Visibility and performance

Zalando Advertising for fashion and lifestyle brands

Zalando is the most important fashion marketplace in Europe. And also one of the most complex. We help brands strategically set up and manage their Zalando campaigns. The goal: to scale efficiently and allocate budgets where they really make an impact.

We don't think of Zalando in terms of individual campaigns, but rather as an interplay of advertising logic, data quality, and transparent control. This results in performance that doesn't just happen to feel good—it can be specifically planned and scaled.

Request Zalando potential analysis

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Zalando Advertising

We plan, manage, and optimize Zalando campaigns based on clear goals—from visibility and sales to efficient scaling. In doing so, we take into account seasonal trends, product range logic, and brand-specific requirements.

  • Our targeted campaign management focuses on precisely controlling your Zalando Ads as part of your retail media strategy on Zalando. Through continuous monitoring and performance optimization, we ensure that every campaign achieves the greatest possible impact and that your marketing goals are efficiently met. This is how we support you operationally: 

    • Controlautomated vs. selected campaigns effectively: We use data to decide which campaign logic makes sense for the product range, target group, and market—and reduce wasted spend through clean structures.
    • Identify and reduce wasted spend: We analyze campaign and product performance and eliminate inefficient setups that tie up budget but have no impact.
    • Actively readjust campaigns: Instead of "set and forget," we actively make adjustments based on performance, product range, and visibility.

  • With us as your retail media agency, you get cross-border budget planning that guarantees maximum efficiency—whether in Zalando Advertising or other marketplace advertising channels. We take care of the following tasks:

    • Cross-border planning and control: We plan and control budgets across countries – tailored to market potential, performance, and seasonal demand.
    • Define sensible country splits: Budgets are not distributed across the board, but are used in a targeted manner where scaling is realistic and economically sensible.
    • Ensure clean pacing: We ensure consistent modulation over the entire period—so that budgets are neither used up too early nor left unused at the end.

  • The market is constantly changing—seasonal trends, special events, and specific sales phases such as seasonal sales or Black Friday sales require flexible advertising measures. With our seasonal realignment, we regularly adapt your campaigns to the current circumstances.

    • Realign campaigns seasonally: Campaigns are adapted to changes in product ranges, peaks, and sales phases—they are not continued statically.
    • Targeted use of the pacing factor: We use the pacing factor in a targeted manner to increase or decrease visibility and performance in relevant phases.
    • Scaling according to demand and product range: Growth is controlled—based on seasonality, product availability, and performance, not purely on budget increases.

     

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Are you burning through your budget on Zalando right now?

Our analyses show:
On average, 38% of budgets in Zalando Dynamic Campaigns are used inefficiently.

Calculation example:
€100,000 annual budget
→ €38,000 wasted spend

If we reduce this amount by only half and reinvest the €19,000 in a targeted manner, this will generate€285,000 in additional revenue with a calculated ROAS of 15:
.

Not through increased budgets.
But through better management.

Request Wasted Spend Analysis now

 

Wasted expenditure

Content as a performance factor

Clean product data is a prerequisite for effective Zalando advertising.
We provide targeted advice where data quality influences visibility and campaign performance—pragmatically and prioritized. We evaluate your Zalando error messages, support you in the retagging process, and monitor your account health for optimal performance.

  • Errors in the data or during transmission can significantly hinder the sales process. We help you analyze and fix error lists and account issues so that your products are available on Zalando quickly and without errors.

    • Rapid troubleshooting: Reduction of delays in product launch.
    • Proactive problem solving: Identifying and resolving data issues before they impact sales.
    • Optimal findability: Monitoring of Zalando CXM (Customer Experience Model) and account health metrics (cancellation rate, delivery on target, etc.) and consulting

  • Your product data must meet Zalando's requirements. From specification to enrichment, we support you throughout this process to ensure maximum sales opportunities.

