Today, ASOS became the world’s first fully integrated Facebook Store in Europe. ASOS, a retail site based in the UK worked with Usablenet‘s platform to extend the same e-commerce experience on ASOS’s website to their Facebook Page.

Screen shot 2011 01 26 at 4.12.18 PM ASOS, Europes first integrated Facebook store launches

On their site you can view items, “like” them, share items and comments on certain items on your Facebook profile, see which items your friends have also liked within the store and complete a purchase without ever leaving the ASOS Facebook page. The shopping interface opens up as a Facebook app, so you can seamlessly browse their latest “Williamsburg” collection, which imitates the look of the hipsters outside my window. You do however, have to sign up for an account in order to add items to your shopping bag, which ironically doesn’t have a Facebook log-in.

img 1 235x300 ASOS, Europes first integrated Facebook store launches“I’m delighted to announce the arrival of our Facebook Store; another first from ASOS, and another way for our customers to tailor their ASOS shopping experience,” said James Hart, e-Commerce director at ASOS. “Millions of our users already interact with ASOS through Facebook, commenting on, sharing and discovering new items. Many of those go on to buy something on one of our sites. Our Facebook Store will allow them to do this directly through Facebook.”

ASOS is the UK’s largest independent online fashion retailer with 11 million unique visits per month. With their Facebook page, they plan to carry over this popular online shopping experience to cater to their 400,000+ Facebook fans. Their Facebook page will offer approximately 1,300 new product lines each week, which fans can view using their existing ASOS login, and take advantage of all account facilities such as order tracking.

The overall shopping experience within their Facebook store is pretty top-notch. While a little slower than shopping on their site, it’s a move that will definitely broaden its user base (hello 500 million potential new users) and position it as a brand that is both social media savvy and technologically hip.

A note to Americans, a “jumper” isn’t a one piece dress, it’s what our friends across the pond call sweaters. I know… I know…