ASOS Bets on Video Shopping While Tightening Return Policies
ASOS is doubling down on engaging customers with a new interactive shopping experience, while together addressing concerns around return abuse. The online retailer recently launched “ASOS Live,” a feature integrating live video streams with direct purchasing capabilities, mirroring the growing trend of social commerce.
ASOS Live allows users to watch influencers share styling advice, beauty tutorials, and highlight current trends, with the ability to instantly purchase featured items. The move is a direct response to the popularity of platforms like TikTok Shop,where direct-to-consumer shopping via video is rapidly gaining traction.
“modern fashion enthusiasts discover their style through videos and content from creators,” explains Ben sadun, EVP Digital Product at ASOS. “ASOS LIVE brings this inspiration directly to the purchase process and helps the customer to feel safe, inspired and less overwhelmed by the selection.”
The launch follows a prosperous trial period in august, which saw significant engagement with creator-led videos and increased time spent on the ASOS website. Recent broadcasts have included exclusive fashion shows from Topshop and Topman’s AW25 collection, alongside seasonal style guides.
However, this push for innovation comes alongside reports of ASOS closing customer accounts due to perceived violations of their return policies. Several users have taken to social media, formerly Twitter (now X), to express frustration.
“Their [ASOS] Guidelines for fair use closed, although I have not returned anything since October,” one user posted. Another stated, “I haven’t bought anything from ASOS for over a year, and I still get a letter that my account was closed.”
ASOS confirmed they are taking action against a segment of customers exhibiting “buying behavior [that] regularly violated our guidelines for fair use.” The company maintains this is necessary to uphold their commitment to offering free returns to customers in key markets.
Despite the controversy, ASOS continues to prioritize efficient service, offering daily order dispatch from Monday to Sunday with a 9:00 p.m. cutoff.
The introduction of ASOS live demonstrates the company’s commitment to staying ahead of evolving retail trends.Though, the simultaneous enforcement of stricter return policies highlights the delicate balance ASOS must strike between customer experience and maintaining a sustainable business model. The issue of account closures and return regulations remains a key area of focus for the company as it navigates the changing landscape of online retail.
