Asos doubles sales to prove strength of online shopping

Internet fashion firm continues to buck recession trend

Asos wants to improve customer conversion rates

Online fashion retailer Asos more than doubled its sales due to the popularity of online shopping for cash-strapped UK consumers and a boost from a positive international performance.

The firm reported a 104 per cent sales increase for the 12 months ending 31 March 2009, with an 80 per cent increase for the four weeks ending 24 April.

"We are not immune to the prevailing economic conditions, however, as widely reported, younger fashion is proving more resilient, internet shopping continues to gain in popularity and our international sales are being bolstered by the weak pound," said Asos' chief executive Nick Robertson.

Asos Life, the firm's community platform, is currently in beta testing with launch expected for May.

The retailer has added extra functionality to allow customers to browse its product range even while on a competitor's site by marking a particular word. The firm has also enabled visual representation on key words or products from its catalogue.

Both initiatives are intended to boost conversion and customer retention rates.