Becoming Zalando partner: tips and tricks for selling on Zalando

Are you the owner of a clothing brand or webshop in fashion, beauty, accessories, sportswear, lifestyle or wearables? Then Zalando could consider you as one of their new partners, however, as the platform is currently invite-only you do have to be accepted by them first. When you become a partner you can sell your products on Zalando and benefit from the brand awareness and popularity of this big online marketplace. This partnership can bring you a lot of extra customers and sales. But you have to do it right! In this article, you'll read everything you need to know if you want to start selling on  Zalando. 

Zalando as a marketplace

Zalando is the largest online fashion platform in Europe. The marketplace started in Germany and currently sells to over 48 million customers in 25 European countries. Besides Germany and the Netherlands, Zalando sells in: Austria, France, Italy, United Kingdom, Sweden, Switzerland, Belgium, Spain, Denmark, Finland, Poland, Norway, Luxembourg, Czech Republic, Ireland, Slovenia, Lithuania, Slovakia, Hungary and Romania. Zalando started out as an online shoe store but quickly developed into a marketplace for fashion in general. Apart from shoes, you can now also buy women's and men's clothes, sportswear, fashion accessories, lingerie, smartwatches, make-up and care products. The range consists of products from more than 6000 brands.

Zalando's platform strategy: Bringing retailers and customers together

The European fashion market is undergoing a radical change thanks to digitalisation. Customers, brands, retailers, manufacturers, stylists, content providers and logistics companies are being connected by new technologies. Zalando wants to take advantage of this by focusing on a platform-based business model. In concrete terms, this means that Zalando wants to bring supply and demand together: i.e. sellers and customers. 

Currently, Zalando offers its own products and its partners' products, but in the future, Zalando wants to focus even more on income from sales by external sellers. To achieve this, they are making big investments in improving their infrastructure and attracting brand partners. As a brand owner selling on Zalando, the ambitions of Zalando to grow in this field offer interesting opportunities.

Selling on Zalando through the partner program

Selling products on the Zalando platform already offers many opportunities for webshop owners. The platform offers you as a brand owner or (web) shop owner the chance to be seen by more customers and thus to sell more products online. Zalando's large international network also gives you the opportunity to sell easily in several countries.

Through the partner program, you can publish your stock directly on the Zalando platform. As a partner, you keep control of your own assortment and prices. Zalando takes care of payment processing and customer service. In addition, you can take advantage of extra services, such as Zalando Fulfillment Services (ZFS) and different marketing options. We will tell you more about this in this article. 

Brands that are already participating in the partner programme include Mango, Bestseller, Nike, Superdry, The North Face, Wrangler, Oysho, Esprit and s.Oliver, Converse, LEGO, Clinique and L'Oréal Paris.

Integrate your products on the Zalando platform

How does integrating your products on the Zalando platform work?

Adding all your products manually and keeping track of your stock is obviously too much work. Nevertheless, the information of each individual partner article has to be uploaded to the online Zalando catalogue. This is necessary to enable the flow of information with stock and orders between Zalando customers and partners. You can choose between different integration methods for this: 

• Make a direct API integration:  make a direct connection between your inventory and Zalando's API. 
• Use an integrator: You can use an external integrator that already has a connection with the Zalando platform. Examples of integrators with such a connection are; ChannelEngine, TradeByte, ChannelAdvisor or Channable. The integrator provides you with an interface to manage your stock and orders.
• Leave it up to us: You can also leave the integration of your products on the Zalando platform to us. We make the connection between your products and the Zalando platform and support you in managing your account.

Logistic options for external sellers on Zalando

As a Zalando partner, you can choose to do the shipping of the sales, the logistic process also called fulfilment, yourself or let Zalando take care of it. We'll explain what both options entail and what's involved here.

Do the logistics process yourself (Partner Fulfillment)

If you choose to do the logistics process yourself, then you manage your own stock and shipments from your own warehouse. If you have sold a product, you must arrange the shipment of the orders to the customer yourself. 

