How Chinese Entrepreneurs Can Start Selling Through Zalando in the EU

Zalando is one of Europe’s largest fashion e-commerce platforms, with over 50 million active customers in more than 25 countries. For Chinese fashion brands and manufacturers, Zalando is a premium gateway to Europe’s high-value market, especially for businesses that can offer quality products, reliable logistics, and a strong brand presentation.

This guide explains how Chinese entrepreneurs can start selling on Zalando in the EU, what requirements to expect, and how to smoothly launch a European business.

Why Zalando Is an Attractive Platform for Chinese Sellers

For Chinese entrepreneurs who manufacture or trade fashion goods, Zalando offers a unique entryway into Europe’s mid- and high-end fashion market. Unlike open marketplaces that primarily compete on price, Zalando positions itself as a curated destination offering quality fashion, a strong brand identity, and a premium customer experience. This shifts the focus away from mass-produced, low-margin goods and toward unique, story-driven products.

One of Zalando’s biggest advantages is its customer base. With tens of millions of active shoppers across Europe, the platform attracts consumers who frequently purchase fashion items and expect higher quality. Many of these consumers are brand-oriented and willing to pay more for well-designed items, reliable delivery, and a consistent shopping experience. This allows Chinese sellers to compete based on design, presentation, and product quality instead of getting caught up in endless price wars.

Zalando also supports brand building. Unlike other marketplaces where listings blend together, Zalando showcases the brands behind the products. Sellers can create branded environments, present their collections cohesively, and build loyal audiences. For Chinese manufacturers who already produce for Western labels, Zalando offers a chance to bring their own brand into the European spotlight instead of remaining invisible behind other companies’ logos.

Another reason Zalando stands out is its controlled, curated model. The platform does not allow unvetted sellers to upload generic goods. Instead, Zalando evaluates product quality, imagery, and brand positioning before granting approval. While this creates a higher barrier to entry, it significantly reduces the risk of overcrowding and protects serious sellers from low-quality competitors. Those who invest in proper branding and compliance find themselves operating in a more stable, less price-driven environment.

Geographic reach adds even more value. By integrating with Zalando, sellers can access customers in many EU markets-Germany, the Nordics, France, Italy, Spain, and Central Europe-without opening separate storefronts or managing dozens of systems. For entrepreneurs based in China, this unified access dramatically simplifies expansion and makes scaling far more manageable.

Finally, Zalando’s strong reputation in Europe benefits new brands. Customers trust the platform’s delivery standards, return policies, and payment systems. Even if a shopper has never heard of a brand, they feel confident making a purchase because it takes place within Zalando’s trusted environment. This trust reduces barriers for new market entrants and accelerates brand growth.

Zalando’s Business Models: ZFS vs. Partner Program

Zalando offers sellers two primary ways to operate on the platform, and it is crucial to understand the differences between them before joining. Both models revolve around the idea that sellers remain responsible for their brand and product assortment. However, they differ significantly in how logistics, fulfillment, and customer service are handled.

The first and most widely used option is the Zalando Partner Program (ZPP). With this model, you can sell under your own brand and maintain full control over your pricing, assortment, and inventory. Essentially, you are operating your own online boutique inside Zalando’s ecosystem. Sellers who choose this option manage their own stock, storage, and shipping unless they later add ZFS. The Partner Program is ideal for Chinese entrepreneurs who want flexibility, the ability to experiment with pricing strategies, and ownership of their commercial identity. However, this also means that you must meet Zalando’s high delivery standards, handle returns, and provide customer service that meets European expectations.

The second model, Zalando Fulfilment Solutions (ZFS), is an add-on service rather than a standalone sales channel. Once approved as a Partner Program seller, you can choose to store your products in Zalando’s warehouses across Europe. Zalando then takes care of picking, packing, shipping, and handling returns. This dramatically simplifies operations for non-EU sellers, especially those without a European warehouse or logistics partner. ZFS ensures your orders are delivered quickly and reliably, which often improves your visibility on the platform because Zalando prioritizes listings that can be efficiently fulfilled through its network.

For many Chinese entrepreneurs, ZPP + ZFS is the most practical and scalable approach. It allows you to maintain brand ownership and control while outsourcing the most challenging aspect of EU commerce: fast, compliant logistics. This also helps you meet customer expectations that would otherwise be impossible to achieve from China, such as two- to five-day delivery times and simple local returns.

Each model has its own costs, obligations, and operational implications. Together, they provide a flexible framework that accommodates different business strategies, from lean, logistics-light operations using ZFS, to larger brands that run their own warehouses and use Zalando solely as a sales channel.

