E-commerce platforms are looking for scale and efficiency, while consumers simultaneously expect inspiration, relevance and trust. Hence, for Zalando, the challenge does not lie in chasing every hype, but in consistently building its own ecosystem strategy, says Laura Toledano, general manager Western Europe.
‘Emotional commerce’ as an answer to saturation
Four warehouses will close this year to consolidate logistics operations following the acquisition of About You, but Zalando is growing again: the platform counts a record number of active customers and sees room for further expansion in Western Europe. According to Laura Toledano, general manager Western Europe at Zalando, the explanation does not lie in a single tactical intervention, but in a consistent ecosystem strategy. “We don’t want to be a platform that fights against others,” says the new executive. “We want to build an ecosystem that adds value for both customers and brands.”