In order to do this, you must meet the following requirements:

• Customer service: You have to respond within 24 hours to any request via the Zalando customer service. Also, at least one customer service agent must be available by phone and email Monday to Saturday from 9 am to 8 pm.
• Logistics partners: Deliveries to the customer must be made by a Zalando-approved logistics company in the respective country. In the Netherlands, this is PostNL or DHL, in Germany DPD, Hermes or DHL and in Belgium UPS or BPost.
• Packaging requirements: each individual item must be packed separately. Clothing, accessories, bags, etc. should be packed in a transparent polybag. Shoes should be packed in a shoe box. Each article and each package must be clearly marked with a unique article number, EAN/GTIN, the colour code or colour description and an EU size chart. The label on the article, in the polybag, must be visible without having to open the bag.
• Delivery documents: the package must include a delivery note, a return form and a return label.
• Shipping and returns: both shipping and returns must be free for customers. The customer must receive his or her products within the specified time and may return the products within 100 days
  
  Read more about Zalando's logistic requirements.

Outsourcing the logistics process (Zalando fulfilment solutions)

As an external seller, you can also choose to outsource the logistic process to Zalando. You can then choose Zalando Fulfillment Solutions (ZFS). If you choose this option, your products will be stored in the Zalando warehouses. Zalando will take care of the stock management, packaging and shipping of your products. Any returns will also be taken care of by Zalando.

Read more about Zalando Fulfillment Solutions

Customer Experience Model 

The Customer Experience Model (CXM) is a monitoring tool to reflect the performance of partners. This model ensures that Zalando consistently offers all customers a good shopping experience. It is important that partners score well and high on e.g. visibility, customer satisfaction, order rate and low on Zalando partner returns.

Zalando Shipping Solutions (ZSS)

Zalando Shipping Solutions (ZSS) is a value-added shipping service for partners in the Zalando partner programme who use Tradebyte as an integrator.

ZSS enables partners to grow internationally and deliver on customer promises by using Zalando's transport infrastructure and is currently available for shipments to Germany, Austria, the Netherlands, France, Belgium, Sweden, Denmark and Finland. In 2022, Zalando wants to connect even more countries to their transport infrastructure, making it even easier for you to sell to customers abroad. 

Processing returns 

Consumers who buy on Zalando should be able to return an article free of charge for up to 100 days. As a Zalando partner, you are obliged to offer this return period. 

You can choose to handle the returns yourself or use Zalando Return Services (ZRS) whereby you outsource everything to Zalando. If you do it yourself then you are responsible for dealing with the returns. You have to make sure that the consumer gets an extra return box or that the box in which you sent the products is suitable for a second use. You must also take care of supplying a return label. If you want to do this yourself, our advice is to work with an integrator (more on this later) so that you can easily manage all orders and returns via a dashboard. 

If you don't want to have to deal with returns, then use Zalando Return Solutions.

Zalando Return Solutions (ZRS)

If you use Zalando Return Solutions, the return process is clear and unambiguous. The customer sends all products bought from your shop back to the Zalando Fulfilment Center himself. When the items arrive there, they automatically become ZFS items: items within Zalando Fulfillment Solutions. This means that the product goes into Zalando's stock and that, when the product is resold, Zalando arranges the shipping of the product. The logistic employees first check the returns for quality and then the item goes back into stock. 

The data on the number of returns are sent to Zalando Customer Service. This department then contacts you to settle the costs. The advantage of Zalando Return Solutions is that as a seller you don't have to do much work on the returns.

How to publish your products on Zalando?

As an external seller on Zalando, you are responsible for your own assortment, prices and the images you use. You can choose to 'onboard' your entire assortment or a part of your products. All your products get a product code or SKU. 

Please note! Do you sell items that other sellers also sell? Each item is displayed once on the website, under one SKU. This means that one SKU can have several resellers. The Zalando customer can choose who will be the supplier, a reseller or the brand owner himself. 

When publishing  your articles, please note the following:

• Article selection: you can upload as many articles as you like. However, you have to have the legal right to sell the product. Also, the product may not violate Zalando's ethical standards. 
• Assortment: you can edit your assortment at any time by adding items, changing product information or removing an item.
• Stock: the products online must always be in stock.
• Ownership of the product: you remain the owner of the article until the product is delivered to the customer. Does the customer choose to return the product? Then you become the owner of the product again.
• Visuals and product description: you are responsible for the pictures and texts that accompany your products. The photos have to comply with Zalando's image requirements. You can read more about this below. The product descriptions must include information about the colour, materials and dimensions.
• Prices: The article price may not be higher than the actual selling price of the article.

