Mobile devices are now driving almost half of internet retailer Asos’ orders as customers show their appetite for purchasing lingerie and other clothing items from the palm of the hand.
Asos has seen its mobile apps downloaded a staggering 5.4 million times over the last 12 months, leading the company to declare that mobile is now a “huge part” of its business.
In August 2015, nearly 60% of its traffic came from mobile devices and 44% of orders were placed on mobile platforms.
Details of the growth of mobile sales came as the company reported full-year figures for the 12 months to August 31 2015.
It has launched localised versions of its Android and iOS apps in France, Germany, Italy, Spain and Russia this year, while last month it rolled out a localised app in China to support its current website offer in this territory.
It has also launched a ‘New In’ app in the UK and Denmark, an Apple Watch app and a new mobile news website, ‘ASOS Likes’, which provides customers with daily inspiration, pop culture and lifestyle news. In addition, the retailer ran its first ever mobile-only promotions with “encouraging” customer take-up.
“We undertook a review of our new checkout function during the second half of the year, refocusing this project on key mobile requirements and expect to roll out this functionality on mobile apps during the next six months,” it stated. “We also expect to launch updated versions of our iOS apps during the new financial year.”
Its annual results show that Asos delivered pre-tax profits of £47.5m last year, while group revenue increased 18% to £1.15 billion. UK retail sales performed well, up 27%, while international retail sales improved as the year progressed.
“I’m pleased with these results, which show encouraging progress,” said CEO Nick Beighton. “We are attracting more customers with a continued expansion of our delivery proposition and mobile offerings. Customer engagement has been exceptionally strong, with increases in average order frequency, basket size and value. We now have 9.9 million active customers, up 13%.”
Beighton said that the trading year to date has started well and preparations are at an advanced stage for peak season.
“We currently anticipate sales growth for the new financial year of circa 20%, gross margin investment of up to 50bps and a similar EBIT margin to the financial year just ended. We remain focussed on achieving our next staging post of £2.5 billion sales.”