The new service offers UK app customers to try any of Asos 85,000 products at home and only pay for what they want to keep

The new service offers UK app customers to try any of Asos' 85,000 products at home and only pay for what they want to keep

As part of its continued bid to offer the best experience for its customers, UK-based online fashion retailer Asos is embracing the 'try before you buy' movement with a new service that allows its UK app customers to try any of its 85,000 products at home and only pay for what they want to keep.

Powered by Europe's leading payments provider Klarna Pay Later, the company's new service allows customers to order clothing, shoes and accessories at no upfront charge, decide if they want them, and pay only for what they keep within 30 days of the order being dispatched and no interest or fees.

Founded in Stockholm, Sweden, in 2005, the fintech unicorn Klarna Pay Later today works with 70,000 merchants to offer payment solutions to more than 60m users in Europe and North America. Klarna has 1,500 employees and is active in 18 countries.

It's latest partnership with Asos in the UK follows successful implementations with the online-based retailer in Germany, Austria, Sweden, Finland and Norway.

"We are constantly looking for new ways to improve the Asos experience for our 15.4m customers around the world," says Nicola Thompson, global trading director at Asos. "We know people love the option of paying later only for the things they keep, and are excited to introduce this for customers shopping on our app in the UK."

To pay with Klarna Pay Later, customers must be 18 years of age and have a mobile number, email and UK residential address. Once the order has been confirmed, an email will be received from Klarna with payment instructions. The customer will then have 30 days to complete the payment online, with no extra cost.

The move follows a series of efforts by Asos to provide what it calls the "best experience possible" for its customers. In the past two months alone the company has announced visual search functionality Style Match and Asos Instant, a same-day delivery service for its London-based customers.

Asos to roll out same-day delivery option

Earlier this year, online behemoth Amazon rolled out a beta-version of its own 'try before you buy' clothing service, Prime Wardrobe.

Offered as a benefit included in Prime membership, it features 1m items, including brands outside of Amazon's private labels, such as Adidas, Calvin Klein, Levi's and Hugo Boss. Customers can order clothing, shoes and accessories at no upfront charge, take seven days to decide if they want them, and pay only for what they keep.

Amazon to offer "try before you buy" service