Positioning of the Marketplace
Advantage of positioning on Zalando :
One of the largest fashion marketplaces in Europe, with a massive audience of 48 million active customers. Ideal for brands that want large-scale exposure.
Disadvantages: Competition is high, and small brands can easily find themselves drowned out among the large brands already present.
Advantage of positioning on Sarelino :
Positioned to support small creators and offer a more intimate space. The platform limits the number of sellers, which guarantees high visibility for registered brands and promotes each creator.
Cons: With a likely smaller audience and traffic than Zalando, sales impact may be limited for creators looking to reach billions of people.
Entry conditions and brand selection
Advantage of access to the paid program on Zalando :
Open to more brands, with growth options in several European markets.
Disadvantages: The performance conditions are strict (KPI scoring, return indicators, delivery) and can be restrictive for small brands.
Advantage of access to the free program on Sarelino :
Limits access to a handful of sellers to provide a more exclusive selling environment and favor authentic and unique creators. This allows for a more rigorous selection and highlights quality products.
Disadvantages: This entry limitation may slow down new brands wishing to enter if places are already taken.
Cost structure and logistics
Logistics cost advantage on Zalando :
Offers logistics services like the Zalando Fulfillment Solution (ZFS), allowing brands to delegate all logistics and returns management. Zalando also has an international transportation network for fast shipping.
Disadvantages: ZFS is not free and requires significant inventory holding, which can represent a significant cost for a small brand.
Logistics cost advantage on Sarelino :
Advantages: Sarelino does not require logistics costs for partner brands, which is an asset for beginning designers. The marketplace lets brands manage logistics, processing customer returns, etc.
Disadvantages: Creators have to manage the logistics part themselves. For a brand with a lot of logistics to do this can be a definite disadvantage.
Product visibility and promotion
Advantage of visibility on Zalando :
High visibility thanks to Zalando's high audience and possibility of sponsoring products. The marketplace also offers customer data and detailed sales statistics.
Disadvantages: Increased competition and the cost of sponsored ads can be a hindrance for small brands without a significant marketing budget.
Advantage of visibility on Sarelino :
With fewer brands and a limited selection of designers, each product has a better chance of being visible. Sarelino is more oriented towards local designers, which reinforces the engagement of customers looking for unique pieces.
Disadvantages: Less advertising and marketing capabilities than Zalando, which can limit rapid expansion for brands seeking rapid growth.
Commitment to the customer
Advantage of customer engagement on Zalando :
With a strong emphasis on customer service, Zalando imposes high standards (free returns, order tracking, etc.), ensuring a consistent and quality customer experience.
Disadvantages: Service requirements can be difficult to meet for brands that do not have the logistical capacity to meet all requests.
Advantage of customer commitment on Sarelino :
The Sarelino platform does not take care of customer relations in order to leave each brand the freedom to define its own rules (returns policies, choice of carrier, etc.).
Disadvantages: Less standardization in after-sales services or returns management options, compared to a large player like Zalando.
Comparison of rules and requirements to stay on the marketplace
Advantage of the rules and requirements to stay on the Zalando marketplace :
High performance requirements, particularly in terms of returns management, compliance with deadlines and customer satisfaction rates, guarantee an exemplary level of customer service. This rigor favors brands capable of meeting strict criteria, and doing so on a sustained basis.
Disadvantages: Brands must maintain strict standards (less than 1% order cancellation, 98% shipment tracking, etc.) to avoid being penalized or even removed from the platform, which can be a burden difficult for small, growing brands.
Advantage of the rules and requirements to stay on the Sarelino market :
Sarelino imposes more flexible rules, which allows creators to gradually adapt to the online sales model. The requirements for returns, performance monitoring and inventory management are designed to encourage small creators, without excessively penalizing them in the event of difficulty.
Disadvantages: Less rigor in monitoring performance, which could be a challenge for a brand seeking to quickly align with the standards of large marketplaces.
Conclusion
For budding designers or those who want to gradually establish themselves, starting with Sarelino is a great way to familiarize yourself with the market, orders, returns and customer follow-up without undue pressure.
Sarelino thus offers an enriching and more accessible first experience, without the strict constraints of Zalando.
Once the brand has firmly established itself and feels ready to face a wider audience and increased service requirements, it can consider transitioning to Zalando, thus taking advantage of a platform that, although rigorous, guarantees high visibility and potentially rapid growth.
You will have understood that although Zalando and Sarelino are both marketplaces, you can also choose to work with one or the other or start with one in order to better structure your sales and delivery processes in order to to finish on the other.