    • Correct specifications: Adaptation of data to Zalando's specific requirements.
    • Data enrichment: Improvingdata quality for better findability and higher conversion rates.
    • Optimized product pages: Additionalproduct information for better discoverability and more sales

  • We advise you on how to improve the findability of your items and increase conversion on your product detail pages through targeted enrichment of product data.

    • Description maintenance: Use and maintain special descriptions to increase product appeal and differentiate yourself from your competitors.
    • Complete attributes: The better attributes and product features are maintained, the higher the findability and conversion probability.
    • Keyword optimization: Integration of relevant keywords for better search results.

  • A low return rate is crucial for long-term success on Zalando. We support you in implementing measures that minimize returns.

    • Store size information: Precise size information to reduce incorrect purchases.
    • Detailed product information: Completeand accurate product descriptions for informed purchasing decisions.
    • Improved product images: High-quality images for better presentation of your products.

    In our magazine, you will find more tips on how you can reduce Zalando's return rate.

     

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BI & data-driven management

Creating transparency. Controlling impact.

With our BI approach, we create transparency regarding campaign, product, and budget performance—down to the SKU level. This allows us to identify early on which measures are effective and where adjustments need to be made. And you have access to clear reporting for all marketplaces and countries at a glance. We also monitor your Zalando CXM metrics in our BI to keep an eye on any potential visibility restrictions. 

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Frequently asked questions

  • Unfortunately, it is currently not possible to apply to the Zalando affiliate program yourself—Zalando directly approaches brands that are eligible to become marketplace partners—and as a Zalando agency, we are unable to influence this process. You can find more information on this in our magazine:Become a Zalando partner

  • Apart from the technical issues, you should pay particular attention to the technical and contractual points. When it comes to technical integration, there are a variety of options available depending on which merchandise management system you use. No matter what your requirements are, there are providers with SAAS interfaces that ensure smooth data transfer. With regard to contractual aspects (sales potential, commission rate, etc.), it is advisable to inquire directly with Zalando. In addition to setup, data handling (error lists, data optimization, etc.) should also be integrated into the process. In this regard, a marketplace agency can provide both strategic and operational support.

  • Zalando has various requirements for its partners. These include adherence to a delivery time of at least 95%, a cancellation rate of less than 1%, positive customer reviews (above the Zalando average minus 0.5 * standard deviation), and adherence to a refund time of 95%. Certain IT capacities and expertise are required to implement and maintain the necessary interface between your inventory system and Zalando. More on this topic: Zalando CXM key figures and requirements 

  • Depending on the category and price of the item, a commission of 5 to 25% is charged. Please note that prices and fees are subject to change – contact Zalando directly for the latest fee information. 

  • The relevance of your products in relation to specific keywords is determined by the "match type" of the search query and the quality of your product listings. Filling in more attributes and features and adding more images improves the quality of the product listing and thus also its relevance. The title may contain a maximum of 60 characters. Past product experience, such as conversion rate, sales figures, return rate, and reviews, also play a decisive role in improving visibility. Availability and shipping time also contribute to improved findability. Be sure to include all product-specific details for the respective category, as these will be indexed. Here you can find more information about Zalando data management and Zalando optimization. 

  • The catalog of Zalando Retail Media marketing and advertising measures is truly diverse. Internally at Zalando, items can be advertised in various ways—for example, with category ads, homepage teasers, or Zalando Sponsored Products. These can be displayed on both mobile devices and desktops. Zalando distinguishes between "automated campaigns," in which you leave everything to the Zalando algorithm, and "selected campaigns," in which you or your Zalando agency actively decide which products to advertise. Here you can find more information about these two types of campaigns. Category ads are banner ads that appear both on the results pages for search term-related queries and on the category pages. External advertising opportunities are also available on social networks such as Instagram, for example in Stories, where ads in the form of videos, images, or product carousels are possible in the feed. Due to Zalando's high level of customer trust, ads are extremely effective in achieving a wide reach and targeting potential buyers outside the platform. 

Contact us

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Do you have questions, ideas or simply want to find out more about our services for marketplaces and product data marketing? Send us a message or book an appointment directly so that we can plan your e-commerce success together!

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