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ASOS is one of the most successful online-only fashion retailers in the industry. Originally a UK-based company, ASOS had the highest number of users in the European Union as of August 2025. Globally, there are around ***million active customers on asos.com, which the retailer defines as “having shopped in the last twelve months” as of the end of the financial year. 

ASOS's success

Since 2014, sales figures have increased in every market ASOS was active in. With its massive customer base, ASOS is easily ranked among the top online stores in the UK in 2023.

ASOS: a pure player in a multichannel industry

The apparel and clothing industry ASOS competes in is an increasingly multichannel one, where retailers offer their customers the best of both worlds, often providing convenient shopping and delivery options such as click-and-collect. However, the fact that ASOS has stuck to its online-only business model doesn’t seem to cause any disadvantages to the retailer. Based on enterprise-value-to-EBITDA, ASOS was one of the leading fashion e-commerce companies worldwide as of 2024.