Delivering global identity, loyalty and microservices solutions for ASOS

ASOS is one of Europe’s leading online fashion retailers, boasting 23 million active customers and retail sales in excess of £3 billion per annum. 

ASOS needed a software stack that could support their innovation and growth ambitions. The multi-billion pound ecommerce fashion retailer made the huge decision to replace everything, shifting their entire technology stack to the cloud. 

The new platform needed to achieve three key objectives: support global growth, provide the flexibility support new capabilities, and be mobile-first, allowing ASOS to rapidly innovate in the preferred channel of its 20-something audience.

Delivering a bespoke microservices solution
Ensono worked with ASOS to design and build a microservices architecture. This allows ASOS to independently enhance and rapidly innovate services, and to deploy them in any combination across the globe, while delivering consistently high performance.

Microsoft Azure was already familiar to ASOS’s inhouse team and its capabilities meant that focus could be dedicated to delivering competitive advantage, rather than spending time on commodity functions, such as maintenance and backup.

Azure was also selected due to its ability to support global growth, in terms of scale and the ability to adapt to local market languages, payment options and delivery methods, as well as its built-in resilience.

Smarter use of technology
Since the implementation of the microservices ecommerce platform, ASOS has seen a 30% increase in annual revenue. ASOS can now hyperscale to handling peak events, like Black Friday: the platform seamlessly supporting ASOS’s 23 million active customers and over £3 billion of sales, offering 99.9% availability.

ASOS also has the flexibility to respond to trends, fast, independently running rapid tests and rolling out platform enhancements that drive constant improvements, enhance customer experiences and drive sales.

The relationship that Ensono created with ASOS and the proven ROI of the platform have seen us continue to work together to solve complex business problems through the smarter use of technology. Our collaboration includes delivering global projects including, an identity solution, rewards program, ‘Bag’ and ‘Saved Items’ user interfaces and a fulfilment system.

• 30% annual revenue growth: The hyperscale platform seamlessly handles ASOS’ 23 million active customers and retail sales in excess of £3 billion per annum.
• Scale globally: ASOS’s ongoing investment in technology has enabled it to become a global giant, with around 60% of its business now coming from overseas markets.
• Rapid deployment: Ensono’s partnership with ASOS enabled the retailer to expand internationally at an impressive rate within a short period of time.