Online retailer Asos launched its Marketplace site today, allowing smaller designers and boutiques to sell through its websites.
The digital platform allows sellers to submit "street-style" pictures of their fashion, reaching a wider audience and giving customers on the site more choice.
Customer interaction via social networks and e-mail is a central part of Asos's strategy, and it hopes the Marketplace site will drive further traffic and engagement, and lead to more sales.
The company says of the Marketplace, "Daily topical blogs and weekly trend reports from the Marketplace team will reinforce the uniquely editorial feel to a user-generated, content-driven e-tail environment."
Asos, established in June 2000, has enjoyed fast growth over the past couple of years, undercutting many big-name high street retailers with its online offering. It has eight million unique visitors a month and has plans to reach sales of £1bn within five years.