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The more you operate online, the more vital it becomes to nurture relationships. The more global your reach, the more local your approach must be. This is a point we’ve explored in a previous analysis on dontt.dk. One company that has mastered it better than most is Europe’s leading online fashion platform, Zalando.

Having already launched its loyalty programme, Zalando Plus, the company is now taking another step to deepen its connection with customers.

By expanding its personalised AI feed and introducing customer profiles across 16 new markets, shopping on the platform is becoming more interactive and community-driven.

Robert Gentz, Founder and co-CEO of Zalando, explains:

“These new features mark a pivotal moment in our mission to evolve from a transaction-based platform into a living, inspiring ecosystem for fashion and lifestyle.

We bring together the convenience of e-commerce, the entertainment of social media, the community of idea-sharing platforms, and the inspiration of editorial content into one seamless experience. It’s not just about making things easier for our customers – it’s about making them more engaging, relevant and personal.”

Robert Gentz, Founder og co-CEO, Zalando

A new customer profile is also being rolled out across all markets. It brings together users’ saved content, favourite brands, and the content creators they follow. In practice, this means far better-curated boards, which can now be shared both on and off the platform.

This gives users the opportunity to showcase their personal style while fostering a sense of community on Zalando.

Anne Pascual, SVP of Product Design at Zalando, adds:

“With the launch of the new customer profile and the ability to share boards on Zalando, customers are noticing each other on the platform for the first time. Essentially, we are recreating an everyday offline experience: people seeking advice and sharing outfit recommendations.

It’s a significant milestone and a fundamental shift in how customers experience and use Zalando. We are moving beyond the traditional e-commerce model to respond to a profound change in how digital natives discover and shop – driven by emotion, inspiration and community.”

The AI feed, initially launched in six countries in July, is now live in 22 markets.

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