Zalando has been one of the most recognizable and innovative players in the digital world for years, setting trends and new standards in the online retail industry. While many small online store owners may find comparisons with a giant like Zalando inappropriate, in reality, it's companies like yours that stand to benefit most from analyzing its operations. It's worth considering Zalando not through the prism of its scale, but as a source of inspiration and practical solutions that, with appropriate adaptations, can also successfully function in smaller, local businesses.

Zalando didn't build its position solely on budget or reach. The platform's success stems from a carefully planned strategy of growth, customer service, personalization, automation, and loyalty building. Moreover, many of these elements are also available to smaller players—if they know where and how to look. Thoughtful implementation of even individual actions inspired by Zalando's strategy can significantly improve sales results, service quality, and increase the online store's competitiveness in the local market.

In this article, we explore 7 Zalando strategies that, with the right approach, can be implemented in your online store. We'll present specific examples, suggest how to translate them into smaller structures, and explain why it's time to leverage the proven operating models of market leaders. If you run your own online store and are looking for effective ways to grow, increase conversions, and improve the customer experience, this article is perfect for you.

Strategy #1: Customer service as a priority – from returns policy to omnichannel

Zalando puts the customer at the center – why is it worth emulating?

One of the most important pillars of Zalando's success is consistently putting the user at the center. For years, the platform has been developing a customer-centric policy that goes far beyond standard service – offering not only hassle-free returns, fast delivery, and convenient payment methods, but also a comprehensive approach to the entire shopping experience. Owners of smaller online stores can gain much more from this strategy than just inspiration – they can implement many of these elements to build user trust and loyalty.

1. Flexible returns policy as an element of competitive advantage

Zalando is known for its extremely liberal returns policy, often giving customers as much as 100 days to return items. While such a scale may be unattainable for a smaller online store, it's worth ensuring clear, understandable, and user-friendly returns policies. Research shows that 60% of customers check the returns policy before making a purchase, and the lack of such information can lead to cart abandonment. Simplifying procedures and providing customers with a sense of security can significantly impact conversion and reduce abandonment rates.

2. Omnichannel – a consistent experience across all channels

Zalando has been investing in omnichannel strategies for years, combining various communication and sales channels into a single, cohesive ecosystem. Whether customers use the mobile app, website, or social media, the experience remains consistent and seamless. Smaller stores can also build such solutions, for example by integrating sales platforms (such as BaseLinker or Shoper), synchronizing email, social media, and chat communications, and using a single CRM to manage orders and inquiries.

3. Proactive and empathetic customer service

On platforms like Zalando, users don't have to wait long for a response – chats, chatbots, and an extensive knowledge base are standard. Smaller stores can implement **fast contact channels** like Messenger, LiveChat, or automated email responses that provide the most important information with the first inquiry. Equally important is training staff to communicate empathetically – customers expect not only a responsiveness but also understanding, flexibility, and engagement.

4. Rating and feedback systems – building trust

Zalando actively promotes customer reviews, which influence other users' purchasing decisions. It's worth implementing a product rating system in your online store—this could be a review module integrated with the sales platform or a standalone tool like TrustMate, Opineo, or Trusted Shops. Reviews not only support sales but also serve as a valuable source of feedback, allowing you to improve your offerings and service.

5. Automation of notifications and order statuses

Zalando customers know what's happening with their order at every stage – from order confirmation to delivery. Customers of smaller online stores now expect the same. Automated order status, integration with courier companies, and email and text message notifications are no longer a luxury, but a necessity. This will reduce customer service inquiries and increase customer satisfaction.

Strategy #2: Personalization of Shopping Experiences Through Technology

Zalando as a model of personalization – what can you transfer to your online store?

One of Zalando's greatest strengths is its ability to create a personalized shopping experience. The platform not only understands its users' preferences but can dynamically tailor its offerings to their expectations—both in real time and based on purchase history, product browsing, and app activity. While this may seem difficult for smaller online store owners to implement, there are many tools and solutions that can achieve a similar effect with limited resources.

1. Smart Product Recommendations – More Than Just "Recommended"

Zalando has long utilized advanced recommendation algorithms that analyze customer behavior and present products tailored to their needs in real time. Small online stores can also benefit from personalization tools—such as edrone, QuarticON, or Nosto—that integrate with the store platform and generate dynamic suggestions on product pages, in shopping carts, and in emails. **The results? Up to 20-30% higher conversion rates** compared to standard product presentation.

2. Personalized email marketing campaigns

Instead of sending the same newsletter to all customers, Zalando segments its audience and delivers content tailored to their shopping history, brand preferences, and seasonal needs. Smaller online stores can operate similarly, using tools like GetResponse, MailerLite, or ActiveCampaign. Leveraging transactional and behavioral data is key – even simple segmentation into "active," "occasional," and "lost" customers can yield measurable sales results.

3. Dynamic content on the website – change the appearance of the store depending on the user

Zalando can tailor not only products but also the entire shopping experience to the user, based on their location, language, device, and previous interactions. Technologies like dynamic banners, personalized "recently viewed" sections, and dynamic categories ensure visitors feel "taken care of" from the very first moment. Implementing similar features—for example, through modules available in Shoper, WooCommerce, or PrestaShop—can effectively increase time spent on the site and cart value.

4. Dynamic retargeting – regaining customers online

Zalando makes excellent use of retargeting—reaching out to customers who abandoned their cart or didn't complete their purchase. Through Google Display Network banners, dynamic ads on Facebook and Instagram, and email campaigns, it reminds customers about products they've viewed. Smaller retailers can implement the same mechanisms using tools like Meta Ads, Google Ads, and email automation. **Retargeting can increase sales by up to 25%** without the need to acquire new users.

5. Preference surveys and shopping quizzes

Zalando is testing various forms of collecting data directly from users, including style quizzes that help select products that align with fashion preferences. This is also a great tool for small stores: a quiz can replace a search engine, shortening the customer's path to the cart while increasing engagement. Simple quiz creation tools (e.g., Typeform, Outgrow, or Landingi) allow for implementing this form of interaction without the need to invest in expensive systems.

Strategy #3: Expansion Without a Warehouse – The Power of the Platform Model

Zalando as a marketplace – a scalable model also for smaller players

One of the biggest breakthroughs in Zalando's strategy was the shift from a traditional sales model to a platform structure where products are offered by independent partners. Today, a significant portion of Zalando's offerings comes from brands and online stores that participate in the Zalando Partner Program. In practice, this means that the platform earns revenue not only from its own inventory but also from commissions on sales from other companies—without physically holding their goods in its warehouses. For smaller businesses, this model can be a starting point for rethinking their operational structure, reducing costs, and entering new sales channels without investing in logistics infrastructure.

1. Marketplace as an alternative to your own warehouse

Zalando enables partners to sell their products without having to ship them to the platform's central warehouses. This allows sellers to maintain full control over logistics while benefiting from the traffic and reputation of a large platform. Smaller online stores can leverage this strategy in two ways: by offering their products on external marketplaces (e.g., Allegro, Amazon, Empik, Ceneo), or by building their own micro-marketplace, integrating products from local suppliers without the need for physical storage. This significantly lowers market entry costs and reduces investment risk.

2. Dropshipping model – no investment in stock

The concept of dropshipping aligns with the same logic Zalando applies to its partners. An online store can offer products that are stored and shipped by a supplier—without engaging in logistics. This allows small e-commerce businesses to test new product categories, expand their offerings, and minimize the risk of inventory backlogs. However, choosing proven logistics partners and trusted wholesalers is crucial. Popular dropshipping solutions are available from Shoper, Baselinker, and Sky-Shop, among others.

3. System integration and automation – the foundation of warehouse-free operation

To operate effectively in a platform or dropshipping model, automated data flow and inventory synchronization are essential. Zalando invests in ERP, WMS, and CRM system integrations, which allow for dynamic updates of information on availability, prices, and order status. Smaller stores can use ready-made integrators like BaseLinker, which connects multiple sales channels and automates data updates. This allows even a small team to manage a wide range of products and multiple supply sources.

4. Fulfillment model – outsourcing logistics to external operators

Zalando also offers Zalando Fulfillment Solutions (ZFS), a service that allows partners to outsource the entire shipping and returns process to an external infrastructure. This model is also gaining popularity in Poland, with fulfillment services offered by companies such as Omnipack, InPost Fulfillment, and Frisco Logistics. Online stores can thus focus on sales, marketing, and building customer relationships, outsourcing warehousing and logistics to specialized companies. This is an optimal solution for e-commerce businesses with growing scale and limited staffing.

