The online fashion industry continues to grow at an explosive rate, with global ecommerce fashion sales projected to reach over $1.6 trillion by 2030. Marketplaces are at the heart of this growth, as more consumers shift from traditional retail to convenient, multi-brand shopping platforms.
Niels Floors,
Marketplaces have become the backbone of the online fashion industry. Consumers no longer shop in just one place—they browse multiple platforms, compare prices, and look for the most convenient shopping experience. Whether they’re buying from Amazon, ASOS, Zalando, or social commerce platforms like TikTok Shop, shoppers expect fast delivery, seamless returns, and an engaging digital experience.
For brands, selling on marketplaces isn’t optional; it is essential. With the rapid shift towards digital-first shopping, marketplaces offer unmatched reach, built-in trust, and access to millions of potential customers worldwide. However, standing out in a crowded space requires a strategic approach—choosing the right platforms, optimizing listings, and leveraging data-driven insights to drive sales.
If you're looking to expand, scale, and succeed in marketplace selling, understanding the current landscape is the first step:
Fashion marketplaces are bigger than ever
Key statistics:
- Zalando alone has over 50 million active customers across 25 markets, making it one of the most powerful platforms for fashion brands.
- ASOS, a fashion-focused marketplace, sells to over 26 million active users with a strong presence in Europe and the UK.
- About You, one of the fastest-growing European fashion marketplaces, operates in more than 20 countries, focusing on personalized shopping experiences.
The rise of social commerce & Live shopping
Beyond traditional marketplaces, social commerce has become an essential part of online fashion sales. Platforms like TikTok Shop, Instagram Shopping, and Pinterest allow brands to sell directly to consumers while leveraging social engagement.
One of the biggest drivers of this shift is LIVE shopping, which is transforming how consumers interact with brands in real-time. From product demonstrations to interactive Q&A sessions, LIVE shopping is creating a more engaging and immediate shopping experience.
With marketplace dominance and social commerce shaping the industry, you need a clear strategy to stand out. These five proven tactics will help you expand your reach, optimize your listings, and drive sustainable growth in 2025:
Our 5 actionable tips for scaling your fashion business
Tip 1: Create a seamless shopping experience across multiple platforms
Shoppers today don’t stick to just one platform—they browse, compare, and buy across multiple channels. In fact, brands selling on three or more channels see a 494% higher order rate than those sticking to just one. Expanding your presence ensures that your products are always within reach, no matter where your customers prefer to shop.
Why omnichannel matters
Fashion moves fast, and consumers expect a frictionless experience whether they’re shopping on your website, browsing Instagram, or searching on Amazon. If they can’t find your brand where they’re looking, they’ll move on to a competitor.
How to build a seamless shopping experience
- Be present across key marketplaces – Make sure your products are available on platforms like Amazon, Zalando, ASOS, and niche fashion marketplaces that align with your brand.
- Sync your inventory across all platforms – Avoid overselling or stock discrepancies by keeping your product availability accurate everywhere you sell.
- Leverage social commerce – Instagram, TikTok Shop and Pinterest allow direct purchases, making it easier for shoppers to buy instantly without leaving the platform.
Tip 2: Sell where cuscptomers are searching for your products
It’s no longer enough to rely on brand loyalty—shoppers are searching for products first, brands second. In fact, over 75% of Amazon searches are non-branded, meaning most people type in generic product terms like “women’s running shoes” instead of looking for a specific brand. If your listings aren’t optimized to match these searches, you’re missing out on a huge chunk of potential sales.
How to increase visibility on marketplaces
- Using keyword-rich product titles focused on what shoppers search for (e.g., “High-Waisted Yoga Leggings – Squat Proof, Buttery Soft”).
- Investing in high-quality images and videos to enhance product appeal.
- Optimizing descriptions for each marketplace’s search algorithm.
Each marketplace has different ranking factors, so a one-size-fits-all approach won’t work. Amazon prioritizes keyword-rich titles and fast-shipping products, while Zalando focuses heavily on image quality and fashion-specific content.
By relying on the expertise of marketplace integrators like ChannelEngine, you can tailor your product listings for each platform, ensuring you’re always meeting the right criteria for better visibility.
Tip 3: Integrate AI and emerging tech into the way you sell
AI is revolutionizing fashion ecommerce, making it easier than ever to personalize the shopping experience and increase conversions. Shoppers are drawn to brands that help them visualize how products will look and fit.
Here are some ways you can implement AI to help boost your sales
- Boost sales with recommendation engines (Amazon/Zalando’s “You May Also Like” features).
- Enhance customer experience with AR/Virtual Try-ons for better visualization.
- Use AI-powered dynamic pricing and inventory management to stay competitive and prevent stockouts.
The better you integrate AI into your marketplace strategy, the more engaging, efficient, and profitable your selling process becomes.
Tip 4: Automate sales to scale
Selling across multiple marketplaces is a great way to expand your reach, but manually managing everything: product listings, orders, stock updates, can quickly become overwhelming.
