Zalando is a major player in the fashion industry in Europe, with an established presence in as many as 25 countries. Its popularity, which continues to grow, makes it a benchmark for brands and consumers.
According to data from Similar Web, in 2024 zalando.it is confirmed as the third most visited marketplace in Italy and the first in the fashion category.
Why selling on Zalando is important for fashion brands
For a fashion brand, selling on a marketplace like Zalando is crucial for online sales development. Due to its wide visibility and the trust gained among consumers, the platform offers considerable growth opportunities.
However, approaching Zalando can be complex if one is not fully familiar with its dynamics and strict publishing rules. In fact, to ensure the visibility of their products, brands must strictly follow the platform’s guidelines.
The impact of Zalando's growth in 2024
Since the end of the first quarter of 2024, Zalando has seen the number of active customers grow by 300,000 to 49.8 million active users.
This growth reflects the platform’s ability to attract more and more consumers due to its wide assortment of products, targeting men, women and children.
The product categories: a wide assortment of products
One of the features that has contributed to Zalando’s success is its diverse product offering.
Product categories range from clothing to accessories, shoes to beauty products. In addition, a decisive factor for customer loyalty is the 100-day free return policy.
This, along with the“Try first, pay later” option, makes online shopping even more convenient for users. The latter mode allows consumers to receive the items, try them on, and pay only after two weeks, avoiding any charges if the order is returned within 14 days.
The demographic profile of zalando users in Italy
According to Similarweb data, Zalando.co.uk records an average of more than 12 million monthly visits in Italy.
The user profile shows that about 28 percent are between the ages of 25 and 34, and the percentage of male and female users is distributed almost equally.
Product assortment mix in the category “Woman”
From an analysis conducted by Yocabé’sMarketplace Observatory as of September 2024, the “Women’s” category on Zalando is one of the richest in terms of product variety, with about 340,000 items available.
Accessories and bags dominate this section, accounting for 23.7 percent of the items, followed by shoes (13.7 percent) and T-shirts and tops (10.6 percent).
From Yocabé’s marketplace observatory studies, the “Men’s” category, on the other hand, has about 190,000 products. T-shirts and polo shirts are the most popular garment types, making up 19.3 percent of the offer, followed by bags and accessories (17.5 percent) and pants (13.5 percent).
Conclusions
Zalando is confirmed as one of the most important marketplaces in the fashion industry at the European level, with constant growth in terms of users and sales. For a fashion brand, being present on this platform represents an extraordinary opportunity for expansion.
With features such as a wide product assortment, free return policies, and a “try first, pay later” formula, Zalando continues to be a preferred choice among consumers.
Brands that wish to make the most of this showcase must focus on an effective product mix strategy, taking into account customer preferences to optimize their sales.
Selling on Zalando together with Yocabé
Selling on a marketplace like Zalando can be complex, especially if you are not fully familiar with its features and strict publishing rules. However, giving up this platform means missing out on important expansion opportunities, particularly in the European market, where Zalando is a leader in the fashion industry.
