33
NPS
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ASOS
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About ASOS' Brand
Among its major competitors, ASOS is ranked in 3rd place for NPS while H & M Hennes & Mauritz is 1st, and Farfetch is 2nd.
Brand at a Glance
84%
Customer Loyalty
4.1/5
Product Quality
3.7/5
Pricing
3.7/5
Customer Service
ASOS Ranking
- #3 / 4 of its competitors
ASOS NPS
ASOS's Net Promoter Score (NPS) is a 33 with 48% Promoters, 37% Passives, and 15% Detractors. Net Promoter Score tracks whether ASOS's customers would recommend using the product based on a scale of -100 to 100.
ASOS Overall NPS
| 48% | Promoters |
|---|---|
| 37% | Passives |
| 15% | Detractors |
ASOS NPS Trend
-100
-50
0
50
100
| Summary | Date | Score |
|---|---|---|
Dec 2023 42 | Dec 2023 | 42 |
Jan 2024 38 | Jan 2024 | 38 |
Feb 2024 41 | Feb 2024 | 41 |
Mar 2024 42 | Mar 2024 | 42 |
Jun 2024 40 | Jun 2024 | 40 |
Jul 2024 40 | Jul 2024 | 40 |
Sep 2024 39 | Sep 2024 | 39 |
Oct 2024 40 | Oct 2024 | 40 |
Jan 2025 40 | Jan 2025 | 40 |
Apr 2025 41 | Apr 2025 | 41 |
Jun 2025 38 | Jun 2025 | 38 |
Nov 2025 33 | Nov 2025 | 33 |
How Other Brands Compare
ASOS is ranked third for NPS among its competitors. H & M Hennes & Mauritz and Farfetch come in first and second, with Topshop coming in at #4.
ASOS |  Topshop |  Farfetch |  H & M Hennes & Mauritz | |
| Global Ranking | #- | #463 | #780 | #- |
| NPS | 33 | 19 | 37 | 100 |
| Valuation Updated every 24 hours for public companies | - | - | $4.62B | - |
What is NPS
Net Promoter Score (NPS) is a management tool that can be used to gauge the satisfaction of a firm's customer relationships. NPS has been widely adopted as a key metric often linked to the revenue potential of a company’s product or service. The metric is based on customer responses to the question: "On a scale of 0 to 10, how likely are you to recommend the product to a friend?"
Those who respond with a score of 9 to 10 are known as Promoters, and are widely associated with behaviors that create value, including actively encouraging others to use the product or service. Those who respond with a score of 7 or 8 are categorized as Passives, and they are believed to be less likely to exhibit the value-creation traits of Promoters having a largely neutral effect on other consumers. Detractors are those who fall in the score range of 0 to 6 and represent dissatisfied customers of the product sometimes actively recommending against using the product.
ASOS NPS by Gender
Female customers rated ASOS's NPS 16 points higher than Male customers.
Male
20
ASOS's NPS was rated 20 by Male customers on Comparably.
40%
Promoters
40%
Passives
20%
Detractors
Female
36
ASOS's NPS was rated 36 by Female customers on Comparably.
49%
Promoters
38%
Passives
13%
Detractors
ASOS NPS by Ethnicity
ASOS's NPS was rated the highest by Caucasian customers, and the lowest by Asian or Pacific Islander customers.
-100
-50
0
50
100
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 20 | Caucasian | 20 |
Asian or Pacific Islander 0 | Asian or Pacific Islander | 0 |
ASOS NPS by Age
ASOS's NPS was rated the highest by customers ages 18-25, and the lowest by customers ages 26-30.
ASOS NPS by Usage
ASOS's NPS was rated the highest by customers who have used ASOS's products/services for 1 to 2 Years, and the lowest by customers with 5 to 10 Years of usage.
-100
-50
0
50
100
| Summary | Usage | Score |
|---|---|---|
1 to 2 Years 40 | 1 to 2 Years | 40 |
2 to 5 Years 40 | 2 to 5 Years | 40 |
5 to 10 Years 34 | 5 to 10 Years | 34 |
ASOS NPS vs. Competitors
Compared to its competitors, ASOS's NPS is rated right above Topshop, and is preceded by Farfetch.
| COMPANY | NPS Score | |
|---|---|---|
| H & M Hennes & Mauritz | 100 |
| Farfetch | 37 |
| ASOS | 33 |
| Topshop | 19 |
 | Zalando | 15 |
 | Matches Fashion | 9 |
 | Boohoo | -38 |
ASOS Customer Reviews
Out of the 3 ASOS customer reviews 3 were positive and 0 were constructive. ASOS customer reviews reflect that all customers have a favorable experience using the products/services of the company.