How automation helps you grow faster
Automation tools centralize product management, allowing brands to update listings across multiple platforms in real-time while ensuring accuracy and consistency. Orders can be automatically routed to the correct fulfillment center, speeding up delivery and minimizing delays. Real-time inventory syncing prevents overselling and stock discrepancies, keeping product availability up to date across all channels.
Choosing the right fulfillment strategy
Deciding between self-fulfillment and marketplace fulfillment (like Amazon FBA vs FBM) depends on your goals. If you want faster delivery with less operational hassle, marketplace fulfillment might be the better option. However, if you want more control over packaging and branding, managing your own fulfillment can be an advantage.
For brands expanding internationally, cross-border logistics automation is crucial. Using the right tools ensures smooth global shipping, compliance with different regulations, and hassle-free customs clearance.
Tip 5: Manage (and then surpass) customer expectations
Shoppers on marketplaces have high expectations, and meeting them isn’t enough, you need to exceed them. Clear communication about product details, availability, delivery, and returns builds trust and encourages repeat purchases.
How to make your products stand out
- Use high-quality images and videos – Some marketplaces prioritize listings with videos, so adding a short clip showing your product in action can increase conversions.
- Optimize your product descriptions – Clearly highlight materials, fit, and key features. Structured descriptions with bullet points make scanning easier for shoppers.
- Keep stock availability accurate – If a customer orders an item that’s suddenly out of stock, they’ll likely go elsewhere next time. Real-time inventory management prevent this issue.
Marketplace-specific guidelines matter
Some platforms have strict content requirements, especially in fashion. Zalando, for example, requires specific image sizes and orders, while Amazon favors keyword-rich descriptions. Adapting to these guidelines ensures smooth approvals and better visibility.
When you not only meet expectations but exceed them, you build a strong reputation, leading to better rankings, repeat customers, and higher sales.
Not all marketplaces are the right fit for every brand. Choosing where to sell depends on your target audience, product positioning, and logistics capabilities. A strategic marketplace selection ensures long-term success.
Choosing the right marketplaces for your brand
Not every marketplace is the right fit for every brand. When deciding where to sell, consider the following factors:
1. Understand your audience
Each marketplace caters to a different type of customer. If your brand targets trendy Gen Z shoppers, ASOS might be a better fit than Amazon. If you’re focused on premium European fashion, Zalando and About You are strong options.
That said, Amazon remains a dominant player in fashion, particularly in the U.S. Many American shoppers rely on Amazon for affordable, everyday fashion, basics, and quick delivery through Prime.
The key is to match your marketplace strategy to your brand identity and customer expectations: some platforms prioritize speed and convenience, while others focus on exclusivity and fashion credibility.
2. Factor in commission fees & costs
Every marketplace has different commission structures, subscription fees, and fulfillment costs. While online fashion marketplaces like Zalando and ASOS take commissions on each sale, social commerce platforms often allow brands to list products with lower fees but require investment in paid promotions to gain visibility.
3. Consider fulfillment & logistics
Efficient fulfillment is crucial when selling on marketplaces. Customers expect fast shipping, easy returns, and reliable delivery, and marketplaces often rank sellers higher when they meet these expectations.
You have three main options:
- Marketplace Fulfillment Programs – Some marketplaces handle storage, packing, and shipping for you. This ensures faster delivery but comes with fees and less control over branding.
- Self-Fulfillment – Managing logistics in-house gives you full control over packaging and customer experience, but requires strong inventory and shipping capabilities.
- Third-Party Logistics (3PL) – A flexible option for brands selling across multiple marketplaces, 3PL providers handle warehousing, shipping, and returns, helping scale operations without marketplace restrictions.
If selling internationally, consider cross-border logistics solutions to simplify customs and VAT compliance. The right approach depends on your brand’s size, target market, and resources, but efficiency is key to staying competitive.
4. Diversify your marketplace presence
Relying on a single marketplace can limit your reach and make your business vulnerable to policy changes, competition, or shifts in consumer behavior. A multi-channel marketplace strategy helps you access different customer segments, reduce risk, and maximize sales opportunities.
Fashion marketplaces vary in their audience and focus—some cater to premium and designer brands, while others specialize in fast fashion, resale, or social commerce. By selling across a mix of general ecommerce platforms, fashion-specific marketplaces, and social commerce channels, you can reach a broader audience while maintaining brand flexibility.
5. Test and optimize
Selling on multiple marketplaces doesn’t mean launching everywhere at once. Start with one or two channels, monitor performance, and refine your approach before adding more. Analyze sales data, audience engagement, and return rates to understand what works best for your brand.
Managing your brand on marketplaces manually can be overwhelming, but multichannel ecommerce software like ChannelEngine can simplify this process for you. With our centralized dashboard, you can efficiently sync inventory, optimize product listings, and adjust pricing across multiple platforms - without the complexity of manual updates.
By continuously testing and optimizing your approach, you can scale efficiently while maintaining control over your brand presence.
Final thoughts
The marketplace landscape is evolving rapidly, and fashion brands that adapt will thrive. Whether you’re looking to expand across Europe, tap into Gen Z shoppers, or leverage social commerce, choosing the right platforms is the key to sustainable growth.
