Asos Investor Day Presentation Deck

2 Winning customer offer with superior economics The more customers engage with our offer the more valuable they become 60% of new customers acquired shop own brands Own brand shoppers + Partner brands Premier + Categories (e.g. F+B) ✓ 1 Source: ASOS internal data | ABV is calculated by taking net billed sales (including sales tax) divided by billed orders 2 Source: ASOS internal data | ACV refers to net annual spend per active customer, inclusive of sales tax 4M Customers £33 ABV¹ 11M Customers £52 ABV¹ 1.5M Customers £46 ABV¹ 1.2M Customers £36 ABV¹ Customer KPIs 1.2 Frequency £40 ACV² 2.9 Frequency £152 ACV² 8.3 Frequency £380 ACV² 29% Orders direct <50% Retention on App 54% Orders direct on App 58% Retention 69% Orders direct on App 83% Retention on App 22.3 Frequency 80% Orders direct 96% Retention £800 ACV² 16 asos

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