ASOS launches TikTok-style shopping: what it means for shoppers.

ASOS has launched a new video commerce feature

According to The Sun: ASOS has introduced exciting changes in its app that will appeal to all shoppers who love TikTok and Instagram. The online giant has opened a new video shopping opportunity called ASOS Live.

This feature allows users to watch videos from influencers sharing style tips, beauty tutorials, and favorite trends. Importantly, they can immediately purchase the items shown.

ASOS emphasized that their new video platform is designed to replicate the shopping experience on social media. After all, millions of shoppers are already buying directly from the TikTok shop or other social media platforms.

“Modern fashion lovers discover style through video and content from creators,” said Ben Sadun, EVP of digital product at ASOS. “ASOS Live brings that inspiration right into the shopping process, helping customers feel confident, inspired, and less overwhelmed by choices.”

This launch came after the successful testing of ASOS Live in August, when the retailer garnered hundreds of thousands of views on videos from creators, and customers spent more time on the site.

Recently, the videos featured exclusive runway shows for Topshop and Topman AW25, as well as seasonal style guides.

Social Media and New Rules

Meanwhile, millions of shoppers turn to social media for the latest trends. Sales on TikTok Shop have skyrocketed in recent months, and both major brands and smaller startups are actively exploring this platform.

This comes against the backdrop of thousands of ASOS customers receiving notifications about the closure of their accounts this year due to strict monitoring of product returns.

“The account was closed due to repeated violations of their [ASOS] fair use policy, even though I haven’t returned anything since October,” said one shopper on X, formerly known as Twitter.

“I haven’t purchased from ASOS in over a year, and I’m still receiving emails stating my account is closed,” said another user.

ASOS confirmed that they closed “a few customers whose shopping activity consistently exceeded our fair use policy.”

“This helps us maintain our commitment to free returns for all customers across all major markets,” they added.

Currently, customers can expect fast delivery on all orders placed by 9 PM, every day from Monday to Sunday.

Thus, the new ASOS Live feature adds interactivity to shopping, conveniently combining video content with purchases. It allows the brand to stay at the forefront of modern retail trends. At the same time, the situation regarding account closures illustrates how strict return policies can impact customer engagement, and this issue remains relevant for the company.