Berlin-based online retailer Zalando SE is expanding its AI-driven discovery feed to 16 additional markets. The company is also introducing new public customer profiles in all countries in which it operates. The e-commerce company announced this in a press release on Wednesday.
The personalized feed shows users clothes, brands and content that match their preferences in real time. The new profile pages also offer the opportunity to follow brands, save content and share your own style boards with others. According to Zalando, this changes the shopping process from the moment customers open the app. They can easily scroll, swipe and interact with content tailored to their personal style in almost real time.
Zalando co-founder Robert Gentz called the launch “a pivotal moment in our journey to evolve from a primarily transactional platform into a dynamic, inspiring fashion and lifestyle ecosystem.” Anne Pascual, SVP Product Design, also emphasized the broader focus: “We are going beyond the traditional e-commerce model and are responding to a profound change in shopping behavior: Digital natives are discovering and shopping differently today – determined by emotions, inspiration and community.”
The AI-driven discovery feed was first launched in six countries in July 2025. Following the expansion this month, the feature is now in use in 22 markets. The Discovery feed is currently available to select customers using iOS devices.
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