Yes, ASOS is a legit online fashion retailer: it was founded in London in 2000, it's listed on the London Stock Exchange and it ships to customers around the world from fulfilment centres in the UK, US and Europe. The catches are around returns, where it has introduced a charge for some customers, and copycat sites using its name.
ASOS is one of the biggest names in online fashion, and if you've only ever seen it in an Instagram ad, it's fair to wonder whether it's a real retailer or one of the many lookalike shops. Here's who's behind it, how it works and the few things worth checking before you order.
Who's behind ASOS
According to Wikipedia, ASOS was set up in 2000 by Nick Robertson, Andrew Regan, Quentin Griffiths and Deborah Thorpe. It started life as AsSeenOnScreen, selling items inspired by what people saw on TV and film, and its headquarters are in Camden Town, London.
It joined the Alternative Investment Market in 2001 and is now listed on the London Stock Exchange as part of the FTSE 250. A listed company has to publish its results and answer to shareholders, which is a long way from an anonymous pop-up shop.
What you can buy on ASOS
Wikipedia says the site sells over 850 brands as well as its own ranges, across clothes, shoes, accessories, beauty and gifts. That mix matters: you're buying from ASOS itself, but the products come from many different labels, so sizing and quality can vary a lot from one brand to the next.
Read the size guide for each item, check the fabric details and look at the photos from several angles. The same dress size can fit very differently across brands on one site.
Where ASOS ships from and to
Wikipedia says ASOS ships to all 196 countries from fulfilment centres in the UK, US and Europe. Delivery options and times depend on where you live, so check them at checkout. If you're outside the country an order ships from, look at whether duties or taxes might apply before you pay.
ASOS returns and the returns charge
Returns are where ASOS has made the most changes. In 2019, according to Wikipedia, it said it was looking at its easy returns policy after finding that some customers were manipulating it. In 2024 it introduced a return fee of 3.95 pounds, which the BBC reported some shoppers weren't happy about. A source cited by Wikipedia describes the charge as applying to a select few customers.
So don't assume returns are always free. Check the returns section of your account and the policy shown at checkout for the rules that apply to your order and where you live, and keep the proof of postage until your refund lands.
| What I checked | What the record shows |
|---|---|
| When was ASOS founded? | In 2000, in London |
| Is it a listed company? | Yes, on the London Stock Exchange, part of the FTSE 250 |
| How many brands does it sell? | Over 850, plus its own ranges |
| Where does it ship? | To all 196 countries, from the UK, US and Europe |
| Are returns free? | Not always: it introduced a 3.95 pound return fee in 2024 |
How ASOS is doing as a business
ASOS has had a rough few years financially. A 2023 Guardian report quoted by Wikipedia described the business as unsustainable and a fast-fashion also-ran after its share value fell sharply. That doesn't make it a scam or mean your order won't arrive, but it explains why its policies on returns and delivery keep changing.
Spotting fake ASOS sites
Big fashion brands attract lookalike shops that copy logos and photos, often through social media ads with huge discounts. Before you pay:
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- Check the web address is the official ASOS domain, typed yourself rather than tapped from an ad.
- Be wary of sites offering most of the range at unrealistic discounts.
- Pay through the official checkout and never by bank transfer to an individual.
- Look for the order confirmation email from ASOS and check the order in your account.
- If a parcel turns up from an unknown seller, contact ASOS through its own site.
Reviews help, but only if they're real. My guide to spotting a fake product review shows what to look out for, and I've also listed review sites worth checking before you buy from a shop you don't know.
Buying secondhand instead of from ASOS
If the returns charge or the fast-fashion side puts you off, buying secondhand is an option. Resale sites have their own rules and risks, though, so check them too. My look at whether Vestiaire Collective is legit covers how one of the bigger preloved fashion sites handles authenticity and returns.
My verdict on ASOS
Put simply, ASOS is a real, long-running and publicly listed retailer, so it isn't a scam. Check the size guide for each brand, read the returns rules for your order before you buy and make sure you're on the official site. Do those three things and it's a straightforward place to shop. If something goes wrong with an order, contact ASOS through the help section of your account rather than through social media comments, where fake support accounts sometimes reply first.
Frequently asked questions
Is ASOS a real company?
Yes. ASOS was founded in London in 2000, is headquartered in Camden Town and is listed on the London Stock Exchange as part of the FTSE 250.
Does ASOS charge for returns?
Sometimes. In 2024 ASOS introduced a 3.95 pound return fee, which a source cited by Wikipedia says applies to a select few customers. Check your order's returns rules.
Where does ASOS ship from?
Wikipedia says ASOS ships to all 196 countries from fulfilment centres in the UK, US and Europe.
Does ASOS only sell its own brand?
No. It sells over 850 brands as well as its own ranges, so sizing varies by label.
How do I avoid fake ASOS websites?
Type the official web address yourself, avoid deals from unknown ads, pay only through the official checkout and check the order in your ASOS account.
