European fashion platform Zalando has officially launched in Portugal, marking a major step in its Southern European growth strategy. At the same time, the German e-commerce leader is introducing its Beauty category to the Spanish market, extending its offering beyond fashion into cosmetics and personal care. The move demonstrates Zalando’s renewed focus on diversification and market expansion after a two-year pause in new market launches, according to Ecommerce News Europe.
(https://ecommercenews.eu/zalando-launches-in-portugal-and-introduces-beauty-in-spain/)
Entering Portugal: A Promising Market
The launch of Zalando.pt marks the company’s 26th active market across Europe. Zalando had not opened operations in a new country since 2022, when it entered Slovakia and Romania. With Portugal now onboard, the company said it plans to reach 28 European markets by the end of 2025, with Greece and Bulgaria next on the roadmap.
The Portuguese e-commerce market represents significant untapped potential. Research from Statista shows that online retail sales in Portugal reached €4.1 billion in 2024 and are expected to surpass €6.6 billion by 2029, driven by young, tech-savvy consumers and an increasing preference for cross-border online shopping.
Zalando’s entry comes as Portuguese consumers demand faster deliveries, broader product ranges, and more localized payment options. Ecommerce News Europe notes that Zalando’s new platform will offer more than 200,000 products from 2,000 brands, including fashion, shoes, accessories, and sportswear.
(https://ecommercenews.eu/zalando-launches-in-portugal-and-introduces-beauty-in-spain/)
Localization and Customer Experience
As part of its strategy, Zalando will tailor its offerings to local preferences. The company plans to implement local payment methods, such as Multibanco and MB WAY, while ensuring next-day delivery in most urban areas. Customers will also have access to Zalando Plus, the brand’s loyalty program, which includes faster shipping, early access to sales, and exclusive deals.
In a statement reported by Reuters, Zalando co-CEO Robert Gentz said the Portuguese launch reflects “the company’s confidence in Southern Europe as one of the fastest-growing digital commerce regions in the EU.”
The company’s logistics operations in Portugal will initially rely on its existing distribution hubs in Spain and France, with potential plans to establish a local warehouse if sales volumes meet expectations.
Spain Welcomes Zalando Beauty
Simultaneously, Zalando is expanding its Beauty segment into Spain, offering customers a curated range of skincare, makeup, and fragrances from both international and local brands. Spain becomes the 14th country to receive Zalando’s Beauty range, a segment first launched in Germany in 2018.
According to FashionUnited, Zalando’s Spanish Beauty platform will feature top brands like L’Oréal, The Ordinary, MAC, and Rituals, alongside local Spanish labels. The company said it aims to make the beauty shopping experience “as convenient and inspiring as fashion.”
Spain’s beauty and personal care e-commerce market was worth €2.7 billion in 2024, growing at an annual rate of over 10 percent, according to Euromonitor International. Zalando’s entry is expected to intensify competition against existing players such as Sephora, Douglas, and niche local e-shops that have flourished since the pandemic.
A Step Toward Integrated Lifestyle Retail
Zalando’s southern expansion is part of a broader plan to position itself as a one-stop destination for lifestyle shopping, combining fashion, beauty, and home categories. Industry observers told Ecommerce News Europe that the company is diversifying to attract a wider audience and increase average order values, especially in markets where fashion margins are tightening.
Zalando’s Head of Southern Europe, Giulia Giorgi, said in an interview with El País that the move “brings us closer to the Mediterranean consumer, who values inspiration, brand diversity, and sustainability.”
The company is also expected to leverage its Zalando Fulfillment Solutions (ZFS) network in the Iberian Peninsula to help partner brands offer faster deliveries and easier returns, a strategy that proved successful in France and Italy.
Sustainability and Brand Collaboration
Sustainability remains a central pillar of Zalando’s expansion strategy. The company said its Portuguese launch will include pre-owned fashion, allowing customers to trade in gently used items for store credit. This aligns with Zalando’s “do.MORE” initiative, which targets net-zero emissions across all operations by 2040.
The retailer will also collaborate with local designers and small brands in Portugal to promote regional craftsmanship and circular fashion models. As reported by Vogue Business, Zalando is increasingly investing in localized storytelling and influencer partnerships to enhance its cultural relevance in each market.
Competitive Landscape
Zalando’s entry into Portugal will place it in direct competition with both global and local players. Amazon, Shein, and H&M already have strong presences in Portugal’s digital retail scene, while homegrown platforms such as Salsa Jeans and Parfois have cultivated loyal followings through omnichannel strategies.
Analysts at McKinsey & Company suggest that European consumers are becoming “brand-agnostic but experience-driven,” meaning customer service, delivery speed, and seamless returns often outweigh brand loyalty. Zalando’s investment in logistics automation and AI-driven personalization could therefore become a key differentiator.
Outlook and Expansion Strategy
Looking ahead, Zalando plans to continue growing across Southern and Eastern Europe. Greece and Bulgaria are next in line, with potential openings expected in early 2026. Beyond market launches, the company is refining its marketplace model to allow third-party sellers more autonomy, while expanding into lifestyle categories like home décor and wellness.
Zalando’s co-CEO David Schneider said during the company’s Q2 earnings call that “2025 and 2026 will be pivotal years for accelerating European reach and deepening local relevance.” He added that the company expects southern markets to contribute up to 15 percent of total gross merchandise volume by 2027.
In both Portugal and Spain, the focus remains clear: expanding access, elevating experience, and integrating beauty and fashion into a cohesive shopping ecosystem.
As Zalando moves deeper into Southern Europe, its expansion marks not only a geographic milestone but also a symbolic one a transition from being just a fashion retailer to becoming a comprehensive lifestyle platform for European consumers.
