{"id":143862,"date":"2026-03-12T09:57:28","date_gmt":"2026-03-12T08:57:28","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=143862"},"modified":"2026-03-12T09:57:29","modified_gmt":"2026-03-12T08:57:29","slug":"zalando-se-developpe-grace-a-lia-et-au-rachat-dabout-you","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/zalando-se-developpe-grace-a-lia-et-au-rachat-dabout-you\/","title":{"rendered":"Zalando se d\u00e9veloppe gr\u00e2ce \u00e0 l’IA et au rachat d’About You"},"content":{"rendered":"\n

Zalando<\/strong> a connu une forte croissance en 2025, principalement gr\u00e2ce \u00e0 des investissements dans l’efficacit\u00e9 technologique et logistique. La plateforme voit son chiffre d’affaires passer \u00e0 12,3 milliards d’euros et table sur une poursuite de la croissance en 2026 gr\u00e2ce \u00e0 l’IA, \u00e0 de nouvelles applications et \u00e0 l’int\u00e9gration d’About You<\/strong>.<\/p>\n\n\n\n

Int\u00e9gration d’About You<\/h2>\n\n\n\n

Chez Zalando, le chiffre d’affaires a augment\u00e9 de 16,8 % pour atteindre 12,3 milliards d’euros, tandis que le r\u00e9sultat d’exploitation ajust\u00e9 (EBIT) a progress\u00e9 de 15,6 % pour atteindre 591 millions d’euros. Le volume commercial (GMV) \u2013 la valeur totale de toutes les ventes r\u00e9alis\u00e9es via la plateforme \u2013 a \u00e9galement augment\u00e9 de 14,7 % pour atteindre 17,6 milliards d’euros.<\/p>\n\n\n\n

Ces r\u00e9sultats b\u00e9n\u00e9ficient notamment de l’int\u00e9gration de son concurrent About You, dont les chiffres ont \u00e9t\u00e9 pris en compte pour la premi\u00e8re fois dans leur int\u00e9gralit\u00e9. Dans le m\u00eame temps, le nombre de clients actifs a atteint un niveau record de 62 millions.<\/p>\n\n\n\n

Le co-PDG Robert Gentz affirme que la strat\u00e9gie de l’entreprise porte ses fruits : \u00ab Nous avons acc\u00e9l\u00e9r\u00e9 notre strat\u00e9gie et d\u00e9ploy\u00e9 des innovations majeures dans les domaines B2C et B2B, ce qui a conduit \u00e0 de solides performances en 2025. La plateforme unique de donn\u00e9es et d’infrastructure que nous avons mise en place en dix-sept ans nous conf\u00e8re un avantage consid\u00e9rable. \u00bb<\/p>\n\n\n\n

Zalando pr\u00e9voit une nouvelle acc\u00e9l\u00e9ration de sa croissance pour 2026. L’entreprise table sur une augmentation de son chiffre d’affaires de 12 \u00e0 17 % et un r\u00e9sultat d’exploitation compris entre 660 et 740 millions d’euros.<\/p>\n\n\n\n

L’IA, moteur de l’efficacit\u00e9<\/h2>\n\n\n\n

L’intelligence artificielle joue un r\u00f4le central dans la strat\u00e9gie, comme l’expliquera l’entreprise lors du RetailDetail Omnichannel & E-Commerce Congress le 19 mars<\/a>. En 2025, l’entreprise g\u00e9n\u00e9rait d\u00e9j\u00e0 90 % de son contenu marketing \u00e0 l’aide de l’IA g\u00e9n\u00e9rative. Cela a permis de r\u00e9duire le temps n\u00e9cessaire \u00e0 la cr\u00e9ation de campagnes de six semaines \u00e0 quelques jours et d’augmenter la quantit\u00e9 de contenu produit de 70 %.<\/p>\n\n\n\n

L’IA donne \u00e9galement des r\u00e9sultats concrets dans les domaines de la logistique et du d\u00e9veloppement de produits. Les algorithmes am\u00e9liorent par exemple la pr\u00e9vision des d\u00e9lais de livraison et optimisent la cha\u00eene d’approvisionnement. Zalando utilise \u00e9galement l’IA pour mieux mettre en relation les clients et les produits. Cette technologie a permis d’augmenter de 13 % le nombre d’articles ajout\u00e9s aux paniers. Dans le m\u00eame temps, le nombre de retours dus \u00e0 des tailles incorrectes a diminu\u00e9 de plus de 8 %.<\/p>\n\n\n\n

Plusieurs applications <\/h2>\n\n\n\n

Zalando tente d’accro\u00eetre l’engagement des clients gr\u00e2ce \u00e0 une strat\u00e9gie dite \u00ab multi-applications \u00bb. Le groupe combine trois applications destin\u00e9es \u00e0 diff\u00e9rents groupes cibles : l’application principale de Zalando, l’application tendance About You et la plateforme de bonnes affaires Lounge by Zalando.<\/p>\n\n\n\n

Ensemble, ces applications ont g\u00e9n\u00e9r\u00e9 un volume commercial de 17,6 milliards d’euros et un r\u00e9sultat d’exploitation ajust\u00e9 de 536 millions d’euros dans les activit\u00e9s grand public. Le programme de fid\u00e9lit\u00e9 Plus conna\u00eet \u00e9galement une croissance rapide. Il compte d\u00e9sormais 16,8 millions de membres sur dix-sept march\u00e9s et a repr\u00e9sent\u00e9 pr\u00e8s de la moiti\u00e9 du volume commercial au quatri\u00e8me trimestre.<\/p>\n\n\n\n

Dans le m\u00eame temps, Zalando continue d’investir dans la technologie et les infrastructures. Le groupe pr\u00e9voit de d\u00e9penser entre 240 et 300 millions d’euros par an afin de conqu\u00e9rir une plus grande part du march\u00e9 europ\u00e9en de la mode, qui repr\u00e9sente 500 milliards d’euros.<\/p>\n\n\n\n

D\u00e9couvrez comment Zalando envisage l’avenir du commerce omnicanal le 19 mars. \u00c9galement pr\u00e9sents sur sc\u00e8ne ce jour-l\u00e0 : Visa, Delhaize, Les Jumelles, Prins Petfoods et bien d’autres.<\/em> R\u00e9servez vite vos billets pour le RetailDetail Omnichannel & E-Commerce Congress.<\/a><\/p>\n\n\n\n

\"\"<\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"

Zalando conna\u00eet une forte croissance gr\u00e2ce \u00e0 une utilisation plus intensive de l’intelligence artificielle. La plateforme allemande d\u00e9di\u00e9e \u00e0 la mode voit son chiffre d’affaires grimper \u00e0 12,3 milliards d’euros et table sur une poursuite de sa croissance en 2026 gr\u00e2ce \u00e0 l’IA, \u00e0 de nouvelles applications et \u00e0 l’int\u00e9gration d’About You.<\/p>\n","protected":false},"author":5,"featured_media":143863,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[],"people":[],"extra":[43],"company":[287],"topic":[266],"region":[],"class_list":{"0":"post-143862","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"extra-plus","10":"company-zalando","11":"topic-resultats-financiers"},"acf":[],"yoast_head":"\nZalando se d\u00e9veloppe gr\u00e2ce \u00e0 l'IA et au rachat d'About You - 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