Key Requirements for Chinese Sellers

Entering Zalando as a Chinese entrepreneur is possible, but requires preparation. Zalando positions itself as a premium platform, which affects every stage of the onboarding process-from legal structure and tax registrations to product quality and logistics. Understanding these requirements early on will help you avoid delays and significantly increase your chances of approval.

Legal Requirements

The first and most essential condition is having a registered company within the European Union. Zalando does not allow sellers to operate directly from China without an EU-based legal entity. This company will act as the official merchant and be responsible for invoicing customers, paying taxes, and managing compliance. Germany, the Netherlands, Poland, the Czech Republic, and Cyprus are among the most popular choices because they offer reliable registration processes and straightforward VAT systems.

Once the company is incorporated, you will also need to register for value-added tax (VAT). Proper VAT setup is required for selling across borders within the EU, and Zalando expects sellers to be fully compliant from day one. Depending on your fulfillment model and the countries in which you plan to sell, additional VAT registrations may be necessary.

Another critical point is the need for a European return address. EU customers expect simple, fast returns. If you plan to handle logistics yourself, you must arrange for a warehouse or fulfillment partner that can manage inbound returns. Alternatively, ZFS can take care of this obligation for you.

Product and Brand Requirements

Zalando maintains a curated marketplace, which means not every product or brand will be accepted. The platform expects high-quality fashion items with a clear identity, whether you are selling trendy streetwear, premium basics, or sports apparel. Your products must meet European standards for textile safety, labeling, and composition. This includes complying with REACH regulations, providing proper fabric descriptions, and including correct care labels.

Product presentation is equally important. Zalando has strict photography guidelines, insisting on professional, clean, and uniform imagery that aligns with its global style. Images must clearly show the product from several angles, often on models, and adhere to specific rules regarding background, lighting, and cropping. Poor photography or incomplete product data is one of the most common reasons for delayed approval.

Zalando also evaluates whether your brand is “Zalando-ready.” They consider your positioning, visual identity, and how your assortment fits their market. Sellers who can demonstrate a cohesive brand story and consistent product quality are far more likely to be approved.

Logistics and Operational Requirements

European customers expect fast and reliable delivery, usually within a few business days. If you choose to manage your own logistics, you must be able to ship quickly to all activated markets. This requires storing stock in Europe and partnering with reliable couriers. You must also have the capacity to promptly process returns and provide customer service that aligns with Zalando’s standards.

For many Chinese entrepreneurs, meeting these requirements is the most challenging aspect of entering the EU market. Shipping from China is not an option, and setting up a private warehouse is often too complex or costly initially. This is why ZFS has become the preferred solution-it enables sellers to meet Zalando’s expectations without developing their own logistics infrastructure.

While meeting these requirements may seem demanding, they serve a purpose: protecting Zalando’s quality, reputation, and customer satisfaction. Sellers who meet these requirements gain access to a marketplace where competition is based on value and brand strength rather than a race to the bottom.

What You Need to Start Selling

Preparing to sell on Zalando requires assembling a complete set of operational, legal, and technical elements. Unlike open marketplaces, where you can upload a few listings and start selling immediately, Zalando expects sellers, especially international ones, to be fully organized before being onboarded. The more complete your setup is, the smoother your approval process will be.

The first step is establishing your EU company structure. This entity must be fully operational with registration documents, a European business address, and tax numbers. Once incorporated, proceed with obtaining VAT registration in at least one EU country. Depending on the markets you activate, you may eventually require multiple VAT numbers, but initial registration is sufficient to begin the application process.

Next, you will need to address logistics and fulfillment. You must demonstrate that you can store, ship, and return products within the EU consistently and at a high standard. Sellers without a logistics partner often choose Zalando Fulfillment Solutions (ZFS), which allows them to store their products in Zalando’s warehouses. If you opt for independent fulfillment, you must demonstrate that you can meet Zalando’s delivery standards and return handling requirements.

A crucial component is your brand and product catalog. Before submitting your application, prepare a professionally organized assortment including high-quality images, detailed product descriptions, material compositions, size guides, and model photography that adhere to Zalando’s guidelines. Zalando carefully reviews samples of your brand identity, design direction, and presentation quality. It is often at this early stage that strong manufacturers or well-prepared brands stand out.

Another important factor is regulatory compliance, which is mandatory across the EU. Apparel requires proper labeling, material disclosures, and adherence to textile and chemical safety standards. Accessories or shoes may require additional documentation. Having these documents ready before onboarding helps prevent delays and shows Zalando that you are serious about long-term operations.

