
Asos has confirmed that the migration of vintage and independent boutique sellers from its marketplace platform to its main site will be complete by April 2025.
The online fashion giant said the move will benefit customers “by offering one central destination for style that showcases all that Asos offer”.
The sellers moving across will benefit from increased traffic from those visiting the asos.com, as well as enhanced site functionality like ‘Buy the Look’, which enables customers to buy entire outfits from multiple sellers in one click.
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Integrated brands will service customers through Partner Fulfils, part of Asos’ flexible fulfilment offering, which allows brands to deliver orders directly to customers.
The retailer’s brands director Shazmeen Malik said: “We’re excited to integrate vintage and boutique sellers onto Asos.com.
“This migration embodies our commitment to curating the very best product for our customers and empowers our sellers with increased visibility and enhanced customer experiences whilst maintaining inventory control. We look forward to the future possibilities this integration brings.”
The move follow’s the retailer’s plan to shut its its main US distribution centre in Atlanta in the second half of the year and to fulfil orders from the UK, which it says will increase profitability and improve speed to market for its products.
The business noted seven employees would be directly affected, while third-party logistics partners would “make efforts to redeploy several hundred staff”.
From the second half of FY25, US customers will be served through Asos’s automated fulfilment center in Barnsley, UK, along with a “smaller, more flexible” US-based site.
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