ASOS stock crashes 13% after ‘ASOS HACKED’ alert hits customers’ phones: Is your data at risk?

ASOS stock today: ASOS shares fell sharply on Tuesday after thousands of customers received a mobile app notification claiming that the online fashion retailer had been hacked.

The alert titled “ASOS HACKED,” said hackers had compromised a Snowflake instance and threatened to leak the data unless ASOS engaged with them.

The stock fell more than 13% on the London Stock Exchange following the reports, putting the focus firmly on the alleged cybersecurity incident and its potential impact on the company.

ASOS Stock Slide After Hack Notification

The notification appeared on customers’ phones through the ASOS app. It was addressed to the company’s data protection officer and IT department and said the hackers had “fully compromised the Snowflake instance,” as per a Quartz report.

The message also directed customers to a Telegram account.

Dray Agha, senior manager of security operations at cybersecurity platform Huntress, explained that, "Snowflake is a massive cloud database where retailers typically store sensitive customer information, a real worry if cyber criminals have indeed accessed it as they claim," as quoted by Reuters. Agha said, "The push notification suggests attackers have breached the systems controlling the ASOS mobile app also," adding, "Sending a ransom demand directly to consumer devices is an aggressive extortion tactic designed to force the business into a quick negotiation."

ASOS Has Not Confirmed the Alleged Data Breach

Reuters reported that an ASOS spokesperson said the company had seen the reports but declined to confirm or elaborate.

The alleged breach remains unconfirmed.

What the ASOS Hack Alert Said

The message sent through the ASOS app was directed at the retailer’s data protection officer and IT department.

It said, “We have fully compromised the Snowflake instance. Engage with us, or we will leak it.”

The notification also contained a link leading customers to Telegram.

The use of the ASOS app to distribute the message added to the concern surrounding the incident, as the alert was delivered directly to customers through the retailer’s mobile application.

What Should ASOS Customers Do

CTO of NordVPN Marijus Briedis told The Sunday Guardian, “what the customers should really keep an eye out for now is what will happen next. High-profile cyber attacks offer excellent opportunities for phishing campaigns. Hackers may try to take advantage of all the publicity and send emails or texts supposedly sent from Asos – resetting your password, checking your payment details, verifying orders, offering refunds, and so forth.”

ASOS Stock Had Been Rising Before the Hack Reports

ASOS shares had gained more than 60% during 2026 before the latest decline, according to Quartz.

The sharp fall following the hack reports therefore represents a significant setback for the stock after its gains earlier in the year.

For now, however, the key issue remains unresolved.