ASOS is one of the largest online fashion retailers in the world, selling thousands of brands alongside its own label across clothing, footwear, accessories, and beauty. The platform is particularly popular with shoppers in their 20s who want on-trend styles without department-store prices. This page covers what ASOS sells, how its shopping experience works, what real customers say, and how to contact their support team if something goes wrong.
ASOS ships to over 200 countries and runs localized sites for the US, UK, Australia, and several European markets. For US shoppers, the site operates at asos.com/us with pricing in dollars, US-specific shipping options, and a dedicated customer care section. Customer support is handled entirely online – there is no phone line.
What is ASOS?
ASOS (As Seen On Screen) launched in 2000 as a UK-based fashion site and has grown into a global retailer with over 850 partner brands and its own extensive label. The company is headquartered in London and listed on the London Stock Exchange. Its catalog covers women’s and men’s clothing, swimwear, sportswear, shoes, jewelry, beauty, and more – with new items added daily.
The ASOS model is aimed at 20-somethings who shop frequently across a wide range of styles. Rather than positioning itself as a luxury destination, ASOS competes on variety, speed, and value – carrying everything from basics to occasion wear. Independent and vintage sellers also operate on the platform after ASOS integrated its former standalone Marketplace into the main site in 2025.
Is ASOS Legit and Safe?
ASOS is a legitimate, publicly traded company with over two decades of operation. It processes millions of orders annually and is a household name in online fashion. That said, customer satisfaction scores are notably low: Trustpilot shows a rating of 1.8 out of 5 based on over 191,000 reviews (as of March 2026), with recurring complaints about delayed refunds, account closures, and unhelpful chat support. These are worth knowing before you shop.
ASOS warns customers about impersonation scams targeting shoppers via fake emails, WhatsApp messages, and fake social media profiles. To spot genuine ASOS emails, look for their logo next to the message in your inbox – ASOS uses BIMI authentication so their branding appears automatically in supported email apps. If an email looks suspicious, do not click any links and report it through the ASOS Help Center. Their official security guidance is at asos.com/discover/cyber-security.
Product Variety
ASOS carries over 850 brands across every major fashion category. On the women’s side, you’ll find dresses, tops, jeans, activewear, swimwear, occasion wear, and accessories ranging from bags to jewelry. Men’s has a similarly wide selection: casualwear, formal suits, shoes, sportswear, and grooming products. ASOS also sells beauty – skincare, haircare, and cosmetics – making it a one-stop shop for many shoppers.
Prices span a wide range. ASOS’s own label sits at the affordable end, while partner brands like Nike, Levi’s, and ASOS Design collections go up from there. Outlet and sale sections run year-round, and first-time shoppers often find discount codes through the ASOS app or newsletter signup. The catalog refreshes constantly – ASOS adds new items daily, which keeps regular shoppers coming back.
Best Things to Buy on ASOS
ASOS’s strength is its sheer breadth. Certain categories stand out for value and variety:
Dresses
ASOS carries thousands of women’s dresses across every style and price point – from casual day dresses to formal gowns. The dresses category is one of the site’s most-browsed sections, and ASOS Design’s own label offers strong value for trend-led styles. Filters for occasion, length, neckline, and size make it easier to narrow down a large selection.
Men’s Shoes and Sneakers
The men’s shoes and trainers section covers sneakers, boots, dress shoes, and sandals from brands including Nike, Adidas, New Balance, and Dr. Martens, alongside ASOS’s own affordable options. It’s a reliable place to compare styles across brands in one checkout.
Men’s Suits and Tailoring
ASOS has built a solid reputation for affordable suits and tailoring. The suits and tailoring section includes single and double-breasted suits, blazers, trousers, and waistcoats in a wide range of fits. ASOS Design and brands like Gianni Feraud offer formal options at prices well below traditional menswear retailers.
How to Order on ASOS
Shopping on ASOS follows a straightforward process. Create a free account, browse or search by category, and use the size guide on each product page before adding items to your cart. ASOS provides detailed measurements and fit notes on most listings – these are worth checking, as sizing can vary between brands.
At checkout, select your delivery method and enter your payment details. ASOS accepts Visa, Mastercard, American Express, PayPal, Apple Pay, Google Pay, Klarna, and Afterpay. If you have a promo code, enter it before confirming your order. Standard orders can sometimes be canceled shortly after placing if they have not yet entered processing – check My Orders immediately if you need to cancel.
Shipping and Delivery
ASOS offers two shipping options for US customers. Standard shipping costs $10 and takes 5-8 business days. Express shipping costs $14.99 and is faster for mainland addresses. Alaska and Hawaii customers should allow up to 14 business days for standard delivery. APO/FPO addresses are only eligible for standard shipping.
Orders under $40 may ship via an untracked service, which can take longer. For frequent shoppers, ASOS Premier gives you free Standard Shipping on orders over $20 and free Express Shipping on orders over $50 for a full year. The annual fee is typically around $19-$24.99 – check the current price at the ASOS shipping page.
Returns and Refunds
ASOS gives US customers 28 days from delivery to return items. Returns are free for most shoppers, but a Fair Use Policy introduced in January 2026 means that customers with a return rate above 70% may be charged a fee (around $4.95-$5.02 depending on order value) on qualifying orders. These fair use rules apply to orders placed from January 12, 2026. ASOS Premier members receive more favorable terms – check the current policy details on the ASOS returns page.
