Built to grow: How to meet customers where they are

This expert panel was filmed live at Zalando Partner Day 2025, where leaders from across the retail ecosystem shared insights on how brands can scale and strengthen customer relationships in a rapidly changing market.

Moderator:
Laura Toledano, GM Western Europe Markets, Zalando

Speakers:
Jan Bartels, SVP, ZEOS – Leading Zalando’s B2B brand, ZEOS, building the infrastructure and capabilities that empower brands to deliver frictionless experiences.

Matthias Schulte, CEO, Tradebyte – Founder of a cloud-based retail platform enabling brands to scale across marketplaces and retail partners efficiently.

Sebastian Betz, Co-founder and Co-CEO, ABOUT YOU – Responsible for Tech & Product, driving scalable digital infrastructures that help brands craft compelling online experiences.

Building loyalty starts with understanding and reaching your customers across the channels they actually use. Whether it’s a brand’s own e-commerce store, marketplaces, or emerging platforms, success comes from offering consistent, personalised experiences that turn casual visitors into loyal shoppers.

Adapting to local markets is key to engaging customers meaningfully. Brands that customise language, currency, and product information for each market create stronger connections. Offering local payment methods, delivery options, and checkout flows helps build trust and convenience, while integrating logistics ensures a consistent experience across regions.

Loyalty is built through experiences, not just transactions. Smooth customer journeys that link digital and physical touchpoints make shopping effortless. Data-driven delivery promises improve satisfaction and conversion, while personalised recommendations — like size and fit suggestions — boost confidence and reduce returns.

Promising delivery within two to four days can make a measurable difference in customer satisfaction and loyalty. In e-commerce, every day counts: cutting delivery times by just one day can boost conversions by around 1.5%. But reliability is just as important as speed. When brands miss their delivery promises more than once, even loyal customers are likely to churn. Consistent, transparent delivery builds trust, and that trust directly translates into repeat purchases and stronger lifetime value.

Marketplaces play a vital role in meeting customers where they are, but success depends on being selective and strategic. Brands should focus on platforms aligned with their audience and positioning, adapting assortments, pricing, and promotions accordingly. Meeting marketplace-specific requirements for delivery and service ensures visibility and long-term loyalty.

Coordinating multiple channels is complex but essential for delivering a seamless customer experience.

• One stock pool enables centralised inventory management, dynamically allocated based on real-time demand.

• Optimise availability across brand dot com, marketplaces, and emerging channels, preventing stockouts or oversupply.

• Maintain consistent brand experiences while maximising profitability across all customer touchpoints.

Are you curious about what ZEOS, SCAYLE, and Tradebyte are building for the next 12–24 months — and how it will simplify European e-commerce? Watch the full panel for an exclusive look.