ASOS Customer Loyalty
84%
Customer Loyalty is a strong indicator of whether or not a customer will choose a brand repeatedly over a competitor that offers similar products/services.
84% of ASOS users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
Sign Up to see the full customer demographics data and the people that answered "Yes" when asked "Would you consider yourself a loyal user/customer?"
ASOS Customer Loyalty Score by Gender
Male customers rated ASOS's Customer Loyalty score 22% higher than Female customers.
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Male
100%
Yes
Female
78%
Yes
ASOS Customer Loyalty Score by Ethnicity
ASOS's Customer Loyalty score was rated the highest by Asian or Pacific Islander customers, and the lowest by Caucasian customers.
% who answered "Yes"
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82
out of 100
Caucasian
100
out of 100
Asian or Pacific Islander
ASOS Customer Loyalty Score by Age
ASOS's Customer Loyalty score was rated the highest by customers ages 18-25, and the lowest by customers ages 26-30.
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0
20%
40%
60%
80%
100%
| Summary | Age | Score |
|---|---|---|
18-25 82% | 18-25 | 82% |
26-30 70% | 26-30 | 70% |
ASOS Customer Loyalty Score by Usage
ASOS's Customer Loyalty score was rated the highest by customers who have used ASOS's products/services for 1 to 2 Years, and the lowest by customers with 5 to 10 Years of usage.
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ASOS Customer Loyalty Score by Industry
ASOS's Customer Loyalty score was rated the highest by Business and Consumer Services industry customers, and the lowest by Fashion and Beauty industry customers.
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ASOS Customer Loyalty vs. Competitors
Compared to its competitors, ASOS's Customer Loyalty score is rated right above Matches Fashion, and is preceded by Zalando.
| COMPANY | Customer Loyalty Score | |
|---|---|---|
| H & M Hennes & Mauritz | 100% |
| Zalando | 86% |
| ASOS | 84% |
| Matches Fashion | 83% |
| Farfetch | 79% |
| Topshop | 58% |
| Boohoo | 53% |
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ASOS Product Quality
4.1/5
ASOS has an overall Product Quality score of 4.1 out of 5 stars rated by its users and customers.
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ASOS Product Information
ASOS’s product quality score is a 4.1 out of 5 as rated by its users and customers. Reviewers from the Business and Consumer Services industry rated ASOS's product the highest. Reviewers from the Fashion and Beauty industry rated ASOS the lowest at 3.
- Website
- www.asosplc.com
- Company Size
- 1,001-5,000 Employees
Industry
Ecommerce and Marketplaces
Quick Insights into ASOS Product Quality
ASOS's Product Quality score was rated highest by Male customers, and rated lowest by customers from the Fashion and Beauty industry.
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Ranked ASOS Product Quality the Highest
Ranked ASOS Product Quality the Lowest
ASOS Product Quality Score by Gender
Male customers rated ASOS's Product Quality score 0.9 stars higher than Female customers.
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Male
4.6/5
Female
3.7/5
ASOS Product Quality Score by Ethnicity
ASOS's Product Quality score was rated the highest by Asian or Pacific Islander customers, and the lowest by Caucasian customers.
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0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 3.9 | Caucasian | 3.9 |
Asian or Pacific Islander 4.3 | Asian or Pacific Islander | 4.3 |
ASOS Product Quality Score by Age
ASOS's Product Quality score was rated the highest by customers ages 18-25, and the lowest by customers ages 26-30.
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0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 3.9 | 18-25 | 3.9 |
26-30 3.8 | 26-30 | 3.8 |
ASOS Product Quality Score by Usage
ASOS's Product Quality score was rated the highest by customers who have used ASOS's products/services for 1 to 2 Years, and the lowest by customers with 2 to 5 Years of usage.
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ASOS Product Quality Score by Industry
ASOS's Product Quality score was rated the highest by Business and Consumer Services industry customers, and the lowest by Fashion and Beauty industry customers.
