Zalando
Europe's leading online fashion destination.
Zalando at a glance
Zalando is an e-commerce website and one of the most visited sites in Germany, currently ranked #6 in the country. It was founded in 2008 and is headquartered in Berlin, Germany. Today Zalando is owned by Zalando SE. Our estimates put its audience at ≈ 90 million visits per month. The business earns money mainly through product sales, partner program commissions. Its closest rivals include aboutyou.de, amazon.de.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 84.6 million / month | +2% |
| Q2 | ≈ 87.3 million / month | +3% |
| Q3 | ≈ 90 million / month | +3% |
| Q4 | ≈ 95.4 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in Germany, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Germany86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 27 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Germany
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| zalando | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Germany web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in Germany
Company information
- Website
- zalando.de
- Sector
- E-commerce
- Owner
- Zalando SE
- Owner type
- Public company
- Founded
- 2008
- Headquarters
- Berlin, Germany
- Employees
- 15,000+
- Ownership
- Zalando SE controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- German
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- Not publicly disclosed
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Zalando operates an online retail and marketplace platform focused on Germany. Europe's leading online fashion destination. Revenue comes mainly from product sales, supported by the other lines listed below.
- Product sales
- Partner program commissions
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Germany
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Germany)
- #6 in this index
- Sector rank
- Leading e-commerce site in Germany
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| aboutyou.de | ≈ 54 million / month | #7 class competitor | — |
| amazon.de | ≈ 40.5 million / month | #8 class competitor | — |
What is Zalando?
Zalando (zalando.de) is an online retail and marketplace platform serving users in Germany. Europe's leading online fashion destination. It ranks #6 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Zalando?
The site is operated by Zalando SE. The company was established in 2008 and is headquartered in Berlin, Germany. It employs around 15,000+.
Traffic and audience
Traffic estimates place Zalando at roughly 90 million visits per month, about 3 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Zalando makes money
Revenue comes primarily from product sales, alongside partner program commissions.
Competitors in Germany
Its closest rivals include aboutyou.de, amazon.de.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2008
Zalando is founded in Berlin, Germany.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #6 among the most visited websites in Germany.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Zalando?
Zalando is operated by Zalando SE. Public company structure, based on public filings and press reporting.
Where is Zalando headquartered?
Zalando is headquartered in Berlin, Germany.
When was Zalando founded?
Zalando was founded in 2008.
How many employees does Zalando have?
Zalando employs approximately 15,000+ people.
What is Zalando's revenue?
Zalando does not publish standalone revenue; income comes from product sales, partner program commissions.
Who are Zalando's competitors?
Main competitors in Germany include aboutyou.de, amazon.de.
How does Zalando make money?
Mainly product sales, partner program commissions.
Is Zalando publicly traded?
Zalando's ownership: Public company.
How many visitors does Zalando get?
Third-party estimates place Zalando at roughly 90 million visits per month, mostly from Germany, with 76% mobile traffic.
Is Zalando safe?
Zalando is an established e-commerce site founded in 2008 and ranked #6 in Germany; use the official domain zalando.de and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementszalando.de
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageGermany and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos