With energy prices rising, switch to a cheaper plan
Compare Prices Now

ASOS vs The Iconic: Where should you spend your hard-earned $$$?

We compare ASOS and THE ICONIC, two of the biggest online fashion retailers, against each other to find out where you should shop.

We’re reader-supported and may be paid when you visit links to partner sites. We don’t compare all products in the market, but we’re working on it!

ASOS was one of the first and biggest online stores in the high street space. It was lauded as a new standard in shopping offering great prices and a convenient online experience to customers around the world. In 2013, it was reported that almost four jumbo jets of ASOS clothing were making their way to Australia each week. ASOS could do no wrong.

Then, along came THE ICONIC - a new player in the world of online. Launched in 2011, THE ICONIC made a splash into the Australian market offering customers the ability to shop thousands of much-loved brands in the one place.

There are a whole bunch of other big shopping sites available to consumers like Boohoo, for a start) but for Australian customers, two of the best are undoubtedly ASOS and THE ICONIC.

So, which online fashion site should you be spending your hard earned dollar at?

Get the facts about ASOS

  • Launched: June 2000
  • What is it? A UK based online fashion retailer stocking hundreds brands of clothing, footwear and beauty.
  • Who owns it? UK multi-millionaire Nick Robertson
  • How much does it make? Sales for the financial year ending August 31, 2013 were £753.8 million.

Get the facts about The Iconic

  • Launched: November 2011
  • What is it? A Sydney based online fashion retailer stocking dozens of Australian and international designers.
  • Who owns it? German group Rocket Internet
  • How much does it make? Accounts for August 2011 to December 2012 show a revenue of $30.6 million but a loss of $44.7 million.

Is it cheaper to buy clothes from ASOS or THE ICONIC?

Both ASOS and THE ICONIC stock a range of brands, some which are affordable and some which are a little more luxurious.

As THE ICONIC and ASOS are required to adhere to zonal pricing by certain brands. Zonal pricing or geographical pricing often sees the prices of items increase as shipping distances increase or alternatively zonal pricing can see costs decrease to fall in line the prices expected by a certain international market.

This is why occasionally you will see a price difference on the same items. For example, the Finders Keepers dress below has a price of originally $189.95 (now on sale for $132.97) at THE ICONIC and $177.00 at ASOS.

If you want to be sure you are getting the best price, it is worth checking both sites before committing to your purchase. It is also worth looking to see if either ASOS or THE ICONIC are running any sales to increase your chances of getting the best price.

finders keepers begin again dress

finders keepers pencil dress

Which store has the biggest range of items, ASOS or THE ICONIC?

Both online retailers stock mens and women fashion. Both stock clothes, shoes, accessories, jewellery, plus size items, swimwear and gifts with thousands of items from hundred of brands. So where do they differ?

THE ICONIC has a dedicated sport section where you can pick up quality exercise gear including bras, shoes, and accessories. While ASOS also stocks brands such as Adidas or Nike, you have to hunt a little harder for the workout clothes.

As an Australian site, THE ICONIC has a more extensive selection of Australian brands and high-end Australian designers, comparatively ASOS offers more international brands.

ASOS leads the way when it comes to beauty. THE ICONIC does not have a skincare or beauty products section, whereas ASOS stocks a very extensive range of makeup, skincare, haircare and body products.

Another tick for ASOS is the ASOS Marketplace, which offers individual the ability to buy and sell pre-loved and vintage items. There is no section on THE ICONIC to purchase vintage items.

In essence, both stores have an impressive range of products but each store has it's own specialties.

Which one has the fastest delivery time?

For most Australians THE ICONIC will have faster shipping times. THE ICONIC offers free overnight shipping (for orders over $50) to those in Sydney and Melbourne metro areas. A three hour shipping service is also available for $14.95.

ASOS has a lower free shipping threshold of $40 so it's easier to get your order shipped for free. Orders from ASOS are delivered within five business days for metro areas and seven business days for regional areas. ASOS also offers free 3-4 day express shipping if you spend over $125.

For orders under the free shipping threshold, ASOS charges $5 and THE ICONIC charges $7.95. You can view both the ASOS shipping policy and THE ICONIC shipping policy

Which one has the best returns policy?

THE ICONIC offers free returns on eligible items. You can even opt to get a full cash refund or a 110% store credit. Not bad.

Good news for ASOS shoppers! The store has just introduced free returns for Australian customers. Eligible items must be returned within 28 days of receiving your order.

Coupon codes and sales for ASOS and THE ICONIC

Here you go! Use them well.


30-40% off cold weather classics

Verified 3 days ago Expires 5 Jul 2022
Enjoy savings on winter styles at THE ICONIC. Valid for a limited time only. T&Cs apply.

Up to $75 off your first purchase

Enjoy $20 off your first purchase for $100, $50 off $250 or $75 off $350. Valid for a limited time only. T&Cs apply.

