Zalando is accelerating its European expansion. After earlier announcements, Portugal and Greece are now live, marking the next step in Zalando’s strategy to strengthen its footprint across Europe. Bulgaria is expected to follow on August 1st this year. New signals suggest the rollout will not stop there.
Earlier this year, Zalando said it would launch in three new markets: Portugal, Greece and Bulgaria. With these additions, the platform would expand its presence to 28 European countries.
Launch in Bulgaria
Zalando has not yet launched in Bulgaria, but the timeline is becoming clearer. Information from the Partner Program indicates that the market is expected to go live on August 1, 2026. Partners can already prepare in advance, which suggests Zalando is building supply before opening to consumers. This typically signals that a launch is close.
Southeast Europe
Recent communication from the company also points to further expansion. After the “successful integration” of markets like Portugal and Greece, Zalando says it aims to maintain this momentum and continue entering new countries. This is relevant for Southeast Europe, where several Balkan markets are still not covered by the platform.
This step-by-step rollout fits Zalando’s broader approach. The company often expands by first enabling partners and logistics, followed by a full consumer launch. The Partner Program plays a central role, allowing brands to sell in new markets without Zalando holding all inventory itself.
For online retailers, this means growing reach through a single platform. Zalando already serves more than 50 million customers in Europe and uses expansion to scale both supply and demand. The planned launch in Bulgaria therefore looks like another step in a wider strategy.