Once your catalog, brand assets, logistics plan, and company documents are ready, you will be prepared for Zalando’s technical integration. This involves connecting your product data, stock levels, and order flow to the Zalando Partner Portal via an API, ERP, or third-party integration tool. Although the technical side may seem complex, the process is straightforward once your internal structure is properly set up.

Once all components-legal, logistical, regulatory, brand, and technical-are in place, you can submit your onboarding package. Zalando will review your package and, if approved, invite you to begin uploading your catalog and preparing for launch.

Step-by-Step: How Chinese Entrepreneurs Can Get Started

Launching on Zalando becomes far easier once you understand the sequence of steps involved. While the platform is selective, the process itself is logical and transparent. Each stage builds on the previous one, ensuring that, by the time you go live, your operations are stable, your compliance is complete, and your brand is positioned for success.

Step 1: Establish an EU company.

For Chinese entrepreneurs, the process starts with forming a legal entity within the European Union. This company serves as your commercial foundation. It enters into the Zalando Partner Agreement, issues invoices to customers, and handles regulatory responsibilities. The choice of country can influence your operational efficiency and tax obligations. Germany, for example, provides proximity to Zalando’s largest market, while countries like Poland, the Czech Republic, and Cyprus often offer faster or more cost-effective company registration processes. Regardless of location, your company must be fully incorporated before proceeding to the next steps.

Step 2: Complete VAT registration and tax setup.

Once the business is registered, VAT compliance becomes mandatory. At a minimum, you need a VAT number in the country where your company is established. Depending on your fulfillment model and the countries you intend to activate on Zalando, however, you may require additional VAT registrations. Sellers using ZFS may incur local VAT obligations in countries where inventory is stored. Setting up your tax structure correctly from the beginning will prevent financial penalties and ensure Zalando approves your application without any concerns about compliance.

Step 3: Apply to join the Zalando Partner Program.

Once your legal and tax foundations are in place, you can submit your application to the Zalando Partner Program. Zalando will then evaluate your brand, products, and readiness. You will be asked to share details about your company, assortment, production quality, and positioning. Zalando may also request product photos, lookbooks, or other marketing materials to determine if your brand aligns with their standards. The review process is selective-brands that demonstrate professionalism, quality, and consistency are far more likely to receive approval.

Step 4: Sign agreements and prepare for technical integration.

If your brand is accepted, Zalando will provide you with access to the Partner Portal and guide you through the contractual requirements. You will then begin integrating your store with Zalando’s systems. Depending on your setup, you can connect via API, ERP, PIM, or a third-party middleware provider. This integration allows you to synchronize product data, manage inventory updates in real time, and ensure smooth order handling. Zalando will then test your integration to confirm that your data flow is stable and accurate.

Step 5: Finalize Logistics Setup

The next step is to configure your fulfillment strategy. If you plan to ship items yourself, you must demonstrate your ability to deliver quickly and efficiently manage returns across all activated markets. Many Chinese entrepreneurs choose Zalando Fulfilment Solutions instead, which significantly simplifies the process. With ZFS, you ship your inventory to a Zalando warehouse. From that moment on, Zalando takes over the operational side of delivery and returns. Regardless of the method you choose, you will be expected to meet Zalando’s strict standards for packaging, delivery times, and customer service.

Step 6: Upload Your Catalog and Prepare for Launch

Once the technical and logistical foundations are in place, you can begin uploading your product catalog. This includes high-quality images, complete material descriptions, measurements, translated product information, and pricing. Zalando often reviews listings before they go live to ensure they meet the platform’s standards. After your listing is approved, your products will appear online in the activated markets, and your brand will officially be ready to start selling.

Costs of Selling on Zalando

Although selling on Zalando requires an initial investment, the platform rewards brands with strong positioning, reliable logistics, and professional presentation. Understanding the cost structure from the beginning allows Chinese entrepreneurs to plan properly and avoid unexpected expenses as they grow their business.

The first set of costs relates to establishing your presence in Europe. Creating an EU company involves incorporation fees, government charges, notarization (depending on the jurisdiction), and setting up a business address. After forming the company, VAT registration and ongoing tax filings introduce additional administrative costs. These legal and fiscal foundations are essential because Zalando only works with fully compliant, EU-based entities.

Next are the costs directly connected to Zalando itself. The platform charges a commission on each sale, typically ranging from 7% to 16%, depending on the product category. Fashion and footwear tend to fall somewhere in the middle of this range. Zalando does not charge a monthly subscription fee for its Partner Program; however, the commission structure is designed to ensure that only products with solid market positioning are profitable.

