Asos is to introduce social sign-ins to its website which will allow customers to share their purchases on sites such as Facebook and Twitter.

The decision is just one of many social media and mobile innovations planned by the company in the hope it will help dispel the myth that the company is “just an online retailer.”

The firm also plan to launch the UK’s first Facebook store, which will allow customers to purchase items without leaving the social networking site.

James Hart, Ecommerce director told Marketing Week: “After search, Facebook is the single biggest referrer of traffic to our site and is very important to us because it enable us to talk to our customers directly.”

Hart went on to tell the marketing news source, that mobile will be a key focus for the company during 2011. They are currently working on apps for Apple’s iPhone and iPad.

“When many people wake up in the morning, they reach over for their iphone and click the ‘F’ for Facebook to find out what their friends are up to. We want to be the site that people click the ‘A’ to find out what is going on in fashion.”

In the three months to 31 December, Asos saw UK sales rise 23 per cent to £56.3m. Following the launch of the website in the US, France and Germany last year, overseas sales were boosted 156 per cent to £43.7m.

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