Marketplaces · Zalando
Selling on Zalando as a brand
Zalando had 62 million active customers in 2025 and, together with ABOUT YOU, operates in 29 European markets. Here is how selling there works for a brand, what it takes, and what we do.
Two ways to sell
Wholesale: Zalando buys your stock and sells it. Zalando owns the stock and handles orders, payment, logistics and customer service.
Partner Program: you sell directly on Zalando, set your own prices and keep ownership of your assortment, branding, marketing and logistics. Zalando invites the brands it wants to the Partner Program; it does not take direct applications.
Connected Retail, for selling store stock, is being discontinued by mid-2027 and its partners are moving to the Partner Program.
Fulfilment: ZFS or your own warehouse
With Zalando Fulfillment Solutions (ZFS) you send stock to Zalando's fulfilment centres and stay the owner of it. Zalando picks, packs, ships, handles returns and customer care. One contract covers 23 Zalando markets. ZFS is not available in Norway, where brands ship themselves.
Through ZEOS, the same fulfilment can also serve other channels, such as your own webshop and other European marketplaces.
What Zalando requires
Company details, a VAT number, a know-your-customer questionnaire, the countries you want to launch in, and an EU returns address.
For every product: a 13-digit EAN for each size, packaging producer-responsibility (EPR) registration in every EU market where you sell (required from 12 August 2026), and labels in each country's official languages.
Product data and images that follow Zalando's guidelines: mandatory attributes, Zalando's naming rules, and at least three JPG images per apparel, shoe or accessory item.
A connection for your products, stock and orders: an approved integrator such as Tradebyte, a direct API connection approved by Zalando, or, for ZFS brands with a small range, manual entry in zDirect.
What makes products visible
Zalando publishes the factors behind its ranking: relevance to the search, popularity, personalisation, price, promotions and sponsored placements, availability, sustainability and country. When a customer searches, relevance counts most; without a search, past interactions, popularity and availability count most. Products that are in stock in every size, with complete data, have the best chance to be shown.
Advertising on Zalando
Zalando Marketing Services (ZMS) sells Sponsored Products in the catalogue and Sponsored Collections on the homepage, either self-service in Ad Manager or as managed campaigns, plus advertising outside Zalando.
Fees
Zalando names the parts of its Partner Program fees – a base fee, a marketplace service fee, a payment service fee and a convenience incentive – but does not publish the rates. We go through them with you for your brand.
What Aska does on Zalando
- Prepare and launch: product data, images and attributes that pass Zalando's rules, so every product goes live.
- Stock: ZFS planning and replenishment, so the right sizes are in the right warehouse.
- Advertising: ZMS campaigns planned with your calendar.
- Every day: account health, assortment and availability across your Zalando markets.
- Growth: the business case for more Zalando markets, and the next marketplace after Zalando.
Brands we run on Zalando include Edblad, Tretorn, John Henric, Frank Dandy and Lenoites.
Questions
Can any brand join the Zalando Partner Program?
Zalando invites the brands it wants to the Partner Program and does not take direct applications. Wholesale is the other route, where Zalando buys your stock.
What is ZFS?
Zalando Fulfillment Solutions: you send stock to Zalando's fulfilment centres and Zalando ships it to customers and handles returns. One contract covers 23 Zalando markets; Norway is not included.
What do we need before launching on Zalando?
Company and VAT details, an EAN for every size, EPR registration in your EU markets, product data and images that follow Zalando's guidelines, and a connection through an integrator, the API or zDirect.
What does Aska do on Zalando?
We prepare and launch your products, plan ZFS stock, run ZMS campaigns and look after your Zalando account every day, so your products stay live and visible.