If you choose Zalando Fulfillment Solutions (ZFS), you will incur additional fees for warehousing, picking, packing, and shipping. These costs depend on the size and weight of the items, as well as the number of services activated. ZFS fees generally mirror the costs of using an external European third-party logistics provider but offer two added benefits: priority in customer delivery times and simplified returns handling. Many foreign sellers find that ZFS is operationally easier and often more cost-efficient than building a logistics setup from scratch.

Beyond platform and fulfillment costs, consider technical integration expenses. While Zalando provides its Partner Portal free of charge, connecting your data via API, ERP, or middleware tools may necessitate third-party software or developers. These investments usually pay off because a stable technical setup reduces listing errors, stock discrepancies, and lost sales opportunities.

Operational costs, such as packaging materials, customer service (if not handled by ZFS), product labeling, translations, and compliance documentation, should also be factored in. While these costs may seem minor individually, collectively, they play an important role in ensuring smooth operations and maintaining Zalando’s high standards.

For most sellers, the real expense is not any single fee, but rather the total cost of legal setup, logistics preparation, high-quality product presentation, and an ongoing operational structure. Once these foundations are in place, however, Zalando offers access to a broad and consistent customer base across Europe, allowing well-prepared brands to scale profitably.

Best-Selling Product Categories for Zalando

Zalando’s reputation as a curated fashion marketplace means that not all product categories perform equally well. While the platform offers a wide variety of apparel, shoes, and accessories, certain categories consistently generate higher demand, stronger conversion rates, and more consistent growth. Understanding these trends helps Chinese entrepreneurs identify categories in which their products can quickly gain traction.

One of the strongest performers is women’s fashion, the backbone of Zalando’s marketplace. This category includes everyday items such as dresses, blouses, skirts, knitwear, and outerwear, as well as niche items like maternity clothing and premium basics. European consumers in this category respond particularly well to visually cohesive, seasonally appropriate collections available in a wide range of sizes. Brands that offer consistent quality and a good fit tend to build customer loyalty rapidly.

Sportswear and athleisure have also become core Zalando categories. As lifestyles shift toward fitness, comfort, and wellness, the demand for leggings, sports bras, hoodies, athletic tops, and performance wear has grown significantly. Chinese manufacturers with expertise in high-quality functional fabrics, seamless construction, and moisture-wicking materials are well-positioned to thrive in this market. Zalando actively promotes sportswear brands and collaborates with sellers who can provide stylish, durable, and technically advanced products.

Another reliable category is footwear, including sneakers, boots, sandals, and everyday shoes. Footwear requires attention to detail regarding sizing, comfort, and materials but also offers excellent margins. Many smaller brands have successfully carved out niches by focusing on unique design elements or specific lifestyle segments, such as sustainable shoes or casual urban footwear.

For sellers aiming to minimize inventory risk, accessories are an attractive option. Bags, belts, hats, scarves, and jewelry often require less complex sizing and generate fewer returns, making them easier to manage operationally. Accessories also allow new brands to test the market, build visibility, and establish a presence on Zalando before expanding into more challenging categories, such as apparel and footwear.

Children’s fashion is another category with steady demand. Parents in Europe frequently purchase children’s clothing online and expect durability, comfort, and safety. Sellers who offer well-made basics, seasonal items, or playful collections often build a strong following among this demographic.

All successful Zalando categories emphasize quality, consistency, and brand presentation. Products must meet technical standards, present well visually, and align with European fashion preferences. Chinese sellers who combine strong manufacturing capabilities with thoughtful branding and presentation can perform exceptionally well in these segments.

Common Mistakes Chinese Sellers Should Avoid

Entering Zalando is a significant opportunity, but it also involves a learning curve. Many Chinese entrepreneurs are accustomed to marketplaces like Amazon, AliExpress, or Temu, where speed and price competition dominate. Zalando operates very differently, and misunderstanding these differences is one of the main reasons applications are delayed or rejected. Avoiding the most common mistakes will not only streamline your onboarding process, but also help your brand perform well once it’s live.

One of the biggest missteps is attempting to list low-quality or unbranded products. Zalando is built on curated fashion and brand identity, so it is not designed for generic goods or purely price-driven listings. Sellers who submit assorted items without a clear brand concept, a cohesive style, or a professional presentation will likely fail the quality review. Zalando expects a brand story, consistent imagery, and a thoughtful, well-structured catalog.

Another frequent problem is poor or non-compliant photography. Zalando has specific image requirements regarding angles, background colors, model usage, lighting, cropping, and file formats. Sellers who upload images taken on uneven backgrounds or submit factory snapshots will be asked to redo the entire photo set. High-quality imagery is not optional on Zalando-it is one of the defining elements of acceptance.

