Reframing the question: Has ecommerce lost its shine?
It’s a question that continues to stir debate: Has ecommerce lost its way now that the pandemic boom has settled?
The short answer is no. The long answer is more layered. Ecommerce is evolving, and retailers like ASOS are leading the charge with sharper strategies, better tech, and smarter partnerships.
At this year’s Retail Media Summit in London, Rokt’s Al Repetto sat down with Karen De Caux (Kaz), Partnership Manager Lead at ASOS Media Group, for a fireside chat that unpacked how ASOS is adapting, growing, and staying relevant.
From pandemic peak to post-COVID clarity
ASOS experienced rapid growth during the lockdown era. But according to Kaz, the most important shift came afterward.
This renewed focus is fueling both ecommerce and retail media. ASOS Media Group, the retail media arm of ASOS, has scaled rapidly, expanding access to small, trend-led brands through Sponsored Product Ads (SPA). Before SPA, marketing placements were limited to ASOS’s top 150 endemic partners. Now, emerging brands can tap into ASOS’s audience and creative muscle.
Relevance at the Transaction Moment™
The ASOS x Rokt partnership is a prime example of how smart retail media can improve customer experience and unlock new revenue in the Transaction Moment.
What happens after a purchase matters just as much as what leads up to it. ASOS is using the Confirmation Page to deliver real-time relevance at exactly the right moment. For years, every ASOS shopper saw the same refer-a-friend (RAF) message after checkout. Now, that moment is customized using machine learning. Depending on shopper behavior, Rokt serves the most relevant offer, whether that’s a non-endemic promotion or the RAF message for a loyal buyer.
By solving for the next best action, ASOS is turning confirmation into conversion.
Customer-first strategy, built on real-time data
ASOS takes a holistic approach to customization. In the app, shoppers see curated fashion based on their search history, bag contents, and past purchases. In retail media, the same level of targeting applies, with first-party data powering display ads and post-checkout offers.
Curation drives impact when every touchpoint is intentional. That mindset helps reduce friction and lift outcomes for both ASOS and its partners.
What’s next? A smarter future for ecommerce
Kaz and Al ended their session with a strong takeaway: ecommerce is not slowing down. It’s getting smarter.
The opportunity lies in making the Transaction Moment matter. With the right tech and a focus on relevance, ecommerce businesses can continue to grow, even as expectations shift.
Looking to unlock your Transaction Moment?
Learn how Rokt helps ecommerce leaders like ASOS deliver smarter experiences and generate new revenue.
.jpeg)
