With the official start of the sales season, Yocabè’s marketplace watch conducted an in-depth analysis of the major fashion marketplaces in Europe.
This study focused on four key markets: Italy, Germany, France, and Switzerland.
The results reveal interesting trends and consumer preferences in the various countries.
Research Highlights: The Main Fashion Marketplaces in Europe
Zalando: The Undisputed Leader in All Four Markets
Zalando, a German giant active in 25 markets, represents a true ecosystem for the fashion and lifestyle world. It continues to dominate the European online fashion sales landscape, ranking first in all four countries.
The values of sustainability and Diversity & Inclusion (D&I), along with attention to the uniqueness of its consumers, are the main factors behind the success of the marketplace founded in 2008.
Shein: The Rise of the Chinese Fast Fashion Giant
Shein has rapidly gained prominent positions in Italy, Germany, and France.
Founded in China in 2008 as ZZKKO, Shein has become a marketplace that offers sellers the opportunity to operate under the company’s brand or as third-party merchants.
Thanks to competitive prices and a vast assortment that follows the rapid evolution of fashion trends, Shein is particularly popular among Generation Z and on social networks.
The marketplace hosts internationally renowned brands such as Skechers and Forever 21.
About You: The Success of the Fashion Marketplace
About You, also of German origin, is a reference point in fashion and lifestyle in Europe.
Yocabè’s observatory noted its ranking presence in Germany and Switzerland.
Founded in 2014 in Hamburg, About You is among the fastest-growing e-commerce companies in Europe, becoming Hamburg’s first unicorn since 2018.
The company focuses on fashion and technology, offering a digitalized and personalized shopping experience. It hosts over 2000 brands, including Nike, Adidas, Calvin Klein, and Diesel.
The Main Fashion Marketplaces in Europe by Country
Italy: Zalando, Shein, Yoox
According to Similarweb, Zalando gained nearly 34 million visits in Italy over the past three months.
It is followed by Shein with over 17 million visits and Yoox, an online reference point in the world of fashion, design, and art, with nearly 7 million visits.
Yoox offers a vast assortment of hard-to-find clothing and accessories, collaborating with designers, manufacturers, and official retailers worldwide.
Germany: Zalando, About You, Shein
In Germany, Zalando and About You dominate the top two positions with nearly 91 and 36 million visits respectively over the past three months.
Shein, in third place, gained over 12 million visits, capturing a significant segment of the audience.
France: Zalando, Veepee, Shein
In France, Zalando leads with more than 41 million visits, followed by Veepee, known for its flash sales and the Brandsplace marketplace, with 36 million visits. Shein, in third place, obtained over 21 million visits.
Switzerland: Zalando, Manor, About You
In Switzerland, Zalando recorded more than 16 million visits, followed by Manor with 6.5 million visits.
Manor is the leading department store group in Switzerland, with over one million items from about 2800 international suppliers.
About You closes the ranking with 3.6 million visits.
Conclusions
These trends reflect a constantly evolving fashion market, where competition is increasingly intense, and consumer preferences vary from country to country.
The ability to quickly adapt to trends and offer a personalized shopping experience will be crucial for marketplaces that want to maintain or improve their position in the European market.
Yocabè is a service provider that supports many fashion brands (including Camomilla Italia, Doppelgänger, and Yamamay) in selling on the main European fashion marketplaces.
If you want to know more about our business model and the opportunities in the world of Yocabè, contact us now.