ASOS to launch Facebook app allowing transactions

Thu 20th of January 2011, filed under Social Media

Social media savvy

Fashion giant ASOS is set to further blur the line between e-commerce and social media marketing, by introducing a shop within a new Facebook app. Launching on 27 January 2011, the shop will allow users to browse products and make purchases without leaving Facebook.

This is one of the first examples of an in-app shop, as most brand apps redirect the user to their own e-commerce website. However, ASOS was one of the first fashion brands to operate exclusively online, and embraced social media marketing in both paid and natural forms. Their official Facebook page currently has 394,000 fans, while their Twitter stream alerts its 74,000 followers to two-hour 'flash sales'.

Conversions made easy

The new app will boast "increased social media functionality" according to Marketing Week, such as likes and comments on product pages. It was built by tech giants Usablenet, following their success with the ASOS mobile site build. 1,300 products will be added each week, until the entire range is available from the social network.

E-commerce director James Hart told New Media Age: "At the moment the Facebook shop doesn't have real targets as such but in theory fewer clicks and barriers to purchase should mean greater conversions. W?ll have to see if it does lead to increased sales."

ASOS reported sales of over £100 million in the three months leading to 31 December 2010, a 59 per cent increase on their second quarter. This was bolstered by a 269 per cent rise in US sales on a dedicated site launched in October 2010.

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