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Vantage | Zalando in online fashion retailers, 12th of 30, UK | Tilio

Zalando

zalando.co.ukOnline Fashion Retailers, United Kingdom

Measured 27 Oct 2026, published 27 Oct 2026.

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Visibility this week

2.2%No change shown: First published reading, so there is nothing to compare against yet.

Named in 11 of 501 eligible answers.

12th of 30new

First published reading, so there is nothing to compare against yet.

Named in 11 eligible answers this week

Change over time

One point per published scan, one scan a week. The dashed line is the mean visibility of every company measured in the industry in that scan.

ZalandoCategory average

0%1%2%3%4%27 Oct 2026

One point per published scan. Hover, or focus the chart and use the arrow keys, to read a scan.

View 1 scan as a table

Measured	Zalando	Category average	Rank
27 Oct 2026	2.2%	3.4%	12th

What the results show

The scan of 27 Oct 2026, read plainly. Every figure here appears elsewhere on this page; nothing is estimated.

Zalando was named in 11 of 501 eligible AI answers to 169 online fashion retailers questions in the scan of 27 Oct 2026: a visibility of 2.2%. It ranks 12th of 30 companies measured. This is its first published reading, so there is no change to show yet. The category average is 3.4%, so Zalando sits 1.2 pp below it.

By engine, Zalando is strongest on ChatGPT (5.3%, named in 9 of 169 answers) and weakest on Google AI Mode (0.6%). It is above the category average on 1 of 3 engines.

It appears in answers to 9 of 169 questions. Where it is absent, other measured companies are named instead, most often Marks & Spencer.

By engine

Each engine was asked the same questions. The company against the category average on each engine, on one scale.

ChatGPT
Named in 9 of 169 answers · most visible: ASOS, 21.3%
Zalando: 5.3%
Category average: 4.1%
Google AI Overviews

The questions

Which of the 169 questions the engines named Zalando for, and which they answered with other companies instead.

Where Zalando is named

Named in answers to 9 of 169 questions this week. Most often:

Could you suggest some UK online shops where I can browse clothes, shoes and accessories all in one place?
Product range and discoveryNamed in 2 of 3 answers · 2 of 3 engines
Which online fashion retailers in the UK have plenty of choice in men’s clothing and footwear?
Product range and discoveryNamed in 2 of 3 answers · 2 of 3 engines

Recorded answers

A sample of the answers collected in this scan, with the engine, the capture time, who was named and what was cited.

Showing 10 of 10 recorded answers in this sample · 11 answers named Zalando this week in total.

