The Challenge

ASOS – one of the world’s leading fashion destinations – has partnered with Wayra UK, part of Telefónica Open Future_, to find and accelerate innovative start-ups with technology that can make the ASOS experience even better for its 11 million customers.
With more than 80,000 products on ASOS, 3,500 new items added every week and an average of 3.2 million visits daily, ASOS and Wayra UK will be looking for smart technologies to accelerate the pace of innovation within fashion technology, making the customer experience easier, more enjoyable, and more personalised.
Mature start-ups with a proven track record of developing technologies, products and services that complement the ASOS experience will be considered for the programme.
Help customers discover the perfect ASOS product

  • New ways of thinking about search, potentially driven by images or interest
  • Technology to power outfit or style recommendations
  • Anything that will provide a more personalized experience – from the home page online or in the app, to search results, to recommendations
  • Technology that can help our product taxonomy work harder

Bring ASOS to our customers, no matter where they are

  • Technology to make content shoppable – no matter what or where it is
  • Smart ways to give our customers what they want no matter the channel – whether through social media, messaging, or push notifications
  • Innovative ways of building an ASOS experience on messenger platforms

Help our customers get their orders faster and easier

  • Technology that can improve retail logistics
  • Technology that makes our customer care systems even better
  • Last-mile delivery technology to give our customers more delivery options, and make deliveries more trackable in real time

Help us better understand and reward our customers

  • Natural language processing
  • Big data analysis to help us understand our customers’ behavior and provide them with a more personalised, relevant experience
  • Digital advertising, social or CRM / loyalty tech, particularly around enabling recognition and reward of social or non-transactional customer behaviours

[As part of this programme, we are not looking for start-ups in the wearable tech, 3D printing or fashion design space.]



Our acceleration programme will provide funding up to £34,000

Our investor network

Wayra’s investor network helps businesses scale

Office space

The recently refurbished academy provides the perfect location for business growth


Significant skills development through our ongoing masterclasses

Dedicated mentors

Our mentor network provides helpful guidance throughout the acceleration process


One-on-one meetings help each start-up develop their businesses more quickly


Coaches provide in-depth special advice across different business aspects

Network access

Access to Telefónica and ASOS’s local and global networks