Zalando on the rise: why sell on the platform in 2025

Zalando returns to growth: 4% increase in revenue

Zalando, the European e-commerce giant, returns to the spotlight with a story of resurgence. After a period marked by declining revenues, the industry leader appears to have found its path to growth again.

In 2024, the company reported a 4.5% increase in gross merchandise volume (GMV) and a 3.9% rise in revenue, reaching an annual turnover of €10.5 billion. These results mark a new record and a significant turnaround from the challenges faced in the previous two years, during which the pandemic and changing consumer habits tested the sector.

"We are back on a growth trajectory," said Sandra Dembeck, Zalando's CFO, adding: "As we execute our ecosystem strategy, we are thrilled with the positive response from customers and partners in the first quarter."

Zalando and its profit forecasts: the strategies that have driven the company forward

Revenue growth is accompanied by profits that surpass Zalando's previous expectations. Initially, for 2024, the company had projected an adjusted EBIT between €380 million and €450 million. However, thanks to a better-than-expected fourth quarter, this forecast was revised upwards to around €510 million. This marks a significant jump from €350 million in 2023 and €185 million in 2022.

According to the company, the exceptional results in the last quarter were driven by strong customer base growth, fueled by targeted marketing strategies and more efficient sales management. Additionally, to further optimize profitability, Zalando introduced changes to its return policy and the Plus program in key markets, demonstrating a clear commitment to strengthening its competitive position.

Zalando as a B2B powerhouse

In 2024, Zalando accelerated its transformation from an exclusive B2C platform to a complete ecosystem that also integrates the B2B segment. This approach led the company to separate the two divisions, recognizing the strategic importance of each. It is no surprise that, in the third quarter, both areas saw a significant increase, driven by growing consumer demand at the start of the autumn-winter season, which is crucial for the sector. Furthermore, with the planned acquisition of About You, Zalando aims to further strengthen its position as a leader in B2B, transforming into a true powerhouse in this field.

But Zalando is not settling for encouraging figures and plans to seize further opportunities by continuing to invest in key areas:

• Strengthening customer loyalty

• Expanding lifestyle offerings

• Introducing new trends to customers in a more exciting and engaging way

• Enhancing the European logistics network

What are the advantages of selling on Zalando?

For fashion & retail brands, selling through Zalando represents a unique strategic opportunity.

Here are the main advantages:

• Access to a large and diverse audience: Over 51 million members and billions of visits every quarter.

• No price slashing: The platform discourages the "race to the bottom" typical of other marketplaces, allowing brands to set their own pricing without the obligation to offer discounts or lower costs.

• Advanced algorithms: It has integrated systems based on user experience that ensure brand visibility based on user preferences, without arbitrary favoritism.

• Sustainability: Initiatives like the do.MORE campaign and the launch of the second-hand section strengthen the positive perception of partner brands while also improving environmental impact.

Zalando thus represents much more than a marketplace: it’s an ecosystem that allows brands to expand their reach while maintaining a focus on ethics and innovation.

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