Zalando, operating in fifteen states, is the Europe’s largest online clothes shop. In early October 2014, the company made its debut on the Frankfurt stock exchange, putting about 10 per cent of its shares on offer. How numerous are visitors to the e-store? The question finds its answer in the latest Polish and Danish market analysis by Gemius.

Almost one in every ten Polish internet user visits Zalando.pl

As the results brought by gemiusAudience (July 2014) show, almost every tenth (9 per cent) Polish internet user aged 15 plus goes to Zalando.pl. What this means for the website is number one position in the ranking list of the most popular clothes shops on the Polish web.

“Zalando quickly became popular with Polish internet users. This was possible mainly due to the generous marketing budgets, broad product range as well as the clear and user-friendly policy of free returns“ Mateusz Gordon, e-commerce expert at Gemius believes.

Women are nearly twice as eager to enter Zalando.pl (64 per cent) as men (36 per cent). Moreover, exactly half of the persons browsing through the shop’s offer are between 15 and 34 years old.

Zalando.pl’s first appearance in the gemiusAudience research project, which has been carried out in Poland for 10 years by Gemius for PBI, took place in October 2012. The e-store came second in the clothes shops ranking upon its debut. At that time, Zalando.pl was visited by nearly 6 per cent of Polish internet users over 15 years of age. The e-store’s popularity was growing at such a dynamic pace that one year later the website recorded entries done by 12 per cent of online population (November 2013).

Only one in five Zalando.dk user is male

The analysis also included the e-store’s Danish version. The most recent data (July 2014) show that the website Zalando.dk is visited by 7 per cent of Danish users who are over 15 years old.

The shop is mainly browsed by Danish women - eight in every ten internet users who visit the website are female (81 per cent). Merely one in five Zalando.dk users is a man (19 per cent).

In the Danish internet measurement project that has been conducted by Gemius for Danske Medier Research for 7 years, Zalando.dk had its inauguration in 2012. It was then visited by almost 5 per cent of online audience aged 15 plus. A peak in Zalando.dk’s popularity was noted in May 2014. It then attracted every tenth Danish internet user (11 per cent).

The data quoted originates from an international research project (gemiusAudience) conducted by Gemius in more than 30 countries of Europe, Middle East and North Africa. It aims to study the number and demographic profile of internet users and the manner in which they utilize the web, in terms of websites, audio and video content as well as applications. The analysis is performed according to Gemius proprietary hybrid methodology and in accordance with the ICC/ESOMAR international code of conduct.

In order for data on a particular website users to be visible in the Gemius analysis, it must be visited by sufficient amount of researched persons in a month. This is why, in the case of Zalando, the analysis involved Poland and Denmark only. In other European countries where the research is conducted, i.e. the Czech Republic, Russia, Romania, Turkey, Ukraine, Hungary and Belarus, the e-store in question has not been visited by a sufficient number of users for the data to be envisaged.