Asos China has released a fully transactional mobile application targeting China’s 700 million-strong ranks of smartphone users.

In a first for the UK’s largest independent online fashion and beauty retailer, Asos has launched apps for iPhone, iPad and Android, developed using retail technology specialist Red Ant’s RetailOS mobile commerce accelerator.

The app is feature rich and fully shoppable with hybris commerce platform and Alipay and features include Catwalk for all products, access to personal profiles, wish lists and Chinese social media sharing.

Red Ant CEO, Dan Mortimer, said Red Ant’s local knowledge and expertise on the ground in Asia was invaluable in developing an app which makes the most of the commercial opportunities presented by the world’s biggest mobile market.

Asos GM – China, Daniel Jenks, said the e-commerce player wanted to deliver the best possible experience to its Chinese customers.

“The launch of our apps, backed by Red Ant’s expertise, is a significant step towards ensuring they receive a high-quality, mobile-first service which meets all of their needs in an increasingly sophisticated marketplace.

“We’re delighted with the results so far and in the space of a few weeks, app downloads and sales have exceeded our expectations to form a substantial mix of our sales.”

This story first appeared on Inside Retail’s sister site, Inside Retail Asia. 

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