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New Zalando Partnership Aims to Improve Margins
M&S will connect its entire European e-shop with Zalando’s ZEOS logistics solution. From early 2026, ZEOS will handle all orders for customers in 21 European countries.
The numbers behind the project look promising – M&S expects sales growth of up to 30% while cutting logistics costs in half. Delivery times should be reduced by 2-3 days thanks to Zalando’s local warehouse network.
The company has been working with Zalando since 2022, but only as a marketplace partner. Currently, their sales there are growing at a pace of +131% year-over-year, which convinced them to expand the partnership. For M&S, this is a way to efficiently address post-Brexit complications with shipping to the EU.
Beauty Products Go to TikTok
In parallel, M&S is launching an official TikTok Shop with an initial focus on cosmetics. The range will include products like Apothecary Hand Lotion for £6 or home fragrances from the Discover line for £10, which has already sold three million units.
This is a pilot project for now, designed to test the potential of social commerce.
M&S sees an opportunity with younger audiences – the hashtag #marksandspencer has 104,200 posts on TikTok, where people organically share their favourite products.
The company plans to collaborate with content creators, host live shopping sessions, and offer exclusive TikTok-only promotions. Several of their products have already gone viral this year, including Christmas decorations and a trench coat that sold out.
Mark Lemming, Managing Director of International at M&S, confirmed this is part of a broader strategy to build a global omnichannel business through partnerships that don’t require high capital investments.
