# Fashion Cross-Shopping: Who Shops Where Else?

> 41% of ABOUT YOU buyers also purchased at Zalando — every brand pair shows above-random overlap

**Period:** July 2025 – July 2026  
**Market:** DE  
**Data status:** final  
**Data as of:** 2026-07-15T08:52:23.158054+00:00  
**Sample size:** n = 1,645  
**Source:** [https://www.datapods.app/en/insights/consumption/online-shopping/fashion-cross-shopping-overlap-zalando-shein-vinted-about-you](https://www.datapods.app/en/insights/consumption/online-shopping/fashion-cross-shopping-overlap-zalando-shein-vinted-about-you)

## Segments

- **Years:** 2025–2026
- **Platform:** purchases
- **Product categories:** aa

## Summary

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.

## Chart

Heatmap showing the share of buyers of each fashion platform (row: Zalando, SHEIN, Vinted, ABOUT YOU) who also made a purchase at each competing platform (column) over a 12-month observation window from July 2025 to July 2026. Darker cells indicate higher cross-shopping overlap between the two brands.

## 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.

## Citation

Datapods (2026-07-15). *Fashion Cross-Shopping: Who Shops Where Else?*. Datapods Insights. https://www.datapods.app/en/insights/consumption/online-shopping/fashion-cross-shopping-overlap-zalando-shein-vinted-about-you

## About Datapods

Datapods is a behavioral consumer-data platform. The Insights library publishes free, citable statistics derived from a panel of 25,000+ opted-in participants in Germany: observed real behavior (transactions, browsing, media), not surveys. All data is processed within the EU and is GDPR-compliant.

For brand-specific cuts, competitor benchmarks, and granular audience filters across 12,000+ tracked brands, see [https://www.datapods.app/en](https://www.datapods.app/en).