Asos unveils Facebook store is launching a fully transactional Facebook shop, allowing people to buy its entire range from within the social network.

The application, to launch at the end of January, will be one of the first to allow people to buy directly from a brand without leaving Facebook.

Previously brands had used third-party social commerce providers or used Facebook as a shopfront, directing shoppers to their site to complete the transaction.

Asos will have its entire stock on the Facebook store, adding 1,300 products each week.

The Facebook app will also have increased social media functionality including ’like’ buttons and comments, which Asos said it would later consider adding to its main site. The Asos Facebook app is powered by Usablenet, which also powers the fashion etailer’s mobile site.

James Hart, Asos ecommerce director, says, “We have millions of visits and millions of pounds coming from Facebook to Asos. 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. We’ll have to see if it does lead to increased sales.”

This story first appeared on

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here