Zalando progresses on Inspiration and Entertainment mission by expanding its AI powered discovery feed to more markets and rolling out new public customer profiles

• Zalando’s AI powered discovery feed will be expanded to 16 more markets, making shopping more immersive and entertaining from the moment customers open the app
• The new public customer profile offers users in all markets a personalised space for saved content, followed brands and creators, and self-expression through their own personal boards that can now be shared with other users on Zalando
• These investments are the next step on Zalando’s mission to redefine fashion and lifestyle shopping as part of its Ecosystem strategy

Berlin, 15.10.2025 // Zalando, a leading European fashion and lifestyle destination, is taking a major step in its Inspiration & Entertainment mission with the expansion of its AI-powered discovery feed and the gradual rollout of optional public customer profiles. 

Now live in 22 markets, the new feed transforms the shopping journey from the moment customers open the app, enabling them to easily scroll, swipe, and play through content personalised to them in close to real time. Alongside this, the new customer profile offers a personalised space for users to save content, follow their favourite brands, curated boards and creators, and express their unique style through their own personal boards that can now be shared with other users. These developments are the latest milestones in the company's mission to inspire and connect with customers beyond transactions and are currently available for selected customers using iOs devices.

"These launches mark a pivotal moment in our mission to evolve from a mainly transactional platform into a vibrant, inspiring ecosystem for fashion and lifestyle.”, says Robert Gentz, Zalando founder and co-CEO. “We are blending the convenience of e-commerce, the entertainment of social media, the connection of idea-sharing platforms, and the inspiration of editorial content into one experience. This is not just about making it easier for customers - it's about making it more engaging, relevant, and personal, ensuring Zalando remains at the heart of every fashion conversation.”

The new discovery feed, initially launched in six markets in July, brings together Zalando's most powerful experiences: from curated boards, personalised product recommendations, shoppable video and livestreams to inspirational campaigns and high-quality content from brands, creators and Zalando - all in one, easy to scroll personal feed tailored to their own interests.

“With the launch of our new customer profile and the option to share their boards on Zalando, customers will be aware of other customers on Zalando for the very first time. We are essentially replicating an experience that happens offline every day—people asking each other for advice and sharing outfit recommendations.”, says Anne Pascual, SVP Product Design at Zalando. “That’s a big milestone and a fundamental change to how customers experience and use Zalando. We are moving beyond the traditional e-commerce model, responding to the fundamental shift in how digital natives discover and shop - driven by emotion, inspiration and community.”

These launches underscore Zalando's commitment to meet the evolving needs of today's customers. By delivering fresh, relatable, and interactive content, the platform is creating new reasons for people to open the app, strengthening its relationships with users and showcasing the best of what Zalando and its partners have to offer.