Zalando Expands AI-Powered Discovery Feed, Aims to Transform Online Shopping Experience
Published
October 15, 2025
In a significant move to redefine the online shopping landscape, Zalando has announced the expansion of its AI-driven Discovery Feed to 16 additional markets, bringing the total to 22. This initiative follows the successful launch of Cultural Ties a year ago and aims to enhance user engagement by creating a more personalized and intuitive shopping experience from the moment users open the app.
A Shift Towards Social Shopping
Zalando, a leading European online fashion platform, is not just enhancing its e-commerce capabilities; it is also evolving into a social network for fashion enthusiasts. The introduction of a public customer profile feature will allow users to curate their own content, follow brands, and share personal style boards. This shift reflects a broader trend in the retail industry, where social media and e-commerce increasingly intersect.
Robert Gentz, co-founder and co-CEO of Zalando, emphasized the importance of this transition. “The launches mark a pivotal moment in our journey to evolve from a primarily transactional platform into a dynamic, inspiring ecosystem for fashion and lifestyle,” he stated. This evolution aims to combine the convenience of online shopping with the engaging elements of social media, thereby creating a more holistic experience for users.
Features of the Discovery Feed
Launched initially in six markets in July, the Discovery Feed integrates several key features designed to streamline the shopping process. Users can expect curated boards, personalized product recommendations, and interactive content such as videos and live streams that include direct purchase options. This multifaceted approach not only enhances user experience but also positions Zalando as a central hub for fashion discovery.
The Discovery Feed is designed to respond to the changing needs of consumers, particularly as shopping behaviors evolve. By offering varied and relevant content, Zalando aims to incentivize users to engage with the app more frequently. This strategy is crucial in a competitive market where customer loyalty is increasingly hard to secure.
Community Engagement and Personalization
One of the standout features of the new update is the ability for users to share their personal boards both within the Zalando platform and externally. This feature fosters a sense of community among users, allowing them to exchange style inspirations and recommendations. Anne Pascual, SVP of Product Design at Zalando, noted, “With the option to share boards, we are making customers visible to one another on Zalando for the first time.” This innovation digitizes a traditional social interaction-asking friends for fashion advice-making it more accessible in the digital age.
The emphasis on community is particularly relevant in today’s retail environment, where consumers, especially digital natives, are increasingly driven by emotional connections and shared experiences. This shift in shopping behavior underscores the need for platforms like Zalando to adapt and innovate continually.
The Broader Context of E-Commerce Evolution
Zalando’s latest initiatives are part of a larger trend in the retail sector, where companies are increasingly blending e-commerce with social media elements. This approach is not merely a response to consumer demand but also a strategic move to differentiate themselves in a crowded marketplace. As online shopping becomes more prevalent, the need for engaging, interactive experiences is paramount.
Historically, e-commerce has focused primarily on transactions, but the rise of social commerce has changed the game. Platforms like Instagram and TikTok have demonstrated the power of social engagement in driving sales, prompting traditional retailers to rethink their strategies. Zalando’s move to integrate social features into its platform is a timely response to this shift, positioning the company to capture a larger share of the market.
Conclusion
Zalando’s expansion of its AI-powered Discovery Feed and the introduction of public customer profiles mark a significant step in the evolution of online shopping. By merging e-commerce with social media elements, Zalando aims to create a more engaging and personalized shopping experience. As the retail landscape continues to evolve, the company’s innovative approach may set a new standard for how consumers interact with fashion brands online. With these developments, Zalando is not just keeping pace with industry trends; it is actively shaping the future of fashion retail.
