Complete listing requirements, feed specifications, and optimization tips for Zalando.
Zalando is Europe's leading online platform for fashion and lifestyle, operating in more than 25 markets across the continent. With over 50 million active customers and annual gross merchandise volume exceeding EUR 14 billion, Zalando offers brands and retailers unmatched access to fashion-conscious consumers across Germany, Austria, Switzerland, France, the Netherlands, Belgium, Poland, Italy, Spain, the UK, and many other European countries. The platform operates through its Partner Program (formerly known as Zalando Partner Commerce or ZPC), which enables brands to sell directly to consumers via the Zalando storefront while maintaining control over pricing, assortment, and brand presentation.
Listing products on Zalando requires adherence to rigorous product data standards that reflect the platform's focus on fashion and lifestyle. Every article must include detailed attributes such as brand, silhouette, season, material composition, care instructions, and precise size information mapped to Zalando's proprietary size system. Zalando uses EAN/GTIN-13 barcodes as the primary product identifier, and each size variant (simple) must have a unique EAN. The platform enforces strict image requirements including a minimum resolution of 2048x2730 pixels, a neutral gray or white background, and at least three model shots for apparel. Product data quality directly impacts search ranking, filtering accuracy, and conversion rates on the platform.
Zalando provides a comprehensive ecosystem for partners through its zDirect portal and Zalando Partner API. The zDirect portal serves as the central hub for managing product listings, stock levels, orders, pricing, and returns. For automated integrations, the Zalando Partner API (also known as the Merchant API) supports real-time inventory synchronization, order management, and product data submission in structured JSON format. Zalando also offers Connected Retail for brick-and-mortar retailers wanting to sell their in-store inventory through the platform. Integrating a PIM system with Zalando enables brands to maintain consistent, high-quality product data that meets the platform's demanding standards while automating feed generation and reducing manual data entry across multiple European markets.
Required and optional fields for product listings on this marketplace
The article name is displayed as the product title on the Zalando storefront and in search results. It should be concise, descriptive, and follow Zalando's naming conventions for the specific category. Do not include promotional phrases, prices, or excessive capitalization. Zalando may standardize or rewrite titles that do not conform to their editorial guidelines.
Nike Air Max 90 - Sneakers low - white/blackThe brand must be pre-approved and registered in Zalando's brand database before any products can be listed. New brands must go through an onboarding and approval process with the Zalando Partner Program team. The brand name must be consistent across all product submissions and match the trademark registration exactly.
NikeEvery simple (individual size/variant of a product) requires a unique, valid EAN-13 barcode. Zalando validates EANs against the GS1 database to prevent duplicates and counterfeits. Each size of a garment, each color variant, or each width option must have its own distinct EAN. Products without valid EANs cannot be listed on the platform.
4012345678901Zalando has some of the strictest image requirements among European marketplaces. For apparel and shoes, model photography is strongly preferred and often required. The main image must show the product on a model (for clothing) or as a packshot (for accessories) against a neutral gray (hex #ECECEC) or white background. Images must be high-resolution (minimum 2048x2730 pixels) with a 3:4 aspect ratio. No text, logos, watermarks, or promotional overlays are allowed. Image quality directly impacts product approval and conversion rates.
Image 1: full-body model shot front view. Image 2: model shot back view. Image 3: close-up detail/fabric shot. Additional: side view, flat lay, packagingProducts must be assigned a color value from Zalando's standardized color palette, which typically includes around 20 base colors. The mapped color is used for search filters and navigation on the storefront. Brands should also provide a more specific color description (e.g., 'ivory' or 'eggshell white') for the product detail page. Accurate color mapping is critical because color is one of the most-used filters by Zalando customers.
white (mapped to Zalando color code: weiss/white)Zalando uses a proprietary size system that maps brand-specific sizes to standardized regional size charts (EU, UK, US, etc.). Partners must map their size grids to Zalando's size system during onboarding, and each product must reference the correct size guide ID. Accurate size information is crucial because sizing issues are the number one reason for returns on Zalando. The platform provides size recommendation tools to customers based on the data partners supply.
EU 42 / US 10 / UK 8 (mapped via Zalando size guide ID)EU regulations require detailed material composition information for textile products. Partners must provide the exact percentage of each fiber or material used in the product, broken down by component (outer fabric, lining, insole, sole, etc.). This information is displayed on the product detail page and is legally required for selling textiles in the European Union. Inaccurate material declarations can result in product removal and legal liability.
Outer: 80% Cotton, 20% Polyester. Lining: 100% PolyesterEvery product on Zalando must be tagged with a season code indicating when the product was released or is intended to be sold. Zalando uses season codes to manage assortment planning, markdown cycles, and catalog organization. Products from outdated seasons may be deprioritized in search results or flagged for markdown. Partners should coordinate their season codes with Zalando's seasonal calendar.
SS25 (Spring/Summer 2025)Zalando's silhouette field acts as a detailed product classification within a category. It determines which product detail page template is used, which attributes are required, and how the product appears in filtered search results. Selecting the correct silhouette is essential because it defines the entire attribute schema for the product, including required fields like length, fit, collar style, and other category-specific attributes.
