2026 Annual Press Conference

The European fashion market is worth 500 billion euros, yet only 30% of purchases happen online. There is a massive opportunity ahead and we’re building the tools to help you capture it.

In 2025, AI moved from our labs to the very core of our business. It is no longer a "feature"—it is the engine driving our €17.6 billion GMV and the foundation of our B2B operating system. By supercharging 17 years of proprietary data with Generative AI, we are solving the industry’s most persistent challenges: scale, fit, and logistics.

Going forward, AI is supercharging our data and infrastructure, allowing us to drive both growth and efficiency. The results show how this ecosystem is scaling:

AI is supercharging our data and infrastructure:

• 6M returns prevented: By using body measurements from 1 million customers to perfect "Size & Fit," the company avoided millions of unnecessary shipments.

• 13% More "Add to Bags": Smarter AI matchmaking helped customers find what they liked faster, leading to fuller shopping carts.

• From 6 weeks to a few days: The time required to launch a marketing campaign was slashed from over a month to just a few days.

• From 0% to 90% in a year: In one year, AI went from generating almost no product content to creating nearly all of it.

• 22% More Accurate: New logistics AI significantly improved the precision of delivery promises made to customers. Our AI isn't just for us—it’s for you too (B2B)

From retailer to retail enabler. Zalando is no longer just an online retailer — it’s becoming the operating system for European fashion.

Over the past 17 years, we’ve built a unique data and infrastructure platform powered by millions of daily customer interactions. This foundation allows us to understand our customers deeply and continuously improve how we serve them.

Combined with our technology platform and logistics network, this infrastructure enables us to connect over 62 million customers with more than 7,000 brands across 29 markets.

As a result, Zalando is evolving from a traditional retailer into a platform that enables the entire fashion industry.

Today, we already reach 15% of the European fashion market, and in 2025 we delivered results at the high end of our financial guidance.

We are investing up to €300 million back into our technology platform to ensure that as the world shifts to AI, our partners stay ahead of the curve.

With this foundation in place, we can now serve new industries, markets, and product categories.

We’re excited to see how AI will further strengthen both our B2C and B2B businesses. All in for the win, together!