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ASOS Product Quality vs. Competitors
Compared to its competitors, ASOS's Product Quality score is rated right above Zalando, and is preceded by Farfetch.
| COMPANY | Product Quality Score | |
|---|---|---|
| Matches Fashion | 4.1/5 |
| Farfetch | 4.1/5 |
| ASOS | 4.1/5 |
| Zalando | 4/5 |
| Topshop | 3.8/5 |
| H & M Hennes & Mauritz | 3.7/5 |
| Boohoo | 3.4/5 |
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ASOS Pricing
ASOS ROI & Value For Money
3.7/5
ASOS has a value for money and ROI score of 3.7 out of 5 stars rated by its users and customers.
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ASOS Pricing Plans
Not every product or service fits the needs of a certain user or industry. The users that rank the value for money and ROI highest are mainly from Business and Consumer Services industry. The users from the Fashion and Beauty industry think that they had the lowest ROI from ASOS.
Quick Insights into ASOS ROI
ASOS's ROI score was rated highest by customers who have used ASOS's products/services for 1 to 2 Years, and rated lowest by customers from the Fashion and Beauty industry.
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Ranked ASOS ROI the Highest
Ranked ASOS ROI the Lowest
ASOS ROI Score by Gender
Male customers rated ASOS's ROI score 0.2 stars higher than Female customers.
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Male
4/5
Female
3.8/5
ASOS ROI Score by Ethnicity
ASOS's ROI score was rated the highest by Asian or Pacific Islander customers, and the lowest by Caucasian customers.
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0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 3.8 | Caucasian | 3.8 |
Asian or Pacific Islander 4.3 | Asian or Pacific Islander | 4.3 |
ASOS ROI Score by Age
ASOS's ROI score was rated the highest by customers ages 18-25, and the lowest by customers ages 26-30.
Sign Up for Brand Profile PRO to get the full ROI by Age data of ASOS.
0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 3.7 | 18-25 | 3.7 |
26-30 3.5 | 26-30 | 3.5 |
ASOS ROI Score by Usage
ASOS's ROI score was rated the highest by customers who have used ASOS's products/services for 1 to 2 Years, and the lowest by customers with 2 to 5 Years of usage.
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ASOS ROI Score by Industry
ASOS's ROI score was rated the highest by Business and Consumer Services industry customers, and the lowest by Fashion and Beauty industry customers.
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ASOS Pricing vs. Competitors
Compared to its competitors, ASOS's ROI score is rated right above Topshop, and is preceded by Farfetch.
| COMPANY | Pricing Score | |
|---|---|---|
| H & M Hennes & Mauritz | 4.5/5 |
| Matches Fashion | 4/5 |
| Zalando | 3.9/5 |
| Farfetch | 3.8/5 |
| ASOS | 3.7/5 |
| Topshop | 3.3/5 |
| Boohoo | 3.2/5 |
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ASOS Customer Satisfaction (CSAT)
ASOS Customer Satisfaction (CSAT) Score
96 / 100
ASOS has an overall Customer Satisfaction score of 96 rated by its users and customers.
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Very Satisfied
48%
Satisfied
48%
Neither Satisfied nor Dissatisfied
4%
Dissatisfied
0%
Very Dissatisfied
0%
What is Customer Satisfaction (CSAT) Score
Customer Satisfaction Score (also known as CSAT), is a metric used to quantify how satisfied customers are with a company or brand’s products and services. The Customer Satisfaction Score is based on customers response to the question: “How would you rate your overall satisfaction with the service you received?” The score is calculated using the formula: (The total number answer of “Very Satisfied” and “Satisfied”) ÷ (The total response) x100, and it is generally displayed in percentages. Some of the main benefits of the CSAT for businesses are tracking retention, identifying happy customers and growing relationships, and gaining repeat business to build a sustainable brand.
Quick Insights into ASOS Customer Satisfaction
ASOS's Customer Satisfaction score was rated highest by customers who have used ASOS's products/services for 1 to 2 Years, and rated lowest by Male customers.
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Ranked ASOS Customer Satisfaction the Highest
Ranked ASOS Customer Satisfaction the Lowest
ASOS Customer Satisfaction Score by Gender
ASOS's Customer Satisfaction score was rated 100 by both Female and Male customers on Comparably.
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100 / 100
MaleVery Satisfied | 60% | |
|---|---|---|
Satisfied | 40% | |
Neither Satisfied nor Dissatisfied | 0% | |
Dissatisfied | 0% | |
Very Dissatisfied | 0% |
100 / 100
FemaleVery Satisfied | 25% | |
|---|---|---|
Satisfied | 75% | |
Neither Satisfied nor Dissatisfied | 0% | |
Dissatisfied | 0% | |
Very Dissatisfied | 0% |
ASOS Customer Satisfaction Score by Ethnicity
CSAT according to Caucasian
ASOS' Customer Satisfaction (CSAT) score was rated 100% according to Caucasian users and customers.
