Selling on Zalando – a guide for fashion brands
Updated: · GrowNow team
Zalando is Europe’s largest fashion platform: in 2025 it served 62 million active customers. Brands sell there mainly through the Partner Program – they set their own prices and can hand logistics over to Zalando (ZFS). There is no public sign-up form: you get in through a Zalando sales manager, and the launch timing depends on the quality of your product data. The Connected Retail model is due to be phased out by June 2027.
Three ways of working with Zalando
| Model | How it works | Who it is for |
|---|---|---|
| Wholesale | Zalando buys the goods and sells them itself | Brands selected by Zalando’s buying team |
| Partner Program | The brand sells on Zalando at its own prices, with its own logistics or through ZFS | Brands and their authorised partners |
| Connected Retail | Bricks-and-mortar shops sell stock from their stores | Being phased out by June 2027 |
For a brand starting today, the realistic route is the Partner Program. Zalando works with brand owners and authorised partners – not with random resellers.
How to get into the Partner Program
You get in through a Zalando sales manager, who assesses the brand and agrees the starting assortment with it. Before a contract is signed, five decisions need to be made:
- launch markets – Zalando operates in more than 25 countries and each one is launched separately,
- the logistics model: ZFS or your own shipping,
- the integration method: an integrator (Zalando points to Tradebyte), a direct API, or the zDirect panel for small catalogues in ZFS,
- an assortment plan counted in models and colours, not sizes,
- contracts: the Partner Program Agreement and the logistics agreements.
Formal requirements and the catalogue
- The company’s VAT number and, with ZFS, a German VAT number too, because the goods are held in Zalando’s German warehouses.
- Correct EAN-13 codes for every variant.
- EPR numbers for Germany, Austria, France, Spain and Italy, entered in zDirect; in France, also EPR for textiles and footwear (Refashion) and the Triman logo with sorting instructions.
- A full set of attributes, size charts and images that follow Zalando’s guidelines – non-compliant ones are rejected at validation.
- GPSR data: the manufacturer, product identification and warnings in the languages of the markets.
ZFS or your own logistics
ZFS (Zalando Fulfillment Solutions) takes over storage, shipping and returns, and the customer gets Zalando-standard delivery. It requires German VAT and stock in Zalando’s warehouses. Your own shipping gives you control over stock, but you have to use approved carriers in each country, offer free delivery and free returns, and meet the quality indicators (CXM). Cancellations, delays and untracked returns reduce the visibility of your offers.
Costs and returns
Zalando does not publish a Partner Program price list – the rates are set in the contract. According to the trade press, from September 2026 the fees are the same for all partners, with temporary reductions until the end of 2027. On top of the commission come logistics, the integrator, advertising in Zalando Marketing Services (ZMS) and, above all, returns. In fashion, this is usually the biggest cost item that brands are not used to from wholesale, which is why the calculation is made per model and category, not for the whole catalogue.
What drives sales on Zalando
- Sizing and images that reduce returns.
- A complete set of attributes – visibility in filters depends on them.
- Prices consistent with the brand’s other channels.
- The full size range available throughout the season.
Zalando in the GrowNow model
GrowNow sells on Zalando and ABOUT YOU, which has been part of the Zalando group since 2025. We buy the collection on a B2B invoice, prepare the catalogue and attributes, run ZMS campaigns and analyse returns per model. The brand doesn’t build an integration or register for VAT in Germany.
Frequently asked questions
Can I register on Zalando myself?
There is no public sign-up form. You get into the Partner Program through a Zalando sales manager, who assesses the brand and the assortment.
What commission does Zalando charge?
Zalando doesn’t publish a price list – the rates are set in the partner agreement. On top of the commission come logistics, returns, integration and advertising.
Do I need a German VAT number for ZFS?
Yes. Goods in ZFS are held in warehouses in Germany, so the seller needs a German VAT number.
Is it worth starting with Connected Retail?
No. Zalando has announced that Connected Retail will be phased out by June 2027, so new brands should come in through the Partner Program.
How long does it take to get onto Zalando?
It depends mainly on the product data. With attributes, size charts and images ready, uploading the catalogue takes days; with data that needs fixing, weeks.