With the official start of the sales, theYocabé’s marketplace observatory conducted anin-depth analysis of the leading fashion marketplaces in Europe.
This study focused on four key markets-Italy, Germany, France and Switzerland.
The findings reveal interesting trends and preferences of consumers in different countries.
Research highlights: major fashion marketplaces in Europe
Zalando: The undisputed leader in the four markets
Zalando, a German giant active in as many as 25 markets, represents a true ecosystem for the fashion and lifestyle world. It continues to dominate the European fashion online sales landscape, ranking first in all four countries.
The values brought forward in favor of sustainability and Diversity & Inclusion (D&I), along with the focus on the uniqueness of its consumers, are the main factors in the success of the marketplace established in 2008.
Shein: The rise of the Chinese fast fashion giant
Shein quickly 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.
With competitive prices and a wide assortment that follows the rapid changes in fashion trends, Shein is especially 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 marketplace in the fashion world
About You, also of German origin, is a benchmark in fashion and lifestyle in Europe.
Yocabe’s observatory noted its presence in the rankings 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 as of 2018.
The company puts fashion and technology at the center, offering adigitized and personalized shopping experience. It hosts more than 2,000 brands, including Nike, Adidas, Calvin Klein, and Diesel.
Top fashion marketplaces in Europe by country
Italy: Zalando, Shein, Yoox
According to Similarweb, Zalando has gained nearly 34 million visits in the last three months in Italy.
It is followed by Shein with more than 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, working with designers, manufacturers and official retailers around the world.
Germany: Zalando, About You, Shein
In Germany, Zalando and About You dominate the top two positions with nearly 91 and 36 million visits in the past three months, respectively.
Shein, in third position, gained more than 12 million visits, capturing an important segment of the audience.
France: Zalando, Veepee, Shein
In France, Zalando leads with more than 41 million visits, followed by Veepee, known for flash sales and marketplace Brandsplace, with 36 million visits. Shein, in third place, got more than 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 more than one million items from about 2,800 international suppliers.
About You closes the ranking with 3.6 million visits.
Conclusions
These trends reflect an evolving fashion marketplace, where competition is becoming more intense and consumer preferences vary from country to country.
The ability to adapt quickly to trends and offer apersonalized shopping experience will be critical for marketplaces that want to maintain or improve their position in the European market.
