Maybe It’s Not You… It’s the Algorithm.
Welcome to the glamorous world of Zalando – Europe’s favorite fashion marketplace, where every brand dreams of visibility, and too many sellers end up asking:
“Why am I suddenly invisible?”
You did everything right: high-quality photos, full-size range, competitive pricing. And yet… poof. Sales vanish like last season’s trends.
You’re not imagining it.
Something did change – and spoiler alert: it’s (almost always) the algorithm.
Zalando: Loved by customers, feared by sellers
Zalando isn’t your average e-commerce site. It’s a runway ruled by algorithmic whims, where every SKU is judged, ranked… and sometimes quietly punished.
Uploading a good product isn’t enough. You need to charm the algorithm.
And like any complicated relationship, there are unspoken rules, sudden mood swings, and mysterious penalties.
Here’s what you need to know to stay visible (and sell again).
1. Promo is the new SEO
Dreaming of a top ranking in Zalando’s search results?
Forget perfect listings or magic keywords.
Zalando loves discounts.
Yes, really – the algorithm sees promotions as a sign you’re serious about selling.
Run a promo and it’s like the algorithm whispers:
“Okay, now we’re talking. Let’s give you some exposure.”
Stay full price for too long… and you’re sent to search result purgatory (a.k.a. page 17 – where no shopper dares to click).
2. Logistics is the new marketing
Not using Zalando’s warehouse (ZFS)?
Ouch.
Late shipping?
Worse.
Above-average return rate?
Say goodbye to ranking.
Zalando is obsessed with customer experience and operational precision.
Logistics isn’t just logistics. It’s strategy.
Every hiccup is a hit to your visibility.
3. Your catalog is a jungle. Only the strong survive.
Have 300 SKUs? Great. But if only 5 sell, those 5 will be boosted, and the rest? Ignored.
Zalando thinks like this:
“Show me what works, and I’ll show it more. The rest? Meh.”
A lean, high-performing catalog always beats a bloated, underperforming one.
Weak SKUs drag down the whole brand’s performance.
4. Ranking is a rollercoaster (but without seat belts)
One day you’re visible, the next day you’re gone.
Why?
Maybe a competitor launched a promo.
Maybe your price was undercut.
Maybe the algorithm decided you’re not trendy anymore.
There’s no alert, no warning – just a silent drop in visibility and sales.
And once you’re down, climbing back up is no easy feat.
What we do at Brandon (so our clients don’t lose their minds)
After years in the trenches, we cracked the Zalando code. Our strategy:
- Surgical promotions: designed to trigger ranking boosts without devaluing your brand.
- Smart catalog planning: only the SKUs with real potential get the spotlight.
- Logistics with zero excuses: ZFS, no delays, no drama.
- Weekly performance reviews: because if you wait for the monthly report… you’re already out.
- Competitor intel: we track them like fashion detectives on a mission.
(for the multitaskers scrolling this from their Zalando backend)
- It’s not you. It’s the algorithm.
- On Zalando, promo = SEO, logistics = branding, and listings are just the beginning.
- You need a smart, flexible, always-on strategy to stay in the game.
Ready to get back in the algorithm’s good graces?
If your brand needs to rise from the digital shadows of Zalando, we’re here to help.
Brandon Group speaks fluent algorithm – even when it’s in a mood.
