fuses content with commerce, helping partners translate influence into tangible sales and lasting engagement.
What Is ASOS Live? The Creator-Commerce Blueprint
ASOS Live blends influencer and creator-generated content, real-time interactive shopping, and social-style engagement in a single dynamic channel. Fashion brands and creators host livestreams and on-demand shows, delivering styling tips, product launches, exclusive edits, beauty tutorials, and even digital runway events—while audiences can buy featured looks instantly or interact with hosts in real time.
“Today’s fashion lovers are discovering style through video and creator-led content. ASOS Live brings that inspiration directly into the shopping journey, helping customers feel confident, inspired and less overwhelmed by choice”, says Anthony Ben Sadoun, EVP of Digital Product at ASOS.
High Engagement, High Conversions—The ASOS Live Advantage
ASOS Live’s performance metrics demonstrate the power of combining video, authenticity, and commerce:
- Hundreds of thousands of views since its August launch, spanning live and replay events.
- 94% of views now occur via replay rather than live broadcast, confirming that flexible, on-demand access is essential for today’s shoppers.
- Customers spend longer on site and convert at materially higher rates than those viewing traditional product pages
Customers are spending more time on the site and converting at higher rates, with most views occurring on replay—highlighting the importance of flexible, on-demand access. The retailer described the launch as a key step in its strategy to offer more inspiring shopping experiences and build stronger connections with customers.
Seasonal styling guides, trend edits, and event-driven livestreams—such as the exclusive Topshop and Topman AW25 Runway Show—have seen especially strong engagement, encouraging viewers to move instantly from inspiration to purchase.
The Strategic Impact for Fashion Brands and Creators
ASOS Live’s model aligns perfectly with the needs of modern brands and creators:
- Authentic storytelling and creator voice: Partners control the narrative and shape brand identity through real-time demos, Q&A, and community interaction.
- Broader and deeper reach: With 18 million active customers in 200+ markets, ASOS Live gives creators and brands a scalable platform to connect with a global, fashion-forward audience.
- Flexible, social-first content: Brands can engage Gen Z and Millennials (the fastest-growing live commerce cohorts) on their own terms, through episodic content and personality-driven digital experiences.
Industry Reaction: Leading the Shift to Video Commerce
Analysts are quick to point out the value in the ASOS Live strategy:
- Video shopping has been shown to drive conversions higher than static e-commerce by transforming passive viewership into active engagement—and instant purchase opportunities.
- Brands such as Mercado Libre, Shein, and Estée Lauder are seeing similar success with livestream experiences, especially through influencer partnerships and shoppable video.
- Creator partnerships—when combined with data from always-on influencer programs—yield higher ROI, stronger brand recall, and faster response to microtrends.
ASOS Live as a Conversion Engine
For fashion brands and creators, ASOS Live represents a best-in-class platform to tell stories, build loyalty, and drive sales. ASOS Live is a key part of ASOS’s strategy to deliver more inspirational shopping experiences, foster deeper connections with its customers, and blend content and commerce in a way that inspires, engages, and converts.
As the industry moves into a new era where entertainment, peer influence, and instant shopping converge, video shopping platforms like ASOS Live will be critical for brands seeking both reach and conversion.
