Yes, ASOS is a legitimate, well-established online fashion and beauty retailer used by millions worldwide. It is not a scam. It sells real clothing, shoes, accessories, and beauty products from both its own brand and many well-known third-party brands.
That said, like all large online stores, there are real pros and cons that are worth understanding before you shop.
What ASOS Actually Is
ASOS (originally short for “As Seen On Screen”) is a British online fashion retailer with a global presence. It offers:
- Men’s and women’s clothing
- Shoes and accessories
- Beauty and grooming products
- Its own ASOS brand plus many other brands
- Trendy, seasonal, and casual fashion
It ships to many countries and has localized websites, pricing, and delivery options.
Why ASOS Is Considered Legit
Here’s why no reputable source considers ASOS a scam:
- Long-standing global retailer — It has been operating since 2000 and is recognized in the UK, EU, US, and beyond.
- Authentic products — Shoppers receive genuine branded and ASOS-branded items.
- Secure checkout and payments — Standard ecommerce payment processing (credit card, PayPal, etc.).
- Clear shipping and returns policies — Terms are published and enforced.
- Public reputation & reviews — Millions of verified customer reviews exist on independent review sites.
Scam sites usually don’t have decades of history, millions of products shipped, and global brand trust — but ASOS does.
What to Expect When You Shop on ASOS
Product Range
- Clothing for many styles and sizes
- Trendy fashion and basics
- Accessories and beauty
- Plus-size and petite options
Ordering
Orders are typically processed within business days. You can track shipments via the website or app.
Returns
ASOS generally offers:
- Easy returns with printable labels
- Refunds once the return is received
- Return periods that vary by region
Always check the return window for your country, as it varies.
Common Complaints & Real-World Issues
Even though ASOS is legit, users do report some recurring issues:
1. Sizing Inconsistency
Because many different brands supply products, sizing can vary. A “medium” in one brand may not fit like a medium in another.
Tip: Check the size guide for each brand.
2. Delivery Delays
During peak seasons (holidays, big sales), shipping can take longer than originally estimated.
This is common with global retail and not unique to ASOS.
3. Customer Support Wait Times
Some buyers report:
- Delays resolving order issues
- Mixed support experiences depending on region
Support quality can be a bit inconsistent, but not fraudulent.
4. Return Costs in Some Countries
Depending on your country, return shipping may be paid by you unless there is a fault with the item.
Always check your return policy at checkout.
Safety & Scams to Watch For (Not ASOS Fault)
Because ASOS is a big brand, scammers sometimes impersonate it. That doesn’t mean ASOS is unsafe — it means you should be careful about:
- Fake “ASOS sale” ads on social media
- Emails that pretend to be from ASOS but link to fake sites
- Phishing links offering free gift cards
- Unofficial discount codes that lead to sketchy pages
Rule of thumb: Only shop through asos.com or the official ASOS app. Any other URL claiming to be “ASOS” should raise suspicion.
How ASOS Protects You
1. Secure payments: Payment is processed through encrypted connections.
2. Order tracking: You can track your parcel in the app or via email updates.
3. Refund and dispute options: If something doesn’t arrive or is misdescribed, you can open a claim.
4. Verified reviews: Many product pages have customer reviews you can read before you buy.
These protections are typical of major retailers.
Common issues to know:
- Sizing inconsistency
- Shipping delays at peak times
- Support response variability
- Return costs depending on location
Best practices for safety:
- Shop only on the official ASOS website or app
- Avoid clicking sketchy ads claiming unrealistic deals
- Compare prices with other retailers
- Read product reviews and size guides before buying
Final Verdict
ASOS is a legitimate company that sells real fashion products. It’s safe to shop there as long as you use the official site or app and follow normal online shopping precautions.
