Asos has introduced live shopping on its mobile app, allowing customers to purchase products through live or on demand video content.

The initiative forms part of the online fashion giant’s strategy to deliver “more inspirational shopping experiences and foster deeper connections with its customers”.

Customers will be able to watch live or on demand content including beauty tutorials, styling advice and exclusive runway access and be able to shop the products instantly.

It follows a successful trial earlier this year, which Asos said garnered “hundreds of thousands of views” and saw customers spend longer on the site and converting at higher rates.

Asos executive vice-president of digital product Anthony Ben Sadoun said: “Today’s fashion lovers are discovering style through video and creator-led content. Asos Live brings that inspiration directly into the shopping journey, helping customers feel confident, inspired, and less overwhelmed by choice.”

Asos reported that its profits will fall at the lower end of its guided range, despite sales coming in below expectations, as the company enters the “final phase of its transformation”.

The retailer said its adjusted EBITDA was up more than 60% to between £130m and £150m for the year, with an adjusted EBITDA margin of 5% – also in line with earlier consensus.

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