The digitally native giant has been able to meet the constantly changing needs of its growing 20-something customer base by adapting quickly and pivoting focus when needed. Adding to its success is ASOS’s expertise to attract new customers by growing its huge portfolio of brands. As it progresses with plans to expand globally, ASOS will undoubtedly remain on top of the digital pedestal.

However, even ASOS isn’t exempt from ongoing supply chain disruptions that are causing major challenges for the retail sector. Often this has meant many businesses haven’t been able to provide customers with what they need, when they need it. But this can be a deal breaker for retailers – nearly half of the UK (44%) are very unlikely to do business after a poor customer experience.

As we approach a busy holiday shopping period, ASOS will need to offer seamless experiences across all channels to remain in their customers’ good books. Consumers will forget product shortages, but what they will not forget is the experience they had with a brand and how they made them feel.