Fashion Cross-Shopping: Who Shops Where Else?
Results as of
Review July 2025 – July 2026: 41% of ABOUT YOU buyers also purchased at Zalando — every brand pair shows above-random overlap
Info
- Sample size
- n = 1,645
- Data date
- July 2025 – July 2026
- Segment
- All segments
- Platform
- Purchases
- Market
- Germany
Analysis
Four in ten ABOUT YOU buyers also placed an order at Zalando within a 12-month window — a cross-shopping rate that no traffic ranking or app-chart can surface, because it requires purchase-level data linked across competing platforms.
After the Zalando–ABOUT YOU merger
Zalando completed its acquisition of ABOUT YOU in November 2025, folding the Gen Z-oriented platform into Europe's largest fashion retailer. Yet even post-merger, shopper overlap between the two brands runs high: consumers still treat them as distinct destinations. Across all four platforms — Zalando, SHEIN, Vinted, and ABOUT YOU — every brand pair shows a lift above what random co-occurrence would predict, confirming that German online fashion shoppers structurally spread purchases across multiple platforms rather than committing to one. Vinted's rise into Germany's mainstream top-30 e-commerce ranking in 2026 underlines that secondhand is no longer a niche channel competing for a separate budget, but a direct share-of-wallet rival to full-price fashion retailers.
This analysis is based on public segment data. For deeper cuts, use our Enterprise interface.
Methodology
The analysis covers verified purchase transactions from active German online fashion shoppers over the 12-month period from July 2025 to July 2026, across four platforms: Zalando, SHEIN, Vinted, and ABOUT YOU. Each cell in the heatmap shows the share of buyers of a given brand (row) who also made at least one confirmed purchase at a second brand (column) within the same window. Only physical-goods purchases confirmed via payment evidence are included; browsing-only sessions are excluded. Shares are calculated within the observed buyer population and are not projected to the wider German internet population.