22.04.2021 6 minute read

Get the competitor insights Zalando isn’t sharing with you!

As a fashion brand or retailer selling on Zalando, you’re operating in a highly competitive environment, with a challenge of making the effort profitable enough. It would be helpful to learn what your competitors are doing and what works for them, right? Sure, you can have a peak - item by item - at what they are selling and at what price, but not how much and how fast they are selling their different products. What if we told you we could provide those essential insights?

At Crunch Analytics, we created Zalando Competition Dashboards that provide a comprehensive view of your competitors’ collection, pricing, and sales. We tap into publicly available competitor data, generate insights, and help your team to understand what works and win more sales

Making better decisions when selling on online marketplaces like Zalando

Last year, more and more brands & fashion retailers found their way to third-party marketplaces. Others have shifted gears - due to pandemic - and started preparing & considering their options. What is clear is that brands selling on third-party marketplaces have begun to generate a significant amount of revenue via these platforms. One of the more prominent channels in Belgium, The Netherlands, or Germany is, of course, Zalando.

In some companies, managing this channel is part of the responsibility of the merchandise manager. Other companies fully recognize the strategic importance of this new channel and are creating dedicated teams to manage it. Either way, both require the tools that will enable them to do a great job and realize the full strategic potential of this new channel.

Now, the challenges these people will encounter are primarily new. Sure, fashion retail teams have learned to master the art of selling on their own webshops. They’ve come to understand what items will sell well online, which won’t. They’ve developed online pricing strategies, started to understand required inventory levels, and optimized both delivery & returns.

But the sales environment of a third-party marketplace is utterly different. Your competition is just one click, one swipe away. A platform like Zalando actively engages customers to check out recommended items sold by your competitors, which is, of course, one of the main reasons why they attract so many customers.

It means that fashion retail teams need to be able to make fast & informed decisions to beat that competition for a sale. Thankfully, due to the number of transactions happening, there is a lot of publicly available data available to help steer those decisions.

Yet, where you might have a good overview of what you are selling yourself, your visibility on what your competition is doing remains limited. You know what they are selling and at what price, but not how much and how fast they are selling different products. Zalando does not provide such information.

Now here comes the kicker: this data is present and can be made available. It can be captured and transformed into usable information. It can be turned into, for instance, a comprehensive overview of competing prices & rotation speeds. That is the part where we come in.

In this article, we will highlight why we’ve developed Zalando Competition Dashboards that can help brands & retailers in these three situations:

  • I’m already selling items on Zalando, but I want to take our decision-making to the next level to win more sales;
  • I’m looking to get started with selling my items on Zalando but require insights to make the right decisions;
  • I could really use these Zalando insights for more general purposes, for instance, deciding on the items we’re currently selling or deciding what to develop and sell in future collections.

Let’s have a look at these situations in more detail.

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1. I’m already selling on Zalando, but I want to win more sales.

A profitable platform strategy

If your organization has experience selling on third-party marketplaces, team members will recognize the challenge of defining and executing a profitable platform strategy. That is why we developed these Zalando Competition Dashboards that turn the vast amount of publicly available Zalando data into actionable insights.

What insights?

Well, the objective of the Zalando Competition Dashboards is to provide fashion retailers with insights into the collection, pricing, inventory, and product rotation of their competitors, to improve their understanding of the competition, current market trends, and Zalando-specific dynamics.

When can you use them?

Our customers use these insights before, during, and after the season. Before the season, teams mainly use the dashboards to decide what to produce or purchase, what part of the collection to put on Zalando, the amount of inventory required, and each item’s price point. During the season, these insights help to swiftly change prices or inspire promotions to generate more sales. Additionally, it enables some of our customers to produce specific items, similar to competitors’ high rotating items, for that same season and capture the gushing demand. After the season, these insights help to evaluate and plan for the next season.

What questions do they help to answer?

One can distinguish two types of insights: competitor insights, and current market trends, on and off Zalando.

Competitor insights provide a deep understanding of a retailers’ competition, more specifically the offering, pricing, discounting, rotation, and inventory levels of items.

Questions that these insights help to answer are:

  • What are competitors offering? How much inventory do they have of every product? How broad and deep is their offering in different categories?
  • How much are your competitors selling of every product? I.e., how are your competitors’ products rotating?
  • How are your competitors pricing their products?
  • How and when are your competitors discounting and marking down their products?
  • How is your competitors’ product rotation (per product) reacting on discounts and markdowns?

Market trend & Zalando-specific insights provide a deep understanding of general market and Zalando-specific dynamics of comparable brands.

Questions that these insights help to answer are:

  • Which products are selling well at this point / a specific period in time?
  • Which product features (e.g., color, length, collar shape, …) sell well at this / a specific period in time?
  • What are typical discount/markdown strategies, and how are they performing?
  • What are typical inventory levels and rotation speeds?
  • Which products/product categories/product features are in high demand but low supply?

2. I’m looking to get started with selling my items on Zalando.

For companies looking to get started with selling on Zalando, the list of strategic choices to make is immense. Lots of competitors are already selling on the platform, so understanding what to sell, at what price, and how much inventory to provide, for instance, are crucial.

If, for instance, your organization is looking to sell children’s jackets/coats on Zalando. You're probably wondering what the size of the segment is. And what the market share is of other brands, active in that segment. How have they built their assortment? In what price ranges are they offering various items? What is likely to be the impact of different price ranges and product features on the expected rotation and required inventory?

The abovementioned dashboards help your teams to answer those questions. They allow any brand or retailer to prepare a move towards Zalando insightfully.

3. I could really use these Zalando insights for more general purposes.

Another purpose for obtaining these Zalando insights is the ability to better understand general market trends. In essence, having the data & insights of a whole sales season on a marketplace like Zalando is a trove of information on customers’ interests and demands. It can provide insights & inspiration on what to sell in future seasons, at what price across all sales channels.

Questions that these insights help to answer are:

  • Which products are selling well at this point / a specific period in time?
  • Which product features (e.g., color, length, collar shape, …) sell well at this / a specific period in time?
  • What are typical discount/markdown strategies, and how are they performing?
  • What are typical inventory levels and rotation speeds?
  • Which products/product categories/product features are in high demand but low supply?

Get in touch

We hope to have demonstrated the added value of having Zalando competitor insights. By tapping into the stream of data Zalando generates, we can provide crucial insights that can be used before, during, and after a given season. Insights that help you steer and make better decisions, giving your team more direction and an advantage over the competition.

Do get in touch to learn more!


Competitor data can be captured and transformed into usable information. It can be turned into, for instance, a comprehensive overview of competing prices & rotation speeds!

Interested in how you can use data to make an impact?

contact us