To start a return, go to My Orders in your account, select the relevant items, and follow the instructions to print a label or generate a drop-off code. If you return your complete order within 14 days of delivery and it meets original condition requirements, ASOS will also refund your standard shipping cost. Refunds typically process once ASOS confirms receipt of the return. Full details are at the ASOS returns policy page.
How to Contact ASOS Customer Service
ASOS does not have a customer service phone number or public email address. All support is handled through the ASOS Help Center online. Live chat is the fastest route to a human agent.
ASOS Customer Service – Live Chat
Live chat is available daily from 05:00 to 23:59 (CDT). To start a chat, visit the ASOS Help Center and look for the chat button on help pages when a customer care agent is available. Outside staffed hours, an AI assistant handles queries and can log issues for follow-up. Having your order number ready speeds things up considerably.
ASOS on Social Media
ASOS is active on several social platforms. Their dedicated support handle on X (Twitter) is @ASOS_HereToHelp, which some customers find useful for escalating issues that are not being resolved through chat.
- Facebook: facebook.com/ASOS
- Instagram: @asos
- X (Twitter): @ASOS
- TikTok: @asos
ASOS – FAQ
Does ASOS have a customer service phone number?
ASOS does not offer phone support. The main contact channel is live chat, available daily from 05:00 to 23:59 (CDT) through the ASOS Help Center. An AI assistant is also available outside of staffed hours for basic queries.
What is the ASOS return policy in the US?
US customers have 28 days from delivery to return items. Returns are free for most shoppers, but a Fair Use Policy introduced in January 2026 means that customers with a return rate above 70% may be charged a fee on qualifying orders. ASOS Premier members receive more favorable terms under this policy. Full conditions are on the ASOS US returns page.
How long does ASOS take to deliver in the US?
Standard shipping takes 5-8 business days and costs $10. Express shipping is faster for mainland US addresses and costs $14.99. Alaska and Hawaii deliveries take up to 14 business days via standard. ASOS Premier members get free Standard Shipping on orders over $20 and free Express on orders over $50.
What is ASOS Premier and is it worth it?
ASOS Premier is an annual membership that gives you free Standard Shipping on orders over $20 and free Express Shipping on orders over $50, with no limit on orders. The annual fee is typically around $19-$24.99 – check the ASOS website for the current price. Premier members also receive more favorable terms under the Fair Use return policy. If you order from ASOS several times a year, the membership typically pays for itself within a few orders.
Can I cancel or change my ASOS order after placing it?
You may be able to cancel an order via My Orders immediately after placing it, if it has not yet entered processing. After that window closes, cancellation is not possible before dispatch – but you can return items once they arrive. Orders cannot be modified once placed; you would need to cancel and reorder if the cancellation window is still open.
Is ASOS Marketplace still available?
The separate ASOS Marketplace site was integrated into the main ASOS.com platform in 2025. Independent boutiques and vintage sellers now operate within the main site rather than on a standalone marketplace domain. You can find independent sellers through the ASOS Marketplace section on the main site.
How do I know if an ASOS email is genuine?
ASOS uses BIMI email authentication, which displays their logo next to genuine emails in supported inboxes. ASOS only contacts customers via official ASOS-branded email addresses or verified social media accounts. If you receive a suspicious email claiming to be from ASOS, do not click any links – report it through their Help Center or check asos.com/discover/cyber-security for guidance.
What payment methods does ASOS accept in the US?
ASOS accepts Visa, Mastercard, American Express, PayPal, Apple Pay, Google Pay, Klarna, and Afterpay. The payment options available to you are shown at checkout. Some methods may not be available for orders from ASOS Brand Partners.
Tips for Shopping on ASOS
- Check the size guide on every product page. ASOS stocks hundreds of brands with different sizing conventions. The measurements listed next to each item are more reliable than the labeled size alone.
- Download the ASOS app for exclusive discounts. The app regularly features app-only offers, early sale access, and personalized recommendations. It also supports barcode-free returns and live order tracking.
- Sign up for the newsletter before your first order. New subscribers often receive a discount code shortly after registering. The newsletter also gives early notice of sales and promotional events.
- Consider ASOS Premier if you order regularly. The annual membership covers unlimited free Standard and Express Shipping (above the order minimums) and gives you more favorable return fee terms. Check the current price on the ASOS website – it pays off quickly for frequent shoppers.
- Keep your return rate in mind under the 2026 Fair Use Policy. If you regularly order and return most of your haul, track your return rate to avoid the fee that kicks in above 70%. ASOS Premier membership gives you more favorable terms.
About ASOS
ASOS was founded in 2000 in London and takes its name from “As Seen On Screen,” reflecting its original focus on celebrity-inspired fashion. Today the company is one of the UK’s largest online retailers, trading in over 200 countries from its headquarters at Greater London House, Hampstead Road, London NW1 7FB. It is listed on the London Stock Exchange AIM market.
The ASOS platform stocks over 850 brands and adds thousands of new products each week. In recent years the company has faced challenges common to fast fashion – criticism over returns policies, sustainability concerns, and intense competition from rivals including Shein and Zalando. Customer reviews on Trustpilot average 1.8 out of 5 from over 191,000 ratings (as of March 2026), with delivery and refund handling as the most commonly cited issues. For order help and support, start at the ASOS Help Center.