Product image requirements for Zalando

To sell successfully on Zalando, using quality photos of your products is very important. Good pictures and well-written product descriptions strengthen your brand value on Zalando. Zalando sets strict requirements on the product photos of external sellers. The requirements differ per product category (clothing, shoes, accessories, etc.). You can read all about the requirements here.

The most important technical requirements for product images: 

• Aspect ratio (width x height): 1:1.44
• Minimum size: 762 x 1100 pixels
• Maximum size: 6000 x 9000 pixels
• Best practice format: 1800 x 2600 pixels
• Image type: JPG/JPEG
• Colour mode: sRGB
• Photo must be taken upright

Please also note the following:

• The photo should not be overexposed.
• The background should be neutral; no mood backgrounds and no coloured backgrounds.
• Avoid shadows and reflections.
• Products must be neat; no wrinkles or creases, dust, scratches or fluff.
• For clothing, styling should always be done with shoes, not barefoot (with the exception of lingerie and yoga).
• Format of images to be submitted when selling on Zalando
  
  

Becoming a Zalando partner : checklist

Before you can start selling on Zalando, you need to meet the following requirements:

1. You own an existing online shop.

2. You sell items in one or more of the following categories: clothing, shoes, sportswear, fashion accessories, and personal care. 

3. You meet the Zalando terms and conditions: free shipping and returns, 100 days right of return, shipping through a Zalando-approved logistics partner.

Are you interested in selling your products on Zalando and need some help?

We can help you for example with:

• Automate: onboard your products via various integrators;
• Optimising: improving your product titles and descriptions; 
• advertising: successfully using Zalando's marketing possibilities.

Click on the arrow below and get in touch with one of our specialists

Checklist for selling on Zalando: Partner Fulfillment 

Do you meet all of Zalando's partner requirements? Great! Then you must be eager to register your products on the platform. 

However, before you can start listing your products on the Zalando platform you need to make some preparations. If you choose to do the logistics yourself (partner fulfilment) check if you meet all the points on the following 4 checklists.

General checklist to becoming a partner:

1. You have signed the Zalando contract.
2. The contract between you and the integrator is signed.
3. You have signed a contract with one of the approved transporters.
4. You have provided Zalando with the master data sheet (a spreadsheet with all available product data).
5. The names and functions of all main contact persons have been given to Zalando.
6. You have access to Zalando Partner University (ZPU) where you can find all information about the Zalando Partner Programme.
7. You are aware of the VAT policy. Please note that you are responsible for your tax obligations in the countries where you sell through Zalando. For some countries, this means you need a local VAT number.
8. The KYC documents have been submitted to Zalando (see below).

   Checklist in relation to your product feed:

   1.  You have supplied Zalando with your brand logos. The logos have a minimum width of 200px, must be saved as JPEG or JPG and have an RGB format.
   2.  Deliver size chart codes that convert your sizes into the standard sizes of Zalando.
   3.  Your images meet the technical requirements of Zalando (see above).

Checklist in relation to fulfilment and logistics:

Technical checklist

1. The Integrator systems are correctly connected to your internal systems so that your products are published correctly on Zalando.
2. You have access to the Integrator Portal.

Mandatory: Supply KYC-documents

Before you can sell your products on the Zalando platform, you have to send the necessary KYC documents to Zalando. KYC stands for Know Your Customer. The delivery of KYC documents is a legal requirement based on the German Money Laundering Act. Because of this law, Zalando is required to establish the identity of its customers (i.e. contractual partners) who sell via the Zalando Marketplace. 

What needs to be done?

• Fill in your details and submit supporting documents via Zalando's online KYC document. 
• Please provide the following pdf documents: a copy of the registration in the company or trade register, a copy of a valid passport or ID card of each person acting on behalf of the company, proof of a private residential address (e.g. a copy of a recent electricity bill), proof of place of birth (if not mentioned on the ID card this proof can be provided in the form of a birth certificate).

Checklist for selling on Zalando: Zalando Fulfillment Services

Do you choose to have the shipping of your orders carried out by Zalando (Zalando Fulfillment Services)? Then you'll have to comply with the same points as mentioned above. Of course, you can then skip the "logistics checklist". 