5. Entering the marketplace as a form of expansion

Instead of developing its own sales channel, Zalando allows other brands to use its platform, giving them access to millions of customers. For small businesses, this means a chance to quickly gain exposure and sales—without investing in marketing campaigns or expanding distribution channels. In Poland, similar opportunities are offered by Allegro, Empik Marketplace, Morele.net, and Arena.pl, among others. This is not only a way to increase revenue but also to test new markets, product categories, and pricing strategies without the risk of large investments.

Strategy #4: Content commerce – selling through inspiration

How does Zalando use content to drive sales?

In the digital world, effective sales are no longer limited to presenting a product and its price. Content commerce plays a key role today – a strategy that combines inspirational content with the shopping experience. Zalando has been developing this form of communication for years, combining storytelling, fashion guides, lookbooks, editorials, and video content with dynamically linked offers. This makes shopping more emotional, engaging, and personalized. Small online stores can effectively implement these solutions, adapting them to their niche and resources, creating a valuable and converting content ecosystem.

1. Lookbooks and styling galleries – visual inspiration at the center

Zalando presents products in a stylized context, showcasing ready-made outfits for a variety of body types and situations—from everyday to special occasions. This format not only inspires but also shortens the shopping journey. Online store owners in the fashion, beauty, home décor, and lifestyle industries can create their own lookbooks—for example, using simple tools like Canva or Figma—and embed them directly on the product page. It's crucial that the products in the lookbook are linked, making it easy to add them to the cart in just a few clicks.

2. Shopping Guides – Education That Sells

Zalando builds trust through expert guides: how to choose the right size, how to wear a given brand, and what's worth buying in a given season. Such content serves an educational purpose, but also effectively supports purchasing decisions. An online store with a smaller selection might publish guides like "5 Must-Haves for Summer," "How to Choose the Perfect Backpack for Your Child," or "Fabric Comparison – What to Choose for Winter?" This way, you become not only a seller but also an advisor – which builds loyalty and increases conversion.

3. Blog as a content hub – SEO, inspiration and loyalty

Zalando maintains its own blog and editorial sections, where it covers topics not only related to fashion but also social trends, sustainability, and lifestyle. A blog is a tool you can develop regardless of the size of your business – especially since a well-run blog supports your online store's SEO and helps you attract organic traffic. Creating content that answers customer questions and is directly related to your product offerings is crucial.

4. Video and social media – content expansion

Zalando effectively utilizes video – both in advertising campaigns and as a way to present products and styles. YouTube, Instagram Reels, and TikTok are now not only image channels but primarily sales tools. Even a small store can record short videos showcasing new products, unboxings, or product tests. Cross-posting is a worthwhile option: a single video can be published on multiple platforms simultaneously, increasing reach without additional costs.

5. User Generated Content (UGC) – Authenticity That Sells

Zalando readily uses customer photos and reviews across its channels – both on its product page and on social media. UGC (User Generated Content) is authentic, credible content that attracts attention and builds trust. A small online store can encourage customers to share photos of purchased products, for example, by offering discounts or posting on social media. Tools like TrustMate, Yotpo, or even a dedicated Instagram hashtag can help collect and present this material in an engaging way.

Strategy #5: Sustainability and ESG Communication as an Advantage

Zalando is committed to responsibility – what does this mean for your e-commerce?

In recent years, Zalando has made a significant impact on sustainability, placing ESG (Environmental, Social, Governance) at the heart of its business strategy. The platform declares ambitious climate goals, promotes responsible brands, introduces eco-friendly packaging, and educates customers about conscious choices. Moreover, this communication isn't just "green PR"; it actually influences purchasing decisions and builds a competitive advantage. For small and medium-sized online stores, this represents an opportunity: even with limited resources, ESG elements can be implemented that strengthen the brand, increase customer loyalty, and attract conscious consumers.

