Zalando expands in Southern Europe with two major moves: the launch of its dedicated online store in Portugal and the introduction of its Beauty category in Spain.
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The German e-commerce giant has officially gone live with Zalando.pt, marking its entry into the Portuguese market. Shoppers can now access thousands of products across fashion, footwear, accessories, and sportswear.
“We are particularly proud to introduce our innovative tech, including the Zalando AI Assistant and Trend Spotter, designed to make fashion discovery more personalized, inspiring, and fun,” shared Eloisa Siclari, General Manager for Southern Europe in Zalando, in a LinkedIn post. “This launch also unlocks new growth opportunities for local fashion businesses. A connected Europe, indeed! Welcome to the Zalando universe, Portugal!”
Strong market potential in Portgual
According to Portugal E-commerce Market Analysis by Mordor Intelligence, its e-commerce market size is valued at USD 6.45 billion in 2025 and is projected to reach USD 11.03 billion by 2030, advancing at an 11.33% CAGR. Zalando’s arrival positions the brand to capture part of this expanding digital retail landscape.
Zalando’s footprint reaches 26 countries
According to WORLDEF News, the launch in Portugal marks Zalando’s first new market since 2022, following expansions into Hungary and Romania. With 26 active markets today, Zalando plans to reach 28 by the end of 2025, with upcoming launches in Greece and Bulgaria.
This growth comes amid a strong performance streak for the company. Zalando recently reported consecutive quarters of revenue and profit increases, adding over 3 million new customers in the past year. The acquisition of About You is also set to strengthen Zalando’s B2B capabilities, solidifying its position as a leading European fashion marketplace.
Beauty category arrives in Spain
Zalando expands in Southern Europe also by enlarging its offering in Spain with a new Beauty category, featuring skincare, makeup, and fragrance products. This way Spain becomes the 14th market to feature Zalando Beauty.
The company aims to offer a curated mix of international and local brands, aligning with its strategy to combine quality, personalization, and convenience for customers and partners alike.
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