If you choose ZFS, Zalando will take care of all your logistics. All you have to do is make sure your products are at Zalando's warehouse. The orders are packed and shipped by Zalando. Zalando also takes care of the delivery documents.

Do you want to increase your turnover from sales on Zalando?

Are you already selling on Zalando, but would like to increase your sales and therefore your turnover? Well, you can! You can increase your sales on Zalando by: 

• Improving your product information;
• Using Zalando Marketing Services.

Below you will find more tips on how to increase your sales on Zalando.

Improve your product information on Zalando

1. Good product information ensures that your products are found better and sold more often. The product information helps the customer to get a good idea about his possible purchase. Here's how to improve your product information:
2. Fill in the product specification completely. Fill in all the characteristics that apply to your product.
3. Offer sufficient and qualitative pictures. Make sure that the images do not only show what the garment is, but also what the material is, how it feels, how it falls, etc. This will not only increase your sales but also reduce returns.
4. Make sure your product description is unique and that the descriptions of the different products are different enough. Don't just copy the product description from your website. A unique product description ensures that your product page scores better in Google.

Zalando Marketing Services (ZMS): Advertising on Zalando

Another way to increase the number of sales on Zalando is by using Zalando Marketing Services. Selling on Zalando offers a lot of opportunities, because of the large reach and number of active customers, but the competition on the platform is fierce. By using Zalando Marketing Services (ZMS) you can make sure that your products come to the attention of more customers.

Zalando Marketing Services consists of the following three services:

1. Consumer Insights: get a better understanding of your (potential) customers. With Consumer Insights Zalando offers you customized advice and analyses. With this advice, you can improve your product, marketing, and merchandising decisions.
2. ZMS Creative: With ZMS Creative, Zalando offers you different ways to use your marketing creatively: through storytelling and on the basis of data.
3. ZMS Media: with ZMS Media, you can run marketing campaigns on the Zalando website, on social media, and on other online channels.

Advantages of Zalando Marketing Services 

Why should you use Zalando Marketing Services? Here are some of the benefits: 

• By using customised campaigns (ZMS creative) you can boost your sales and strengthen your market position.
• By using ZMS Media you can draw attention to new brands or new products.
• By using ZMS Media you can promote your clothing in all countries where Zalando operates.
• By using Consumer Insights you get a better understanding of the market and your (potential) customers within Zalando. 
• By using Zalando Collabary you can create reach through influencers.

Zalando Collabary: Collaborating with influencers

Zalando Collabary is a platform from Zalando Marketing Services. It offers the possibility to set up collaborations with influencers. The platform can be seen as a marketplace for influencers. 

On the platform, you'll find large and small influencers. So if you are looking for an influencer for your product or brand, there is a good chance you will find one on Collabary. You can choose a small influencer at a low price. If you have a bigger budget, you can choose an influencer with a large number of followers.  Collabary is an initiative of Zalando, the aim is to unite brands and content creators and together get the brand story across to the target group. 

Connect your store to Zalando with integrators. 

Are you convinced and do you want to start selling on Zalando? Then make it easy on yourself by working with an integrator.

An integrator is a software that links your internal systems to the systems of one or more marketplaces. By using an integrator you can automatically register all your products on the Zalando platform. Orders are processed automatically and stock levels are tracked automatically. The integrator offers you an interface on which you can view your products, your stock and your orders.

Choosing the right integrator is crucial, once you are connected the costs for switching are high. Furthermore, the roadmap, functionalities, integration possibilities and pricing model of the integrator are important for success in the marketplaces.

At Brandsom, we have experience integrating brands with all major integrators including ChannelEngine, Tradebyte, ChannelAdvisor and Zalando's Partner portal zDirect. We can therefore help you with:

• Finding the right integrator;
• Connecting your systems;
• Publishing and mapping your products.
• Integrator for selling on zalando
• Optimise your product content so your products are always at the top.
• Setting up and advising on Zalando's advertising possibilities. 

Contact us and we'll be happy to explain more about Integrators and how we can help you sell more easily on Zalando.

What are the seller fees for partners?

Selling on Zalando can be very rewarding, but of course, there are also costs involved. Brands and retailers pay Zalando a commission per product sold through the platform. The commission is calculated as a percentage of the sales price of the product and lies between 5% and 25%. The exact percentage depends on the product category and the price of the product. The higher the price, the higher the commission.