Logistics-related mistakes are equally damaging. Some sellers underestimate the importance of fast delivery and local returns, assuming that longer delivery times or external return processes are acceptable. In Europe, customers expect simple, almost seamless return handling. If you cannot meet these expectations, your brand will quickly receive negative feedback, low ratings, and reduced visibility. This is why so many foreign brands choose Zalando Fulfilment Solutions (ZFS)-ZFS eliminates these risks by aligning logistics with Zalando’s operational standards.

Another less visible but equally serious mistake is weak compliance preparation. Apparel and accessories sold in the EU must adhere to strict labeling, material, and product safety regulations. Sellers who cannot provide the correct fabric composition, proper care labels, or REACH-compliant documentation may face delays in the onboarding process or even have their listings rejected. Compliance is not just a formality; it directly affects consumer safety, liability, and long-term credibility.

Another issue is inadequate localization and product information. European consumers expect clear sizing, precise material details, multilingual descriptions, and accurate measurements. Chinese sellers sometimes reuse generic product descriptions or rely on automated translations, which can cause confusion, lead to high return rates, and damage brand perception. A well-written catalog that meets EU expectations is essential.

Finally, some sellers try to expand too quickly or activate too many markets at once. While Zalando gives you access to a wide European audience, remember that each market has its own tastes, seasonality, and size expectations. A more strategic approach-starting with one or two strong markets, analyzing customer behavior, and gradually expanding-creates much healthier long-term growth.

Avoiding these pitfalls is less about perfection and more about understanding how Zalando defines quality. Sellers who treat the platform as a premium retail environment rather than a discount marketplace consistently outperform those who try to apply low-cost or high-speed tactics from other platforms.

How RUE helps Chinese entrepreneurs launch on Zalando

Entering the European market through Zalando presents a significant opportunity. However, it also necessitates navigating unfamiliar legal, tax, logistical, and compliance complexities. This is where RUE becomes a critical partner. We streamline every step of the process, providing a structured, reliable pathway that takes your brand from concept to active sales across the European Union.

The first area in which we provide support is company formation. We help Chinese entrepreneurs establish a fully compliant EU entity in the jurisdiction that best suits their goals, whether that is Germany for market proximity, the Netherlands for operational efficiency, Cyprus for tax advantages, or Central European countries for cost-effective setups. Our approach ensures that your company is registered quickly and correctly according to local legal standards.

Once the company is formed, we assist with VAT registrations and tax compliance, both of which are essential for selling on Zalando. VAT rules can be one of the most confusing elements of EU commerce for many foreign sellers, especially when selling into multiple markets or storing goods in different countries. RUE manages this process from start to finish, ensuring that your setup aligns with EU tax regulations, Zalando’s internal criteria, and the requirements of services such as Zalando Fulfillment Solutions.

Another critical aspect of our support involves preparing your Zalando application package. Zalando’s selection process is strict, and many brands are rejected simply because their documentation, product information, or presentation is incomplete. RUE helps you structure your brand portfolio, refine your positioning, prepare compliant product data, and assemble a professional submission that meets Zalando’s criteria. This significantly increases your likelihood of approval.

Regarding logistics, we guide you through Zalando Fulfillment Solutions (ZFS) or alternative EU warehouse setups. No matter which option you choose-ZFS, a third-party logistics provider, or your own warehouse-we ensure that all requirements are met, including return handling, delivery standards, packaging rules, and stock flow planning. Brands that use RUE‘s operational setup usually reach launch readiness much faster than brands that try to assemble these elements independently.

We also support product compliance, an area often overlooked by foreign sellers. European textile and accessory regulations can be strict, covering everything from labeling requirements to fabric composition disclosures and chemical safety standards. RUE helps ensure that your goods meet local regulations, reducing the risk of shipment issues, product removals, or compliance penalties.

Once your brand is approved and your logistics are in place, we support your continued growth with accounting, legal advice, and ongoing operational guidance. Selling on Zalando is an evolving business that requires accurate tax filings, clean financial records, timely reporting, and strategic decision-making. RUE is available as your long-term legal and operational partner in Europe.

Most importantly, we help Chinese entrepreneurs avoid common pitfalls that delay or obstruct market entry, such as incomplete applications, missing compliance documents, incorrect VAT setups, and inconsistent logistics. With RUE, you gain a European partner who understands Zalando’s platform, regulations, and customer expectations.

Our legal, operational, and integration services for Zalando sellers start at €1,500, depending on the business’s complexity and the level of ongoing support required. This investment provides compliance, structure, peace of mind, and a clear pathway to successful sales across Europe’s largest fashion marketplace.