Sneakers low, T-shirt basic, Jeans skinny, ParkaPartners set the recommended retail price (RRP) for each market where the product is sold. Zalando operates a consignment-like model where the brand sets the price and Zalando takes a commission on each sale. Prices must be competitive and consistent with the brand's positioning across other channels. Zalando reserves the right to decline products with pricing that falls outside acceptable ranges for the category and brand tier.
89.95 (EUR)Care instructions are mandatory for textile products sold in the EU and must include the appropriate textile care symbols and text descriptions. Partners should provide care labels that comply with GINETEX standards (ISO 3758). This information helps customers maintain their purchases properly and is a legal requirement in most European markets. Incomplete or missing care instructions can result in product listing rejection.
Machine wash at 30°C, Do not bleach, Tumble dry low, Iron at low temperatureThe product description provides additional details about the product beyond the title and attributes. While Zalando auto-generates much of the product page from structured attributes, a well-crafted description adds context about the product's features, benefits, and styling suggestions. Keep descriptions factual, avoid superlatives and promotional language, and write in the language of the target market. Zalando may edit or replace descriptions that do not meet their editorial standards.
Timeless sneaker in premium leather with a cushioned sole for all-day comfort. Features a breathable mesh lining and reinforced heel counter for added support.JSON (Zalando Partner API / Merchant API)
Zalando's primary integration method is through the Zalando Partner API (Merchant API), which accepts structured JSON payloads for product data, stock levels, pricing, and order management. The API follows RESTful conventions and supports real-time synchronization of inventory and prices. For initial onboarding and bulk uploads, Zalando also supports structured CSV/Excel files through the zDirect portal. The API enables partners to manage their product catalog programmatically, including creating new articles, updating existing product data, managing stock availability per warehouse, and processing orders and returns. Zalando provides sandbox environments for testing integrations before going live.
Zalando's category taxonomy is organized around product silhouettes rather than traditional hierarchical browse trees. The taxonomy follows the structure: Gender > Category Group > Category > Silhouette (e.g., Women > Clothing > Dresses > Maxi dress). Each silhouette defines a specific set of required and optional attributes that must be provided for the product listing to be accepted. Zalando's taxonomy is standardized across all markets but may have localized category names and attribute values. The platform regularly updates its taxonomy to reflect fashion trends and new product types, so partners should synchronize with the latest silhouette definitions periodically.
Detailed requirements for product titles, descriptions, images, and pricing
Avoid these common issues that cause product listings to be rejected or suppressed
Product images do not meet Zalando's minimum resolution or aspect ratio requirements
Ensure all images are at least 2048x2730 pixels with a 3:4 aspect ratio. Use JPEG format with a neutral gray or white background. For apparel, provide model photography rather than flat-lay or ghost mannequin shots. Re-shoot or resize images that do not meet these specifications before resubmitting.
Missing or invalid EAN-13 barcodes for one or more size variants
Verify that every simple (size/variant) has a unique, GS1-registered EAN-13 barcode. Check for duplicates within your catalog and ensure no EAN is shared across different products or sizes. Purchase additional EANs from GS1 if needed and update your product feed before resubmitting.
Incorrect or missing material composition data for textile products
Provide the full material composition as a percentage breakdown per component (outer, lining, etc.) that totals 100%. Ensure compliance with EU Textile Regulation 1007/2011. Cross-reference your material data with the physical product labels to ensure accuracy. Missing material data is a legal compliance issue and Zalando will not publish listings without it.
Size mapping does not match Zalando's size system or size guide is not configured
Contact your Zalando partner manager to verify your size guide mapping is correctly set up in the system. Ensure you are using the correct size guide ID for each product category and that all sizes in your feed correspond to valid entries in your size grid. Resubmit the product data with corrected size mappings.
Product silhouette or category assignment is incorrect for the actual product type
Review Zalando's silhouette taxonomy and select the most accurate classification for your product. A product classified as a 'parka' when it is actually a 'bomber jacket' will be rejected because the required attributes differ. Use the Zalando Partner API catalog endpoint to retrieve valid silhouettes for your category and reclassify the product accordingly.
Brand is not approved or registered in Zalando's brand database
Ensure your brand has been officially approved and onboarded through the Zalando Partner Program. Contact the Zalando partner team to initiate the brand registration process, which includes providing brand documentation, trademark registration, and agreeing to commercial terms. No products can be listed until the brand is fully approved in the system.
Missing or insufficient care instructions for textile products
Add complete care instructions using standardized GINETEX care symbols and descriptive text. Include washing temperature, bleaching, drying, ironing, and professional cleaning instructions. Ensure care information is provided in the local language of each target market. Cross-reference with the physical care labels on your products.
Product data is missing required attributes for the selected silhouette
Each silhouette in Zalando's taxonomy has a specific set of required attributes. Check the silhouette definition in the Zalando Partner API to identify all mandatory fields. Common missing attributes include collar type, sleeve length, pattern, fit, and closure type. Fill in all required attributes with valid values from Zalando's predefined value lists before resubmitting.
