Case Study: ASOS achieves 167 million Black Friday visits and seamless global uptime with KEMP Technologies' LoadMaster on Microsoft Azure

ASOS use Kemp in Microsoft Azure to handle 167 million website visits on Black Friday

ASOS, the European online fashion retailer serving millions of customers, re-architected its store as Azure-hosted microservices and needed a global load‑balancing solution to guarantee constant uptime during peak shopping events. ASOS chose KEMP Technologies (Kemp LoadMaster via the Azure Marketplace) because it met requirements for multi‑region load balancing, scriptable deployment/management, and the flexibility to scale without downtime.

KEMP Technologies implemented a global load‑balancing design with integrated GSLB, a RESTful API for automation, and Metered Licensing in Microsoft Azure, enabling cost‑efficient scaling. The KEMP solution let ASOS absorb massive traffic spikes—handling 167 million site visits and up to 33 orders per second on Black Friday—while maintaining continuous availability and reducing licensing overhead.

ASOS