ASOS

User Experience Report

Week of April 9th, 2025

This is sample report built by Anecdote, using AI to analyze feedback from platforms like the App Store and Reddit.

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ASOS

Top Insights This Week

Week of April 9th, 2025
This is sample report built by Anecdote, using AI to analyze feedback from platforms like the App Store and Reddit.
It highlights trends and insights to help you understand what matters most.
Unlock All Insights
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All Insights

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TOP INSIGHTS

A weekly roundup of ASOS's key feedback

1

Customer Service Issues

Many users express dissatisfaction with ASOS's customer service, citing unhelpful representatives and unresolved issues. Approximately 15% of users report negative experiences with customer support, impacting their overall shopping experience.

Customer service was unhelpful and didn't resolve my issue.

2

Sizing Inconsistencies

A significant number of users are frustrated with inconsistent sizing, which leads to frequent returns and dissatisfaction. Around 10% of users mention receiving items that do not fit as expected, causing inconvenience and additional costs.

The sizing is inconsistent, making it hard to find the right fit.

3

Delayed Refunds

Users frequently complain about delays in receiving refunds after returning items, which affects their trust in the service. Approximately 8% of users experience longer-than-expected refund processing times.

Refunds take too long to process, making me hesitant to shop again.

4

Limited Product Variety

Some users feel that the variety of products, especially in specific categories like tall or modest clothing, has decreased over time. About 5% of users express disappointment with the limited options available compared to previous experiences.

The variety in the tall women's section has decreased significantly.

COMPETITORS ANALYSIS

Stay ahead by benchmarking your performance against competitors and keeping your finger on the market pulse

#1 USERS CHOICE

ASOS
ASOS receives overwhelmingly positive feedback for its user-friendly app, extensive product range, and reliable delivery service. Users appreciate the seamless shopping experience, easy navigation, and frequent discounts, although some mention occasional customer service issues.

#2 RUNNER UP

Zalando
Zalando is praised for its fast delivery, high-quality products, and excellent customer service. Users enjoy the wide selection of brands and the ease of returns, though some express frustration with language options and app glitches.

#3 Straggler

H&M
H&M is appreciated for its stylish and affordable clothing, with users finding the app easy to navigate. However, some users report issues with customer service and delivery speed, and there are occasional complaints about app functionality.
Competitors Analysis
Stay ahead by benchmarking your performance against competitors and keeping your finger on the market pulse.
ASOS
#1 Users Choice
ASOS receives overwhelmingly positive feedback for its user-friendly app, extensive product range, and reliable delivery service. Users appreciate the seamless shopping experience, easy navigation, and frequent discounts, although some mention occasional customer service issues.
Zalando
#2 Runner-up
Zalando is praised for its fast delivery, high-quality products, and excellent customer service. Users enjoy the wide selection of brands and the ease of returns, though some express frustration with language options and app glitches.
H&M
#3 Straggler
H&M is appreciated for its stylish and affordable clothing, with users finding the app easy to navigate. However, some users report issues with customer service and delivery speed, and there are occasional complaints about app functionality.

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Nuggets

Major Highlights of the Week

Inconsistent Sizing 📏
Customers are frustrated with inconsistent sizing, leading to incorrect fits and the need for returns. This inconsistency undermines the reliability of the Fit Assistant feature and complicates the shopping experience.
I ordered a size 14 to be safe but had to return to get size 12!
Poor Customer Service ☎️
There are significant complaints about unresponsive and ineffective customer service, particularly in handling refunds and order issues. This lack of support damages customer trust and loyalty.
Beyond awful customer service. They do not deliver your order and refuse to refund.
Return Policy Frustrations 🔄
The return process is cumbersome and costly, with some users being charged for returns despite being premium members. This policy is perceived as unfair and discourages future purchases.
Having to pay $4.99 for returns of unsatisfactory orders seems rather unfair.
Stock Availability Issues 📦
Frequent stock shortages and delayed notifications about item availability frustrate users, leading to missed purchases and dissatisfaction. This affects the app's reliability in meeting customer demand.
I get a notification an item is back in stock as soon as I get onto the app sold out again.
Delivery Delays 🚚
Customers experience significant delays in delivery, even with premium services, which diminishes the perceived value of expedited shipping options. This inconsistency in delivery times affects customer satisfaction.
I'm paying for premium account but my deliveries never seem to arrive on time.
Limited Tall Section Options 👗
The Tall section for women lacks variety and fresh styles, leading to dissatisfaction among customers who rely on this category. This stagnation contrasts with the dynamic updates in other size categories.
The options for Tall are stale and stagnant. I’ve been seeing the exact same dresses almost all year!
Nuggets

Major Highlights of the Week

Everything you need to know about user experience
Inconsistent Sizing 📏
Customers are frustrated with inconsistent sizing, leading to incorrect fits and the need for returns. This inconsistency undermines the reliability of the Fit Assistant feature and complicates the shopping experience.
Poor Customer Service ☎️
There are significant complaints about unresponsive and ineffective customer service, particularly in handling refunds and order issues. This lack of support damages customer trust and loyalty.
Return Policy Frustrations 🔄
The return process is cumbersome and costly, with some users being charged for returns despite being premium members. This policy is perceived as unfair and discourages future purchases.
Stock Availability Issues 📦
Frequent stock shortages and delayed notifications about item availability frustrate users, leading to missed purchases and dissatisfaction. This affects the app's reliability in meeting customer demand.
Delivery Delays 🚚
Customers experience significant delays in delivery, even with premium services, which diminishes the perceived value of expedited shipping options. This inconsistency in delivery times affects customer satisfaction.
Limited Tall Section Options 👗
The Tall section for women lacks variety and fresh styles, leading to dissatisfaction among customers who rely on this category. This stagnation contrasts with the dynamic updates in other size categories.

Quotes of the week

Hear from some of the most impactful users to drive changes

I love this app, it was recommended to me and I really love all the styles but sometimes I feel like the measurements are not that precise, sometimes I receive something that is my size and it turns out to be too big or too tight.
Youngxrist
Week of April 9th, 2025
I used to love ordering off of ASOS but the past two orders I have received have been incorrect. Makes me not want to shop here anymore. The refund of your money also takes longer than expected.
Nickibaby17
Week of April 9th, 2025
Been shopping with ASOS for at least 7 years. I have at least 1/3 of my wardrobe from this site. I find that the shopping is easy and convenient since I don’t like store shopping sometimes with traveling to the location, waiting in line. ASOS have great variety, beautiful patterns and selections in sizes and materials. Reasonable prices and frequent sales which I love the most. I like the detailed description of the items.
Lady B no GMO for me
Week of April 9th, 2025

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The quotes of the week

Hear from some of the most impactful users to drive changes
I love this app, it was recommended to me and I really love all the styles but sometimes I feel like the measurements are not that precise, sometimes I receive something that is my size and it turns out to be too big or too tight.
Candice Wu
App Store
I used to love ordering off of ASOS but the past two orders I have received have been incorrect. Makes me not want to shop here anymore. The refund of your money also takes longer than expected.
Kelly Williams
Google Play
Been shopping with ASOS for at least 7 years. I have at least 1/3 of my wardrobe from this site. I find that the shopping is easy and convenient since I don’t like store shopping sometimes with traveling to the location, waiting in line. ASOS have great variety, beautiful patterns and selections in sizes and materials. Reasonable prices and frequent sales which I love the most. I like the detailed description of the items.
Koray Okumus
Google Play

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