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100 / 100
Very Satisfied
33%
Satisfied
67%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
0%
Very Dissatisfied
0%
CSAT according to Asian or Pacific Islander
ASOS' Customer Satisfaction (CSAT) score was rated 100% according to Asian or Pacific Islander users and customers.
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100 / 100
Very Satisfied
33%
Satisfied
67%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
0%
Very Dissatisfied
0%
ASOS Customer Satisfaction Score by Age
ASOS's Customer Satisfaction score was rated 100 points by customers ages 18-25 on Comparably.
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0
20
40
60
80
100
| Breakdown | Age | Score | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 18-25 | 100% |
ASOS Customer Satisfaction Score by Usage
ASOS's Customer Satisfaction score was rated 100 points by customers who have used ASOS's products/services for 1 to 2 Years, and by customers with 5 to 10 Years of usage.
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ASOS Customer Satisfaction vs. Competitors
Compared to its competitors, ASOS's Customer Satisfaction score is rated right above Zalando, and is preceded by Matches Fashion.
| COMPANY | Customer Satisfaction (CSAT) Score | |
|---|---|---|
| H & M Hennes & Mauritz | 100% |
| Matches Fashion | 100% |
| ASOS | 96% |
| Zalando | 82% |
| Farfetch | 80% |
| Boohoo | 62% |
| Topshop | 0% |
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ASOS Customer Service
3.7/5
ASOS has an overall Customer Service score of 3.7 out of 5 stars rated by its users and customers.
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About ASOS's Customer Service
Address
Greater London House, London, NW1 7FB Bahamas
Website
www.asosplc.com
Phone Number
7
Quick Insights into ASOS Customer Service
ASOS's Customer Service score was rated highest by customers who have used ASOS's products/services for 1 to 2 Years, and rated lowest by customers from the Fashion and Beauty industry.
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Ranked ASOS Customer Service the Highest
Ranked ASOS Customer Service the Lowest
ASOS Customer Service Score by Gender
Male customers rated ASOS's Customer Service score 0.2 stars higher than Female customers.
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Male
4.2/5
Female
4/5
ASOS Customer Service Score by Ethnicity
ASOS's Customer Service score was rated the highest by Asian or Pacific Islander customers, and the lowest by Caucasian customers.
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0
20
40
60
80
100
| Summary | Ethnicity | Customer Service Score |
|---|---|---|
Caucasian 3.9 | Caucasian | 3.9 |
Asian or Pacific Islander 4.5 | Asian or Pacific Islander | 4.5 |
ASOS Customer Service Score by Age
ASOS's Customer Service score was rated the highest by customers ages 18-25, and the lowest by customers ages 26-30.
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0
20
40
60
80
100
| Summary | Age | Customer Service Score |
|---|---|---|
18-25 4 | 18-25 | 4 |
26-30 3.8 | 26-30 | 3.8 |
ASOS Customer Service Score by Usage
ASOS's Customer Service score was rated the highest by customers who have used ASOS's products/services for 1 to 2 Years, and the lowest by customers with 2 to 5 Years of usage.
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ASOS Customer Service Score by Industry
ASOS's Customer Service score was rated the highest by Business and Consumer Services industry customers, and the lowest by Fashion and Beauty industry customers.
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ASOS Customer Service vs. Competitors
Compared to its competitors, ASOS's Customer Service score is rated right above Topshop, and is preceded by Matches Fashion.
| COMPANY | Customer Service Score | |
|---|---|---|
| H & M Hennes & Mauritz | 4.5/5 |
| Zalando | 4.1/5 |
| Farfetch | 4/5 |
| Matches Fashion | 3.9/5 |
| ASOS | 3.7/5 |
| Topshop | 3.5/5 |
| Boohoo | 3.4/5 |
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Consumer vs. Employees
ASOS scored a 33 for Net Promoter Score and a 100 for Employee Net Promoter Score. NPS gauges how likely a customer of ASOS would recommend the brand to a friend. ENPS measures how likely ASOS employees would recommend working at ASOS to a friend.
Net Promoter Score
33
NPS Score
| 48% | Promoters |
|---|---|
| 37% | Passive |
| 15% | Detractors |
Employee Net Promoter Score
100
eNPS Score
| 100% | Promoters |
|---|---|
| 0% | Passive |
| 0% | Detractors |
