“Distributed Commerce”: How Zalando Wants to Make Selling Fashion go Mobile

Under the headline “Distributed Commerce”, Zalando laid out how the company views the market context for mobile commerce and where Zalando’s own position may be in the future. Here is the full capital markets day presentation on this topic. (PDF)

Today’s challenge:

2016 03 23 um 15 20 58

Zalando wants to provide the missing connections:

zalandomobile.png

This looks like the advertising services, first introduced at last year’s capital markets day (PDF), are going to be dramatically increased in scope and reach.

One priority for 2016 is to bring Zalando’s solution(s) into the pilot phase:

zalandopiloting.png

The second and the last one here are hard problems. Especially as, and sorry I really don’t want to talk about this in every article, Zalando has started its mobile app offensive going into the opposite direction.

Here’s the thing:

Zalando has its finger on the right main issues for online retail going mobile, that it is lagging behind usage (and time spent) and that there are structural hurdles. (or at the least still missing solutions for a new context)

But Zalando’s solution is not as big a deal as the company wants us to think. All this will help increase Zalando’s footprint. But Zalando itself faces the same issues everyone else does:

How do I get a slice of the limited real estate on the users home screen?
How do the users find out about my app / my offering?
How can I get in on the action happening in mobile social networks?

To all these questions Zalando is either no answer or only a partial answer to potential partners like merchants and brands. Zalando can’t help anyone selling fashion through Instagram or Pinterest. It can make it easier to connect posted content from there to a shop environment. But that is not really an answer to the posed question.

The main advantage for Zalando is of course that the company is a rather big online retailer and the scale and reach that comes with this gives Zalando a lot of opportunities smaller players don’t have. But that sentence doesn’t fill up a presentation.

So it is going to be very interesting to watch what exactly Zalando is going to ship over the next year. Because it is not at all a given the company can deliver on what it is promising here.

(To be clear, I am not questioning the ability to execute, but rather how much the context allows here. As in: You can only do with Instagram what Instagram itself allows. And you can only do within iOS what Apple allows. And so on. I went over a lot of this back in October of last year in “How Zalando Tries To Make Instagram Images Shoppable (And Mainly Fails)“)

zalandoexpandtheoffer.png

Ad hoc integrations with large social media players. I don’t even know what this could mean in the mobile context. Anyone who can provide any details, feel free to email me: marcelweiss@excitingcommerce.com

More on this topic:

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  2. […] “Distributed Commerce”: How Zalando Wants to Make Selling Fashion go Mobile […]

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  3. […] At this year’s capital markets day Zalando showed us what the company understood to be its future positioning in a smartphone world. I commented on this slide regarding the company’s limits: […]

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  4. […] “Distributed Commerce”: How Zalando Wants to Make Selling Fashion go Mobile […]

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  5. […] “Distributed Commerce”: How Zalando Wants to Make Selling Fashion go Mobile […]

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