1. Transparency as an element of building trust

Zalando provides customers with information about product origins, material certifications, production conditions, and environmental impact. For smaller online retailers, transparency can involve simple but honest actions: publishing the source of products, describing the packaging process, or identifying suppliers. According to reports, **as many as 67% of European consumers are more likely to choose brands that operate transparently**. Even basic information about "behind the scenes" can become a valuable asset that distinguishes your offering.

2. Ecological packaging – a small step, a big effect

Zalando has been testing fully recyclable packaging for several years and promoting a "less waste" policy. Online stores can also opt for eco-friendly alternatives—recycled envelopes, paper tape, and biodegradable fillers. Customers are increasingly paying attention not only to the product itself but also to its packaging. It's a simple way to communicate responsibility and stand out from the competition. It's also worth including a plastic-free delivery option and highlighting it on the shopping cart page or in the order confirmation email.

3. Selection of responsible brands or products

Zalando labels selected products as "sustainable," allowing customers to filter their offerings based on environmental or ethical considerations. A similar approach can also be implemented in smaller stores, with a dedicated "eco" category, filters like "vegan," "local," or "handmade," and a description of why a product meets specific standards. This segmentation not only simplifies shopping but also builds loyalty among value-driven customers.

4. Communicating ESG activities – don’t be afraid to talk about what you do

Environmentally friendly or socially responsible initiatives have no market value if no one knows about them. Zalando regularly publishes ESG reports, educational materials, and engaging campaigns. Smaller stores can act locally, but with similar results: create a "Our Responsibility" section, publish posts on social media, or add short information about initiatives to their newsletters (e.g., collaborating with a local artisan, planting trees, reducing printing). Authentic ESG communication builds the brand and attracts customers who are increasingly buying in line with their values.

5. Social responsibility – not just ecology

ESG encompasses more than just the environment, but also social and ethical initiatives. Zalando engages in anti-discrimination campaigns, supports diversity, and collaborates with social organizations. Small online store owners can start with simple gestures: choosing local suppliers, collaborating with foundations, and promoting equality in communication. Such initiatives not only enhance brand image but often lead to authentic relationships with customers who identify with the brand's values.

Strategy #6: Building Trust Through Transparency

Zalando as an example of open and conscious communication with customers

One of the foundations on which Zalando has built its leadership position in the digital world is **customer trust**. This is no accident, but the result of consistent actions based on transparency, consistent communication, and accessible information. Customers know what to expect – both in terms of the product and the purchasing process. In a world where competition for user attention is fierce and purchasing decisions are often made in seconds, **transparency has become the currency of loyalty**. For owners of smaller online stores, this means paying attention to every stage of communication – from product descriptions to returns policies.

1. Detailed and honest product descriptions

Zalando goes beyond basic information – product descriptions include information about material, origin, care instructions, cut, and even how the product fits on a model of a specific height. This level of detail significantly reduces returns and builds brand trust. Smaller stores should ensure descriptions are as precise as possible – ideally with their own photos, size charts, care instructions, and manufacturing information. Every element that addresses customer concerns before purchasing is a step toward improved conversion.

2. Clear and transparent returns and complaints policy

Zalando has gained customer sympathy thanks to its simple, free, and long returns policy. Replicating such a policy can be difficult for smaller online stores, but it's not about scale—it's about transparency and fairness. Terms and conditions should be written in plain language, without hidden terms, and the process should be as simple as possible. Customers want to know what they can do if they're dissatisfied and how long they'll have to wait for a refund. It's also worth communicating this not only in the footer, but also in the shopping cart or product details.

3. Visibility of customer opinions and reviews

Zalando actively promotes user reviews and presents them unfiltered. This is not only a form of social proof but also a tool that can have a real impact on sales. Smaller stores can implement similar solutions through review systems (e.g., Trusted Shops, TrustMate, Opineo) and encourage users to leave comments after purchases. Importantly, negative reviews should not be deleted, but responded to appropriately. Open communication demonstrates that the store isn't hiding shortcomings but is actively addressing them.

4. Real-time communication – contact that builds relationships

One of Zalando's strengths is its lightning-fast customer service – via chat, email, and mobile apps. Smaller stores can ensure effective customer contact using tools like LiveChat, Messenger, WhatsApp, or quick email responses. It's crucial not only to provide access to contact channels but also to clearly communicate their hours of availability and expected response times. The more accessible the service, the greater the sense of security for shoppers.