ChatGPTCaptured 27 Oct 2026, 11:46 UTC
“What should I check about how an online fashion retailer uses and keeps my purchase history before deciding whether to close my account?”
… - Linked information\: loyalty accounts, other brand accounts, app activity and data associated with your email address or devices. For example, Zalando describes using previous orders and returns to help recommend products and suggest suitable clothing sizes. [www.zalando.co.uk](https://www.zalando.co.uk/zalando-privacy-policy ## 2\. How is your purchase history used? Look for the purposes listed in the privacy policy, not just the types of data collected. Personalised recommendations Does your order history influence recommended products, sizing advice, search results or the …
Zalando namedPrivacy and data use
Also named: JD Sports Fashion
Google AI OverviewsCaptured 27 Oct 2026, 11:48 UTC
“Which online fashion retailers in the UK have plenty of choice in men’s clothing and footwear?”
… everything from everyday high-street trainers to formal leather shoes.[[1]](https://www.asos.com/men/)[[2]](https://www.youtube.com/shorts/dN-C-al9djo) - Zalando UK : Operating similarly to a massive digital department store, Zalando offers an extensive array of men's clothing and footwear. It seamlessly blends affordable high-street staples (like Topman and Mango) with mid-tier athletic brands and premium casual …
Zalando namedProduct range and discovery
Also named: ASOS, LuxExperience, Frasers Group
Google AI ModeCaptured 27 Oct 2026, 11:46 UTC
“Could you suggest some UK online shops where I can browse clothes, shoes and accessories all in one place?”
ASOS, Zalando UK , and John Lewis are top UK online shops where you can browse clothing, shoes, and accessories all in one place.[[1]](https://www.glamourmagazine.co.uk/article/best-online-clothing-stores)[[2]](https://www.instagram.com/reel/DZWDvq6M_bc/)[[3]](https://www.asos.com/women/a-to-z-of-brands/cat/ ### Top All-in-One UK Online Fashion Shops - ASOS : A massive online department store featuring hundreds of independent and major global brands alongside in-house labels like ASOS Design and ASOS Edition. It covers women's and men's apparel, …
Zalando namedProduct range and discovery
Also named: ASOS, John Lewis Partnership, Marks & Spencer, River Island
ChatGPTCaptured 27 Oct 2026, 11:46 UTC
“Can you name some UK online shops with lots of casual clothes, trainers and everyday accessories?”
… Best for: affordable everyday fashion. Shop H&M --- 6\. Zalando A multi-brand fashion shop worth exploring for trainers, casual clothing, bags and accessories across different labels and price ranges. www.expertreviews.co.uk ## Three more worth browsing - schuh — particularly good for branded …
Zalando namedProduct range and discovery
Also named: ASOS, JD Sports Fashion, Frasers Group, Next, H&M Group, Fast Retailing
ChatGPTCaptured 27 Oct 2026, 11:46 UTC
“What UK online retailers offer a broad selection of clothing and footwear, from classic styles to more trend-led looks?”
… Style: classic, understated and modern · Price: £–££ Shop M&S --- 6\. Zalando — best for brand choice An extensive multi-brand platform covering clothing, trainers, boots and casual footwear, with everything from sportswear and streetwear to designer fashion. Particularly helpful if you want to compare different brands in one place. www.zalando.co.uk --- 7\. Uniqlo — best for minimalist essentials Focuses …
Zalando namedProduct range and discovery
Also named: ASOS, Next, Inditex, John Lewis Partnership, Marks & Spencer, Fast Retailing, H&M Group
ChatGPTCaptured 27 Oct 2026, 11:48 UTC
“Do shoppers recommend any online fashion retailers whose size information and customer reviews help people feel more confident about fit?”
… Best for: wardrobe staples, trousers, dresses and smart-casual clothing. Shop M&S --- 5\. Zalando — best for comparing brands Its multi-brand catalogue makes it useful for comparing labels, cuts and product reviews in one place. Look at reviews for the exact item and brand, particularly when buying from labels you haven't tried before; sizing consistency across the catalogue should not be assumed. [www.reviewed.com](https://www.reviewed.com/style/features/vanity-sizing-how-shop-retailers-old-navy-loft Best for: comparing trainers, jeans, dresses …
Zalando namedFit, sizing and inclusive ranges
Also named: Fast Retailing, ASOS, Next, Marks & Spencer
ChatGPTCaptured 27 Oct 2026, 11:48 UTC
“Between two fashion retailers, which makes it easier to complete checkout accessibly, and is the experience better on the website or in the app?”
… information for several UK fashion retailers. For example, Very identifies checkout accessibility improvements for both its website and app, while Zalando publishes information about its website accessibility audit. [www.very.co.uk](https://www.very.co.uk/accessibility.page Which two fashion retailers would you like me to compare? For example, ASOS vs Zara, H&M vs Next, or Very vs Zalando. I’ll assess which makes it easier to complete a purchase accessibly and whether the website or app offers the better experience, distinguishing published accessibility evidence from hands-on …
Zalando namedWebsite, app and accessibility
Also named: The Very Group, ASOS
- very.co.uk
- zalando.co.uk
ChatGPTCaptured 27 Oct 2026, 11:46 UTC
“I struggle to find smart-casual clothes for work that feel like my style. How can I make it easier to find suitable options?”
Finding smart-casual clothes for work that actually feel like you can be surprisingly difficult. Often, the problem isn't a lack of clothes — it's that workwear advice can feel too generic, too formal, or completely disconnected from your personal style. The easiest way to approach it is to start with the style you already love and adapt it to your workplace, rather than trying to build a whole new work wardrobe. ## 1\. Make finding your style easier Build a visual style moodboard Save 10–15 outfits you genuinely like from Pinterest, Instagram or shop websites. Don't limit yourself …
Zalando not namedProduct range and discovery
Also named: Next, Marks & Spencer
Google AI OverviewsCaptured 27 Oct 2026, 11:46 UTC
“Which of two fashion retailers has the easier-to-use app search and filters, including controls that work well for shoppers with accessibility requirements?”
To give you the most accurate comparison, I need to know which two fashion retailers you are looking to compare (for example, ASOS vs. Zara, or Nike vs. H&M).Once you share the brands, I will evaluate their apps on: - Search Smartness: How well they handle typos, autocomplete, and natural language. - Filter Efficiency: The ease of narrowing down sizes, colors, and cuts without burying options. - Accessibility Compliance: Support for screen readers (like VoiceOver/TalkBack), text resizing, high-contrast visuals, and large tap targets for motor accessibility. Which **two …
Zalando not namedWebsite, app and accessibility
Also named: ASOS
Google AI ModeCaptured 27 Oct 2026, 11:46 UTC
“I have barely used the benefits this year. Should I cancel my fashion membership before it renews?”
Deciding whether to cancel a fashion membership (like ASOS Premier, Amazon Prime, or a brand-specific loyalty club) when you haven't used it comes down to a quick mathematical check and your future plans. Here is a quick way to evaluate your options: - Calculate your usage: Divide the annual membership cost by the number of orders or deliveries you made this year. If the cost per use is higher than what you would have paid for standard shipping or individual perks, it's losing you money. - Project the next few months: Look at your upcoming calendar. If you have a string of events, seasonal …
Zalando not namedLoyalty, membership and repeat shopping
Also named: ASOS

Passages are the part of each answer around the mention, or the opening where the company is absent. Times are when the answer was collected.

Sources and citations

Where the answers that named the company pointed. A citation is a link the engine showed; it is not an endorsement.

9 of the 11 answers naming Zalando linked to its own website (82%). A citation is a link in the answer; it is recorded where the engine showed one.

zalando.co.ukown site9
asos.com8
glamourmagazine.co.uk

Track this company

Get Zalando’s visibility, rank and change by email each week it is measured.

Measured against the same questions

The most visible companies in the industry and the companies either side of this one, this week.

Against the 29 other companies measured, Zalando ranks 12th. ASOS is the most visible at 20.2%, 18.0 pp ahead. TFG London (2.4%) sits just above it and Yours Clothing (2.0%) just below.

Competitors measured against the same questions, with Zalando in position
#	Company	Visibility	Change
1	ASOS	20.2%, 101 of 501 eligible answers	No change shown: First published reading, so there is nothing to compare against yet.
2	Marks & Spencer