ABOUT YOU is one of Europe’s biggest online retailers of fashion and lifestyle products. Built around inspiration, it strives to transfer the offline window-shopping experience to the internet and recreate this personalized feeling through all screen sizes.
ABOUT YOU Holding AG was founded in 2014 as a subsidiary of OTTO Group. The platform quickly became a success in Germany and expanded internationally with dedicated regional sites. In 2025, Zalando acquired a majority stake in ABOUT YOU and has remained the brand’s parent company since then. Today, ABOUT YOU is active in 26 European countries.
At ABOUT YOU, consumers can shop for around 750,000 items from nearly 4,000 brands. Fashionistas come here to grab all kinds of trendy looks that really fit their personal style. The assortment covers various fashion products for women, men, and kids, ranging from everyday essentials and sportswear to premium pieces and exclusive collections.
In 2025, ABOUT YOU adopted the marketplace model, opening its doors to third-party partner merchants. Retailers can now independently list their products on the ABOUT YOU portals and sell directly to end customers from a well-known, trusted platform.
Among the largest in the fashion niche, the ABOUT YOU marketplaces attract over 30 million monthly users across 28 European countries in which they operate.
Thanks to a single Seller Center, retailers can quickly enter new ABOUT YOU markets while retaining full control over their assortment and selling strategies.
The ABOUT YOU smartphone apps have more than 26 million downloads and generate nearly 75% of the platform’s revenue, being its most important sales channel.
With the “Fulfillment by ABOUT YOU” service, partners can entrust stock warehousing, shipping, and all other customer-facing delivery processes to ABOUT YOU.
Brands can easily get more customers among Millennials and Gen Z at ABOUT YOU, as roughly 80% of its shoppers fall into these fashion-conscious demographics.
By taking part in ABOUT YOU’s 40+ yearly campaigns, like Black Friday and Summer Sales, merchants can boost their visibility and profits with far less effort.
Since ABOUT YOU carefully assesses all potential partners, the whole integration workflow usually takes around 2–4 weeks.
To become a seller on ABOUT YOU marketplace, you simply need to apply through the company’s registration form for merchants.
ABOUT YOU reviews seller applications manually as part of its know your customer (KYC) standards. During this KYC assessment, you may be requested to provide various additional business documents.
Once your information is verified, you will need to sign the ABOUT YOU marketplace partnership contract and payment agreement. These include your key cooperation terms, such as logistics model and commission structure.
After ABOUT YOU finishes validating your store, you will be granted access to the ABOUT YOU Seller Center. You need to log in there and follow a simple self-onboarding process to prepare your profile for launch.
You can quickly bulk create listings on ABOUT YOU with a product feed. Currently, ABOUT YOU only supports manual feed uploads, which means you’ll have to resubmit a new file for every product data change. We recommend simplifying this step using specialized feed apps.
Mulwi’s specialists can build you an optimized feed for ABOUT YOU free of charge. Our feed file will meet both the platform’s requirements and your custom needs. If you’re selling in several regions, no worries: we’ll set up a tailored feed for each one, making sure that your offers perform great in every market.
With Mulwi, you receive a hosted feed that automatically syncs with your Shopify catalog. Whenever you download this feed over its URL, our app instantly gives you an up-to-date file with your latest items. You then just use the fresh feed in your ABOUT YOU Seller Center to update the existing items or add new deals.
When your ABOUT YOU store is ready, ask the platform’s staff to activate it. Your products will go live on ABOUT YOU marketplaces as soon as your seller profile passes all compliance checks.
Mulwi’s experts are always glad to assist you with product feeds. Install our app today to claim your free sales-boosting ABOUT YOU feed.