5. Pricing transparency – no hidden costs

Zalando presents prices clearly and doesn't surprise customers with additional fees at the last step of the shopping cart. Customers care not only about the product price but also about the honesty in presenting the total order cost. In an online store, it's worth ensuring that shipping costs, taxes, delivery options, and possible surcharges are immediately visible—ideally on the product page. Hidden costs are one of the most common causes of cart abandonment—and eliminating them can significantly improve conversion rates.

Applications for online store owners

Transparency isn't just an ethical value, but a viable strategy for building a brand and increasing sales. Customers reward honest and open companies with loyalty and even referrals. Ensuring clear information, accessible reviews, fair purchasing practices, and open communication are steps that can be implemented regardless of company size. Following Zalando's example, it's worth treating transparency as an investment in long-term relationships—because in the digital world, customer loyalty begins with trust.

Strategy #7: Automate operations and scale processes

Zalando as a model of efficiency – how to scale your online store without an extensive structure?

Zalando has been investing in automation for years – in logistics, data management, and customer service. Thanks to this, the platform is able to process millions of orders per month while ensuring a high-quality shopping experience. While Zalando's technological capabilities may seem beyond the reach of smaller online stores, many tools and solutions are now available even to micro-businesses. The key is to identify repetitive tasks and implement simple automations that will free up time, reduce errors, and allow for sales scalability without a commensurate increase in resources.

1. Automation of order processing – saving time and reducing errors

Zalando operates a model where every phase of the order process—from receipt at the warehouse to shipping and returns—is automated. Small online stores can achieve similar efficiency with tools like BaseLinker, which automates order fulfillment, updates statuses, and integrates with courier systems. Implementing such a solution is a one-time investment that pays off quickly, especially as order volumes begin to grow.

2. Automated email marketing and remarketing

Instead of manually creating campaigns, Zalando uses systems that automatically send messages in response to specific user actions—an abandoned cart, a new purchase, or inactivity. Online retailers can implement similar actions using tools like MailerLite, GetResponse, or Klaviyo. Campaign automation not only increases communication effectiveness but also personalizes customer relationships—without additional teamwork.

3. Sales channel integration – one panel, many markets

Zalando serves multiple European markets, each managed within a single, coherent infrastructure. For small businesses operating on Allegro, Empik, Amazon, or their own online store, an integrator like BaseLinker or ErpBox allows you to manage all channels from a single place, synchronizing orders, inventory, prices, and descriptions. This automation eliminates operational chaos and allows you to effectively scale your business across channels without the risk of errors.

4. Automatic management of prices and promotions

Zalando dynamically responds to market changes, automatically updating prices and offers. For smaller stores, consider tools like Pricemanager or platform plugins (e.g., for WooCommerce), which allow you to manage discounts, promotional campaigns, and pricing rules. For example, you can set a discount on a second purchase, a discount on baskets above a certain value, or dynamically adjust prices based on the day of the week. This saves time and gives you greater control over your margin

5. Chatbots and automated customer service

Zalando uses chatbots and automated responses to reduce the burden on its customer service team for frequently asked questions. Smaller stores can implement free or inexpensive chatbots (e.g., Tidio, Chatfuel, ManyChat) that answer questions about order status, delivery times, returns, and product availability. Additionally, they can integrate a knowledge base or FAQ section, which **reduce the number of contacts without sacrificing service quality**.

8. Is every Zalando strategy suitable for a small e-business?

How to wisely adapt solutions from large players to the scale of a small online store?

Zalando operates on a European scale, with budgets in the hundreds of millions of euros, hundreds of thousands of products, and teams of specialists in every field. Therefore, the natural question is: can a small online store owner actually benefit from these same strategies? The answer is yes – provided they adapt wisely. The key isn't to copy Zalando's practices 1:1, but to adapt their solutions and ideas in a way that aligns with the capabilities and needs of local businesses. Scaling operations, automation, personalization, and building trust can be implemented gradually, modularly, and using tools available to SMEs.

