ASOS Plc Shares Slump After App Users Receive Hack Notification

ASOS Plc shares slumped the most in a year after users of its shopping app received a notification indicating its systems were hacked.

The notification, seen by Bloomberg and widely reported on social media, appeared to refer to the British online shopping platform’s data protection officer, as well as the Snowflake Inc. online data platform. (Editor’s note: London-based ASOS is an online fast-fashion and cosmetic retailer.)

“Dear Asos DPO and IT, we have fully compromised the Snowflake instance,” the notification said, alongside a link to a Telegram chat. “Engage with us, or we will leak it.”

A spokesperson for ASOS had no immediate comment, while Snowflake didn’t immediately respond to a request for comment.

“The apparent use of ASOS’s own app to send an extortion demand gives the attackers a way to frighten customers and pressure the company before the facts are established,” said Jason Soroko, senior fellow at cyber security firm Sectigo, in an emailed statement to Insurance Journal. While the claimed Snowflake compromise and any theft of customer data remain unconfirmed, Sorokio noted, the incident shows why access to customer messaging systems needs close protection. “Anyone who can send messages through a trusted app can cause harm without proving they have stolen anything. ASOS needs to secure that access and tell customers what it knows, what remains uncertain and where they can get reliable updates,” he added.

ASOS had 16.4 million active customers in more than 100 markets as of the end of its 2026 fiscal year. Its stock fell as much as 13% in London, the most intraday since September 2025, before paring the drop. Snowflake shares fell as much as 3.2% in premarket trading in New York.

Hacking is proliferating, aided by artificial intelligence tools and sophisticated cybercrime groups, such as ShinyHunters, that target large organizations to steal data. A number of UK businesses have been affected recently.

Marks & Spencer Group Plc endured months of disruption after an attack last year forced it to pause online clothing and home orders. The retailer was one of several targeted by hackers at around the same time, including rival Co-op and luxury department store Harrods.

Jaguar Land Rover was also hit by a major cyberattack last year that led to the automaker shutting down factories around the world.

Photograph: ASOS branding; photo credit: Nathan Stirk/Getty Images