Etailer Asos has launched a transactional shop on social networking platform Facebook.

The initiative, which launched today, allows customers to shop the entire Asos product range without leaving the Facebook platform. The Asos shop on Facebook has the same checkout and payment options as on the main Asos site and the page also has a product search tool.

Use of the Facebook platform gives customers the option to “Like” and share items with other Facebook friends and product images and links can appear on the individual’s wall and news feed.

James Hart, ecommerce director at Asos said: “I’m delighted to announce the arrival of our Facebook store; another first from Asos, and another way for our customers to tailor their Asos shopping experience. Millions of our users already interact with Asos through Facebook, commenting on, sharing and discovering new items. Many of those go on to buy something on one of our sites. Our Facebook store will allow them to do this directly through Facebook.”

Asos is set to take advantage of a potential customer base of over 400,000 fans on its Asos Facebook fan page.