Asos has launched voice shopping on Google with its shopping assistant ‘Enki’, becoming one of the first fashion retailers to do so

Enki will help customers discover and shop from six Asos product categories across menswear and womenswear.

Customers in the UK and US can start conversation with Enki by saying “Hey Google, talk to Asos” to their Google Home smart speaker or Google Assistant app on Android or iOS.


Using their voice or text, shopping assistant Enki will help them find and shop products, which they can then view on their smartphone. Asos will use customer feedback from the initial launch to refine and enhance the experience over the coming months.

Asos launched Enki on Facebook Messenger in the UK earlier this year to try and help customers discover relevant products. Features such as Your Edit, a weekly drop of curated items, recommended brands and visual search app Style Match have all been developed via machine learning to make it easier for customers to navigate product on Asos’ site.

Asos senior product manager Jason Gregory said: “With 85,000 products on site at any one time, and on average 5,000 new items added each week, it’s more important than ever to make it easy for our customers to stay on top of what’s new on Asos.

“With the launch of Enki on Facebook Messenger and now Google Assistant, we’re exploring ways that conversational commerce can help us make the Asos shopping experience as easy and intuitive as possible.”