Best practices to improve your product listing performance and visibility
Zalando is a fashion-first platform where visual presentation is paramount. Listings with professional model photography consistently outperform those with flat-lay or packshot images. Invest in at least 6 images per product: front model shot, back model shot, detail/texture close-up, side view, styling shot, and a product flat-lay. Consider Zalando's own content creation services if in-house photography is not available. Products with 6+ high-quality images see significantly higher conversion rates compared to those with the minimum 3 images.
Returns due to sizing issues are the single biggest cost driver for fashion e-commerce on Zalando, with overall return rates averaging 50% in some categories. Provide detailed body measurement tables for every product, include model measurements on product pages, and accurately describe the fit (slim, regular, oversized). This data feeds into Zalando's size recommendation algorithm, which helps customers choose the right size. Partners who provide comprehensive fit data typically see a 10-15% reduction in size-related returns.
Zalando has committed to significant sustainability targets and actively promotes sustainable products through dedicated filters, badges, and curated collections. If your products have valid sustainability certifications (GOTS, OEKO-TEX Standard 100, GRS, Fair Trade, etc.), ensure these are properly tagged in your product data. Sustainable products receive enhanced visibility on the platform and appeal to the growing segment of environmentally conscious consumers, who are willing to pay a premium for certified sustainable fashion.
Timing is critical on Zalando. Submit new season products well in advance of the selling season to ensure they are live and indexed by the time customers start shopping. Zalando typically opens for Spring/Summer uploads in January-February and Fall/Winter in July-August. Coordinate your markdown schedule with Zalando's mid-season and end-of-season sale events to maximize sell-through of aging inventory. Products submitted late in the season receive less algorithmic visibility.
Zalando's search and filter system heavily relies on structured product attributes rather than free-text keywords. Ensure every available attribute is filled in with accurate data, including pattern, collar type, sleeve length, leg shape, closure type, occasion, and material detail. Products with complete attribute data appear in more filter combinations, significantly increasing discoverability. A product missing the 'occasion: formal' attribute, for example, will not appear when customers filter for formal wear.
Zalando operates across 25+ European markets with different languages, size systems, and cultural preferences. Translate all product descriptions, material information, and care instructions into the local language of each market rather than relying on Zalando's machine translation. Adapt pricing to local market conditions and ensure size mappings are correct for the regional size system (EU, UK, US). Brands that invest in proper localization consistently outperform those using generic, one-size-fits-all product data.
Zalando offers a range of marketing solutions through ZMS including Sponsored Products (cost-per-click advertising in search results), brand campaigns, and targeted display advertising. Use Sponsored Products to boost visibility for new launches or seasonal key styles. Leverage Zalando's customer insights and data analytics through the zDirect portal to identify high-potential products and allocate marketing budget effectively. ZMS campaigns can significantly accelerate sales velocity for new products on the platform.
The zDirect portal provides detailed analytics on product performance, including impressions, click-through rates, conversion rates, return rates, and return reasons. Regularly review this data to identify underperforming listings and optimize them. Pay special attention to high-return products and analyze whether the issue is related to sizing, image accuracy, or product quality. Use the analytics to inform assortment planning, identify best-sellers for advertising investment, and detect product data quality issues early.
Step-by-step guide to getting your products live on this marketplace
Apply to the Zalando Partner Program through the partner portal at zalando.de/partner. Prepare your brand presentation, product catalog overview, and business documentation. Once accepted, you will be assigned a partner manager who will guide you through commercial terms negotiation, technical integration setup, and the onboarding timeline. Expect the approval and onboarding process to take 4-12 weeks. During this phase, agree on commission rates, define your target markets across Zalando's European storefronts, and gather all required business documents including your EU VAT registration.
Work with your Zalando partner manager to configure your size guides in the system, mapping your brand-specific sizes to Zalando's standardized size system. Set up your product data according to Zalando's attribute schema, ensuring all required fields are populated for each silhouette type. This includes brand information, EAN barcodes for every size variant, material compositions, care instructions, color mappings, and season codes. If you are integrating via the Zalando Partner API, set up your technical connection using the sandbox environment for testing. If you prefer manual management, familiarize yourself with the zDirect portal interface.
Invest in professional fashion photography that meets Zalando's strict image requirements: minimum 2048x2730 pixels, 3:4 aspect ratio, neutral background, and model photography for apparel. Prepare at least 3 images per product (6-12 recommended), including front view, back view, and detail shots. Upload images through the zDirect portal or via the Partner API. Zalando's content team will review all submitted imagery, and products with non-compliant images will be rejected. Plan for sufficient lead time in your photography production schedule, especially for large catalog uploads.
Download our comprehensive guide to selling successfully on Zalando's Partner Program. Learn the exact strategies that top fashion brands use to optimize their product listings, reduce return rates, and maximize sales across Europe's largest fashion marketplace.
Common questions about listing products on Zalando
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