Digital Technology Transformation in E-commerce: A Study on Asos

Digital technology
transformation

Table of Contents
INTRODUCTION...........................................................................................................................1
Aim of the report....................................................................................................................1
Background of the report........................................................................................................1
Overview of Asos...................................................................................................................1
Structure of report...................................................................................................................1
Overview of Key Trends and Advantages.......................................................................................1
Definition of Digital/Virtual Business....................................................................................1
Advantages of Digital/Virtual Business.................................................................................2
Key Trends in Digital/Virtual Business.................................................................................2
Application of using digital business with advantages and key trends applied to Asos........3
New and Emerging Digital Business Models..................................................................................3
Defining new, emerging digital business models...................................................................3
Discussion on new, emerging digital business models in the context of key issues such as
cyber security and ethics........................................................................................................4
Apply how Asos is using / could use any of these new, emerging business models.............4
Impact of new collaborative relationships and strategic alliances through digital technology for
Asos..................................................................................................................................................5
Definition of new collaborative relationship and definition of strategic alliance/s................5
Advantages and disadvantages of new collaborative relationships and strategic alliances
through digital technology......................................................................................................5
Application to Asos on how they use or could use new collaborative relationships and
strategic alliances through digital technology........................................................................6
Discuss how e-commerce principles could be used by Asos...........................................................6
Define e-commerce................................................................................................................6
Discuss what are e-commerce principles...............................................................................7

Apply e-commerce principles to Asos...................................................................................7
CONCLUSION................................................................................................................................8
References:.......................................................................................................................................9

INTRODUCTION
Aim of the report
To investigate the digital technology transformation in terms of emerging trends and e-
commerce in a digital business – A study on Asos
Background of the report
Digital transformation is defined as the adoption of digital technology by an organization
in order to improve efficiency and value along with the innovation. It is the process of using the
technologies to create something new to modifying the existing one into upgraded one. It
includes the transformation of business process and culture along with the customer experiences
so that changing market requirements can be met (Hilbert, 2020).
Overview of Asos
Asos is one of the leading international fashion company established in 2000 and
headquartered in United Kingdom. It is basically the British online fashion and cosmetic retailer.
The website sells over 850 brands along with its own range of clothing and accessories. It ships
to all 196 countries. It deals with the both men's and women's products and services. Its net sales
is greater than $1000 M. Market share is between 0% to 5%. Its revenue is 326 Crores GBP on
an average (Tabrizi, Lam, Girard and Irvin, 2019).
Structure of report
The following report is based on the structure having the information regarding overview
of key trends and advantages and new and emerging digital business models. Moreover, it gives
the insight of impact of new collaborative relationships and strategic alliances through digital
technology for Asos and how e-commerce principles could be used by Asos with proper
conclusion.
Overview of Key Trends and Advantages
Definition of Digital/Virtual Business
Digital and virtual business is defined as the business which focusses on the digital
capabilities in order to scale back its physical presence. Interaction between the customers and
business are done in the virtual manner rather than face to face communication. All the
formalities such as documentation and necessary details along with the transaction is performed
1