What happened
Zalando forecasts a 12-25% increase in 2026 full-year adjusted operating profit, projecting 660-740 million euros, up from 591 million euros in 2025. AI-driven productivity gains underpin this: AI-generated product images reduce ad creation costs and time; AI virtual try-ons decrease returns. Co-CEO David Schroeder noted 70% more content at the same cost. Zalando also announced a 300 million euro share buyback; its Scayle unit secured a deal to run Levi's worldwide e-commerce.
Why it matters
AI integration directly shifts unit economics for e-commerce platforms, validating internal efficiency over external bypass risks. Procurement teams face immediate opportunities to reduce marketing spend, as AI-generated content scales 70% at prior costs. Platform engineers must prioritise AI tools that cut operational overhead, specifically reducing returns through improved customer experience. This demonstrates that AI's immediate value for online retailers lies in optimising existing workflows and cost structures, rather than solely driving new revenue streams.
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