1. Scale your activities, not your budget

Zalando implements enterprise-class systems, but many of them have equivalent versions available for smaller companies. For example, instead of advanced CRM and automation integrated with your own ecosystem, you can use tools like MailerLite, BaseLinker, LiveChat, or Shoper CRM. These solutions offer 70-80% of the features that truly impact sales and customer service. **Start with small steps that you can measure and optimize**.

2. Test and optimize on your own terms

Zalando has room for experimentation with large amounts of data and a broad customer base. You can use a similar methodology – test, measure, and implement only what works. For example, you can test different product page variations, recommendation systems, or newsletter delivery methods. Iteration and measurable results are key, not full, blind implementations.

3. Tailor your strategy to your customers and industry

Not every Zalando strategy makes sense in every segment. If you're running a niche online store selling handmade products, personalization will have a completely different meaning than automation. Focus on what **resonates most with your target group**. For some customers, communication and support will be paramount, while for others, speed of delivery or packaging.

4. Choose what brings the most value at the lowest cost

You don't have to implement all 7 strategies at once. Choose 1-2 actions that are feasible within the next 3 months and that you believe will yield the greatest return on investment. This could be automating emails, simplifying your returns policy, implementing customer reviews, or creating your first product guide. **Small, consistent changes can build a real advantage**.

5. Build a network of partners and suppliers around you

Zalando doesn't operate in isolation – the success of its platform strategy stems from thousands of partnerships. You can also open yourself up to collaborations with others – for example, fulfillment companies, SEO agencies, content freelancers, or dropshipping providers. **You don't have to do everything yourself**. Scaling through outsourcing is one of the most important skills in modern e-commerce.

9. How to implement these solutions step by step?

A practical action plan for small online store owners

Being inspired by a market leader's strategy is one thing, but translating that inspiration into concrete actions in a small online store is a completely different challenge. To avoid getting lost in the multitude of ideas and losing motivation, it's worth approaching implementation strategically – in stages, with a clear plan and priorities. In this chapter, we show you how to implement selected elements of Zalando's strategy step by step in the realities of a small or medium-sized e-business. It's enough to carefully plan the process, work modularly, and utilize available tools – without having to revolutionize the entire business model.

1. Choose a priority area – what hurts the most?

Before you begin implementing changes, **identify the biggest challenges** in your store: Are customers abandoning their carts? Do you have a lot of product inquiries? Or perhaps you're struggling to manage order processing? Choose one area that most impacts the customer experience or limits your growth opportunities. This is where you should start.

2. Choose a solution and tool that suits your scale

Once you know where the problem lies, look for a **specific solution in the spirit of Zalando's strategy** – but on your terms. For example, if the problem is a lack of personalization, implementing a product recommendation module (e.g., edrone, Nosto, QuarticON) can yield quick results. If your order processing is chaotic, start with BaseLinker or a courier integrator. The key isn't perfection, but **implementing the first step that improves efficiency**.

3. Implement gradually – one module at a time

Avoid implementing several elements at once – it's easy to get lost, discouraged, or overload your team. Choose a single module: for example, notification automation, marketplace integration, adding customer reviews, or creating a "Responsibility" tab on your website. Only when you see results (e.g., increased conversions, lower customer service inquiries, improved reviews) should you move on to the next step. **Zalando's strategy is the result of years of iteration – you, too, can implement it in an evolutionary manner.**

4. Test, measure, optimize

Not every solution will work immediately. Therefore, it's important to implement measures that can be measured: for example, the number of abandoned carts, response time to requests, the number of orders from a given channel, or email open rate. Set basic KPIs and analyze what works and what needs improvement. In the digital world, testing and optimization are the foundation of effectiveness.

5. Communicate changes to customers

If you're implementing new features, improving service, or changing the layout, **inform your customers**. You can do this through a newsletter, a social media post, a banner on your website, or a short note in the shopping cart. Transparent communication demonstrates your commitment to growth and the shopping experience, and customers feel more engaged with your brand.

6. Seek support and learn from others

You don't have to be an expert in everything – it's worth seeking help from external specialists (freelancers, agencies, e-commerce communities). Join Facebook groups, read industry blogs (e.g., [Świat Cyfrowy](https://swiatcyfrowy.pl/baza-wiedzy/blog)), and participate in webinars. **Developing an online store isn't a sprint, it's a marathon** – it's worth having support and inspiration at every stage.