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Zalando targets both B2C and B2B in growth strategy


European fashion marketplace Zalando is opening up its logistics infrastructure, software and service capabilities for brands and retailers on and off its platform.

In its latest “ecosystem” growth strategy, Zalando pledged to focus on Business-to-Consumer (B2C) and Business-to-Business (B2B) growth, as it looks to “deepen customer and partner relationships”.

Within its B2C business, Zalando plans to improve existing categories such as Sports and Kids & Family by offering “personalised inspiration”. It aims to integrating content into commerce, while offering more personalised conversations with tools such as the Zalando Assistant.

While in B2B, the German fashion giant will open up its logistics infrastructure to be a key enabler for ecommerce transactions of brands and retailers, regardless whether they take place on or off the Zalando platform. It hopes in the mid-term to see B2B developing into a multi-billion-euro business.

“Our ambition is to return to strong growth and continue our margin expansion, as reflected in our new mid-term guidance,” said Robert Gentz, co-CEO of Zalando.

“In B2C we will move beyond transactions by giving our 50 million customers across Europe even better quality experiences and products that fit their lifestyle and personalised content, inspiration and entertainment.

“In B2B, we will power the businesses of partners and merchants on and off Zalando, leveraging our unique logistics infrastructure, software and services.”

The retailer hopes these moves will help revenue growth of 0% to 5% this year, after a 1.9% drop to €10.1bn in 2023.

Discover more about Zalando in an exclusive company profile in the ChannelX European Marketplace report.

The report also examines the Top 15 marketplaces by traffic and drills down into their structure, operation and how they service both consumers and merchants. Includes: Aliexpress, Etsy, Temu, Amazon,, Carrefour, Decathlon and many more.

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