The online fashion retailer says site traffic via mobile devices has doubled since January this year and now accounts for 3% of the site’s visits and 24,000 orders.
Asos reported 21% growth in the second quarter today, slowing from 32% in quarter one but reported 128% rise in international revenue as it grows its overseas operations.
It opened a US site in September and plans to launch in France and Germany by the end of October.
The mobile site has been designed to work across all mobile devices including Blackberry, Symbian, Android and iPhone operating systems.
Asos will offer its full range and features of its transactional site sucah as its “save for later” function.
The mobile platform has been integrated with Asos’s existing site to “streamline the user experience.”
Asos has also created an in-house division to handle the development of its mobile strategy.
The mobile site was developed by in house teams in partnership with mobile specialist Usablenet.
James Hart, e-commerce director at Asos, says: “I’m delighted to bring a much-improved shopping experience to our customers coming to Asos from their mobile phones. And this is just the start of a very exciting journey to offer them their Asos, their way.”
“Our site works well on any device but we’ve also used web kit to further enhance the smart phone experience. For example, customers can multiple-refine from category pages at the touch of a button, which we believe is a first for a UK retailer.”
The move follows the launch of John Lewis’s mobile site earlier this week.
John Lewis says it deliberately opted for a mobile platform ahead of apps to offer all customers the same access and not limit it to smartphone users.