Why M&S Chose TikTok Shop and Zalando for Growth

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.