Europe’s largest online fashion retailer is increasingly relying on AI, also to reduce the number of returns. As is usual in the industry, customers return around every second order. The aim is to reduce this value, for example through the virtual opportunity to try on clothes, says Max Bankewitz, head of Zalando Germany, Austria and Switzerland since the beginning of 2025. The same size varies greatly depending on the brand, says Bankewitz. Today customers have everything from S to L. The online shopping of the future is “perfectly tailored”.
