Over 4,000 e-commerce leaders gathered in July in Berlin for the annual K5 Digital Congress, a focal point for discussing the future of the industry. A panel discussion with representatives from eBay, PAYBACK and Zalando on the summit’s main stage spotlighted the changing customer behaviours, and how established players are adapting to this competitive landscape. A key takeaway? The shift from fast commerce to re-commerce as well as emphasising quality, inspiration and sustainability over speed and volume.
The growing appeal of re-commerce
During the panel discussion, Dr Saskia Meier-Andrae, General Manager at eBay Germany, highlighted eBay's pioneering role in the circular economy. The first item sold on eBay was a second-hand laser pointer. Recently, the platform that became known in the early 2000s for its auctions has gone back to those roots: Today, 40% of eBay's business is re-commerce, ranging from refurbished items to rare vintage finds. This commitment to quality and sustainability is not just a nod to nostalgia but a strategic move toward future growth.
We are investing a lot in user experience. For example, we have set up an authentication centre near Berlin where we check every watch over €1,800, every bag over €500 and every sneaker over €100 free of charge for sellers and buyers.
In addition, eBay is focussing heavily on AI tools to streamline the seller experience and expanding local pickup options, reflecting a broader industry trend of prioritising quality and customer satisfaction over sheer transaction volume.
A new generation seeks unique experiences
As consumer behaviour evolves, it's clear that the new generation of shoppers is seeking more than just fast delivery—they're looking for inspiring and meaningful experiences. Gen Z is fundamentally changing the face of fashion e-commerce: Inspiration is becoming a huge topic for this generation and they are actively looking for it, regardless of the price point in which they shop. Dominik Dommick, Managing Director at PAYBACK, stressed the importance of redefining customer proximity, not just in terms of logistics but in understanding consumers as individuals within their social context.
We need to define anew what it means to be near the customers as well as define how well we want to know consumers as individuals and in a social context.
This shift is reflected in PAYBACK’s recent survey, which found that while 81% of respondents regularly shop for fashion online, there's a growing demand for personalized, high-quality products that resonate on a deeper level.
This is also the case with Zalando and their great customer base of around 50 million customers across 25 markets. With more than 6,000 brands, Zalando offers one of the most comprehensive assortments in the fashion market. Now, the company wants to help customers navigate the assortment even better and offer personalised inspiration based on the customers’ interests and engagement.
It’s no longer only about the product itself but also about experiences, lifestyle choices, identity, and emotions. That’s why we go beyond the mere transaction and offer curated, inspiring stories – for example this summer with football stars and athletes which are also inspiring style icons.
Zalando wants to set standards in the way people shop for fashion and lifestyle products online. The next big goal is to be the first to successfully combine e-commerce, inspiration and entertainment. Utilising the latest technology such as generative AI, Zalando aims to solve this challenge and offer customers an entertaining one-stop shopping experience. Two initiatives on this journey are the AI-powered Zalando Assistant to get personalised style advice, as well as Trend Spotter, a new fashion trend discovery experience that has been launched recently.
Diversifying the portfolio
In addition to these investments on the B2C side, Zalando is also investing heavily in B2B, the second important pillar of growth defined in the company's elevated strategy, as David Schröder pointed out.
Over the past 15 years, we have built something unique in terms of infrastructure, technology and services, primarily for Zalando. We have already opened up these capabilities to partners who sell through Zalando, and have started a new chapter with ZEOS: Multi-channel fulfilment for transactions beyond Zalando.
81% of all online shoppers surveyed shop fashion online, closely followed by technology (69%) and home & living (68%)
71% of all online shoppers surveyed shop at least once a month
45% of participants shop on their computer, 38% via their smartphone, 17% use both. In the target group of 18-29 year olds, the situation is different: 62% shop via their smartphone
While only 13% of all online fashion shoppers cite Instagram as a source of inspiration, almost half (48%) of the 18-29 age group do so