Save 10% on full-priced styles for students

Valid for UNiDAYS students at THE ICONIC. For instant access to this discount simply register and verify your status. T&Cs apply.

20% off home

Expires 15 Jul 2022
Enjoy 25% discount when you spend $120 or more. Valid for a limited time only. T&Cs apply.

20% off everything on your first order

Enjoy 20% off everything when when you spend $40 or more on your first order. Valid for a limited time only.

Up to 30% off selected styles

Enjoy up to 30% off selected styles from New Look, Topshop, ASOS Design, Nike, and more. Valid for a limited time only. T&Cs apply.

Up to 50% off street styles

Enjoy up to 50% off selected styles from Adidas, Nike, Champion and more at ASOS. While stocks last. T&Cs apply.

FREE returns for 30 days

Enjoy THE ICONIC offer of FREE returns for 30 days from the date of your purchase. T&Cs apply.

FREE delivery on orders over $50

Enjoy FREE delivery when you shop at THE ICONIC. While stocks last. T&Cs apply.

$20 voucher when you sign up

Stay in touch and sign up to THE ICONIC News for your $20 voucher. T&Cs apply.

20% off student discount + more perks

Students can get 20% off any purchase and enjoy more perks. Code must be obtained through the ASOS Student Validation form, Unidays or NUS Extra/Totum.com. T&Cs apply.

FREE unlimited express shipping for $39 a year

Sign up to Premier Delivery Australia for FREE unlimited express shipping and free returns with no minimum order value. Only $39 a year at ASOS. T&Cs apply.

FREE standard shipping

Receive FREE standard shipping when you spend over $70 at ASOS. T&Cs apply.

FREE returns for all orders within Australia

Free returns available for all orders within Australia. Includes fully tracked ParcelPoint drop off and drop offs to Australia Post or Australia Post post box.

Popular THE ICONIC coupon codes

Last checked Code description Code
24 May 2022 Up to $75 off your first purchase HEY****
10 May 2022 20% off everything on your first order NEW****
28 Jun 2022 30-40% off cold weather classics ********
24 May 2022 Save 10% on full-priced styles for students ********
19 May 2022 20% off home ********

More guides on Finder

Ask an Expert

You are about to post a question on finder.com.au:

  • Do not enter personal information (eg. surname, phone number, bank details) as your question will be made public
  • finder.com.au is a financial comparison and information service, not a bank or product provider
  • We cannot provide you with personal advice or recommendations
  • Your answer might already be waiting – check previous questions below to see if yours has already been asked

Finder only provides general advice and factual information, so consider your own circumstances, or seek advice before you decide to act on our content. By submitting a question, you're accepting our Terms of Use, Disclaimer & Privacy Policy and Privacy & Cookies Policy.

6 Responses

  1. Default Gravatar
    NinaJanuary 4, 2019

    Hi there, where should I shop online when I have a long torso. I’m 5 foot 9. I can’t ever wear jumpsuits without getting camel toe!

    • Avatarfinder Customer Care
      JohnJanuary 4, 2019Staff

      Hi Nina,

      Thank you for reaching out to finder.

      I understand the struggle in looking for cloths that fit. There are a lot of online selling platforms that offer these types of cloths like Amazon and eBay. Just indicate in the search box on their website the size of the clothing you are looking for to better filter the search. Hope this helps!


  2. Default Gravatar
    OrlandoJuly 1, 2018

    Yes why is it so hard to order on the sites Asos, it really sucks

    • Default Gravatar
      JoelJuly 1, 2018

      Hi Orlando,

      Thanks for leaving a question on finder.

      Sorry to hear about your issue with ASOS website. You can report this directly to ASOS’ customer service by going to their website. They also have a chat support and they are very responsive to messages.


  3. Default Gravatar
    BelindaMarch 13, 2018

    Hi Guys I’m wondering if the Adidas clothes frm ASOS & Iconic are the same quality as buying in shop? I ask this because I’ve ordered several items and have hardly worn em and two-three items look as though I’ve had em for at least a yr! One Adidas top has a really worn look and a pair of Adidas pants too! I hand wash em to prolong the life. But atm I’m wearing new clothes but they jst dnt look new,,,third time I’ve worn these pants and their looking pretty shabby. I’ve spent soo mch money updating my sports wear for winter and I’m hoping the other items dnt look like this.
    Regards 👍

    • Default Gravatar
      AshMarch 23, 2018

      Hi Belinda,

      Thank you for reaching out to us.

      Both ASOS and The ICONIC have different manufacturers and suppliers which includes some of the known brands like Adidas, Abercrombie, and Fitch, Boohoo, Calvin and Klein and many more. You may visit each of their websites to confirm the legitimacy of their products.

      A gentle reminder that we do not represent any of the companies that we feature on our pages.

      You may ask ASOS and The ICONIC regarding the retailers that they have as well as proper material care for the items that you will purchase.

      I hope this helps.

      Please do not hesitate to reach out to us again if you have additional questions.


Go to site